Summer is the season of sunshine, selfies, and sharing—and it’s the perfect time for your tanning salon to harness all three with a fun, interactive social media campaign. A Social Media Challenge can not only generate buzz but also turn your clients into enthusiastic brand ambassadors who organically promote your business to their own networks.

Here’s how to create a summer-themed social media campaign that boosts engagement, brings new eyes to your brand, and strengthens client loyalty—all while having a little fun in the sun.

Start with a Simple, Shareable Concept

The heart of your summer campaign is user-generated content (UGC)—photos, videos, or stories that your customers create and share. A great way to inspire this content is with a “Sun-Kissed Selfie” contest. Invite clients to snap a glowing post-tan selfie and post it on Instagram (or TikTok/Facebook) using a unique branded hashtag.

For example:
#MyGlow
#GoldenGlowChallenge
#SunFrom[YourSalonName]

Make sure the challenge rules are easy to follow:

1. Take a selfie after a session.
2. Tag your salon and use the branded hashtag.
3. Share why they love their tan or how it boosts their confidence.
4. Optional: follow your account and tag a friend to boost reach.

Make It Worth Their While

Offer a tempting prize for participation to spark excitement and encourage sharing. Prizes can include:

• Free or discounted tanning sessions
• A bundle of premium lotions or skincare products
• A “Summer Glow-Up” gift basket
• VIP passes to a special summer salon event

Bonus tip: Select multiple winners—like a grand prize and a few runner-ups—to keep more clients engaged and feeling like they have a real shot at winning.

Turn Posts into Promotions

The content your clients generate is marketing gold. Reposting these selfies to your salon’s feed and stories builds social proof and shows real people enjoying your services. Plus, it keeps your feed fresh with authentic, seasonal visuals without needing a professional photoshoot.

To amplify the reach:

• Feature top posts weekly in your feed or stories.
• Create a “Highlight” reel on Instagram for the challenge.
• Share behind-the-scenes reactions of your team picking winners or commenting on entries.

This consistent interaction helps build community and encourages others to join the fun.

Bring the Summer Vibe to Life

The best social campaigns capture a feeling, and this one should be all about confidence, warmth, and joy. Use bright visuals, playful language, and a casual, upbeat tone to encourage participation. Think:

• “Glow up and show up!”
• “Your tan’s got main character energy!”
• “Sunshine looks good on you—let’s see it!”

Keep the energy light and positive, and your audience will be more likely to engage and share.

Extend the Impact

Don’t let the challenge be a one-and-done moment. Use the momentum to:

• Launch seasonal promotions tied to the hashtag (e.g. “Show us your #GoldenGlowChallenge post for 10% off your next session”).
• Create an end-of-summer “highlight reel” video of your favorite entries.
• Recruit brand ambassadors from your most active and enthusiastic participants.

By building connections and recognizing your clients’ contributions, you encourage repeat business and lasting loyalty.

Make This Summer Shine

A Social Media Challenge is a smart, low-cost way to expand your reach, deepen client engagement, and showcase your salon’s personality. It reinforces your brand as a fun, confident, and client-focused place to be during the summer season.

So go ahead—fire up your camera, craft your hashtag, and invite your community to share their summer glow. The best version of your brand might just be the one your customers capture themselves.