Going Beyond the Chair: Barber Educator, Barber Content Creator or Barber Influencer

Deciding where you fit can be harder than being behind the chair!

At first glance, each of these barber categories may sound similar, but there are some key difference we will go over in this newsletter so you can better understand each lane because MAYBE one will inspire you to an area of work you are trying to get into next.

It is becoming more common that barbers eventually find themselves in a place where their haircuts are super clean and they have great photos and videos as well, but at some point after a solid amount of time, you start to think….. “Okay, so now what?” Where do you go with all that skill you just built up?

This was EXACTLY where I was from 2013 to 2015. My haircuts were clean and by that time, I was using my camera to create photos and videos for my Instagram page. I had no idea where it would lead next. I was cutting hair and maxing out every bit of my time to make as much money as I could, but I hit my limit. Most of you would agree, you can only spend so much energy in that type of routine before you burn out or feel stuck.

This is a topic that is trending on social media everyday and if you get an itch about burnout or feeling stuck, wondering if there is something more in this lane for you, that is actually a great sign! Curiosity has been an internal guide for me in navigating towards my interest and future success. Even if i am not good at the “thing” I find there is always something that I am wanting to explore and learn more about. The same thing I felt when I got into barbering is now happening in my current realm too. No one can motivate you beyond that “stuck point,” but yourself. We can learn and watch tons of videos to find inspiration, but there is nothing more powerful than taking action. You will learn quickly by how many reps you get in how to improve the new skill as time goes on.

The goal of this newsletter is to help you expand your mind beyond the chair working a 9-5 (or 9-9) lifestyle. That is to say, only if you CRAVE something more. It does NOT mean there is anything wrong for those people who want to be in the shop from a certain time to closing and who love serving a fast pace environment and then going home to their loved ones. This route is not easier and in many ways, it is actually HARDER. However, the itch for more was in me and going down the route was the start of something new that just felt right for me.

As an aside: People may think you can’t make money, but the truth is that you will if you do it right and in a way it matters to other people. Regular views are not the thing that will get you paid, but the exposure and overall quality of audience size can help lead to potential opportunities that can pay you by showing up to do events, product placement content, or contracts.

The type of value and audience you build will dictate the type of work you attract. I have had a slow build over the years on multiple platforms by providing education and inspiration to people who are like me in a variety of ways. My audience today mostly consists of barbers, female barbers, barbers who are content creators, tattooed people, LGBTQ+, even a general crowd of people who just look for inspiration. This was crafted because I wanted to share more of my life, which is it not alway as easy as one may think. People spread their opinions when you open yourself up online. At every level of social, I get hate and negativity for different things I have put out into the world, even when I have the best of intentions or am proud of the work. People may hate my work, my opinions, or even the fact that I’m gay. It can be very annoying, lol, but I’m aware it comes with the territory as you build an audience on any platform. And you have to be okay knowing that your content is not for everyone. The fastest but hardest way you can grow in this area is being face on video. You will learn the most because you have to edit your own words and image on camera. I’ll leave you some ideas and tips you can try out right away towards the end of this newsletter.

Now that you kind of have an overview of where my curiosity has taken me, let’s get familiar with the 3 categories of barbers I mentioned above.

Barber Educator

A brand-affiliated barber educator works directly with a tools or grooming brand educating others. They represent the brand and teach techniques and product usage endorsed by the brand. Being an educator is a competitive market right now. I get questions every other day how someone can join the Babyliss Pro or STMNT Grooming Goods Team. My personal suggestion is not to wait around for a brand to ask you. Go after what you want and work hard to get better at educating, public speaking and your personal brand. Once it’s undeniable, you are in a better position to land those opportunities when the alignment comes. Positioning IS SO KEY. (We will talk more about positioning in a future newsletter.)

Advantages:

1. Access to Resources: Affiliation with a brand often means access to high-quality tools, products, and educational materials, which enhances the teaching experience.

2. Brand Recognition: Association with a well-known brand can boost credibility and attract a larger audience or student base as you are working to grow your platforms and reputation in the educational space.

