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1. Background

This article draws upon interviews with 54 pigmentation artists who actively engage audiences on Instagram, TikTok, and Facebook. These artists primarily specialize in powder brows, hairstrokes, lip blush, and microblading services. The research, from 2021 to 2024, with many ongoing projects, includes contributions from 42 artists based in the EU, 8 in the UK, and 4 in the US. Insights from these interviews have been thoroughly analyzed by two senior experts in digital marketing and data analysis from powderbrows.io, the digital marketing arm of the Powderbrows.com Research Center.

This article offers practical guidance for novice and experienced pigmentation artists seeking inspiration for their social media content. Specifically, it aims to facilitate the generation of engaging posts for platforms such as Facebook, Instagram, and TikTok, catering to the needs of those in the powder brows and broader brow service industry. By leveraging the expertise and insights gathered through extensive research, this piece aims to be a valuable resource for artists looking to enhance their online presence and connect more effectively with their audience.

2. Copying ideas

"Good Artists Copy, Great Artists Steal”

Even the most seasoned artists can encounter moments when creativity seems to dry up. The challenge lies in posting content and creating material that truly resonates with your target audience. To overcome these creative droughts, we have compiled strategies proven effective by industry veterans. These strategies are not mere quick fixes but are sources of inspiration that can lead to meaningful and engaging content.

Applying Picasso's Wisdom to Content Creation

The famous quote often attributed to Pablo Picasso, "Good artists copy, great artists steal," and later echoed by Steve Jobs in a 1996 interview, underscores a profound approach to creativity. Picasso wasn’t advocating for plagiarism but highlighted the importance of absorbing and transforming influences into something uniquely one's own. Similarly, Jobs wasn’t encouraging the theft of ideas but emphasized the value of learning from others and integrating their insights into something distinctively Apple.

Normalizing Copying Ideas

Practically, copying or even "stealing" ideas might feel wrong to many artists, seen as unacceptable or even disgraceful. However, this mindset is counterproductive in the PMU business and its marketing. Embracing the concept of taking someone else's idea and improving upon it is acceptable and often leads to great success. An irrational fear is the main barrier preventing more widespread adoption of this approach.

The Irrational Fears

These fears are often two-fold. First, there's the concern that copying ideas could lead to a loss of reputation, with artists worrying that followers will notice the mimicry and think less of them. However, extensive research and surveys with thousands of social media users have shown these fears unfounded. Most potential customers do not recognize when an idea is copied, and among those who do, over 80% don't view it negatively.

Additionally, this fear is irrational because of a lack of awareness. Many artists worried about originality fail to realize that most "original" ideas are adaptations or inspirations drawn from elsewhere. Thus, the crucial takeaway for any effective artist today is to adopt an approach that does not view the copying of ideas as negative. This mindset shift can unlock new avenues for creativity and engagement in your brow business, especially on platforms like Instagram.

3. Constant Learning

The Art of Adapting and Learning from Other Fields

Expand your sources of inspiration beyond just fellow Powder Brows artists. Look towards trending creators in various niches to gather fresh ideas that can be customized for your audience. This broad approach can significantly enhance your content's appeal and originality.

An effective strategy involves borrowing concepts from platforms like TikTok and integrating them into your Instagram content. TikTok's success is largely due to its innovative and engaging content, offering a wealth of ideas that can be adapted to fit your brand and audience's needs. The aim isn't to replicate these ideas exactly but to modify them to reflect your unique brand identity.

This methodology isn't limited to social media trends. Consider exploring trends in cosmetics, finance, self-development, fashion, or even more divergent industries. Study their successful posts and ponder how those strategies could be reimagined for the pigmentation business.

Practical Way of Translating the Cues

Many experienced artists save trending posts and ads they find appealing from different fields. They then use photo editing tools like Canva or Photoshop to craft versions pertinent to powder brows, microblading, or hairstrokes. This process involves taking a successful design concept, envisioning how it could be transformed into a version suitable for the brow business, and then bringing that vision to life.

This approach is about recognizing the potential in the ideas surrounding you and adapting them to meet your specific needs. It ensures a continuous stream of distinctive content by infusing your posts with unique influences. By leveraging creativity in various fields, you're not merely borrowing ideas but contributing to the collective imagination and creating something distinctly yours. This strategy keeps your content fresh and engaging and positions your brand as innovative and adaptable in the ever-evolving brow business landscape.

4. Interactive questions

People Power: Leveraging Others for Authentic Content

It might come as a surprise, but tapping into the rich vein of material provided by those around you—particularly clients and coworkers—can be incredibly fruitful. This approach doesn't just ensure a steady stream of new ideas; it also infuses your content with authenticity, a trait highly valued in the social media landscape.

Impromptu Questions

Initiate with spontaneous questions for your coworkers. This method yields engaging, unscripted content while introducing a human element to your posts. Queries can vary from professional advice to more playful questions like, "How are you so fabulous today?" or "Who are the best powder brows artists in Europe (the UK, your state, or the world)?”

Creating a fun and relaxed atmosphere with these questions is crucial. This ambiance often results in more authentic and enjoyable content. It's important not to take oneself too seriously when generating interactive content through interviews.

You can also include your clients in this process. Genuine testimonials from satisfied customers can be incredibly powerful. Their real enthusiasm for your services is persuasive social proof for potential clients.

The Key: Relaxed Atmosphere, Humor, and Authenticity

So, why is authenticity so crucial? Why does it often outperform polished, high-budget content, particularly on platforms like Instagram and TikTok? The answer lies in the undeniable power of genuine human connections.

