Date of Defense

4-16-2026

Date of Graduation

5-2026

Department

Marketing

Second Advisor

Scott Cowley

Third Advisor

Brandi Freel

Abstract

This study explores how social media, has changed the way independent hairstylists market themselves and connect with clients. Social media has become a huge tool in the beauty industry, allowing stylists to showcase their work, build their brand, and attract new clients. Because platforms like Instagram act as a digital portfolio, clients are making decisions based on what they see online rather than just location or recommendations.

Due to this shift, it is important to understand which types of content perform well and generate engagement. This study focuses on identifying the specific content characteristics that lead to higher engagement for hairstylists on Instagram. By analyzing the most popular photo and video posts from many different independent hairstylists, the research looks at different factors such as content type, use of audio, face visibility, call to actions, and overall presentation.

The findings show that engagement is influenced by a combination of elements, personality, and content strategies. Posts that include human elements, such as visible faces, personal updates, and transformations, tend to perform better. Additionally, video content that is short, uses music, and incorporates movement or multiple angles often generates higher engagement. Overall, this study provides insight into how hairstylists can use social media more effectively by focusing on content that is engaging, relatable, and visually appealing.

Access Setting

Honors Thesis-Open Access

Additional Files
Thesis Presentation.pdf (12649 kB)
Presentation
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