JUL 2019

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 44 of 71 • July 2019 43 for Ciel Spa at SLS Beverly Hills in Los Angeles, strives to capture the luxurious spa experience for followers and inspire them to visit. "When someone looks at our profi le, I want them to see what products and services we offer and instantly pick up the phone to schedule a spa day," she says. More specifi cally, she wants to educate existing and potential clients about the spa's exclusive skincare line, so she posts plenty of product images with an explanation of what they do and who would benefi t from using them. LaBarbera takes most of the photos herself, but she also saves shots that clients share on their own accounts while they're at the spa or enjoying Ciel's products at home. Promotions should have a strong visual component, adds Zavell. She suggests a photo with a graphic overlay to grab the user's eye as they scroll through their feed—text that says something like, "Limited Time Offer," "Summer Special!" or "10 Percent Off," while any images behind that would relate to the promotion. "If you're highlighting a specifi c product or service, make sure to showcase it with strong photography that can be easily seen behind the graphic or text. A good rule of thumb is to stick with Facebook's 20 percent guideline," continues Zavell, referring to the idea that an image should be no more than 20 percent text. Because the overlay will likely compel the viewer to stop scrolling and seek more details, the most important or enticing part of the deal should be detailed in the caption (e.g., "Come in this week and receive a free sunscreen product with any service on our summer menu!"). Zavell points out that video content is also huge right now. "Look for opportunities to add short videos or animated GIFs that catch users' attention as they scroll through their feeds," she says. Videos could feature a client testimonial or an employee explaining a new product or service to help potential guests better understand your offerings. "People love FAQs, so you might create a GIF that scrolls through common client questions and offers answers," says Zavell. VISUAL APPEAL Once you've identifi ed what to post, it's time to make your images and stories (slideshows with added text and graphics that only live on the feed for 24 hours) look as streamlined and stunning as possible. Because your profi le is laid out as a grid of everything you've posted organized in rows of three, it's important to think about how they'll all look when viewed together. @CIELSPABH @CIELSPABH

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