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Social Media Slump
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Social Media Slump
Does your social media engagement slow down in the summer? Use these tips for maintaining visibility and keeping audience engagement when clients are in vacation mode.
BY GELISH
07.09.25

When temperatures rise, social media engagement often dips. School's out, clients are traveling, and routines shift, leaving your once-lively comment section a little quieter than usual. But that's normal, so don't panic! Instead, use this slower season to test new types of content, experiment with formats, and fine-tune your strategy for the busy fall season. And, in the meantime, if you make a plan utilizing the right content strategy, you can maintain visibility, stay top of mind, and maybe (hopefully!) even attract a few new followers while your audience is in vacation mode. Here's how.

Lean Into the Season

Create content that aligns with what your audience is already doing: traveling, relaxing, and enjoying the beach. Think “nail art for your next getaway” or “the perfect polish shade to match a summer sunset.” Tie your services or products to real-life summer moments, and your audience will relate and engage.
Try These Posts:
• What's your vacation mani vibe: bright neons or subtle nudes?
• Packing for a trip? Don't forget your cuticle oil!

Schedule Content Ahead of Time

Your clients aren't the only ones who should be enjoying the season; certainly, you and your staff are entitled to some much-deserved vacation time, too. So instead of stressing about daily posting when you're juggling more clients or a trip of your own, if you're not doing so already, start using a content calendar and schedule tools like Later, Planoly, or Meta's Business Suite to plan out posts a few weeks in advance. That way, your feed stays fresh even if you're beachside.

Use Stories to Stay Top-of-Feed

Instagram Stories and Reels continue to outperform static posts in terms of reach and engagement. Create quick summer-themed tutorials, behind-the-scenes peeks at your salon, or product or service spotlights to stay visible without the major time investment. For example: Post a short Reel of your favorite summer nail colors or nail designs with upbeat music and seasonal hashtags.

Ask Easy, Engaging Questions

People are scrolling quickly, so make it effortless to engage. Use polls, emoji sliders, or quick “this or that” posts to boost interaction and keep your content active in the algorithm.
Try:
• Poll: poolside pedi or beachy mani?
• What nail color are you living for this summer?

Run a Summer Giveaway or Challenge

If things are feeling a little slow, create some buzz with a giveaway or mini challenge. Ask followers to share their favorite summer nails, tag a friend, or vote on popular nail designs. Randomly choose a winner or two and gift them with a service, add-on, or gift bag of products. You'll get a boost in interaction and maybe even a few new clients.

Stay in Touch with Your Core Community

Take advantage of the slowdown to nurture your most loyal followers. Respond to comments, send DMs to clients you haven't seen in a while, and create content that speaks directly to your regular customers. Consider offering a coupon code or “show us this post” for a discount on services booked in the summer months. Even a simple “We miss you!” message with a summery meme can make someone feel appreciated. It's that kind of customer service that speaks to clients and will encourage them to return time and time again.

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