Analyzing Social Media Metrics: Understanding What Works and What Doesn't As A Hairdresser

Posting on social media without checking your stats is like cutting hair blindfolded—sure, you could get lucky, but it’s not exactly the best strategy. Your metrics tell you what’s connecting, what’s not, and where you can level up. Whether you’re building a solid local clientele, growing an education platform, or starting to dabble in influencer territory, understanding your numbers helps you stop guessing and start creating content that actually works.

And no, this isn’t about crunching endless spreadsheets. It’s about reading the room—except the “room” is your audience, and the numbers are their way of telling you exactly what they want.

Step 1: Know Your Key Metrics (These Are Your BFFs)

Social media platforms throw a lot of numbers at you, but not all of them matter equally. Here’s what you should care about, and why:

  1. Engagement Rate: Likes, comments, saves, shares—this is how you know people care about your content. High engagement = your posts are hitting.

    • Why it matters: Engagement boosts your content in the algorithm and shows that your audience is vibing with what you post.

  2. Reach and Impressions: Reach = how many unique people saw your post. Impressions = how many times your post was seen (even if the same person saw it twice).

    • Why it matters: If your reach is growing, you’re getting in front of new eyeballs—which is gold for client-building.

  3. Saves and Shares: These are the ultimate signs of value. Saves = people want to come back to your post. Shares = they want to spread the word.

    • Why it matters: Saves and shares tell you what kind of content your audience really finds helpful or inspiring.

  4. Follower Growth: Are you gaining followers steadily? Or did you just lose 20 people after that last post?

    • Why it matters: Steady growth means you’re attracting the right people. Sudden drops? Maybe time to rethink that last post.

  5. Profile Visits and Clicks: Are people checking out your profile and clicking on your link? If so, your content is pulling them in.

    • Why it matters: This is where scrolling turns into action—like booking a haircut, signing up for a class, or following your other platforms.

Step 2: Dive Into Your Analytics (It's Easier Than You Think)

Here’s the deal: Instagram, Facebook, and TikTok all have built-in analytics tools (free and easy to use) that tell you exactly what’s going on.

  • Instagram Insights: Head to your profile > hit the three lines > click “Insights.” Here, you can see:

    • Top-performing posts and reels.

    • Engagement stats (likes, comments, saves, shares).

    • Follower demographics (age, gender, location, and when they’re online).

  • TikTok Analytics: Go to your profile > tap the three dots > click “Creator Tools.” You’ll find:

    • Video views, watch time, and follower growth.

    • Where your audience is from and what time they’re active.

  • Facebook Insights: On your business page, check your Insights tab for:

    • Post engagement, reach, and shares.

    • Follower trends and audience demographics.

Step 3: Find Out What’s Working (and Double Down)

Once you’ve got your numbers, look for patterns:

  1. Which posts have the most saves and shares?

    • If your balayage transformation posts are blowing up, post more of those.

    • If a reel showing your cutting technique got shared like crazy, do a mini tutorial series.

  2. What time and days are your followers active?

    • Check your Insights to see when your audience is online and schedule posts during those times.

    • Pro Tip: Try posting Stories or Reels a bit earlier in the day—they tend to get more traction.

  3. What’s your audience clicking on?

    • Are people heading to your profile after a transformation post? Include a strong call-to-action like “Book your own glow-up” or “Let’s transform your look” to push bookings.

    • If they’re clicking your education links, lean into more posts about classes or workshops.

Step 4: Fix What Isn’t Working (No Biggie)

Not every post is going to crush it—and that’s okay. If something flopped:

  • Look at the content: Did the photo feel off-brand? Was the caption too vague? Did the lighting make the hair look meh?

  • Look at the timing: Maybe you posted at 10 PM when everyone was asleep.

  • Look at the caption: Did you ask for engagement? Sometimes, a simple question like “Would you try this look?” can spark more comments.

Remember: It’s not failure, it’s data. Use it to tweak your strategy and get better.

Step 5: Set Real Goals and Track Progress

Here’s where you get strategic. Use your numbers to set goals like:

  • “I want to grow my following by 200 people this month.”

  • “I want my engagement rate to hit 5% on my next 3 posts.”

  • “I want to get 10 new profile visits per week from my reels.”

Check your analytics weekly or monthly, see how you’re doing, and adjust your game plan. Goals = growth.

Step 6: Bonus Tip—Focus on Local Reach

If you’re building a local clientele, make sure you’re:

  • Tagging your location in every post and Story.

  • Using local hashtags like #SeattleBalayage or #NYCHairStylist.

  • Collaborating with local businesses or influencers for cross-promotion.

Local reach = real clients in your chair.

Social media metrics aren’t scary—they’re your guide to creating content that works. By paying attention to engagement, reach, and what your audience loves, you’ll spend less time guessing and more time growing. Whether you’re trying to fill your books, teach the next generation of stylists, or build your influence, knowing your numbers is how you level up.

So open up those Insights, take a look at your top posts, and let the data do the talking. Your next big win might just be one post away.

Annie | The Hair Nerds

Hi! I’m Annie (she/they), Lead Instructor for @scissorandmoth_social, Creative Director for @thehairnerds and host of #DearCosmoBabies podcast.

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