9 Reasons Why Your Content Isn’t Popping Off

Why isn’t your content converting into clients, bookings or students?

This Episode is Sponsored by Lash Oasis 

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In this solo episode of Beyond The Tweezers, I’m talking honestly about the real reasons your content might not be “popping off” - and it’s never usually the algorithm.

I cover:

• Having a confused audience
• Why views don’t always equal bookings
• Looking busy online when you’re actually not
• Why your content might be attracting the wrong people
• Posting without intention
• AI captions and losing connection with your audience
• Why obsessing over numbers is ruining your creativity
• Speaking directly to your ideal client
• Showing up authentically online

I also share personal experiences from my own business and content journey - including when I realised my content was performing… but attracting the wrong audience.

This episode is honest, direct and probably a little bit of a wake up call… but sometimes we need that.

If this episode helps you, make sure to subscribe and share it with another beauty professional who needs to hear it! ✨

Thank you for pressing play and joining me! If you would love to connect - follow and DM me. I would love to hear your stories.

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Transcript

SPEAKER_00 0:00

Why am I not getting clients from Instagram when I'm posting all the time? Consistency is key, but it needs to mean something. The truth is, it's not usually the algorithm that's the problem. You could literally be pushing your clients away from you without even realizing if they can't quickly understand it, they will scroll. Hello and welcome back to Beyond the Tweezers. I'm your host, Caris Warren, and if you are listening for the first time, welcome to the Beyond the Tweezers family. This podcast is for all beauty professionals. I made this podcast to help you through your career with a mixture of guest and solo episodes to help you feel inspired, mentored, motivated, and to have fun along the way. You're not alone in this industry, and these conversations are exactly what I needed throughout. So I hope they can help you. If you haven't already, please press that follow, subscribe, or whatever button is in front of you to never miss an episode. In today's episode, we are talking about why your content isn't popping off. So let's dive into it. Okay, I feel like this episode might ruffle a few feathers, but also it's something that needs to be said because I hear it all the time. Why isn't my content growing? Why am I not getting clients from Instagram when I'm posting all the time? Why does it feel like I'm posting and then nothing's really happening? And the truth is, it's not usually the algorithm that's the problem. It's usually not that Instagram hates you. It's normally something you're doing or not doing. You're stopping your content from actually connecting with your audience. So today I'm just gonna say it how it is. And if you do feel a little bit called out, good. Because it means you can actually fix it. Okay, so number one, you've got a confused audience. This is probably one of the biggest ones. Your audience doesn't actually know what you do, who you're for, or what you want them to do next. Hear me out. One minute you're posting clients, next minute's a funny reel about clients, then it's a quote, then it's your dog, then it's nails, then it's brows, and then you're saying you want students. I literally see this a lot. Especially with reels that are kind of joking about clients or making fun of clients, and listen, I know that they're meant to be funny. As someone in the industry, you will laugh at them. But if I was a client and I saw a reel of an artist pretending to smack a client or making fun of a client's silly question or joking about rebooking, I'd be put off because straight away I'd think, are they gonna talk to me like that? And also, I'd probably assume you're already fully booked and you're speaking to other artists, not me as a client. So if you're doing reels like that, but you're not actually busy, you could literally be pushing your clients away from you without even realizing, and that's something I do see a lot. People are not busy, but they're doing content that looks like they are. And if I'm be honest, I've actually done this myself. I'm a trainer in lashing extensions, but I went through a phase where I was posting loads of lash lift tips and tricks, and don't get me wrong, I absolutely love lash lifts, and I will go down the avenue of teaching it very soon. But at that point, I was just posting random things, it was performing, it was getting views, but I wasn't gaining lash extension students from lash lift content, and that's when I actually had to sit with myself and have a word because I literally sat there thinking, what am I actually doing right now? Even I felt confused, and if I feel confused, imagine how my audience feels. Because consistency is key, but it needs to mean something, it has to have value, it has to have heart behind it, and it has to be aligned with what you're actually wanting from your business because otherwise you're just posting for the sake of posting, and that's when you start attracting the wrong people or confusing the right ones. And I'm not saying you can't have variety, you don't want to just be posting lashes, lashes, lashes, or brows, brows, brows, but there still needs to be some clarity because if you're a brow artist, for example, but then you're posting loads of nails, your audience that followed you for brows is now thinking, wait, what do you actually do? Or if one minute you want clients, then the next you want students, people get confused, and you can even hear it in how I'm explaining it. It sounds really confusing. I'm confused. That's exactly how your audience feels. Because if your content isn't clear, unfortunately, your audience won't stick around, they will go elsewhere. People follow you because they want something, whether that's to book with you, learn from you, or just be inspired by you. If they can't quickly understand it, they will scroll, and that's why reels often don't turn into followers, and followers don't turn into bookings because there is no real connection there. Number two, you're not actually posting your availability. This is one I see all the time. People say they're not busy behind the scenes, but I haven't seen once that they actually posted their availability. And I'm going to say this with love. You need to say goodbye to your ego. You need to say goodbye to your pride, and I know that might sting