ASCP Esty Talk – Episode 303: Marketing Beyond Your Social Media Handle

Release Date: February 5, 2025

Introduction

In Episode 303 of ASCP Esty Talk, hosted by Ella Cressman, a licensed esthetician and content contributor for the Associated Skin Care Professionals (ASCP), and Maggie Stasik, a licensed esthetician and ASCP Program Director, the discussion pivots to a critical topic for estheticians: "Marketing Beyond Your Social Media Handle." This episode delves deep into the pervasive influence of social media on the beauty industry, the inherent dependencies it creates, and strategies for building a resilient brand outside the virtual realm.

The Dominance of Social Media in the Beauty Industry

Ella kicks off the conversation with a staggering statistic, highlighting the financial clout of social media in beauty sales:

Ella [02:12]: "According to Cosmetics Design, a survey from August 2024, TikTok drives $3.7 billion in beauty sales. Can you believe it?"

Maggie echoes her astonishment:

Maggie [02:32]: "That's insane."

They discuss the phenomenon of the hashtag #TikTokMadeMeBuyIt, which has significantly influenced consumer behavior, contributing to a 15% growth in prestige makeup sales. Ella notes how TikTok has become a primary platform for product discovery, surpassing traditional avenues like department stores.

The Rise of Influencers and Their Impact

Ella introduces the concept of influencers, categorizing them based on their follower counts:

Ella [03:58]: "We have Nano, Micro, Mid tier, Macro, and Mega influencers. All of these are meant to signal or reflect how many followers you have or what perceived influence you have, depending on your category."

She reflects on the evolution of influencers from mere social media personalities to pivotal players in the beauty industry's marketing strategies. The discussion touches upon the vast earning opportunities that come with influencer status, emphasizing how metrics like follower count and engagement rates have become benchmarks for professional success.

The Dependency Conundrum

A significant portion of the conversation revolves around the potential pitfalls of heavy reliance on social media:

Ella [10:02]: "Meta is Facebook and Instagram, these own users' channels and dictate algorithms limiting crowd control over visibility engagement. So this is where I think you may be influenced inadvertently or indirectly."

Maggie raises concerns about the fragility of businesses that depend solely on these platforms:

Maggie [05:56]: "What happens to these businesses or these individuals who rely on social media to build their brands?"

Ella anticipates disruptions that could arise from algorithm changes or platform bans, posing existential questions for businesses entrenched in social media marketing.

Strategies for Diversifying Marketing Efforts

Recognizing the precariousness of social media dependency, Ella and Maggie advocate for a multifaceted approach to marketing. Key strategies discussed include:

1. Building a Personal Website: Establishing an online hub that serves as the centerpiece of one's brand, independent of social media platforms.

2. Email Marketing: Creating a direct communication channel with clients, free from platform restrictions.

3. Networking and Community Engagement:

   • Ella [16:00]: "Look at local advertising or community engagement. There's this one event that we have... I gained like five great clients just from that."

4. Local Advertising: Utilizing neighborhood magazines, community newspapers, and in-person events to increase visibility.

5. Content Diversification:

   • Building a Blog: Enhancing SEO and attracting traffic through valuable content.
   • Exploring Podcasts and Newsletters: Offering varied content formats to engage different audience segments.

6. Investing in Skills: Learning copywriting, digital marketing, and analytics to better navigate the marketing landscape, or outsourcing these tasks to experts.

Ella underscores the importance of these timeless marketing strategies in ensuring business sustainability beyond the volatile tides of social media.

The Power of Networking and Community

Maggie highlights the significance of in-person connections:

Maggie [18:21]: "We actually have one coming up February 17th. It's going to be in Denver... an opportunity to get your questions asked, network with other estheticians, build a sense of community and also boost your business."

Ella adds a personal touch by sharing her positive experiences with local networking:

Ella [18:49]: "There's this local esthetician... she's so cool... we can refer to each other and support one another."

These anecdotes emphasize that building relationships within the community can lead to sustainable business growth and a loyal clientele.

The Future of Marketing for Estheticians

As the digital landscape continues to evolve, Ella and Maggie contemplate the future of marketing:

Ella [16:24]: "Maybe AI, maybe Threads or other emerging technologies. Change is inevitable in the digital world."

They discuss the potential resurgence of traditional marketing methods, such as flyers and door-to-door advertising, while acknowledging the challenges posed by modern consumer behaviors, like the preference for digital communication over face-to-face interactions.

Conclusion: Securing a Resilient Brand

Ella wraps up the episode by reinforcing the necessity of diversifying marketing efforts:

Ella [17:06]: "Learn SEO. Understand how search engines rank and how to optimize yours. Build an email list. This is a direct way to communicate with your clients."

She urges estheticians to view their brand as more than just a social media presence, encompassing their story, mission, and value to the world. The hosts invite listeners to share their own strategies for marketing beyond social media, fostering a collaborative community of professionals striving for resilience and growth.

Notable Quotes

• Ella [02:12]: "According to Cosmetics Design, a survey from August 2024, TikTok drives $3.7 billion in beauty sales. Can you believe it?"

• Maggie [05:56]: "What happens to these businesses or these individuals who rely on social media to build their brands?"

• Ella [18:49]: "So here's the thing. While social media is a powerful tool, it's not the only way to build and sustain a brand, specifically your brand."

Final Thoughts

Episode 303 of ASCP Esty Talk serves as a crucial reminder to estheticians about the importance of building a robust and diversified marketing strategy. While social media remains a powerful tool, the conversation underscores the need for sustainable practices that ensure business continuity amidst the ever-changing digital landscape. By embracing both digital and traditional marketing methods, estheticians can create a resilient brand that stands the test of time.

For more insights and resources, visit ASCP and stay tuned for future episodes of ASCP Esty Talk.