How to get ideas for brow-related posts

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1. Background

For this article, we've synthesized observations from 124 interviews with experienced brow artists who have been in the industry for over three years. These interviews, part of various research projects from 2019 to 2023, involved artists predominantly in the EU (102 artists), with 16 in the UK and 6 in the US. Notably, the insights were remarkably uniform across different locations, indicating that the strategies and experiences of brow artists are broadly applicable, regardless of geographical differences. All of those observations have been evaluated and completed by data from two experts with a combined experience of close to four decades in digital marketing from the powderbrows.io digital marketing branch.

A particularly rich source of information came from artists who transitioned into powder brows, hairstrokes, or microblading from entirely different fields or careers. Many of these artists had to start building their client base from scratch, compelling them to develop and refine their strategies for social media engagement to yield practical and consistent results. Their experiences, having navigated the initial challenges of establishing a presence and attracting clients in the brow business, provide valuable lessons and insights for newcomers and seasoned professionals looking to enhance their social media strategies.

2. Getting Over Oneself

It's Not About You - Focusing on Audience

In social media of beauty business, you may be advised to showcase your personal "lifestyle, views, and values." However, our extensive analysis of tens of thousands of posts in the brow business suggests this isn't always the best approach for higher engagement. While your life may fascinate you, it might not hold the same allure for your audience. The key is understanding that your followers are there primarily for your professional expertise and the value you can provide.

Understanding the Bias in "Posts About Me"

It's critical to recognize that believing personal posts generate more engagement can often be a cognitive bias. If your feed is predominantly work-related and you occasionally share something personal, that deviation may draw attention simply because it's different. However, statistics reveal a delicate balance between work-related and personal content. Over-emphasizing personal posts, particularly those that come across as self-indulgent, can be a missed opportunity or even detrimental. Your content should resonate with your audience and contribute to your business's success.

The Main Question to Start With

Before developing a solid content strategy, you must envision your potential post reader. Brow artists often neglect this step or approach it superficially. The strategy varies significantly depending on whether you're addressing potential clients, mass followers, or prospective students. The realm of ideas for posts for each group is vastly different. While you might want to target all these groups, it's challenging to do so effectively in a single post. Therefore, imagine a concrete representative of your target group when composing a post and focus on writing to that individual. This targeted approach ensures your content is relevant, engaging, and tailored to your audience's needs and interests. In this article, we shall focus on what the potential brow procedure clients usually want to know.

3. More practical, less technical info

Many Artists Overestimate the Interest in Technical Details

In the realm of the brow business, particularly for procedures like microblading, powder brows, and hair strokes, there's often a disconnect between what artists believe clients want to know and what clients inquire about. Research shows that potential clients, the primary audience for most artists, generally aren't interested in the technicalities of the procedure. They don't need to know about things like the "roundness of pixels" or other overly technical details. This is akin to a person going for shoulder surgery not wanting an in-depth medical education; they want to understand the basics and the benefits.

Google: A Source for Understanding Client Interests

Google search is a straightforward yet powerful tool for understanding clients' curiosity. By researching what local clients are searching for regarding your procedure, you'll likely find that their questions are much more basic than you might assume. This realization can guide you to create content that addresses their concerns and interests, potentially inspiring blog posts or social media content.

Utilizing Google Keyword planner: Direct Access to public needs

To grasp what potential clients in your region are querying about brow procedures, Google Keyword Planner is an invaluable resource. Available by creating a Google Ads account (without the need to start advertising), it provides insights into search volumes and the specific phrases people use. This data is instrumental in shaping content that aligns with actual client interests.

See what the others have answered

Another straightforward method is utilizing Google search. Ensure you're logged out of any user profile that might influence the queries to get unbiased results. Observing the questions and the topics addressed by top-ranking articles can reveal what typical clients frequently ask.

The overarching message is to stop guessing and wondering what clients might be curious about. Accept that the typical questions clients have are already well-documented. Rather than attempting to generate unique questions that few might seek answers to, it's more productive to understand and address your potential clients' real, existing inquiries. This approach ensures your content is relevant and highly valued by those you aim to attract and serve.