3. Professional Training: Many brands provide specialized training to their educators, ensuring they are well-versed in the latest techniques and product knowledge.

4. Networking Opportunities: Working with a brand often opens doors to industry events, collaborations, and connections with other professionals in the field.

5. Financial Support: Brands may offer financial incentives, sponsorships, or a steady income, which can be more stable compared to independent barbers in the shop everyday.

6. Marketing and Promotion: The brand’s marketing efforts can help in promoting the educator’s workshops and classes, adding more power to your self-marketing.

Challenges:

1. Brand Constraints: Educators may be required to follow the brand’s guidelines and curriculum, limiting creative and instructional freedom depending on the scope of the work.

2. Product Focus: The necessity to focus on the brand’s products might limit the educator's ability to teach a broader range using other competitor tools (so make sure you are working for a brand you really use and believe in!).

3. Dependency on Brand Reputation: The educator’s reputation can become closely tied to the brand, meaning any negative publicity for the brand could impact you.

4. Sales Pressure: There might be an expectation to not only educate but also to sell the brand’s products, which puts pressure on educators to develop a message that blends the two (I have found great success in building these skills and because I believe in the brands I represent so much, sales has become second nature).

5. Schedule and Travel Demands: Brand-affiliated educators often have to travel and adjust to schedules set by the brand, which can be demanding and require more flexibility in your daily work schedule.

Key Activities:

1. Workshop Planning and Coordination: Organize and plan the structure of workshops or seminars in line with the brand’s guidelines.

2. Travel and Logistics Management: The brand delivers the the itinerary and will usually give you your schedule to execute and follow accordingly 

3. Brand Representation: Act as a face of the brand, you must embody its values and message in every interaction and session.

4. Product Demonstrations and Training: Conduct live demonstrations of the brand's products, explaining features, benefits, and techniques.

5. Audience Engagement: Engage with attendees, answering questions, and providing personalized advice or tips.

6. Feedback Collection: Gather feedback from participants for both personal improvement and to relay back to the brand for potential product or strategy enhancements.

7. Networking: Build relationships with attendees, other educators, and industry professionals to expand the brand's reach and influence.

Barber Content Creator

When I listen to people talk online, there’s a clear difference I can pick up between people who teach only on social media vs educators who travel to places to teach and create content. Both require different skill sets.

Advantages:

1. Accessibility: Available anytime and anywhere, offering flexibility to learn and produce at one's own pace. No brand necessarily telling you when or how to create and spread your art. 

2. Variety of Content: Diverse range of topics and styles, from quick tips to in-depth tutorials.

3. Community Interaction: Opportunities for engagement with other content creators and fellow learners through comments and messages.

4. Up-to-Date Trends: Immediate access to the latest styles, techniques, and industry news.

5. Visual Learning: Highly visual content, ideal for demonstrating techniques and styles.

Challenges:

1. Information Overload: Difficulty in filtering through vast amounts of content to find quality, reliable information.

2. Lack of Personalization: Limited opportunity for tailored feedback or guidance.

3. Passive Learning: Tendency to passively consume content without hands-on practice.

Key Activities:

1. Content Creation: Develop and share educational content like tutorials, tips, and techniques specific to barbering

2. Community Building: Engage with followers through comments, messages, and live Q&A sessions to create a learning community.

3. Personal Branding: Establish a unique identity and teaching style that sets you apart and attracts a specific audience.

4. Collaborations: Partner with other industry professionals or influencers to expand reach and share diverse knowledge.

5. Consistent Posting: Maintain a regular posting schedule to keep the audience engaged and attract new followers.

6. Feedback and Adaptation: Actively seek and respond to feedback from followers to improve content and address their learning needs.

Barber Influencer

The most intimidating title of all. Influencers can get a bad reputation when I see the public feedback on the topic because honestly, it’s hard to get there and it’s easier to hate than appreciate their hard work and be open-minded to thinking YOU could achieve it too.

An influencer, in their independent capacity, focuses on building and engaging their audience through content that is often personal, creative, and tailored to their niche. This content can range from lifestyle, entertainment, to motivational/inspirational posts.

