Social Media Marketing Guide For Med Spas (2025): What Actually Works!

Summary

Med Spa Success Strategies Podcast: Social Media Marketing Guide For Med Spas (2025): What Actually Works!

Released on June 30, 2025

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Introduction

In the episode titled "Social Media Marketing Guide For Med Spas (2025): What Actually Works!," host Ricky Shockley delves into effective social media strategies tailored for med spa and aesthetics practice owners. The discussion centers on optimizing social media efforts to enhance marketing, management, and ultimately, the growth and financial freedom of med spa businesses.

Identifying Your Target Audience

Ricky and his co-host Lauren emphasize the importance of understanding who you are posting for and why. They identify two primary audiences:

1. Potential Leads: Individuals already considering med spa services and researching providers. Ricky points out, “number one audience you're trying to appeal to on social media are your leads... they’re trying to figure out what provider they’re going to go visit” (00:55).

2. Existing Patients: Clients who require ongoing engagement to ensure retention and loyalty. The hosts argue that neglecting these groups by using generic content or chasing fleeting trends can hinder business growth.

Internal Management vs. Outsourcing Social Media

The podcast underscores the necessity of internal ownership of social media management. Lauren notes, “If you’re going to do it well... designate that role to somebody specifically” (03:17). Allocating a dedicated social media manager, whether a full-time position or a specific role within smaller practices, ensures consistent and strategic content creation. Outsourcing entirely can lead to misalignment with business goals and ineffective engagement.

Choosing the Right Social Media Platforms

The hosts discuss the most effective platforms for med spas in 2025, highlighting:

• Facebook and Instagram:

  • Facebook maintains high market penetration with 92% reach among affluent females aged 30+.
  • Instagram follows with strong visual storytelling capabilities and 74% affluent reach (07:11).

  Ricky states, “Facebook and Instagram owned by Meta... you can cross post” (07:30), emphasizing their continued dominance and integration.

• YouTube:

  • Ideal for demonstrating expertise and building trust through detailed videos and embedded content on websites.
  • Lauren adds, “YouTube is a huge place for med spas to show the factors of trust...” (08:15).

• TikTok:

  • Recommended as an additional platform for brand awareness, though not the primary focus for direct business benefits.
  • Ricky advises, “If you have time, TikTok would be the next platform we would recommend engaging on a consistent basis” (09:54).

Developing a Robust Content Strategy

A significant portion of the discussion revolves around creating content that builds Know, Like, and Trust with the audience:

• Educational Content:

  • Posts that explain treatments, showcase before-and-after results, and highlight the practice’s expertise.
  • Lauren emphasizes the need for detailed explanations: “Don’t be afraid to go into some of the details that allow you to provide a nuanced explanation” (15:40).

• Personal Touches:

  • Sharing behind-the-scenes content, team introductions, and personal stories to humanize the brand.
  • Example: Hayley Wood’s posts that include personal anecdotes resonate deeply with the audience.

• Engagement Posts:

  • Interactive content like giveaways and trivia can boost engagement and deepen client relationships.
  • Ricky cites, “Botox by Misha... has dozens and sometimes hundreds of comments on some of these posts” (21:34).

Optimizing Pinned Posts and Instagram Highlights

To make a strong first impression, Ricky and Lauren advocate for strategic use of pinned posts and Instagram highlights:

• Pinned Posts:

  • Feature key messages such as “Why Choose Us” or current promotions to immediately inform and engage visitors.
  • Ricky illustrates with an example: “Why you should choose Bold Confidence Aesthetics...” (23:06).

• Instagram Highlights:

  • Organize content into categories like promotions, before-and-afters, testimonials, and team introductions for easy navigation.
  • Lauren points out, “Making sure that looks really clean, pretty and has the things that people want to look at is definitely important” (23:33).

Engagement Strategies and Building Loyalty

Building sustained engagement is crucial for client retention and loyalty:

• Interactive Content:

  • Hosting giveaways and interactive posts encourages active participation and keeps the audience engaged.

