The Brief
The Basics:
Client: Bella Capelli
Services: Social Media Management, Content Production, Strategy
Industry: Beauty & Wellness
The Challenge:
Bella Capelli was a long-time client operating on a standard content plan built on static imagery. While the account was consistent, growth had plateaued. The salon’s vibrant, youthful in-person energy wasn't translating to the feed, and the algorithm changes of 2024/2025 meant static photos were seeing diminishing reach.
They knew video was the next step, but the salon team was intimidated by trends and didn't know "what to say" to the lens.
ThE BRIEF
The Basics:
Client: Bella Capelli
Services: Social Media Management, Content Production, Strategy
Industry: Beauty & Wellness
The Challenge:
Bella Capelli was a long-time client operating on a standard content plan built on static imagery. While the account was consistent, growth had plateaued. The salon’s vibrant, youthful in-person energy wasn't translating to the feed, and the algorithm changes of 2024/2025 meant static photos were seeing diminishing reach.
They knew video was the next step, but the salon team was intimidated by trends and didn't know "what to say" to the lens.
THE STRATEGYThe "Hybrid" Video Model
We know that "just posting video" is not a marketing strategy. We had to build a system that made video sustainable for a busy salon team. We approached this in two phases.
Phase 1: The "Ice-Breaker" Shoot
Phase 2: The Coached Content Loop
PHASE 1: The "Ice-Breaker" Shoot
We kicked off with an intensive, on-site content day.
The Goal: Capture high-polish B-roll and "Brand Essence" footage to build a library of assets.
The Tactic: To combat camera shyness, we started the shoot with photos (comfort zone) and slowly progressed to video. We directed the team, removing the pressure for them to "perform."
"The upfront content day was so helpful! It gave us a lot of content we can use to keep up with regular posts... It helps when we have someone professional come in and provide direction... taking the pressure off our younger stylists."
- BELLA CAPELLI
Phase 2: The Coached Content Loop
To keep the feed fresh, we introduced a remote coaching workflow.
The Moniker Method: Instead of asking for "content," we help you figure out what to say and how to say it. We send the Bella Capelli team specific trending audio, loose scripts, and examples.
The Result: The team went from "What do I do?" to "Let's film this!"
"Seeing real examples and having a loose script took away the pressure of 'what do I say?' or 'am I doing this right?' It made being on camera feel easier."
- BELLA CAPELLI
The ROI
Beating the Benchmark
Instead of fighting the algorithm, we used it to work in Bella Capelli's favor and deliver real results.
Our shift in format, supported by a hybrid strategy that made video content sustainable resulted in a longterm lift in reach, visibility, followers, and site traffic.
The Real Win: It wasn't just vanity metrics. New clients started walking in the door specifically because they saw the Reels.
"We've seen more new clients since we changed our content style. Many mention our Instagram reels and how they love seeing what we're doing in the salon."
- BELLA CAPELLI
ROI BY THE NUMBERS
+73%
Increase in Reach
+42%
Increase in Site Traffic
+39%
Increase in Visibility
+7%
Audience Growth
SCROLL THE FEED
We focused on incorporating authentic content around the process, the team, and the in-salon experience. Pairing that with trends that felt light and relatable was the winning formula.
The Verdict
The feed finally matches the in-person energy: Personal, fun, and up-to-date.
"It’s uncomfortable at first, but it’s so worth it... It feels more up to date, personal and fun. We're able to show off our younger stylists and their energy."
- BELLA CAPELLI
Ready for your Glow Up?
If you are still relying on static images, you are leaving growth on the table. We can help you transition to a video-first strategy without the stress.
Know a business that has great service but a quiet social feed?
We are currently opening 2 spots for our Q1 Content Strategy Audit. We’d love an intro!