The Ultimate Social Media Guide for Medspas & Estheticians

Everything You Need to Grow Your Esthetics Business Organically (and Professionally)

Social media is one of the most powerful tools in your marketing kit—especially in the beauty and aesthetics space where visual storytelling, trust, and authentic connection are everything. But showing up online isn’t just about posting a photo of your client's before and after and hoping for the best. It's about strategy. Let’s walk through exactly how to build and grow a standout presence on platforms like Instagram and TikTok—without burning out or looking messy.

1. Start With the Right Account Setup

Before you post anything, your account should be optimized to attract the right audience and convert profile visits into clients.

Make It a Business or Creator Account

Switch to an Instagram Business Account (or Creator if you’re a solo esthetician influencer-educator hybrid). This gives you access to:

• Insights and analytics

• Boosting and ad tools

• Contact buttons (Call, Email, Directions)

• Profile category tags (like “Medical Spa” or “Esthetician”)

  
  

Optimize Your Bio for Clarity + Conversion

Your bio is prime real estate—it should clearly communicate:

• Who you are (“Certified Medical Aesthetician” / “Luxury Injectables in Vancouver”)

• What you offer (“Botox • Skin Health • Results-Driven Treatments”)

• Your unique value proposition (UVP) (“Customized care with clinical results + spa vibes”)

• Location 

• Call to action (“📍Book your glow-up below” or “👇 Free Consult Link”)

Use Keywords in Your Display Name + Bio

Instagram is now search-friendly. Include searchable terms in your display name (e.g., “Sarah | Toronto Esthetician”) and bio to improve visibility. Keywords might include:

• “Medspa”

• “Skin Specialist”

• “Botox”

• “Facials”

• “Acne Treatments”

• “[City] Aesthetician”

Keep in mind you do NOT need to be on every social media platform. It all depends on where your target audience hangs out. However, we do recommend that you at the very least have an Instagram account.

2. Create a Feed That Reflects Your Brand

Your profile is like a mini website—clients will skim it before deciding to book.

Tips for a Cohesive, Aesthetic Feed:

• Use consistent brand colours, fonts, and filters/presets.

• Alternate between educational, promotional, and lifestyle/personal posts to keep it visually balanced.

• Use Canva or apps like InPreview (our fave!) to preview and plan your grid layout.

• Stick to 3–4 content pillars visually (e.g., treatments, testimonials, your face/team, clean graphics).

• Avoid cluttered, pixelated, or overly text-heavy graphics.

A clean, curated feed builds trust and reinforces your professionalism—especially in an industry where visuals matter.

3. Realistic Posting Schedule (That Won’t Burn You Out)

You don’t have to post every single day to grow. Consistency matters more than frequency.

Weekly Content Strategy Example (5x/Week):

Day	Post Type	Idea
Monday	Before & After	Share a client transformation with results, client quote, and treatment type.
Tuesday	Educational	Myth-busting skin tip or carousel: “5 Things Damaging Your Skin Barrier.”
Wednesday	Behind-the-Scenes	Reel of your space, your routine, prepping for a facial, etc.
Thursday	Client Testimonial or FAQ	Screenshot of review with caption answering a common concern.
Friday	Call to Action	Promote your booking link, a special offer, or feature a service in detail.

Tip: Batch content 1–2 times/month to avoid daily content panic.

4. Hashtag Strategy: Be Strategic, Not Spammy

Hashtags still work—but only when used intentionally.

Your Hashtag Formula:

Use 15–30 targeted hashtags per post (Instagram allows up to 30). Group your hashtags into 3 categories:

Niche Hashtags (5–10)

Target your specialty.Examples:

• #MedicalAesthetics

• #DermaplaningTreatment

• #BotoxBeforeAfter

• #SkinClinic

Location Hashtags (5–10)

Capture local traffic (since most services are in-person).Examples:

• #TorontoEsthetician

• #VancouverMedspa

• #LAFacials

• #NYCSkinCare

Content-Specific Hashtags (5–10)

Based on what’s in the post. Examples:

• #SkinBarrierTips

• #FacialGlowUp

• #SkincareResults

• #NaturalAgingSolutions

Tip: Rotate hashtag sets, avoid banned hashtags, and track which ones perform best over time.

