The Volume Up by The Tease podcast focuses on elevating stories of the salon professional, particularly those who are new to the industry. Diversity in all aspects isn’t a POD, it’s the bare minimum for our storytelling. We interview brand founders, c-suite executives, pro stylists, manufacturers, educators and more that are helping to move the industry forward. We create a space to celebrate professional hair stylists, makeup artists, nail artists, massage therapists and estheticians to let them share their non-linear career journeys. We seek out guests and topics that continue to open the salon professional industry to new ideas.
Our goal is to apply a more global lens to coverage and conversation around the salon professional industry by adding context and nuance to topics that have historically been glossed over. Every year we aim to produce an average of 50 podcasts, reaching our audience of 264,000 across social media, email and podcast subscribers.
The main pillar of VolumeUp is to feature guests who have a story that hasn’t been told. Our first look is to those who are making a difference at the ground level, having found success in a new business model, new technique or philosophy in the industry. We can’t neglect the “news worthy” guests, brand executives and change leaders, but we want to give the every-day artist the same airspace. We look for artists, both big and small, who have found an audience on online platforms such as TikTok and Instagram. Innovation is number one no matter who you are or what your title. We look to the actual artists for their insights and to share their experiences with people who are just breaking into the salon professional field. Innovation is number one.
We provide an audio medium for news consumption in circumstances where long-form written content doesn't serve our audience. We do this by providing a weekly "Beauty News Recap" at the top of every podcast. This features news not reported by The Tease editors as well as a list of the most important stories of the week from our team. Using this process we can ensure that if a salon professional is a single platform content consumer they will have a well-rounded understanding of what is new in Beauty.
VolumeUp has recently passed 100 episodes. Those 100 episodes amount to 20,000 downloads. As a result we have reached #30 on Apple podcasts in the beauty category. We are continuing to see our podcast climb the ranks and have formed a community through the stories we share. We take the community we have built as our greatest success. For our 100th episode we asked our previous guests, or our ‘friends of the pod’ to come together and submit video surprises for our hosts with nothing for them in return. Our community is strong and loyal. We are getting our message out to stylists who need to hear it and we are sharing important stories that otherwise would have been left on the sidelines.
The Volume Up by The Tease Instagram has a following of 525 fans, however from September 7th through December 5th 2022 reached 110,000 accounts, with 6,426 content interactions - an engagement rate of 1,224%. In the past year, we have sent out approximately 56 podcast email blasts. In the past 90 days, we had a 25% average open rate and a 1% click-through-rate.