Start with the maths, not the content
Before any filming, decide what one new client is worth. If an average visit is €80 and a regular returns six times a year, a client is worth roughly €480. That number tells you how much attention you actually need: at a 2% enquiry-to-booking conversion, 1,000 relevant local viewers a week is already a meaningful pipeline. This reframes everything — you’re not chasing followers, you’re chasing a specific number of local viewers.
The four formats that book appointments
1. Before / after. The strongest format in the niche, because the result is the product. Film in the same spot, same light, every single client who consents. Our permanent-makeup client in Utrecht built her entire pipeline on this — the studio now takes 30 new clients a month with appointments booked a month ahead.
2. The objection video. One video, one fear: “Does it hurt?”, “How long does it last?”, “What if I don’t like the shape?”. These are the questions that stop people from booking, and answering them publicly removes the stop.
3. Process close-ups. Fifteen seconds of hands working, no talking. It reads as craft, it performs well in Reels, and it costs nothing to make.
4. The master’s face. People book people. A short intro of the specialist — name, speciality, one human detail — consistently outperforms product posts for local accounts.
A filming routine that survives a busy week
Batch, don’t improvise. One hour on a fixed day, phone on a tripod, three client transformations plus two talking-head answers. That’s a week of content. The salons that post consistently are not the ones with more time — they’re the ones who stopped filming daily.
If nobody on the team has that hour, the workable alternatives are a local UGC creator filming once a month, or a remote team directing your staff with shot lists. That’s the model we use for clients in clinics and salons across the EU.
Turn the profile into a booking page
- Bio: service + city + one action. “Permanent makeup, Utrecht — book via DM” beats any slogan.
- Highlights: Prices, Before/After, Reviews, How to find us. In that order — those are the four things a person checks before booking.
- Link: straight to booking, not to a link-tree maze.
- DMs: answer within an hour during working hours. In beauty, most bookings are lost to silence, not to price.
Paid promotion: small, local, constant
You do not need a big budget — you need a tight radius. Promote your best-performing before/after to women in a 5–10 km radius with a booking call-to-action, and keep it running. A modest daily spend against a proven creative beats an occasional large campaign against a new one every time. For how budgets and agency fees actually work, see our 2026 pricing guide.