a little bit, but it's true. Stop letting your pride and your ego get in the way of your business. There is nothing embarrassing about needing more clients. You can't expect your clients to just turn up on your door, give it a knock, and be like, hey, can I do can you do my treatment? They don't know. Your content could already be confusing them, and they might think you're already busy. So, yes, you might be posting your work, but where is appointments available this week? Where is the here's my last few slots left? Where is how to book? You have to direct people because we live in a world now where people need it to be easy, and I'll be honest, we're lazy. I literally had it the other night. I really wanted an Indian, and I said to my partner Jack, oh, that sounds really nice, like this restaurant, but they didn't have online ordering, and then I said, I can't be bothered to ring them. And Jack literally was like, Well, they've just missed out, haven't they, on your order? And we were literally laughing because it's so true. When it's not easily accessible, you do go elsewhere. I didn't want to ring, I just wanted to click an order, and your clients are the same. They need it to be easy, they need the link, the steps, the availability, and you need to say it more than once because every time you post, not everyone sees it. So, my advice to you would be in your captions on your stories, you need to be posting how they book with you, you need to be posting your availability. I even did it at every time I did a post or a reel, in the caption, I would put how to book, if that's like a link in your DM. I would even put taking new clients, I'd even put the price of the treatment, I would even put location, make it so easy for your client to book that it's no hassle, it's no get up for them to just go straight to you. Number three, you're showing you're on holiday every five minutes. Now listen, I absolutely love a holiday. Me and Jack love going on an adventure, we love going away, but if every post is you away, relaxing, living your best life, and then you're also saying you're not busy, it doesn't match. Because from the outside, it looks like you're fully booked, you're doing amazing, you don't need clients, so why would someone even bother inquiring? Content sends a message whether you realize it or not, and if you're on holiday but you still want clients, you need to say it. A simple I've got availability when I'm back, spaces for new clients coming up. You just need to guide people, they're not mind readers. Number four, you look busy, but you're not. This links into that. You might be posting like you're fully booked, you could be posting busy day again, fully booked, I'm non-stop, but in reality, behind the scenes, you're not actually as busy as you're making out, and again, that then confuses your audience because if I think you're fully booked, I won't even try. And I've literally had this myself. At the minute, I've had two clients go on maternity leave, so I've got a couple of spaces left, and I had a client say to me the other day, I didn't message because I thought you were too busy, and I sat there thinking, that's completely my fault because I haven't even said anything. I've just been doing my thing, working with clients, working on the podcast, doing other projects, but I haven't actually told people I've got space for them. So, yes, I am busy, but I'm also available, and that's where the balance is. You want to look in demand, but still bookable. Number five, you're attracting the wrong people. This is a big one. If you're posting funny reels, trends, random content, yes, you might get views, you might even go viral, but who is it actually attracting? Other artists, random people, or your ideal client? Because views do not equal bookings, you can go viral and still have no clients. So you need to think who is your person? Is it a busy mum? Does she go to the gym? Is she someone who likes low maintenance? Does she want something quick like a lash lift so she's ready for her day? Or are you trying to attract students? Someone who hates their job, someone who wants flexibility, maybe it's someone who wants flexible hours to work around their children. Your content needs to relate to their life, and if it doesn't, unfortunately, it won't convert. Before we dive back into the episode, I just wanted to quickly talk about something that I know every lash artist has experienced during a career in lash lift. You know, when you're applying the solutions and you suddenly see it start moving towards the eye, then it creeps underneath the shield and now it's on the skin, and you're literally having an inner panic attack, and instantly you're stressed because you're thinking, irritation, red eyelids, you're like, nope, absolutely not. Avoid, avoid, avoid. This is exactly why I've been loving the Lash Oasis Korean lashless system because the consistency of this product is thick and creamy, so it stays exactly where you place it, which gives you so much more control during your application. You can work really close to the lash line without worrying about it moving, and it just makes the whole treatment feel a lot calmer and more controlled for both you and your client. Because at the end of the day, it's not just about the results at the end, it's about the entire experience as well. And if you've not tried it yet, this is one of those things that you'll notice straight away. If you want to check it out and try it, I have an exclusive discount code just for you. You can purchase the hybrid Korean Lashlift sample range for free using the code Caris. It's available on their website at lashoasis.co.uk, and what I'll do is I'll leave the link in the description notes so you can easily access it. And lastly, I just wanted to say a huge thank you to Lash Oasis for sponsoring this episode and keeping the UK lash industry up to date with the latest products. Now, let's get back into the episode. Number six, AI and your content. Because AI is massive right now, and if I'm completely honest, I do believe it has its place, it's helpful, it speeds things up, it helps when you've got a creative block and you need ideas. And I'm not gonna sit here and pretend I don't use it because I do, I do use it daily, but I've been that person when it first came out, and I was like, Oh my god, this is amazing! It's literally doing my captions for me, this is so easy, and I went through a phase of using it solely for pretty much everything, and at that time I thought it was great, but then I started reading things back, and I was like, My god, that doesn't even sound like me. It looked good, it looked