• Authenticity and Brand Alignment:

  • Maintaining a consistent and authentic brand voice ensures that the content resonates with the target audience without compromising professionalism.
  • Ricky advises, “If your social media is all like goofy dance reels, that's not really good brand alignment” (18:36).

• Diverse Content for Different Demographics:

  • Tailoring content to appeal to various age groups and demographics within the target audience ensures broader appeal and inclusivity.
  • Lauren adds, “Thinking about what demos your possible clientele is” (18:36).

Key Takeaways and Sample Social Media Blueprint

Ricky and Lauren summarize the episode with actionable insights:

1. Focus on Core Platforms: Prioritize Facebook and Instagram, with YouTube and TikTok as supplementary channels.

2. Consistent Posting Schedule: Aim for three to four posts or reels per week and two to five Instagram stories daily.

3. Content Distribution:

   • 50% Know, Like, and Trust (educational and trust-building content)
   • 25% Personality and Fun
   • 25% Social Proof and Engagement

4. Strategic Pinned Posts: Utilize pinned posts to highlight key messages and promotions.

5. Plan Ahead: Schedule content quarterly to maintain consistency and strategic alignment.

Ricky encapsulates the essence: “Effective social media is going to help people gain confidence in booking with you... be strategic, be consistent, be yourself” (24:18).

Conclusion

The episode concludes by reinforcing that while organic social media efforts are vital for building trust and retaining clients, they should be complemented with paid advertising strategies like Facebook, Instagram, and Google Ads to significantly boost patient acquisition. Ricky invites listeners to explore further trainings and resources available through MedSpa Magic Marketing to enhance their social media strategies.

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Notable Quotes:

• Ricky Shockley:

  • “Number one audience you're trying to appeal to on social media are your leads...” (00:55)
  • “Facebook and Instagram owned by Meta... you can cross post” (07:30)
  • “Effective social media is going to help people gain confidence in booking with you...” (24:18)

• Lauren:

  • “If you’re going to do it well... designate that role to somebody specifically” (03:17)
  • “YouTube is a huge place for med spas to show the factors of trust...” (08:15)
  • “Thinking about what demos your possible clientele is” (18:36)

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For a comprehensive guide and additional resources, listeners can download the 2025 Social Media Guide for Med Spas PDF via the show notes linked on the podcast’s platform.

Transcript

[A]

Hey everyone. Lauren and I are going to do a walkthrough on social media marketing strategies today. So I think as practice owners, we all have questions. What should we be doing with social media? What dots are we trying to connect to generate a business benefit? How do we ensure we're just not spinning our wheels on some of this stuff? And what does good social media marketing look like for a med spa here in the second half of 2025? So we're going to go through today, we don't actively manage social media for our clients, so. So we're basically aggregating what we think are best practices from top performing med spas and just tying together some common sense to develop a framework that can hopefully give you some guidance and direction for making your social media work better for you here through the rest of the year. I think there are so many different directions we're pulled. You know, you see people doing TikTok dances and some people are just talking to the camera and then some people are hiring agencies, managing it in house. We're going to talk about some of the pros and cons of the different options and how to implement at a high level. So first thing that we want to talk about is who are you posting for and why? I think that there's actually a big disconnect on this. Lauren, I don't know if you feel like from the practices that we talk to, if this is a disconnect, my contention is that your organic social media use, right, what you're posting on Facebook and Instagram to your page, it's probably not like something that's generating a ton of business directly. I think what the way that we think of social media is, it's not primarily for discovery. That's a bonus. If you get that. Would you agree with that, Lauren? It's basically cherry on top. If you get people that are just finding you on social and doing business.

[B]

With you, great, absolutely.

