A cosmetology business approached us with a challenge: their standard advertising strategy was no longer effective. Despite ongoing investment, the ROI was negative and the flow of new clients was declining. On Instagram, the brand had 2,159 followers, but the channel wasn’t being used to its full potential for client acquisition.
After implementing a new strategy, the account grew to 2,817 followers, and — more importantly — client flow increased by 50%.
Strategy
We shifted focus from broad advertising to a more Instagram-centered acquisition model. The new strategy was built on three pillars:
Develop an Instagram strategy designed specifically to generate leads.
Drive significantly more profile visits through optimized content and targeted ads.
Use Instagram direct messages as a conversion tool, offering short consultations to build trust before booking an appointment.
Since the client’s business depended heavily on loyal, repeat customers, we emphasized not just growing followers but also creating engaging content and Stories that would convert profile visitors into long-term clients.
Key Metrics Tracked
Instagram profile visits
Paying clients
Cost per client
ROI
Results & Insights
Using the same advertising budget, we achieved a 52% increase in leads.
Instagram followers grew by 242%, improving organic reach and credibility.
Retention rates were outstanding: on average, each client made 3.5 appointments, proving the value of building loyalty and trust.
Key Takeaways
Cosmetology businesses benefit from some of the highest engagement rates on Instagram.
A short consultation in DMs is the best trust-building tool before booking an appointment.
Discounts are useful for sparking interest but are rarely effective for closing actual sales.
Instagram Stories are one of the most powerful tools for creating loyalty, strengthening retention, and boosting lifetime value (LTV).
Conclusion
By rethinking the acquisition strategy and shifting focus to Instagram content, consultations, and client retention, the business not only improved ROI but also built a more sustainable growth engine. With a 50% increase in client flow and significantly higher retention, the client now enjoys steady growth without increasing their marketing budget.