Today's social media users are discerning and can typically identify content that lacks authenticity. Such content may feel impersonal, creating a disconnect with your audience. Conversely, authenticity engenders trust and fosters a more profound connection with your viewers, allowing them to see the real people behind the brand and interact with them. This emotional bond often leads to increased shares and engagement, amplifying the likelihood of your content going viral.

Authentic, emotion-rich content is more apt to resonate with your audience, evoking their emotions and encouraging interaction. This holds particularly true on platforms like TikTok and Instagram, where users crave relatable and human content amidst the myriad of polished posts.

5. New approach to BTS

While "Behind The Scenes" (BTS) content has become almost a buzzword in social media marketing, with countless experts advocating for its creation, the true effectiveness of BTS lies in its execution.

Unscripted, casual, and often filled with humor, BTS content offers your audience a peek into the everyday life of your business. It humanizes your brand by revealing the fun, dedication, and teamwork involved in delivering the stunning brow services your clients cherish.

Many experienced artists highlight the effectiveness of incorporating humor, self-irony, and a light-hearted approach into BTS content. An authentic clip that reveals the artist's slightly imperfect, human side is far more valuable than a contrived video attempting to mimic Hollywood professionalism—something most viewers can see through. The goal is to showcase the real, less glamorous aspects of being an artist, which viewers find far more relatable.

Simplicity, Self-Irony, and Humor

Interestingly, these straightforward, budget-friendly BTS videos and mini-interviews often surpass the performance of high-budget, polished productions. They showcase a fun, approachable aspect of your brand and build a sense of community, making your audience feel more connected to you. Plus, they're enjoyable to produce!

Authenticity means staying true to your brand's identity and your role as a creator. By embracing this approach, you generate content that resonates with your audience and find more joy in the content creation process. Being genuine and not overly concerned with the outcome is crucial. Many artists report that their best BTS content was captured spontaneously, without a fixed intention to create a serious BTS video. If the footage can be turned into an engaging video, that's great, but if not, it's not a problem. The key is not to take the endeavor too seriously and to remain detached from the outcome, allowing for a more genuine and enjoyable BTS experience for both the creator and the audience.

6. Games and Giveaways

Organizing a giveaway or game on social media might seem daunting at first. Questions like "What if no one participates?" or "What if it doesn't get attention?" are common concerns. Remember, these doubts are normal in the beginning. Their simplicity is the secret to successful giveaways on platforms like Instagram and TikTok. Embracing the Nike slogan, the advice here is straightforward: do it, prioritizing simplicity and sincerity over complex schemes.

Sincerity and Open Approach

Simplicity shines on fast-paced platforms like Instagram and TikTok because users quickly scroll through their feeds, pausing only for content that instantly grabs their attention. A straightforward, easy-to-understand giveaway is more likely to catch the eye and engage users than one buried in complicated instructions and conditions. Moreover, users value authenticity; they resonate with giveaways that feel genuine and not merely like tactics for data collection or promotion. A simple, no-strings-attached approach aligns with this craving for authenticity and will likely elicit a positive reaction.

Short Prompt Giveaway

Instead of dwelling on hesitation, take the initiative with your giveaway. Begin with an eye-catching transformation photo, pair it with an engaging caption such as "Giveaway Alert 🎁," and follow up with a concise prompt like "Drop a comment below to enter. The best comment wins a free brow transformation! Winner announced on [date]." This exemplifies a clear and engaging "copy" for a giveaway - no lengthy narratives or complex regulations, just a direct, accessible opportunity for participation.

Leveraging Giveaways for Engagement

A well-planned giveaway does more than stir interest; it can significantly benefit your business. After declaring the winner, reaching out to other participants with a special offer via direct message (DM) can lead to an uptick in bookings. This strategy boosts your social media visibility, engages your audience, and draws in potential new clients. The effectiveness of such straightforward and genuine campaigns in social media marketing might surprise you.

Therefore, don't delay in organizing your giveaway. Embrace the process with confidence and simplicity, and do it!

7. Conclusions

In today's dynamic social media landscape, particularly within the brow business, generating captivating content on platforms like Instagram, TikTok, and Facebook is essential. Drawing insights from interviews with 54 pigmentation artists, this article offers practical guidance for emerging and experienced artists to innovate their content creation strategies. Key strategies include embracing the wisdom of "Good artists copy, great artists steal," which encourages artists to derive inspiration from various sources and adapt them uniquely to their brand, shedding light on the importance of authenticity and engagement.

Foster creativity and maintain authenticity, artists are encouraged to do the following.
Look beyond the PMU industry for inspiration. This involves considering trends and successful content in unrelated fields to infuse fresh, innovative ideas into their social media posts.
Engage in constant learning. It can be done by adapting and translating successful concepts from trendsetters across different niches to the unique context of powder brows, hairstrokes, lip blush, and microblading.
Leverage interactive questions. This can be done with coworkers and clients to create genuine content that resonates with audiences, highlighting the significance of relaxed atmospheres, humor, and authenticity in enhancing engagement.
Incorporate unscripted, casual, Behind-The-Scenes (BTS) content. Humanizing the brand and connecting more deeply with the audience is important, emphasizing simplicity, self-irony, and humor as key components.
Organize simple and sincere games and giveaways. Understanding that straightforward, easy-to-participate-in contests are more engaging and effective in attracting participation and boosting engagement.

Thus the key observations are that simplicity, sincerity, and authenticity in creating engaging social media content can often trump long preparation and attempts to make the content "look professional".