There are different classes of influencers labeled according to their number of followers:

• Nano-influencers: 1K – 5K followers.

• Micro-influencers: 5K – 20K followers.

• Mid-tier influencers: 20K – 100K followers.

• Macro-influencers: 100K – 1M followers.

• Mega-influencers: >1M followers.

You can make money in all the areas above if you are one of the BEST at it and you’re good at business and negotiations or have someone to represent you.

My recommendation (because I went through this myself) is that as you grow, it is smarter to have representation. If someone gives you a shitty deal and you have to say no or anything else that has emotion, it could make you look bad as an artist or ding your reputation. I had representation starting in 2018 with around 200-250k Instagram followers. I was (and still am) represented by “LAB” - Lab Studios, Inc. (@inthelab247 on IG) who manages, negotiates, and handles/executes bookings for me. It was the BEST thing I could ever ask for. It allows me to fully focus on my work and let them do what they do best.

Bonus look into the Influencer Category:

Barber Influencer Working with Brand Endorsements

When an influencer collaborates with brands, they use their influence to promote products or services. This involves integrating the brand into their content in a way that feels natural and engaging to their audience. I want to make a note that before you make any choices or sign with a brand, be sure it is something aligned with your interest and values. Just signing up for a quick paycheck may make you miss out on other opportunities that were more aligned for you and the growth of your brand. I have a friend who took a short term gig that impacted his chance of working with a different brand because he was with a competitor brand. Just keep this in the back of your mind - are these brands you want to work with, tools you already use? Paid or not, is it something you love? I find that the ones that are tend to build relationships that are longer lasting and often grow into more serious partnerships.

Advantages:

1. Wide Audience Reach: Social media platforms provide the opportunity to reach a global audience, significantly expanding your influence beyond local clientele.

2. Brand Collaboration Opportunities: As influencers, they often attract partnerships and sponsorships from barbering and grooming brands, providing additional income and exposure.

3. Creative Freedom: Social media allows for creative expression in content creation, enabling influencers to showcase their unique style and approach to barbering.

4. Community Building: They can build and engage with a community of followers who share similar interests, creating a loyal fan base and support network.

5. Personal Brand Growth: Successful social media presence contributes to building a strong personal brand, which can open doors to other opportunities like product lines, speaking engagements, or educational roles.

6. Instant Feedback and Trends: Immediate interaction with followers allows for quick feedback on content and insight into current trends and preferences in the barbering community.

Challenges:

1. Consistency and Content Pressure: Maintaining a regular posting schedule with high-quality content can be demanding and time-consuming.

2. Algorithm Changes: Dependence on social media algorithms can affect content visibility and engagement, requiring constant adaptation to platform changes.

3. Audience Expectations: Balancing audience expectations with personal style or brand partnerships can be challenging, especially when trying to maintain authenticity.

4. Market Saturation: Standing out in a crowded market of social media influencers can be difficult, requiring unique and engaging content to capture attention.

5. Managing Negative Feedback: Handling criticism or negative comments on social media can be challenging and may impact mental well-being.

6. Dependency on Social Media Platforms: Relying heavily on social media for income and exposure can be risky, as changes in platform popularity or policies can significantly impact your career.

Key Activities:

1. Sponsored Content Creation: Producing content that features the brand's products or services, such as tutorials, reviews, or showcases.

2. Brand Messaging: Conveying the brand's message or campaign theme in a way that aligns with your own style and audience preferences.

3. Product Demonstrations: Demonstrating the use and benefits of a product, often in the context of your expertise (e.g., barbering tools).

4. Audience Trust Maintenance: Balancing promotional content with regular content to maintain authenticity and trust with your audience.

5. Performance Tracking: Providing the brand with performance metrics like engagement rates, reach, and conversion data if applicable

NOW…. IT’S YOUR TIME TO SHINE

Expanding your role to become an educator or content creator or influencer offers a series of opportunities. For barbers that are intrigued by ones of these paths, it can be a chance for you to elevate your craft beyond the chair. As an educator, you not only enhance your own skills, but also gain recognition as an expert in the field. Beyond the professional perks, this path offers personal fulfillment through community building and creative expressing. It keeps you adaptable, influential, and at the forefront of industry trends making sure your growth and relevance in the ever-evolving barbering landscape.

