How to promote your lash business on Instagram — and why video content matters

Instagram is the perfect place for lash artists and content creators to show off their work and get noticed by new clients. Whether you’re sharing photos of your latest lash set or posting fun, engaging videos in your Stories, using video is becoming a must if you want to stand out. Mixing beautiful photos with lively video clips in your feed and Stories helps you connect with your followers in a more personal way, and that’s exactly what can help your eyelash business grow.

If you want to promote your lash business Instagram account, your Instagram strategy should include videos and appealing photos, especially for fashion-related brands. Follow our practical guide packed with tips on how to create content that will interest your audience and help your brand stand out from the crowd.

1. Build a stunning visual feed

Your Instagram feed is like your digital portfolio and first impression. Every photo and video should reflect your unique lash style and brand vibe consistently. Use similar lighting, color tones, and filters to keep things cohesive and professional. A well-curated feed not only attracts potential clients but also helps build brand recognition over time. Planning your posts ahead can make it easier to maintain this polished look.

2. Share before-and-after photos

Before-and-after shots are one of the simplest but most powerful ways to show off your skills. High-quality images that clearly highlight eyelash length, volume, and curl instantly grab attention and prove your expertise. These transformation photos tell a story visually, giving potential clients a clear idea of what to expect. Natural lighting and sharp angles will make your work pop even more.

3. Create engaging video content

Videos are what really bring your lash artistry to life. Use them to:

• Show quick tutorials on lash care or styling tips
  

• Capture time-lapse clips of eyelash application sessions
  

• Highlight different eyelash styles on clients through short, engaging clips
  
  

For easy video editing, apps like online video editor Clideo, InShot, and CapCut are great tools, even if you’re just starting out. These apps let you trim clips, add music, and apply effects to make your videos more polished. Incorporating videos into your feed and Stories not only boosts engagement but also builds trust by giving viewers a closer look at your technique and personality.

4. Post client testimonials and reviews

Sharing real feedback is a great way to build trust with your audience. You can post screenshots or video testimonials from happy clients to encourage new bookings. Honest reviews help potential clients feel more confident about choosing you. And don’t be afraid to ask your clients to tag you when they share their lash experience because that kind of social proof is pure gold.

5. Use hashtags strategically

Hashtags help your posts get discovered by the right audience. Combine popular lash hashtags (#lashartist, #lashextensions) with location-specific ones (#NYClashes, #LAbeauty) to reach both broad and local clients. Mix high-traffic and niche hashtags to increase visibility, and keep updating your hashtag list by researching what’s trending. Smart hashtag use is an easy way to expand your reach.

6. Engage with your community

Spending a little time replying to comments, answering DMs, and chatting with other beauty pros is a smart way to grow your biz. Making real connections can bring referrals, collabs, and loyal fans. Plus, staying active helps Instagram show your content to more people. Try to set aside a few minutes each day to hang out with your followers and similar accounts.

7. Share educational content

Help your audience by posting tips about lash health, styles, and aftercare. Educational posts and videos position you as an expert and build trust over time. You could debunk common myths, explain different eyelash extension types, or share simple maintenance advice. Informative content not only educates but also encourages followers to rely on your expertise.

8. Showcase your personality

Let your followers get to know you beyond the lashes. Use Stories and Reels to share behind-the-scenes moments, your daily routine, or fun facts. Authenticity fosters a loyal and engaged community. People want to connect with the person behind the brand, so don’t hesitate to show your unique style, humor, and personality. Consistency here helps build lasting relationships.

9. Run contests and giveaways

Hosting giveaways or contests with prizes like free lash sets or discounts can quickly boost engagement and attract new followers. Set clear rules, encourage tagging friends, and ask participants to share your posts for maximum reach. Giveaways create buzz around your brand and help grow your community in a fun, interactive way.

10. Use Instagram’s built-in features

Take advantage of Instagram’s tools to diversify your content:

• Use Stories Highlights to organize FAQs, client reviews, and popular content

• Share longer tutorials on IGTV

• Create short, trendy videos with Reels
  
  

Each format helps you connect with different parts of your audience. Staying up to date with Instagram’s new features can also give you a competitive edge. Mixing formats keeps your content fresh and engaging.

Why video content matters for fashion

Video content has become hugely popular in the eyelash beauty industry because it is more engaging and memorable than just photos. Videos allow brands and creators to tell a fuller story that captures the mood, movement, and fine details of their work. On Instagram, video posts often get more attention and higher engagement, helping you build a stronger connection with your audience.

For eyelash businesses, videos show not only the final look but also the artistry behind each lash set, such as the precision, technique, and transformation process. Videos can evoke emotions and create an immersive experience that photos alone cannot provide. With Instagram focusing more on video formats like Reels and Stories, producing compelling video content helps you stay visible and relevant on this fast-paced platform.

Fortunately, video editing apps like Clideo.com, InShot, and CapCut make it easy to create engaging videos even if you are new to video production. These tools help you trim clips, add music, and apply effects to make your videos more professional and captivating.

In short, video is one of the best ways to showcase your lash skills in action, engage viewers, and turn casual followers into loyal clients.