4. Practical system for “catching” Ideas

Think Like a Detective - Ask the Right Questions While it might sound straightforward to maintain an open mind, it's often more challenging in practice. One of the most effective strategies to continually generate fresh ideas for powder brows, hairstrokes, and microblading posts is cultivating a probing mindset. Always be on the lookout for what the clients want to know.

Develop a System to Capture Ideas

Organize the keyword-related questions on your phone, creating a list in a note-taking, reminder, or text-editing application. Begin compiling ideas under each question, understanding that inspiration can strike at any moment - and be ready to capture those sparks.

All Great Posts Start with a Relevant Question

Whether you opt for voice messages, keeping a notepad at hand, or using an app, having a system to record your ideas is crucial. You can list the main topics in brow pigmentation (aftercare, client fears, different techniques, restrictions, etc.) and then start adding questions under each topic the clients are interested in. Always look for what the clients ask on social media or what the top artists answer.

Such an “information gathering” method serves two purposes: it prevents you from forgetting your insights and encourages your brain to continue making connections and noticing new question ideas. Many artists find that regularly questioning and documenting their thoughts significantly boosts their creative output.

You can then begin crafting a post by posing a question that clients genuinely interest in and providing a practical and somewhat novel answer based on your accumulated ideas. This process transforms standard posts into engaging, informative content that resonates with your audience and establishes you as a knowledgeable and thoughtful professional in the brow business. This approach is explained in more detail in the latter sections of this article.

5. Concrete tools

Layers to Google Keyword Planner: AnswerThePublic, BuzzSumo, and others Beyond the free Google Keyword Planner, subscription-based tools provide more detailed insights, often built upon Google's data but simplifying and visualizing it. Tools like AnswerThePublic and BuzzSumo are popular for their user-friendly interfaces and valuable data representation. They offer a clearer view of what potential clients, particularly women, are searching for regarding your services. The clarity and straightforwardness of these tools' data can pivot your focus from showcasing technical prowess to addressing actual client queries and interests.

AnswerThePublic

AnswerThePublic is a keyword and content research tool that visualizes the questions and queries people are searching for online. It generates a comprehensive map of related questions, prepositions, and searches by inputting a keyword or phrase. It sources its data from search engines like Google and Bing, offering real-time insights into user queries.

Buzzsumo

Buzzsumo is a tool for discovering the most popular content across the web for any given topic or industry. It analyses content performance on multiple platforms, indicating which topics, keywords, and formats are most engaging. Scanning various websites, blogs, and social media platforms identifies the content being shared and interacted with most frequently.

Alternatives for More In-depth Analysis While the above tools are excellent for most purposes, if you're looking to dive deeper into digital marketing and content strategy, consider are the following.

SEMrush. A comprehensive digital marketing toolkit with features like keyword research, competitive analysis, and content optimization.
Ahrefs. It is renowned for its extensive backlink analysis and offers keyword research and competitive insights.
Moz. Provides tools for keyword discovery, ranking tracking, and identifying SEO improvements.
Ubersuggest. Created by Neil Patel, it offers keyword suggestions, content ideas, and site audits.
SpyFu Specializes in competitor research, uncovering profitable keywords and ad content competitors use.

While these tools might be overkill for some, they represent the next level in content strategy and can be beneficial as your business and digital marketing needs grow. By utilizing these tools, you can gain a more nuanced understanding of your audience's needs and interests, helping you to create content that truly resonates and builds trust with potential clients.

6. Sample topics

“Evergreens" - Common Questions About Brow Procedure

When it comes to frequently asked questions about powder brows, hairstrokes and microblading procedures, they tend to be both straightforward and universally relevant. Dismissing these inquiries as "obvious" or assuming "everyone already knows" the answers is a common misstep. Women seek out these topics because, for many, powder brows, hairstrokes, or microblading procedures are entirely new experiences.

