How Instagram’s Reels Algorithm Really Works—and How Aesthetics Practices Can Use It to Their Advantage

Instagram recently revealed how their Reels algorithm actually works, and if you’ve been prioritizing sends and shares, you might need to rethink your strategy. Many brands and practices have been focusing heavily on shares, but Instagram’s Head, Adam Mosseri, just clarified what really matters.

Let’s dive into the algorithm’s top priorities and how you can leverage them to grow your practice’s presence.

The 3 Key Reels Metrics That Matter:

While shares are important, they’re not the #1 factor. The three metrics you should focus on are:

1. Average Watch Time – The longer people watch your Reels, the better. Instagram sees this as a sign of quality content.

2. Likes Per Reach – Engagement through likes signals that viewers are enjoying your content.

3. Sends Per Reach – Sharing helps with discovery, but it’s not the sole driver of visibility.

Knowing these priorities helps you craft a content strategy that resonates with both your existing followers and potential new clients.

Connected vs. Unconnected Reach—What’s the Difference?

Instagram treats your followers differently from potential new audiences. Here’s how:

• Connected Reach (Followers): Likes are weighted more heavily than sends.

• Unconnected Reach (New Audiences): Sends carry more weight than likes.

This means your loyal followers are more likely to engage through likes, while new audiences rely on social proof from shares.

How to Optimize Your Aesthetic Practice’s Reels

Instead of getting lost in the algorithm rabbit hole, focus on these core elements that actually work:

1. Creative That Stops the Scroll

   • Use bold visuals, interesting hooks, and showcase real results from your treatments.

2. Compelling Hooks

   • Whether it’s eye-catching visuals, trending audio, or an intriguing story, grab attention in the first 3 seconds.

3. Right-Length Content

   • Don’t force a 90-second Reel if you can get the message across in 30 seconds. Quality > quantity.

4. Emotional Storytelling

   • Highlight how your treatments boost confidence and enhance lives—not just the technical aspects.

The Bottom Line? Focus on Content That Converts

At the end of the day, if your content isn’t getting seen, it’s not because the algorithm is against you—it’s because it’s not hitting the right notes. Stay focused on the fundamentals, create content that resonates with your audience, and the algorithm will follow suit.

Want more strategies to level up your social media game? Follow Aesthetic Influencer for expert tips tailored to aesthetics professionals or for a stress-free prescription for social, join Reels Rx for our Aesthetics BFFs.

Trends: The Cherries on Top of Your Content Cake

If you’re an aesthetics pro, you know that creating great content for Instagram is non-negotiable. But let’s face it: juggling patients, treatments, and social media can feel like trying to spin 10 plates at once. That’s where trends come in. They’re the cherries on top of your content cake—a sweet addition that makes your content stand out while drawing more people to your page. 🍒✨

But let’s get one thing straight: trends are just one piece of the content strategy puzzle. They’re the fun, flashy moments that invite more people to the party on your page, but your core content—the educational, transformational, and trust-building posts—are the heart of your strategy. Here’s how trends fit into the mix (and how you can use them without sacrificing your professional vibe).

Why Trends Work for Aesthetics Pros

1. They Boost Visibility

Instagram LOVES trends. Whether it’s a catchy audio clip, a trending hashtag, or a viral challenge, Instagram’s algorithm pushes this content to more users. For aesthetics professionals, this means trends can amplify your reach and attract new patients who might not have stumbled across your page otherwise.

Think of your educational posts as the foundation of your house. Trends are the fun decor that makes people stop and say, "I NEED to check this out!"

2. They Make You Relatable

Patients want to see the person behind the syringe, the laser, or the skincare recommendation. Trends are an easy way to let your personality shine through while still showcasing your expertise. Whether it’s a humorous take on filler myths or a clever use of trending audio to highlight your day in the office, trends make you approachable and human.

Pro Tip: Pick trends that align with your brand vibe. If a trend feels too silly or off-brand, skip it! Not every trend is made for your aesthetic (pun intended).

3. They Simplify Creativity

We’ve all been there: staring at a blank screen, wondering what to post. Trends give you a plug-and-play formula for creating content without reinventing the wheel. Add your own twist—like patient transformations, before-and-afters, or a behind-the-scenes look at your practice—to make trending content work for you.

