In the world of beauty and style, the best compliments come from the people who matter most—your clients. But in today’s digital world, word of mouth has gone virtual. That’s where digital word of mouth (or eWOM) enters the chat. It’s the secret to creating salon buzz that spreads like wildfire online, helping your business grow organically through trust and connection.
This blog shows you how to spark and sustain digital word of mouth with strategies that feel authentic, stylish, and oh-so-shareable.
What Is Digital Word of Mouth (eWOM)?
Digital word of mouth is when your clients talk about your salon online. That might be an Instagram Story showing off a fresh color, a glowing Google review, or a tag in a TikTok transformation. These organic moments of social proof are powerful—they build trust faster than any paid ad ever could.
When someone sees a real client sharing real results, they’re more likely to believe in your brand, book a service, and become a client themselves.
Why Digital Word of Mouth Matters for Salons
eWOM is like modern-day magic. Here’s why it works:
- It’s authentic and personal
- It boosts your visibility online
- It helps build trust and authority
- It converts followers into loyal clients
If you’ve ever had a new client say “I saw your work on Instagram and just had to come in,” that’s digital word of mouth in action.
Create Share-Worthy Salon Moments
The key to sparking digital word of mouth is giving your clients something worth sharing. Think photo-worthy finishes, jaw-dropping before-and-afters, and sweet, unexpected touches they’ll want to show off.
Make your space feel like an experience—one that looks amazing on social.
Strong Visual Content Is Non-Negotiable
Want people to post about you? Give them something gorgeous to post. Offer a ring light station. Keep your backdrop fresh and styled. Encourage stylists to take quick video snippets or Reels-worthy reveals.
Better yet? Ask your clients if you can tag them in your own posts. That encourages resharing, which puts your salon in front of all their friends and followers.
Give More, Get More Word of Mouth
People share what surprises and delights them. Maybe that’s a luxe scalp massage, a seasonal treat, or a little thank-you gift. These thoughtful extras spark posts because they feel personal—and rare.
Branded packaging or on-theme goodie bags? That’s salon selfie bait.
Turn Clients into Influencers
You don’t need to pay for high-end influencers to benefit from the influencer effect. Your clients are influencers—just to their own inner circle. Treat every visit like it could be seen by 1,000 eyes (because online, it could).
Feature clients in your Stories. Give shoutouts when they tag you. Let them know their voice matters—it builds loyalty and spreads your brand.
Encourage Digital Word of Mouth Through Reviews
Online reviews are one of the most powerful forms of digital word of mouth. Make it easy and inviting to leave one:
- Send a follow-up email with a direct link
- Display QR codes at checkout
- Offer a low-pressure incentive like a free sample or discount on next visit
And always respond to reviews—whether glowing or meh. It shows your salon listens.
Turn Digital Word of Mouth into Fresh Content
Don’t let that glowing DM or Story mention disappear—turn it into content! Share it in a carousel, create a “Client Love” highlight, or work it into a testimonial post. When potential clients see that kind of buzz, they’ll want in.
Tip: Keep screenshots of all the sweet things clients say. They’re marketing gold.
Amplify eWOM with Smart Tools
If your clients are doing the talking, your job is to make sure their praise gets seen. Use tools like:
- Later or Planoly to schedule reshares
- Canva to design branded quote graphics
- Meta Business Suite to reply to mentions quickly
Strategic amplification turns whispers into shouts.
Keep Your Brand Voice Consistent
The visuals and language your salon uses matter. If a client posts a Story in your space, will their followers instantly recognize the vibe? That’s the power of consistent branding.
Make sure your color palette, tone of voice, and visual style show up in every post, reel, and review response. Your brand should feel like one big, beautiful conversation.
Digital Word of Mouth Needs a Pro’s Touch
Yes, clients drive digital word of mouth—but the smartest salons guide the process. If your content looks polished, your responses are prompt, and your brand is magnetic, people will want to talk about you.
That’s where BeautyMark comes in. We help salons harness the power of organic buzz with professionally curated content, on-brand strategy, and creative campaigns that make your audience want to spread the word.
Ready to create a salon experience people can’t stop talking about?
Schedule a consultation or explore our Digital Marketing services to build your very own word-of-mouth machine.
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