There’s a lot of pressure nowadays to be on social media. And there’s a lot of social media to be on! Facebook, Twitter, LinkedIn, Pinterest, Instagram, Youtube, GooglePlus, Reddit, Flickr…
But depending on what you’re trying to achieve not every one of these are equally valuable for your business, and some are just fully a waste of time.
And as wastes of time go, Facebook is the main offender!
And sometimes being adaptable means dropping things that used to work, and trying new ways to find clients instead.
I do like you, just not like that…
There are plenty of makeup artists on Facebook (at time of writing the Makeup Artists group has just under 7000 members and the Worldwide Alliance of Makeup Artists group has just over 10,000) but much like an enormous queue, just because everyone’s there doesn’t mean it leads to something awesome.
And yes, pretty much everyone is on Facebook, which means pretty much all of your prospective clients are on Facebook.
But accessing customers through Facebook is getting increasingly hard and increasingly expensive.
The reasons for this are two fold:
- Facebook is reducing the amount that companies and brands will appear in people’s news feeds. So let’s say you’ve spent a lot of time and effort building up a following of 1000 people. Now, on a good day your posts from your brand might reach only 1% of that list – that’s just 10 people!
- Not all likes are equal – you’ve probably come across groups and posts where other MUAs are offering likes for likes. Great huh? Well not really, because unless MUAs are your target market then your followers are going to be full of people who are not really interested in what your selling. But because only 1% of your list will see your post, now the chance of someone who is interested seeing your post is severely diluted.
Check out this great video from Veritasium that explains all this in a bit more detail.
Yeesh – what a nightmare. The only way you can stand a chance of reaching your prospective clients is by either having them and only them as followers (tricky, as you won’t know in advance) or by having hundreds of thousands of followers (also tricky). Or you can pay to boost your post – but that’s a whole new world of problems!
Giving up (Facebook) is hard to do
Okay, so the sensible thing to do is not bother right? Well, not exactly. Even if people aren’t seeing your posts on Facebook, there may still be the odd person who chooses to look for your there, who wants to check out your photos and find out a little more about you.
But unless you’re Lisa Eldridge the number of people looking probably aren’t going to merit much more than only an occasional effort. So how should you be maintaining your Facebook presence?
Know why you are on Facebook
Is it to get makeup tips and exchange opinions on new products? Is it to proactively build your brand and find new clients? Or is it to create a second homepage where prospective clients can find you and check out your portfolio? Focus on what you want to achieve and only do the things that will get you closer to that goal.
Get in the groups
These places can be goldmines of questions, videos, jobs and tips! Okay so people may not see your page’s posts even if they’re following you, but if they’re active in a group then they’ll almost certainly be seeing posts from it in their feed.
Some groups can get a bit spammy with people advertising – but if a post is popular and generating a lot of comments in a group then they’re more likely to show up in someones feed. You can build your brand by helping people with queries in the group and being an active member.
You’ll often find me and Ash in:
- Makeup Artists
- Worldwide Alliance of Makeup Artists
- London Hair and Makeup Artists
- London Photographers, Models, Makeup Artists
Automate your posts
There are various ways you can do this. Tools such as Hootsuite (or Buffer) for example allow you to schedule posts on multiple platforms all in one go. Yes – posts made for Twitter or Instagram aren’t going to look perfect on Facebook, but this can save you a lot of time.
The alternative is to use an app connecting tool such as Zapier (or IFTTT) – in this you can set up automations such as “If my tweet contains the hashtag #MUA then post to Facebook” (a tip we picked up from Emily at MMMUA)
So it’s not all doom and gloom on Facebook – but if you’re a busy makeup artist and your time is precious then taking a serious look at everything you spend your time on can really pay off. And right now, spending time on Facebook is (alas) not time well spent.
For other time saving online tools like those mentioned in this article sign up to our mailing list to receive our mini-guide “Five Simple Online Tools for Starting and Running Your MUA Business”. Have you found Facebook is working well for your makeup artistry business – we’d love to hear what you recommend! Drop us a comment below.