Some typical questions

Are Powder Brows permanent?
Are Powder Brows worth it?
Is the Powder Brows procedure painful?
Can Powder Brows be removed?
Can Powder Brows cause scarring?
Can Powder Brows be corrected?
How are Powder Brows done?
How do Powder Brows heal?
How do Powder Brows fade?
What do Powder Brows look like when they fade?
When do Powder Brows fade?
Which is better: Microblading or Powder Brows?
Which Powder Brows pigment is the best?
Who can get Powder Brows?
When do I need a touch-up for Powder Brows?

These questions represent just a fraction of the popular inquiries regarding powder brows, hairstrokes and microblading procedures. The key to successful content creation is understanding what your audience, the public, wants to know and providing clear, informative answers to those questions. It's about meeting their needs and curiosities with valuable information rather than focusing on topics that might only be of personal interest. By addressing these "evergreen" questions, you position yourself as a knowledgeable and reliable source and significantly enhance your trust and credibility with potential clients.

7. Utilizing Google auto-complete

Engaging with Google Search Predictions

An innovative approach to uncovering emerging trends is to interact directly with Google's search console. Watch Google's suggestions as you start typing a query into the search bar. Ensure you're logged out of your profiles to get unbiased recommendations. Begin with phrases like "The best Powder Brows that...", "Newest hairstrokes...", or "Microblading for..." to discover new trends and topics. This method lets you identify these trends before they become widely popular, giving you a distinct advantage and the opportunity to create content that addresses these interests early on.

Experimenting with Gaps in Search Terms

Introduce a gap or blank space in the middle of a search term and observe how Google's predictive search autocomplete fills it in. This tactic can reveal various ideas that people are actively searching for. For instance, the phrase: "How to (gap...) Powder Brows" might display searches like the following. How to remove Powder Brows at home? (Note: While this is a commonly asked question, it's crucial to approach such topics responsibly and not encourage unsafe practices.)

How to care for Powder Brows?
How to Lighten Powder Brows?
How to get rid of Powder Brows?

Creating Content from Real-Time Searches

The power of Google's search console lies in its ability to offer real-time insights into current search trends. By leveraging this tool, you can create content that directly addresses the questions and concerns people have right now. This ensures your content is timely and relevant and enhances its value to your audience. It's about tapping into potential clients' curiosity and providing informative and engaging answers.

By using Google auto-complete and experimenting with search terms, you're essentially tuning into what people want to know about Powder Brows, Hairstrokes, and Microblading. This allows you to tailor your content to meet those needs, establish your expertise, and build trust with your audience.

8. Trend catching - Old vs. modern

Be Sure to Understand the Intent Behind Most Posts

In the brow business, deriving ideas from "old school" sources like beauty forums or listicles can be tricky. These platforms often feature posts centered around promoting products or services. It's crucial to sift through this information critically. However, these platforms can also be goldmines for spotting and leveraging trending topics, offering a rich source of inspiration for your content.

Spotting and Testing Trending Topics

Despite being cluttered with sales-driven messages, large beauty forums on platforms like Facebook can be instrumental in understanding what genuinely resonates with your audience. Certain posts might receive significantly more engagement than others, indicating potential trends.

Spotting at least three posts on a similar topic with substantial popularity could signal a trend worth exploring. Cross-reference these observations with tools like Google Trends to check the topic's performance over time. A topic on an upward trajectory represents a valuable opportunity. If you find one, act quickly to capitalize on it. This can provide many content ideas, keeping your posts relevant and engaging.

9. Using AI

Take AI Suggestions with a Grain of Salt

While AI chatbots like Chat GPT can offer new perspectives for post ideas, using these suggestions judiciously is crucial. Solely depending on AI for a list of "good ideas" is typically not robust. The generic content AI provides often mirrors what you can deduce from Google keywords. Therefore, exercise caution when AI tries to make topics "more interesting," as it might not fully grasp the nuances of your field.