[A]

But really, we would say, number one audience you're trying to appeal to on social media are your leads, maybe even leads that you're not aware of that are leads yet thinking about scheduling appointments. So people that are already considering doing business with you, people that have decided they want Botox or Dysport or coolsculpting laser hair removal, whatever it might be, they're trying to figure out what provider they're going to go visit. And one of the things we assume people are going to do as part of that process is they're going to comb through your social media profiles. So that's the first audience that I think you're marketing to are people that are on the fence trying to figure out where they're going to. Schedule number two would be existing patients. So a client retention strategy, the people that you already have a relationship with, how do we make them? How do we instill confidence on an ongoing basis to ensure they're coming back for hopefully months and years to come? We would argue that it's a waste of time worrying about social media if you're doing these things. So if you're using stock content exclusively, you're just outsourcing this to an agency that's posting article links and stock photos. It's not going to help accomplish the goal of developing connection with your prospects that leads to more, more closed bookings or better retention. If you're focused on chasing trends that don't align with your business goals like virality, that's probably going to be a problem. So if all you're doing is looking at the view count and you're trying to jump on the latest song and the latest TikTok dance, does that actually map to a business benefit which is more people coming to you, more people staying, or people spending more money with you? Does not. So really, if you're outsourcing this, it's going to be a challenge. I think you have to take some level of ownership internally. Lauren, do we have any good feel for the practices that do this well internally? Who are most practices doing? I know it's not usually the owner. In most cases, who do you see people assigning the role of kind of social media manager to?

[B]

Oftentimes I think it is somebody with their own role as that job. Like I think they have somebody who is their social media manager. Sometimes if you're a smaller practice, it can be your front desk person in some of their free time too. But oftentimes it is somebody dedicated to doing this. If you're going to do it well, and mainly because you need someone to take point on that and to make people do it, it's hard to get your providers to get the time to give you a clip or to do a quick recording or even to remember to take before and after photos during some of their appointments. So I think it's going to be really important to designate that role to somebody specifically and to go back to the first slide a little. Ricky and I and all of us really see that be so true for all of our clients in terms of conversion rate from leads to booked appointments based on who actually has the best social media or A really solid social media presence that when somebody finds you or hears about your name, they're going to go there, they learn about you, they see your before and afters, they see your awesome work and that can really increase getting that lead over the finish line to actually book that appointment. So having somebody as point person or lead on making sure that this is taken care of and being done well is definitely important. Otherwise it really does get pushed to the wayside.

[A]

So if you have a marketing director, internal marketing team, like there's just got to be somebody that's wearing that hat. And at a smaller med spas, they're probably. You're wearing multiple hats, as we have with a lot of businesses. But just somebody needs to make sure that is their hat. That's their role, to make sure that this stuff gets done and it gets done on time and scheduled and that we're thinking ahead. That's the other thing. Plan ahead. I talked, somebody talked about how they schedule and think about all their social media content a quarter in advance. Don't wake up every day and wing it. You do that with your stories, but with your posting your reels, you should have some sort of a schedule. It's not that hard to allocate some time to think about this strategically and to plan ahead. So you just can't outsource completely. I have seen people do this successfully with local social media management companies who will come in, shoot content, help you plan. That can be effective, expensive, but you're gonna have to have somebody that has at least local access even if you're outsourcing, because they're gonna have to get this stuff from inside of the office to do it. Well, real quick, are you, are we focused on the entity so the med spot self or the provider? So say the answer is going to be both if you're a single location med or a single provider med spa. Hopefully those things are tied together. The practice page and the injector page, for all intents and purposes are the same. For bigger, more established, established practices, you need to figure out the strategy for the entity. Knowing that your injectors also have their own social media profiles, if that is a personal social media profile for the injector, a strictly personal profile, you're not going to be able to have much control over that. But if they are using it for business purposes, you might want to consider some sort of guidance, coaching or frameworks to help them strategize. So you're creating a win win where they're retaining clients at a higher rate. They're bringing in more business, improving close rates. So if people are choosing a specific injector though, assume they're going to the injector profile, not just the page. And I think the main thing here is just allow for cross posting and tagging. Make sure that if the injector is posting something with the practice, they're tagged and referenced and vice versa. Anything to add to that, Lauren?

