Delphine Cappronnier of Delphine Sorel

Thanks to the imitable skills of Delphine Cappronnier and her team at Delphine Sorel, thousands of Sydney-siders are sporting beautiful brows. After working at some of the city’s best-known beauty haunts, Delphine launched her own salon, and with it, an exceptional brand presence.  

Four years in, Delphine reflects on her business’ relationship with social media – including the benefit of consistently showing up while staying in her defined lane.

What social media channel is the most impactful for Delphine Sorel?

Instagram is the most impactful social media channel for us. Its visual-centric nature aligns perfectly with our business, as it allows us to showcase our work. Through high-quality images and videos, we can effectively highlight our services and products, capturing the attention of our audience.

It provides a platform for us to share our business vision and essence authentically. Through captions, stories, and interactive features, we can directly communicate with our followers, sharing insights into our brand values, inspirations, and behind-the-scenes glimpses. This level of engagement cultivates a deeper connection with our audience, building trust and loyalty over time.

How do you connect with your community on social media?

We connect with our community on social media through authentic engagement and meaningful interactions. We prioritise responding promptly to comments, messages, and mentions, demonstrating our dedication to listening and engaging with our audience.

In your experience at Delphine Sorel, what is the biggest pro and biggest con when it comes to social media efforts?

The biggest pro of our social media efforts is undoubtedly to have been able to reach a wide audience, showcase our products and services, and engage with our community.

Social media has allowed us to amplify our brand presence, connect with potential customers, and drive traffic to our website and physical studio.

However, the biggest con we've experienced is how the algorithmic nature of social media platforms has somewhat diminished the authenticity of the game. With algorithms dictating what content gets prioritized on users' feeds, there's a risk that our genuine efforts to showcase our brand may be overshadowed by the need to cater to what the algorithm favors. This can sometimes lead to a focus on chasing likes, comments, and shares rather than staying true to our brand identity and values.
In essence, while social media offers unparalleled reach and exposure, the challenge lies in navigating the algorithmic landscape while maintaining authenticity and staying true to our brand vision. It's a delicate balance between leveraging the platform's capabilities to our advantage while ensuring that our messaging remains authentic and resonates with our audience on a genuine level. 

What is a mistake or misstep that Delphine Sorel has made and what lesson did it teach you?

One of the most significant missteps I've made is trying to manage my social media presence entirely on my own. As a perfectionist, I've always felt compelled to handle every aspect of the business personally. However, this approach has sometimes prevented me from seeking out professional assistance, which could have led to better outcomes. By refusing to delegate certain tasks and overlooking the benefits of collaboration, I've occasionally missed out on opportunities to enhance my social media strategy and reach a wider audience.

This mistake is teaching me the importance of recognising my limitations, embracing the expertise of others, and understanding that seeking help doesn't equate to a lack of capability, but rather a commitment to achieving the best possible results.

What has been a standout moment or milestone for Delphine Sorel on social media?

Our biggest milestone so far on social media has been reaching 3000 followers. While this number may seem modest compared to other much larger accounts, it holds immense significance for us at Delphine Sorel. We feel incredibly privileged and grateful that thousands of people are appreciating our work and engaging with our content.

How do you measure Delphine Sorel's social media success?

Our social media success is measured by the real-life impact it has on our business. While metrics like followers count and engagement are important, what truly matters to us is the genuine connections we forge with our clients. When clients walk through our doors because they discovered us on Instagram and were impressed by our work, it validates the effectiveness of our social media presence.

Looking forward, what does the future hold for Delphine Sorel when it comes to social media activity and efforts?

Looking ahead, we are considering hiring a professional to assist with our social media efforts. After four years of managing our own presence, we recognise the potential for growth and improvement with expert guidance. With their assistance, we will aim to refine our strategy, enhance engagement, and expand our brand's reach.  

Find Delphine Sorel on Sydney’s Lower North Shore. Alternatively, follow Delphine Sorel on Instagram and Facebook.