How Spas Can Repurpose Content and Create Social Posts More Easily
For spa owners and beauty professionals, creating content consistently can feel like a daunting task. In a competitive digital landscape, maintaining a strong online presence while running your business is time-consuming. However, Rachel Baker (CEO Tejo.ca), offers some valuable advice: repurpose your content to maximize your reach without overwhelming your resources.
Here's how spas and salons can repurpose content efficiently and turn a single service into a steady flow of social media posts, videos, and ads.
1. Start with a Single Service: Document Everything
One of the easiest ways to create multiple pieces of content is by documenting a single service from start to finish. For instance, if you're offering a signature facial, you can record short video clips, take before-and-after photos, and even jot down client feedback.
Record with multiple cameras
One of the easiest ways to make multiple posts from a single model, doing a single service is to set up multiple cameras at different angles. Borrow a smart phone. Use your laptop's camera, or even rent a few. This way you can stitch together a lot of footage and re-use footage with out it feeling old.
We recommend
- using a go-pro to see your point of view with the service
- a camera along the side of the body
- a camera set up to show off the treatment room
- a camera above the client
- a camera angled below the client
Behind-the-scenes clips:
Show the steps involved in preparing for the facial, like setting up your treatment room or arranging skincare products. This gives your audience a glimpse into your professionalism and care.
Client testimonials:
Capture video or written testimonials immediately after the treatment. Happy clients often make for the most compelling marketing material.
Highlight key moments:
Create bite-sized content around various stages of the service, such as applying a face mask, using a high-tech tool, or giving a mini-massage. These moments can be perfect for Instagram Stories or Reels.
2. Repurpose Content Across Different Platforms
A single service offers endless possibilities for content, but the magic lies in how you repurpose it across various platforms. Instead of posting the same content everywhere, adjust it slightly to fit the platform’s tone and audience.
Instagram Stories: Share 15-second clips that highlight different parts of the treatment process. You can even use stickers, polls, or Q&A boxes to engage your audience.
TikTok or Reels: Use a fun, trendy sound and edit a short, fast-paced video showcasing the treatment. These short videos can capture attention quickly and reach new viewers.
Facebook: Share longer-form content such as a client testimonial video or a detailed post about the benefits of the facial, including a call to action for booking appointments.
Blog Post: Write a blog explaining the process, benefits, and results of the treatment. This adds valuable SEO content to your website and positions you as an expert. in your posts be sure to link back to the blog in a comment. this will help drive traffic to your site.
By strategically repurposing one set of content across different platforms, you can maintain a strong presence without creating something new every day.
3. Analyze and Double Down on What Works
Rachel Baker emphasizes the importance of tracking performance and focusing on what resonates with your audience. After posting content, look at your analytics to see which posts are generating the most engagement.
Did your “before-and-after” photos get a lot of likes? Did a client testimonial video result in more bookings? Once you identify your top-performing posts, put more resources into promoting those posts.
-Boosting content: If a certain video or post is doing well, consider paying to promote it to reach more potential clients beyond your current followers.
Creating similar content: Use the most successful posts as a template. If a particular type of post or topic gained traction, create variations or follow-ups. For example, if your followers loved seeing behind-the-scenes skincare tips, continue to offer more tips for different treatments.
Baker suggests running geographically targeted ads, especially for local businesses like spas. Focus on a specific area near your spa to attract clients who can easily visit.
Additionally, using ads on platforms like Google Maps and Bing (where local clients might search for nearby spas) can significantly enhance your visibility. While Google is a popular choice, Bing can offer a higher return on investment for niche markets or demographics like STEM professionals.
4. Incorporate Giveaways and Referral Programs
One clever way to extend the life of your content is through giveaways or referral programs. Baker highlights that these are effective, low-cost strategies to increase visibility and encourage people to share your content.
For example, you can ask followers to:
- Share a specific post with three friends to enter a giveaway.
- Tag someone in the comments to win a free treatment.
The winner of the give away can be your next model for new content.
Conclusion
In conclusion, creating content doesn’t have to be overwhelming for spa owners. By repurposing a single service into multiple pieces of content, analyzing performance, and using smart advertising and referral strategies, you can maximize your online presence without burning out. Consistency and strategy are key—start small, repurpose wisely, and let your content work for you.