[B]

No. I would just say that's probably the biggest part, is making sure things are going both ways with both pages. If we're doing it that way, yeah.

[A]

All right, where to focus attention? You've got a bunch of different platforms. Certain things are newer and trendier. There's some things that have been around for a while. We pulled this from ChatGPT actually and what ChatGPT said. I asked it for affluent female audience in the US 30+ as a reference range. And it said Facebook is still the absolute leader. 92% market saturation, market penetration with high daily engagement. Instagram they listed as number two. With strong visual storytelling platforms, 74% affluent reach and fast growing or. And growing fast. I don't know that Instagram is growing fast. That seems like a miss by chatgpt to me, Lauren. I think if we were to pick one, we're. We're saying what here?

[B]

I would say Instagram for sure. It is interesting when we do like a leads breakdown from ads specifically, we'll see that Facebook still is the winner in terms of where we're getting leads from on ads, but where people actually engage the most and say, oh, I saw your content or I reviewed your Instagram. That's what we hear the most. Instagram being.

[A]

Yeah. And. And Facebook and Instagram owned by Meta, same company. If you do this through Meta business suite, you can cross post. There's probably multiple ways to connect those two platforms. So you can post something on Instagram that goes to Facebook and vice versa. So that should be pretty easy to make sure that you're checking both those boxes. Facebook and Instagram, I would say, are the big two still for this demographic, for most med spas. So those are the places we want to be most active. YouTube. If you're hosting videos and you're publishing this stuff, there's probably some sort of a use case of your YouTube because those things can go on your website. You can redirect people to those links. It's essentially a video hosting platform that also doubles as a social media platform to some extent, especially with shorts. Lauren, any other strategic implication for how you recommend incorporating YouTube into a social media strategy.

[B]

I think YouTube is a huge place for med spas to or to show the factors of trust and to get people to trust them and their expertise and their knowledge and what they're talking about. It gives you a longer platform availability to be able to talk through certain things. So on some of our clients who do this the best and who have the top in class knowledge on these things on each of their pages on their website they'll have a YouTube video embedded. That's all about dysport from our lead injector so and so or all about this treatment from our owner so and so. So I think it's a really good place to demonstrate your knowledge and your expertise and get to win on those factors of trust specifically. We also have some clients who turn it into a podcast too and they make it more of a fun type of place where they can talk about treatments and what's winning over others. Just a place where people can really learn more about the industry as a whole or the services as a whole too and also pick you based on trust.

[A]

Yeah, pro tip there, like Lauren said, if you're doing an explainer of like how you go about treating for disport and you're have one of your providers going through like a whole thing on your philosophy of treatment, the unit price and you're doing a whole breakdown on how your practice specifically thinks about providing service for disport. I would maybe on those YouTube titles add the location information so you can say like a disport treatment in you know, St. Louis, Missouri, whatever it might be because there's the potential that those YouTube videos are also shown in Google search so you can actually generate some additional awareness and enter in top of funnel traffic via that content potentially. TikTok was the next on the list. I think if you are going to spend time on another platform it probably is TikTok. Lauren, do you agree with that?

[B]

Yeah, absolutely. Just has a little bit different use case I would say like we talked about on our last video, it's more of an awareness type place just to kind of dominate in omnipresence showing yourself in every single platform. I wouldn't say it's as used or as highly visited for people searching for med spas but definitely an extra place to get your brand out there.