5. A Word on Buying Followers (Just Don’t)

We get it—you want to look legit and “established.” But buying followers is a fast track to:

• Wrecked engagement: Fake followers don’t interact, so your reach plummets.

• Lost trust: Clients can tell when engagement doesn’t match follower count.

• Platform penalties: Instagram and TikTok can shadowban or shut down accounts for violating authenticity policies.

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Instead, focus on real growth through value-driven content and community engagement.

6. Social Media Engagement Strategy: Turning Viewers into Loyal Clients

Having a stunning feed is only half the game—engagement is where the magic happens. The algorithm rewards interaction, and your dream clients are far more likely to book with someone they feel connected to. An engagement strategy helps you build relationships, boost your visibility, and create a loyal client community online.

Let’s break it down.

💬 Why Engagement Matters

• Increases visibility: The more interactions your content gets, the more people Instagram will show it to.

• Builds trust: Responding to comments and DMs shows you're active, professional, and approachable.

• Creates relationships: Clients don’t just want a treatment—they want to feel seen, valued, and supported.

🔄 Your Daily Engagement Routine (15–30 minutes)

You don’t need to live on the app—just be intentional with how you show up. Here’s a realistic daily engagement flow:

🕐 5–10 mins: Engage with your audience

• Reply to comments on your recent posts

• Respond to DMs (even a quick emoji reply counts)

• React to story replies or poll responses

🕐 10 mins: Engage with new potential clients

• Search local and niche hashtags (like #TorontoFacials or #SkincareTips)

• Like and comment on posts from accounts that fit your ideal audience

• Follow relevant local users, businesses, or influencers

🕐 5–10 mins: Engage with industry peers or local collab opportunities

• Show love to other estheticians, wellness pros, or beauty brands

• Comment meaningfully (not just emojis!) on other medspa accounts

• Build real community over competition

Bonus: Use the “Notes” feature (on Instagram) to share a quick daily tip or promo—it’s underused and grabs attention in DMs.

Engagement Tips That Actually Work

• Ask questions in your captions to spark commentsEx: “Have you ever tried microneedling?” or “What’s your #1 skincare struggle right now?”

• Use Instagram Stories strategically. Post polls, quizzes, sliders, and behind-the-scenes moments—these low-effort touch points boost connection and the algorithm loves them.

• Celebrate client wins. Tag your clients (with permission), shout out their progress, or thank them in stories/posts. It builds community and shows appreciation.

• Share and comment on tagged content. If a client tags you in their post or story, always re-share and thank them. Social proof + engagement = gold.

  
  

Engagement Don’ts

• Don’t use engagement pods (the algorithm can detect inauthentic engagement patterns)

• Don’t ignore comments or questions—responding quickly helps build momentum

• Don’t just drop emojis on other people’s posts—genuine, thoughtful comments go further

• Don’t rely only on giveaways to get interaction (attracts people who aren't your ideal client)

💡 Pro Tip: Track Your Engagement Metrics Weekly

Keep an eye on:

• Likes, comments, shares, and saves

• DMs and replies to your Stories

• Profile visits and website clicks from posts

This helps you understand what type of content your audience connects with and lets you refine your strategy.

The goal of engagement isn’t just to hack the algorithm—it’s to build real relationships. Show up like a human, not just a brand. Be the esthetician or medspa that educates, empowers, and connects. That’s what keeps people coming back—and referring their friends.

7. Content Ideas for Medspas & Estheticians

Authority & Education

Position yourself as the go-to expert in your niche.

• “I get this question all the time…” SeriesUse Stories or Reels to answer your most asked questions—like “What’s the difference between Botox and filler?”—in casual, face-to-camera videos.Pro tip: Save as a highlight called “FAQ Fridays.”

• Treatment Myth-Busting ReelsFormat: “You don’t need to exfoliate daily – here’s why.”Back it with science, your personal opinion, and a better alternative.

• Ingredient Deep-DivesDo a “Let’s talk about niacinamide” series—what it is, what it does, who it’s best for. Use client photos or product demos to illustrate.

• Red Flag Series: How to Spot a Bad Aesthetic ProviderShow professionalism by educating people on what to look out for (e.g., not patch testing, skipping consultations, unsanitary practices).

