How to Build your Brand on Instagram | Samantha Cusick

In an industry increasingly powered by the sharing of online content and attracting clients through social media, what does it really mean to be a hairdressing influencer? Can this digital world really serve to boost your business? To kick off our brand-new series with a band, Professional Hairdressing Influencer of the Year 2024 at the Pro Hair Awards, Samantha Cusick, explains the ways Instagram can truly build your brand.

If you’d told 22-year-old me, fresh out of college and more excited about toner than TikTok, that one day I’d be running multiple salons, launching a digital platform and collaborating with global hair brands, I’d have smiled politely and cracked on with another round of foils. But here we are! And, I must admit, much of that journey has been powered by one platform: Instagram.

In 2016, when I opened my first salon in Notting Hill, I didn’t have a PR agency, a marketing budget or a celebrity client list. I had Instagram and a belief that if I could show people what we were all about, they would come. That meant effortless colour, exceptional service and a vibe that felt more like your best friend’s flat than a scary hair salon. And they did.

For me, Instagram has never been about becoming an influencer; it’s been about building influence. And there is a difference! It’s not about follower count; it’s about connection. Your Instagram should be your digital shopfront, your portfolio and your personality rolled into one.

However, the landscape has shifted. It is not just about polished after-shots anymore, people want to see behind the scenes. They want to see the messy colour bowls, the foiling fails, the progress shots, the process and you!

The biggest shift in my business happened when I stopped trying to post what I thought people wanted to see and started showing up as myself. I leaned into storytelling. I wrote captions that sounded like me. I shared the beautiful hair shots alongside the slightly chaotic moments that got us there. That is when clients started to engage, and that was when the trust was built.

Instagram is a tool. Not a magic wand. You still have to deliver the goods in real life, but it’s an incredible way to share your expertise, show your brand values and create meaningful relationships with your clients and industry peers.

Here are five lessons that have shaped how I use Instagram:

1. Be Consistent, Not Perfect:
   You do not need a flawless feed, you just need to show up regularly and give value. Post, learn, adjust and keep showing up.
2. Show Your Face:
   Clients book haircuts, but what they are really booking is you. Post selfies. Talk on Stories. Let them hear your voice and see your energy. You are the brand, so make sure they feel that.
3. Speak Like a Human:
   No one wants to read captions that sound like a press release. Write like you talk – imagine you’re texting a friend or chatting over coffee. Keep it warm, honest and real. A bit of humour never hurts either.
4. Use Trends with Intention:
   Reels and trending sounds can help boost visibility, but make sure they reflect your brand. Don’t just copy what others are doing, keep it natural and authentic.
5. Use It as a Service Tool Too:
   Instagram isn’t just about gaining followers, it’s also a place to support your existing clients. Use it to share aftercare advice, appointment availability or new treatments. Think of it as an extension of your client experience.

So, if you’re still sitting on that reel, overthinking that caption or wondering if anyone will care what you post, my advice is simple: just start. Share what you know and let people see who you are. You do not need to go viral; you just need to be visible..