Mark Hill Hair creates in-house content studio to drive social media sales

Nottingham-based Mark Hill Hair has expanded its headquarters to include a custom content studio, including space for its TikTok Live broadcasts, as part of its wider branding refresh. 

The additional space will allow the hair styling brand to create content quicker and more cost-effectively as it reacts to new trends. 

Mark Hill Hair has also launched a weekly masterclass series via TikTok Live to offer educational, entertaining hair tutorials with some of the industry’s top hairstylists. The sessions aim to provide expert insights and practical solutions to viewers’ burning questions, with Mark Hill Hair working with presenter, Alice Clayton, to host the series.  

The combined efforts have resulted in a 258 percent rise in viewership and an increase in revenue, with its TikTok following growing by more than 50 percent week-on-week on average, as the content proves a hit with the brand’s target demographic. 

The scaled-up social activity follows the growth of the business’s marketing team last year, with the appointment of Gemma Montgomery-Dickens as Marketing Director and Alishia Shacklock as Assistant Marketing Manager. 

In a bid to continue to drive increased sales via social media channels, Mark Hill Hair has also appointed a specialist agency to further develop its strategy for the platform. 

Gemma Montgomery-Dickens, Marketing Director at Mark Hill Hair, said: “Levelling up our social strategy has been a game-changer – sales and revenue have jumped considerably. The creation of the custom studio has enabled us to launch the weekly masterclass series, resulting in an incremental sales channel and driving enormous growth of our online community. We’ve also upgraded our content across the board, with the studio being used for Instagram reels, and even product photography to enable us to respond quickly to trends and create standout content in-house. 

In a digital era in which creating content that resonates is key, leveraging video was a top priority for the Mark Hill Hair social strategy. TikTok Live provides a real-time platform for authentic interaction and serves as an opportunity to spark conversation, connect directly with our target audience, and foster a real sense of community. Beyond that, we’ve also been able to tap into new demographics and expand our audience base.”