• Visual Skin Timeline: How Long Results Actually TakeUse a carousel or Reel to map out timelines for microneedling, peels, or acne treatment plans—people love realistic expectations.

• Science vs. TikTok TrendsBust viral trends like DIY microneedling or sunscreen contouring with a confident, professional tone.

Trust & Connection (Personal/Behind-the-Scenes)

Build emotional connection and loyalty.

• “Day in the Life” Mini-VlogsShare morning prep, skincare routine, client setup, lunch break, unboxing supplies, etc.—show you're a real human running a business.

• “Why I Started My Practice” Story Post or VideoShare your backstory and what drives you. This builds connection like nothing else.

• Client Love LanguageHighlight the little things you do to make clients feel cared for—like warm towels, handwritten notes, custom playlists, or post-facial snacks.

• Your Skin Journey Before Becoming an EstheticianShow your old acne photos or how your skin changed after learning real skincare—it humanizes you andshowcases your expertise.

• “What I Wish More Clients Knew” PostCan be humorous or heartfelt—talk about respecting downtime, the importance of home care, or being consistent.

• Show Off Your Space (Even If It’s Small!)Do a tour with captions or a Reel showing your treatment room setup and the vibe. People book based on comfort and trust.

Promotional & Sales-Driven (Without Feeling Salesy)

Encourage booking and conversion—subtly and effectively.

• “Best for You If…” Posts for Each ServiceExample: “Is dermaplaning right for you?” with 3–5 bullet points of who it helps most.

• Treatment Combos You RecommendExplain why you often pair microneedling with LED or facials with lymphatic drainage—upselling without being pushy.

• “Service of the Month” FeatureFocus on one treatment for the month with multiple angles: benefits, FAQs, before/afters, testimonials, and a limited-time bonus.

• Real Talk: Why Cheap Facials Cost More in the Long RunEducate while justifying your value with a bold, transparent post.

• Mini Case Study: “From Breakouts to Glow”Share a client journey as a visual transformation, with text explaining what you did and why.

• “What You Get When You Book With Me” CarouselList the full experience, not just the treatment—consultation, luxury touches, follow-up support, customized care.

Social Proof & Client Results

Let your work do the talking.

• “What We Did” Breakdown of a Client TransformationNot just before/after—explain the client’s concerns, your plan, what services/products were used, and their feedback.

• Recreate the Client Testimonial as a Visual Quote PostInstead of just a screenshot, design a quote graphic that matches your brand and share the story behind the review in the caption.

• Time-Lapse of a Treatment Start to FinishCondense a real session (with permission) into a 30-second Reel—super satisfying and informative.

• Results With + Without HomecareUse real client comparisons (again, with permission) to showcase why compliance matters.

• Video Reactions to Client Skin ProgressFilm yourself reacting to their improvements and voiceover what changed—adds a personal, emotional touch.

Community & Culture-Building

Position yourself as more than a service provider—you’re a community hub.

• Shout Out Local Businesses You LoveTag and hype up a local juice bar, yoga studio, or salon—great for building partnerships and visibility.

• Create a “Client of the Month” FeatureSpotlight loyal clients, share their skincare wins, and thank them publicly (with consent).

• Invite Followers to Vote“Which treatment should I do on myself next?” or “Which product should I review next week?”—people love to engage when asked.

• Holiday or Seasonal Skincare Advice (Not Just Discounts)Share skincare swaps for winter, summer SPF reminders, or how to prep skin for event season.

• Your Favorite Products & Why (Not Sponsored)Share what you actually use and why—genuinely builds trust and increases product sales if you retail.

• Interactive Stories Every WeekDo skin quizzes, “this or that,” or “ask me anything” every Wednesday or Sunday to keep engagement consistent.

Bonus Strategy: Turn One Post Into Five

Take one piece of content (like a skin transformation or a product review) and repurpose it:

• Carousel breakdown

• Story with polls

• Reel version

• Blog-style caption post

• Email newsletter version

✨ Want to hand off your social strategy to a pro?

At Willa Marketing, we help medspas and estheticians build irresistible online presences that convert followers into fully booked schedules. Let’s create magic together. Contact us today!