To end this newsletter, I would like to offer some tangible “To Do’s” that you can start to work on now:

Become an Educator On and Offline

1. Deepen Your Expertise: Continuously hone your barbering skills and stay updated with the latest trends and techniques.

2. Gain Teaching Experience: Talk about your steps in a haircut in a mirror on self-filming so you can hear yourself go through the process. You can also offer free or low-cost workshops or tutorials to build confidence and experience.

3. Develop a Teaching Style: Find a unique way to present information that is both informative and engaging.

4. Create Educational Content: If you find that creating content is of serious interest, start now on your current social media channels like Instagram, Tiktok, Snapchat, or YouTube channel. Start crafting your ideas because you will only get better as you go on. 

5. Network with Industry Professionals: Attend barbering events, trade shows, and workshops to build connections and observe how people speak on similar topics.

6. Build a Portfolio: Document your work, teaching experiences, and any testimonials from students or clients.

7. Engage with Your Audience: Actively respond to comments and questions on your social media platforms to build a community.

What Brands Look for in Sponsorships

1. Audience Engagement: Brands value influencers with high audience engagement more than just follower count.

2. Content Quality: High-quality, professional-looking content that aligns with the brand’s image.

3. Authenticity: A genuine use and endorsement of products, as audiences tend to trust authentic recommendations.

4. Brand Alignment: Your style and audience should align with the brand’s target market.

5. Consistency: Regular posting and content creation show dedication and reliability.

6. Professionalism: Professional conduct online and offline is crucial for long-term partnerships.

Improving On-Camera Presence, Communication, and Value

1. Practice Regularly: The more you record yourself, the more comfortable you'll become. Start with short clips and gradually increase the length.

2. Seek Feedback: Show your videos to trusted peers or mentors and ask for constructive criticism.

3. Join Public Speaking Groups: Organizations like Toastmasters can help improve your speaking and presentation skills (I am a proud alumna).

4. Attend Workshops or Courses: Consider courses in communication, media training, or on-camera presence.

5. Watch and Learn: Study how successful influencers and educators present themselves on camera. Note their body language, speech patterns, and engagement techniques.

6. Be Yourself: Authenticity resonates with audiences. Be genuine in your communication.

7. Understand Your Audience: Tailor your content and communication style to suit your audience’s preferences and interests.

8. Value Proposition: Clearly define what makes your content valuable and unique to your audience.

Steps for Beginners to Intermediate Level

1. Start Small: Begin with platforms you're most comfortable with, like Instagram or Facebook, before expanding to others.

2. Collaborate: Work with other barbers or influencers to expand your reach and learn from their experiences.

3. Engage Actively: Regularly interact with your followers to build a loyal community.

4. Set Realistic Goals: Have clear, achievable goals for your growth as an educator or influencer.

5. Be Consistent: Consistency is key in building an audience and establishing yourself as a reliable source of information or entertainment.

I’m a firm believer that everyone can build the next best version of themselves. For those of you have self-doubt, unsure, anxious, and maybe even have low self-esteem , trust me when I say that I’ve been there before. Especially with social media, it is the most vulnerable space we can be in, but with constant work and developing myself as a person, I can look back today and be thankful that I never gave up. Once you start keeping your word, you create a habit of being able to tackle the things you say you will do and through that process, you’ll find that you reach the next new level of YOU. Those small wins will keep you inspired to get the next milestone. It’s just getting to that first big point to let you understand the skill it took to get there. Once you understand it in one area, like building the skill for barbering and cutting damn good hair, you apply those same building blocks to the next area. It is true what they say, how you do ONE THING is how you do EVERYTHING. 

Day 1 or 1 Day?!

You got this.

I hope that you found this weeks newsletter very insightful and useful to help you get started or to help you take this next step in your journey.

Wishing you all a Merry Christmas if you celebrate and an end of year season of growth and inspiration!

Sof!