The majority of lash extension clients are women between the ages of 18 to 34, who make up nearly 60% of the market. However, there is also strong demand among middle-aged women aged 35 to 54, accounting for 42% of the clientele. If you're looking to attract these women and grow your business, Instagram Reels should be a must in your marketing strategy especially considering that 55.4% of U.S. Instagram users are women. Your ideal clients are already scrolling, you just need to show up in their feed.
Instagram reels are a great way to get noticed since they have a short and engaging format. Starting to create reels can boost your visibility, bring in new clients, and open the door to valuable partnerships. In this article, you’ll learn how to use Reels to grow your lash business, clientele, and how to build clients trust.
Before you start posting reels, you need to make sure your Instagram profile is fully optimized. There are only 150 characters available in your bio, so every word counts. Write about what you do, where you're located, and include a call to action like “DM to book” or, even better, include a link to your booking page with “Click below to schedule.”
Choose a strong profile picture. If you own a salon, use your logo so clients can easily recognize your brand. But if you're a freelancer or rent a chair, use a clear, professional photo of yourself to help potential clients put a face to the name. Last thing, don’t overlook Instagram Highlights. They help you state more about what you offer. Use them to showcase your services, share client testimonials, post before-and-after transformations, answer FAQs, and even highlight your pricing.
When your profile is informative, people who discover you through reels are far more likely to follow, trust, and book with you because they feel like they understand who you are and what you offer.
If you're serious about growing your lash business with Instagram reels, posting pretty videos alone won’t be enough. We've seen countless Instagram accounts showing after clips of lash sets may look nice, but these often blend in with the thousands of similar posts out there. To truly attract new clients, your content needs to offer more. Just like any successful salon business, growth comes from providing value. Reels that educate, entertain, or build trust are the ones that capture attention and turn viewers into clients.
If you're unsure where to start or struggling to come up with reel ideas, don’t worry, we’ve put together a list of ideas on how to grow your audience and get fully booked.
How often have you had a client come back for a fill, only to find most of their lashes have already fallen out within a few weeks? In many cases, it’s due to improper aftercare. Create a simple Reel showing how to properly clean lash extensions using a gentle foam cleanser. Add clear text overlays like “Clean lashes daily,” “Avoid oil-based products,” and “No rubbing.” With this reel you'll help your clients get the most out of their set, reduce complaints about retention and keep your inbox clear of repetitive aftercare questions. Plus, it shows that you care about your clients’ results even after they leave your salon.
Many potential clients are still hesitant about lash extensions because they believe they’ll damage their natural lashes. Use this reel to directly address and disprove that fear. Start with a bold text overlay like “Myth: Lash extensions ruin your lashes” followed by “Fact: Only poor application does.” You can then show a healthy lash line after a proper removal, or briefly explain how lash extensions, when applied correctly, actually allow natural lashes to grow unharmed. Use this to differentiate yourself from inexperienced artists. Plus, you’ll show your audience you're educated, careful, and client-focused.
This is one of the most commonly asked questions and a perfect opportunity for a short, informative reel. You can film a side-by-side comparison: one eye with 2-week retention and one with 4-week retention, showing how lashes thin out over time. Use text overlays like “Keep your lashes full and book every 2-3 weeks.” Then you can briefly explain factors that affect fill schedules like lash growth cycles, sleeping habits, and lifestyle. Reels like this one help with educating clients but also encourage repeat bookings to the salon.
New clients often feel nervous because they don’t know what to expect. You can help them feel more comfortable by walking them through the process in a reel. Film clips of your sanitized setup, how you apply eye pads or lash placement. Add soft music and captions like “Lay down, relax, and let me handle the rest.” You can also create videos about helpful tips for newcomers like “Arrive with clean lashes” or “Avoid caffeine before your appointment” and explain why. Customers will be more comfortable, feel they will be in good hands, and will know how to come prepared.
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Who doesn’t love a good transformation video? Record your application process from start to finish, and speed it up into a 30–60 second time-lapse. Show clips of you prepping, isolating, applying, and finishing the set, then close with a final reveal. A reel like this will showcase your skill, attention to detail, and dedication. It can also be a great video explaining why your prices are worth it based on the effort and time that goes into creating beautiful lashes.
In salons, hygiene is highly important, and clients want to know you’re running a clean, safe business. Film a quick video showing your sanitation process between clients: cleaning tools, switching out disposables, wiping down your lash bed, etc. It’s a simple video that doesn’t take long but it will build trust showing your commitment to client safety.
This is another super helpful aftercare reel. Show your audience how to use a lash brush and cleanser properly. Film yourself or a model using gentle, downward motions. Add clear step-by-step captions, and mention what products you recommend. Posting reels about aftercare makes you a go-to source for all things lashes. Plus, if you retail lash products, this video can also help boost your product sales.
Have fun making these reels providing helpful tips in a don’t-do-this format. Film short clips of someone rubbing their eyes, sleeping face-down, using oily makeup removers, etc., followed by better alternatives, such as sleeping on a silk pillowcase, brushing lashes daily, or whatever secret tips you may have. Use catchy hooks like “Want your lashes to last? Avoid these 3 things!” These reels are highly shareable and saves you from repeating the same advice in your DMs.
There’s nothing more authentic than a real-time reaction. With your client’s permission, capture the moment they first see their lashes in the mirror. Keep it short and sweet, and use captions like “She loved them!” or “Another happy client!”. The idea of these reels is to be a visual testimonial which creates emotion, builds trust, and helps potential clients visualize their own transformation.
Turn glowing reviews into content by creating a reel with text overlays of real client feedback. Use background footage of your lash sets, studio space, or a calming moment from your service. Even if the client didn’t record a video, their written review can still be powerful. This builds social proof and trust, especially for new clients who rely on reviews when choosing a lash artist.
Take real questions from your DMs or comments and turn them into short reels. For example: “Can I wear mascara with lash extensions?” or “How long does a lash set last?” Record yourself answering the question directly, or use text and voiceover with relevant footage. These reels feel personal and help boost engagement especially when viewers see that you're responding to their actual concerns.
Help clients choose the right lash set by giving style suggestions based on eye shape or daily routine. For example: “Almond eyes? Try a soft cat-eye.” or “Busy lifestyle? Classic lashes are your to-go for low-maintenance.” This makes the decision process easier for clients and makes you their go-to resource for personalized recommendations.
A good reels strategy doesn’t have to be complicated. You just need to think about what your ideal clients want to see that brings them value, like helpful tips, transformations, behind-the-scenes, or answers to common questions. You can plan a few topics in advance and batch film them in one session so you're not constantly creating last minute.
When filming, keep in mind to use good natural lighting, keep your background clean, and shoot vertically to match Instagram reel size. You don’t need long complicated videos or fancy editing. Just show your work and your expertise in a way that’s easy to understand.
Once you start posting consistently, pay attention to what performs well, such as views, saves, shares. These insights will guide your future content and help you refine your style. Over time, creating reels will feel easier, your audience will grow, and new opportunities will naturally follow. You might start collaborating with local beauty professionals or influencers, repurpose your videos for TikTok or YouTube Shorts, attract new clients along the way, and maybe even start creating lash courses.
Don’t be afraid to start experimenting with reels. Start by using the content ideas we’ve shared and see what resonates with your audience. As your visibility increases, so will your opportunities whether it’s bringing in more clients, launching your own lash line, or offering training. The possibilities are endless if you just start.
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