[A]

Again if we, if people are looking they're mainly combing through social media because they're already thinking about doing business with you or they're an existing patient, they're doing most of that research on Facebook, Instagram. I don't know a ton of people are by default going to your TikTok. They assume TikTok's a little bit more fun, a little bit more playful and casual. So if they want the professional presentation of what it's like to do business with you, Facebook and Instagram first. But next thing, if you have time, TikTok would be the next platform we would recommend engaging on a consistent basis. This episode is brought to you by MedSpa Magic Marketing, my agency. We help med spas and aesthetics practices grow with more effective marketing strategies. And I know that's a vague phrase, right? It's a vague claim. So I have an offer for you. I offer this to any new prospects if you're interested in exploring any of them, another marketing option, a new agency, or just getting into Facebook, Instagram, Google Ads for the first time. I'd love to show you why we're different, what we're doing for clients. And we can do that via a one and a half hour planning session where I'll outline a specific marketing plan and I'll give you all of the blueprints that we would implement if we were to do business together. Now, you can take that, use that on your own, hire someone else to help you execute it or work with us. We really don't hold anything back on that strategy call. And I think you'll have a lot of confidence in how you manage your marketing investment moving forward, understanding some of the nuances that can help you implement more effective marketing strategies for your business. So if you want to do that, you can go to medspamagicmarketing.com so that comes to what type of content are we publishing? This is a question I think a lot of people have. There's a bajillion different options for what type of content and information we could be posting on our social media pages. So what might this look like? This is again our opinion of what probably a good social media blueprint entails. Number one most important posting type, I would say, are things that build on the no like and trust factors. And so trust again is going to allow you to convert more prospects and it's going to allow you to retain more of your existing patients. So I've got on the screen here, Hayley Wood. We had her on the podcast recently and I thought she does a really good job with her social media accounts. You can see she's got really deep engagement on a lot of the stuff. Not just likes, but actual comments, even when she's doing educational information. Lauren, do you want to kind of take over the rest of this slide. Just how we think about the content types that can help us build trust and convert and retain the educational component.

[B]

Yeah, absolutely. So as we're talking about, if somebody comes to your page trying to learn about you or make that next step in booking the appointment, you want to utilize your page as a place to convert them. So focus on explaining what you do and why you're the best at it. Um, one of the profiles we're going to show a little bit later, her main pin post is why choose bold Confidence Aesthetics. So as soon as you get there, that's the first thing you learn are those factors of know, like and trust as the main one. Then you're aiming to build authority and trust with every single post that you're doing. So you want your providers talking about specific treatments, explaining what the treatments are and what they do. And a huge part of this is showing side by side before and afters. So in the advertising space, if you're doing ads, it's a lot more complex to actually show before and afters and get through those funnels. Social media is a great place to do this and to utilize that and to make people want to pick you based on the amazing results that you provide to people. So have tons of before and after scattered throughout their variety of treatments. I have a lot of clients, for example, who say I do microneedling, but nobody asked me about my microneedling. Well, every before and after on your page is Botox and dysport and filler. There's nothing about microneedling on there. Establishing you as a trusted provider to do it. By having beautiful before and afters, you're trusted almost instantly to want to take that next step.

[A]

And Lauren, I really like when. I think Haley did this too. When people are not just showing the before and after as like a static image. They've got a video where they're talking it through and what they did to achieve the result. I think that adds a really awesome extra layer to the post. One of the things here too, when you're. When you're having your providers explain a treatment, really lean into the nuance of what makes you different. Lauren and I were talking about this. We get a lot of business from our YouTube channel and our podcast and. And I think that a reason, one of the reasons that happens is because we really dig deep on a lot of this stuff and we present nuanced information that's just a level deeper than what most people are doing. That's what we try to do. Here at least I think if you just walk through like what is disport in your videos, that's not really going to scratch that itch. So you want to talk about your history with dysport, how long you've been providing the sport, when to choose dysport, your personal opinions are what gonna or what is going to differentiate you? Why do we choose Botox dysport over Botox for certain clients, what do we like about dysport? What are the trade offs of this versus the other option? Do we have a certain treatment protocol for how we go about treating clients with dysport? All of the things that make you unique or add a little bit of an extra wrinkle to the presentation are going to be really, really valuable.