AI's Limitations in Understanding the Brow Business

Remember, no matter how sophisticated AI might be, it has never created a single brow in its life! The topics generated by AI tend to be generic and "safe." When prompted to make these topics "bolder" or wittier, they might turn into something "witty and safe" differently. In our Instagram training, we've seen how AI can drain emotion and intriguing examples from compelling post topics, leaving bland, safe content behind. At its worst, this can be as awkward as a grandma trying to don trendy rockstar attire or a bikini.

What AI is Best For

Many skilled writers and copywriters in the brow business use AI tools (such as Chat GPT, Surfer.ai, or Jasper.ai) daily. However, they typically employ AI not to generate content ideas but to help articulate and translate the ideas they provide. This distinction in approaching AI can lead to significantly better results. By providing AI with a clear direction and specific topics, you can harness its power to enhance and expand your ideas rather than relying on it to understand and create content from scratch in a specialized field like the brow business.

10. Adding your twist to answers

A great post is completed by answering the relevant question

When responding to these ubiquitous queries, don't settle for generic responses. A blog post becomes truly engaging when you take an "evergreen" question, provide an accurate answer, and then infuse it with your unique perspective. This special touch adds more value for your clients and sets your content apart.

Practical Techniques for Developing Ideas

Contemplate the questions your clients have asked and challenge yourself with queries like, “How can I answer this question more effectively?", “What unique perspective can I offer?" “How can I add value to my response?” or “How can I simplify this concept further?" Adopting this inquisitive mindset allows you to revisit familiar questions with a new lens. Your goal should be to answer questions and enrich the answers with deeper insights and practical advice.

Use Your Answers to Demonstrate Your Unique Selling Points

For example, when addressing aftercare queries, you might highlight offering a distinctive "aftercare package" filled with supplies to ensure healing. Or, while explaining your technique, you could mention how you meticulously work on brows, alternating between them to reduce skin irritation and make the experience virtually pain-free. These personalized details make your content more engaging and showcase your unique selling points. They help potential clients understand what sets you apart and why they should choose your services over others.

11. Conclusions

When creating social media posts or blog content in the brow business, it's crucial to recognize that finding ideas is a systematic and rational process rather than purely a creative endeavor. Understanding the mechanics and what the audience seeks is key, not just fantasizing about what might be relevant.

Leave the Ego Outside

The first step is to "leave the ego outside" and shift focus away from oneself. While it might seem like top-brow artists get high engagement from personal posts, research often shows that this engagement is typically due to these posts being rarer exceptions. The key to finding engaging topics lies in discovering what potential clients want to know, and this isn't a guessing game. Tools like Google Keyword Planner can provide clear insights into what people are searching for while analyzing top-ranking articles can reveal what questions they answer.

Adopt a Detective Approach

Most artists are often surprised by how little potential clients ask about technical details and how much they seek simple, fundamental information. A practical step is to list the main topics in the brow business and adopt a "detective approach," gathering questions under each topic. Additionally, web-based tools like AnswerThePublic, BuzzSumo, SEMrush, Ahrefs, Moz, and Ubersuggest can help identify these questions.

Utilize Google's Auto-complete and Search Suggestions

Experienced artists regularly use Google autocomplete and search suggestions to catch new trending post ideas, sometimes introducing gaps in queries to see how Google fills them. Visiting forums and noting what industry leaders say they're asked is an "old-school" method of catching trends, while regularly making queries on Google Trends represents a more modern approach.

Be Cautious with AI

While AI can be helpful, remember that no AI has ever created a brow or knows the intricacies of the business. The ideas generated by AI are typically generic. Leading content creators use AI for technical post composing and translation, but it's less effective for idea generation.

Formula for Great Posts

The formula for creating great posts is straightforward: answer relevant questions in an interesting, effective, and clear manner, ideally with a unique twist that makes the response stand out. Many artists have learned to incorporate unique selling points into these answers, further enhancing the appeal and value of their content. By focusing on what your potential clients genuinely want to know and addressing those queries effectively, you can create content that engages and establishes you as a knowledgeable and client-focused professional in the brow business.