In 2017, Headlines the Salon, owned by Gayle Fulbright and David Linde in Encinitas, California, developed a deliberate, planned social media campaign. The team selected one person to manage the salon’s Instagram, agreeing that everyone would start sending her their style photos and allow her to edit, hashtag and select the salon’s two photo posts for each day. “This created a consistent brand that took us from 800 followers to more than 20,000 in six months,” says Fulbright.
The salon also invited industry Instagram influencers into the salon to show the team how to take great images that created a cohesive brand for the salon, as well as for each individual.
“We created our own branded background for consistency and invested in great lighting,” Linde says. “The team also held some jam sessions with a local photographer to capture great images. Having our brand and image out there also helped us attract many new stylists from around the country who were interested in relocating to southern California.”