A social media brand collaboration guide for nail professionals

Nail content creator & Scratch columnist, Zoya Mac, shares social media advice…

Social media is rife with individuals working with brands to promote products and services. From PR packages to reposts, it all looks very exciting – and for the right person, it can be.

If your goal is to partner with a brand you genuinely love, that’s worth working towards. But here’s something we don’t talk about enough: brand collaborations aren’t everyone’s end goal, and they’re definitely not the only way to grow in this industry. Before you start tagging 15 accounts on every post, let’s break down what it really means to work with brands.

Myth: brand work = big money

Most brand partnerships start with gifted products, not payment. While that can be useful if you need or love the products, these collaborations are not always worth your time. If your desk drawers are already full and your days are packed with clients, do you actually have time to create meaningful content?

Creating content takes effort: planning, filming, editing, emailing and sometimes re-editing. While it can feel rewarding, consider whether that time would be better spent filling your diary, creating posts that attract new clients, or showing your current clients more services you offer.

Ask yourself the following questions:

• Do I use and enjoy this brand?
• Will I be using the products in 12 months’ time?
• Will this content attract the right audience, or will it be distracting?

If the answers are ‘yes’ – great. If not, that’s also fine. Not every nail artist needs to work with brands. You might prefer to focus on growing your client base and doing more of the nail work you love.

Attracting a brand

Keep your content focused, with one brand showcased per post. Only share products you genuinely use, and mention shade names. Tag the brand and avoid including a long list of unrelated accounts, which can look cluttered and dilute your message.

Next, study the brand’s content style. If its feed boasts a soft, clean aesthetic, and yours is bold or abstract, there may be a mismatch. This isn’t a bad thing; it just gives you two options: to adapt slightly for the brand’s audience, or stay true to your style and wait for a better fit.

You don’t need to chase multiple brands. One or two that align with your style and values is more than enough. Engage with each, show up consistently and let your work do the talking. Remember: brands are run by people with goals and deadlines. You’re a business owner juggling nails, bookings, social media and life. Sometimes, working with a brand aligns beautifully. Other times, your goals won’t match.

If working with brands isn’t a priority or doesn’t make sense right now, you can still create content to support your business and raise your profile. Focus on showing your skills, setup and the client experience. Post content that helps fill appointments.

Final thought

Working with brands can be brilliant, but it’s not the only path to success. Whether you’re creating to attract a collaboration or to bring in more of your dream clients, the most important thing is that your content works for you.

Before you post, consider your end goal. When you’ve noted that, your content plan becomes clearer, focused and more effective.

Follow Zoya on Instagram.