structured well, it sounded perfect, but it didn't feel like me, and you can tell you read something, and you just think that's AI, the way it's written out, the layout, the dashes, you just know, and to be honest, as soon as I see that now I disconnect because it doesn't feel like there's a real person behind it, even with automated messages. If I'm having a conversation with someone and it starts to feel AI, I'm gone because there's no connection there, and that's the problem when you rely on it so much, you lose you, and there is something so powerful in being you. No technology will be able to replace that. Your voice, your personality, the way you explain things, that's what people connect with. So even if your captions are a bit messy, a bit all over the place, a bit more you, that's what builds connection. And I personally think in this day and age, that is what's missing. We're missing the connection, we're missing the real person because we're so obsessed over AI being this great thing, which I like I said, it does definitely have its place, but even recently, I haven't been using AI to help me with my captions. I've just been on Instagram and I've just been writing from the heart, and I've even noticed that I'm having more comments, I'm having more connection, I'm having more engagement because it reads like me, you know, it's me. People are connecting with me, and I think that makes a huge, huge difference. Number seven, stop obsessing over numbers. Because this is something I see a lot. Stop focusing on the numbers, stop obsessing over views, likes, engagement. Because when you do that, you are literally just chasing a number, and that's when you start feeling deflated. Let's say only a hundred people watch your video. People think that's low, but imagine a hundred people in a room watching you. That's a lot of people, and you only need one or two of those people to become a client or a student. You don't know who's watching you, you don't know who's or what is going to resonate. So stop thinking numbers are low. And I say this as someone who used to overthink everything, I used to sit there thinking, should I post this on my grid or should I be posting this on my story, or should I do both? I used to overcomplicate it so much, but honestly, when you stop caring so much and actually just have fun with it, everything changes, you start experimenting, you start understanding what your audience actually likes, and you start enjoying it again because that's the whole point, right? So you've got to start letting go, and I'm not saying you need to completely discard your insights completely. Learn from them, but don't obsess over the numbers. Look at what is blowing up and do more of that type of content. That's what I mean by experimenting. You need to see and learn what your audience likes and do more of it. Number eight, you're not being honest with your audience, and this is where I'm going to be really honest. People can feel it. If you're pretending everything's absolutely perfect or acting like you're fully booked when you're not, people do disconnect because it doesn't really add up because people don't buy into perfect, they buy into the real person, and that doesn't mean you have to come on here and moan, and it doesn't mean you have to show every tiny inch of your life and who you are, but people can feel that through the screen when something isn't quite right. Perhaps maybe they feel like you have a mask on. When something doesn't align, when something feels a bit forced, that's when the trust drops. So you need to make sure that you are showing up as your authentic self online because that's what people really connect with. Not the perfection, not that polished version that isn't actually real. People want to feel like they know you. And remember, there is only one you, your personality is unique, the way you are, your business, everything you do is unique. So show people who you are and what you can do, and don't be afraid of showing you because a lot of the time, when you do show up as just yourself, and that could be something that's happened in your day, or you're laughing about something that's happened, and you show that on your story, people really connect with it because it's not polished, it's not fluffy, it's just real. And as soon as you start realizing that you're enough and you're good enough to do anything you want and be comfortable in your own skin, I promise you, your business and your life will just explode with so many amazing things. We often feel like we need to be someone we're not, or other people, or we need to be someone else, we need to act like someone else for other people because we think that's what they want from us, but it's not being you is your superpower. So I'm really strong on this one. Start showing up and showing the people who you are. Number nine, you're not speaking to your ideal client, and this is everything. Who are you actually trying to attract? Because if you're speaking to everyone, you're literally speaking to no one, your content should feel like she is literally talking to me. That's when it connects, that's when people stop. Scrolling. That's when people follow, and that's when they are most likely going to book. So you need to actually sit down and think: who is my ideal client? What does she do in her day? Is she a busy mum? Is she rushing around? Is she going to the gym? Is she someone who wants low maintenance? Is she someone who wants full glam every week? Or on the flip side, is it students? Is she someone who hates their job? Is she looking for flexibility? Is she wanting more freedom? You really need to understand her specifically. Because if your content doesn't relate to her life, she won't feel connected to it. And if she doesn't feel connected, she won't take action. So you really need to dive into the core, like their core, like go into their pain point. Does that make sense? So maybe sit down and write who your ideal client is, what is she doing, and then you'll be able to create content to really relate to your ideal person, and then that's where you're gonna get the connection. We are now at the end of the episode, and I know some of this might have felt a little bit like ouch, but it is fixable. Your content not popping off doesn't mean you're not good enough. It just means your message isn't clear yet. And once you fix that, everything changes. So if this has helped you, please share it with your friends and share it on your stories and remember to tag me because I love to see it. I really hope you enjoyed it. I hope you have a lovely day, and I'll see you in next week's episode.