[B]

Yeah, just to add to that too. I have one client specifically that comes to mind when I think about this and I told her I would let you do any treatment in the whole world to my face, just because of how much I trust her. And it's because of the way she explains the treatments I talk about and hear about every single day. There's always some extra nuance or facet to each of these treatments that she ends up talking about or bringing up that nobody else has even ever said or brought to my attention. And even just that being a unique tidbit that's added in there and makes her more credit credible and knowledgeable in that field. So it makes me trust her more too. So I think that's a great point and being specific with it.

[A]

Yeah, I was reading some research recently too on the difference between short form and long long form ad copy. I think it relates to social media posts to an extent too. If all you're doing is hitting on the surface level information, that's enough for some people. But being able to elaborate and go into some detail for certain clients, they need extra information to feel comfortable. So don't be afraid to go into some of the details that allow you to provide a nuanced explanation of how you provide service. You might think it's boring to some people, but those little tidbits could be the thing that go, oh wow, I didn't think about that. They seem like they've thought about this at a deeper level than the other med spot I was considering. Those can be the things that serve as the catalyst to tip the scales in your favor too. And I think the last thing there was like social proof awards, testimonials. But I would say we'll get to this later. About 50% maybe of your content should fall into this bucket. So if we know the goal is closing more prospects that are considering doing business with us and retaining existing clients, we're going to do that by developing the Know like and trust bucket. And client education is a core component to that. So if people believe you're the best at what you do because of the evidence you share, they'll choose you and stick with you. So I take that to heart in how you build your social media content. But we can't stick to just the trust part of the know like and trust bucket. We do want to develop relationships. We're in a commoditized industry for the most part. We can all pretend that that we're not. But I think most of us, if we're being honest, would admit that we are in the med spa space. And the thing that's going to allow us to stand apart from the competition is connection, relationships, expertise and the connection and relationship. We need to not just focus on trust, but we want people to feel like they know us and develop an affection for us and like us. So don't obsess over virality. Focus on engaging your ideal patients behind the scenes. Content, team intros, personal touches I think are great. I have another post here from Hayley Wood. On the screen she just posted this bachelor story of how how much it means to her to be able to visit her son at school in Mississippi State and how she cherishes going to see him on the weekends when she's able to go visit. Those are the things like that develop a personal connection. People want to do business with people they share commonalities with and every time you share a story, it's going to resonate with a certain section of your audience that's going to develop a little bit more connectivity. Also make sure that it feels authentic and brand aligned. So if you're a fun buttoned up, professional business oriented med spa and then your social media is all like goofy dance reels, that's not really good brand alignment. So be cognizant of just authenticity and brand alignment too. And then you can sprinkle in the fun. But just know that that's probably not going to be the thing that pushes people over the finish line to do business with you. People want to, they're paying you to perform a service, they're not paying you to go out with to get drinks on Thursday night with them. So kind of keep that in mind. Right? We, we do want to present information that's going to allow them to feel comfortable doing business with us. Anything to add to that, Lauren, I.

[B]

Would say another thing that goes into it too is thinking about what demos your possible clientele is. So you're going to have some people who are much older, you're going to have some people who are really young and who might want to come to you just for a lip filler or things like that. So kind of being in the middle and appealing to both audiences still has an impact. For example, one of my clients, their plastic surgery office in Port Portland and sometimes they'll have funny little reels that they include and they're very sprinkled and scattered throughout like Ricky said. But it's the type of thing that catches my eye where it might not catch Ricky's, for example. But you want to make sure you're hitting all sides of that too, just to make sure that whoever comes feels comfortable in what treatment and service they're getting to.

[A]

Yeah. And I think the reality of how you present yourself on social media is there's probably a reality here which is if I'm a 45 year old injector, I'm going to attract more 45 year old clients. If I'm a 29 year old injector, I'm go to attract more 29 year old clients. So as a practice manager owner, understand if you're trying to diversify your reach, your providers are going to be a representation of that. We can like it or not. I think that's probably a reality that we face too.

[B]

Yeah, that's another thing that plays into the before and afters too. Like we talked about this, touching on people from all demos, all ages.

[A]

Yeah. If you're before and afters, everybody. Yeah, if I'm, if I'm 34 years old thinking about getting Botox and all of your before and afters are 55 year old patients not going to feel like that's the place I want to visit. So understand the relationship between that two pay practice owners. I know as you're listening to this or watching this on YouTube you might want to jot down some notes so you can go back and reference this as you look at your own social media marketing plan and blueprint. I want to make that easy for you. In the show notes, if you're listening on audio or the description on YouTube, we're going to include a downloadable link that's a text version recap of this video. So our 2025 Social Media Guide for Med Spas downloadable PDF in the show notes, make sure to click down there and grab your copy so you can Go back and reference this later. Third thing would be engagement engagement. Focus posts. So Misha aesthetics does this really well. Botox by Misha on Instagram, I have a couple screenshots. They've got dozens and sometimes I think hundreds of comments on some of these posts. Really deep engagement. So they did like a Trivia Tuesday where they did a $250 giveaway, a thousand dollar giveaway for current clients only. And they had a certain way to engage with that post in order to enter to win. But those are really cool ways to double down on additional touch points with your prospects and especially with your existing clients. Like, part of this game is how do we get people coming back to us for months and years to come and avoiding people getting poached by another competitive new patient. Special offer. If people have an average experience with your med spa and an average relationship, that relationship is more volatile. If you can deepen and tighten that relationship, and part of that can be done through social media, you're going to increase the chances those people aren't going to get poached by a competitor as easily. Lauren, anything to add to that?

[B]

No, it's awesome.

[A]

All right, the other thing we wanted to touch on here were your pinned posts. So on Instagram, I think Facebook feed, they don't. Doesn't really have. You do have pin posts on Facebook too. They're at the top of the news feed, I guess. But on Instagram for sure. The pin posts I think are really important because when people are coming across your page, they're probably not coming in from a specific post. They're intentionally visiting your page for the reasons we previously explained. So we can control the first things they see with the pinned post. So take control. Make sure that what you want to be there, putting your best foot forward. Is it front and center on your page? We picked a few examples. So this is a great example from one of our clients, Bold Confidence Laura. And the first post Lauren mentioned here, it says why you should choose Bold confidence aesthetics. And it's a video. Is it a video, Lauren, or slides? It's a video of Laura talking to the camera. So you're acknowledging why people are probably here. You're addressing it directly, showing personality, engaging and trying to push those people over the finish line. Really good example of an option for a pinned post. Another one would be if you run monthly specials or you have new patient special offers, you can pin those so people know that that's available when they get to the page. If I'm running June specials, pretty cool that I can go to their page. I'm like, oh what are they running for June? Or if you've got Evergreen new patient special offers that are accessible to new patients, maybe include those there too. That would be another good option. The last one we have here. Lauren, was there anything specific we liked about the pinned posts here? This is. They've got a couple on this one.

[B]

Yeah, I actually really like their highlights on this one specifically. I think the highlights are another place you can utilize. Aside from pinned posts that people see when they first visit your page, theirs include their promotions, before and afters, community posts, press more about their team, one of their popular treatments, hrt. So I think utilizing those highlights too, making sure that that looks really clean, pretty and has the things that people want to look at is definitely important too.

[A]

Yeah. Some of the other highlights that were on these previous screenshots, results before and afters reviews, products, memberships, skin care patient of the month like some sort of membership program. Meet the staff and meet the team. So cool. Use cases for what you can do with your highlights section on Instagram and pin posts. So recap that pin posts why people should choose you. I would say that's a non negotiable. I would want that in my pin post no matter what. Why are people going to be excited about doing business with me? Let's tell a compelling story in one of those pin posts. If you do evergreen offers or new patient specials or maybe in tandem, you've got some sort of a post that addresses that. And then I would say there's a lot of other flexible options you can include in that third pin post. Any other things that you like or preferences there. Lauren, do you think those are the most important?

[B]

I like to like the one for Eden. If you watch that first video there, that's pinned as well. It walks you through their practice like kind of like a day in the life. What it looks like exactly. Somebody coming in, meeting the front office, walking back to a treatment room. So getting them familiarized with your space, making it somewhere it's comfortable, welcoming and exciting to go visit too. It's a beautiful place. It has tons of offerings and things like that also. So kind of going back to the why choose us but get them excited about choosing you too.

[A]

Cool. Okay, so key takeaways here. Effective social media is going to help people gain confidence in booking with you. We want this confident to build this content, to build trust, drive engagement, but not chase vanity metrics. So view count if a bunch of people that live halfway across the country are watching Your dance video. It doesn't. I'm really picking on the dance videos today, but it's not going to generate a business result. So be strategic, be consistent, be yourself. The flywheel that you create with social media, as you develop, know, like and trust, you're going to increase the amount of bookings that you get from people that are considering doing business with you. You're able to use it to develop deeper, deeper loyalty that leads to more referrals. And this is a flywheel effect that keeps building moment them. So do not take your foot off the gas when it comes to social media management. Don't just assume because you're posting you're doing the right things. I would really take a critical eye to your social media marketing plan with some of the content that we shared today and reassess how you can make this more strategically advantageous for your med spa. So if we had to put this together in a sample plan, this is not a black and white. This is just for those of you that are overwhelmed, you're not sure what the next steps are or you're trying to refocus. From a social media management standpoint, this would be a rough blueprint. Focus on Facebook and Instagram, primarily TikTok next, if you have time, three to four posts Reels per week, two to five stories per day. So stories, you have to put very little thought into the stories. It could be something as simple as you holding your Starbucks coffee cup at the front desk before the doors open, welcoming people in, telling people you're excited for the day. But two to five stories a day, if we had to break down the ratio of posts, maybe half are going to fall in the know. Like and trust bucket, patient education, personal touches, fun, those types of things. The rest of them I would say equally would be social proof, personality. Oh sorry. Personality and fun. We're going to break apart from the know like and trust bucket. So the no like and trust. We're going to say about half of your posts should really build on the the educational component of your delivery. Social proof, personality, fun and then engagement or promo based would be the other three things kind of mixed in equally. Lauren, thoughts or opinions on that? Do you think that's a good rough blueprint?

[B]

Yeah, I love that.

[A]

So all in all, the educational side, the things that get people excited about doing business with you are the vast majority of the content that we're sharing on social media. Yep. Okay. Last thing is this is not, as we said, probably going to be a catalyst for exploding your books with a new patient appointments. It's going to help tip the scales in your favor for people that are already considering doing business with you and help you retain more clients. If you want to start generating more bookings, whether you're doing $5 million a year or $50,000 a month, whatever that looks like. If the next goal in the next frontier is ramping up patient acquisition, organic social media I would argue is not going to be a primary catalyst for doing that. Probably going to have to get involved in the ads realm of these platforms. So that's putting dollars behind the content that you're posting in a way that generates direct response bookings. We've got other trainings and videos that I'll link in the show notes, so if you're listening on the podcast format, I'll include that in the show notes on the podcast and then we'll include it in the YouTube channel as well with some of the free YouTube trainings. But Meta ads, Facebook, Instagram and Google Ads are going to be your next frontier. If you're really trying to ramp up new patient bookings. And if you need any help with any of this, feel free to visit our website. You can schedule a free strategy call with me. Medspamagicmarketing.com Hope that was really valuable. If you have any additional feedback or thoughts, leave those in the comments and we'll see you on the next one. Thanks everyone for tuning in. This podcast is a production of medspa Magic Marketing. If your med spa or aesthetic practice is in need of digital marketing services, help with advertising on Facebook, Instagram, Google Lead generation and booking more appointments, please visit medspamagicmarketing.com.