Bonus: They’re FAST to create! With the right framework, you can knock out a trending reel in under 15 minutes.

Trends Are the Side Dish, Not the Main Course

While trends can be game-changing for visibility and engagement, they’re not the whole strategy. Your core content—like posts that educate, inspire, and build trust—is what truly converts followers into patients. Trends enhance your strategy but should never overshadow the value you’re consistently delivering.

Think of it this way: Your educational content is the main course of a five-star meal. Trends are the sprinkles of fun that get everyone talking about the dessert.

Your Trend Prescription: Reels Rx

Ready to make trends work for you without the overwhelm? Stay tuned for the launch of Reels Rx, the ultimate guide to mastering trends and turning them into growth for your aesthetics business. Here’s what’s inside:

★ Trending audio ideas tailored specifically for aesthetics pros.

★ Content ideas that align with your brand and expertise.

★ Planning tips so you can batch and post content stress-free.

Reels Rx is designed to help you amplify your strategy, save time, and grow your audience. Whether you’re a seasoned aesthetics baddie or new to the industry, ReelsRx will help you turn trends into traffic and superfans.

Stay Tuned for More

Trends are just the beginning, besties. With Reels Rx, you’ll have the tools you need to blend trends seamlessly into your strategy and grow your brand authentically. Subscribe to stay updated, and let’s make your Instagram strategy as flawless as your treatments.

Got questions about trends or struggles with creating content? DM @aestheticinfluencer on Instagram— here to help! 🍒✨

Sell the Result, Not the Treatment: How to Connect with Patients Through Authentic Content

Sell the Result, Not the Treatment: How to Connect with Patients Through Authentic Content

As an aesthetics professional, you likely didn’t get into this field because you wanted to sell. You’re passionate about helping people feel confident and empowered, not about convincing them to book a treatment. But the reality is that selling—whether it’s in person or through your social media—is a necessary part of growing your practice and serving your patients.

The good news? Selling doesn’t have to feel like selling. By focusing on the results your treatments provide and connecting with patients on an emotional level, you can remove the “icky” feeling and build genuine trust. And here’s the secret: this approach doesn’t just work during consultations. It’s also the key to creating content that inspires your audience and fills your schedule with the right patients.

Why Patients Buy with Emotion, Not Logic

Studies show that people make decisions emotionally and justify them with logic. When a patient decides to book a treatment, it’s not just about the science of dermal fillers or the specs of your laser—it’s about how that treatment will make them feel. Maybe it’s the confidence to step into a room and own it, or the comfort of looking in the mirror and recognizing themselves again.

Your job isn’t to sell the syringe or the laser—it’s to show how these tools can help your patients achieve their goals. The same applies to your content: instead of focusing on the technicalities of a treatment, focus on the emotional transformations it creates.

Reframing Selling as Guiding

One of the biggest hesitations aesthetics professionals have is the fear of coming across as “salesy.” But when you shift your mindset from selling to guiding, everything changes. You’re not pushing a treatment; you’re helping patients understand how it aligns with their personal goals and desires.

This mindset shift doesn’t just apply to patient consultations. It’s also how you should approach your social media content. Instead of posting “Buy now” messages or generic promotions, think about how you can guide your audience toward understanding the value of what you offer.

How to Create Trust-Building Content

Your social media is often the first interaction potential patients have with your practice. It’s your opportunity to show them not just what you do, but how you can help them feel like the best version of themselves. Here’s how to do it:

1. Highlight Emotional Transformations

Instead of focusing on the procedure, focus on the outcome. Share before-and-after photos that tell a story, like how a treatment helped someone feel confident for their wedding day or regain their youthful glow. Use captions to describe the emotions behind the transformation.

2. Educate and Empower

Content that educates your audience builds trust and positions you as an expert. Break down complex treatments into simple, relatable terms. Address common fears or misconceptions. For example, instead of saying, “We offer microneedling,” explain how microneedling can improve skin texture and boost confidence.

3. Share Stories

Stories resonate. Whether it’s a patient’s journey (with their permission, of course) or your own “why” for entering the field, stories create connection. People want to feel like they’re in good hands with someone who truly cares.

4. Answer the "Why"

Every piece of content you create should answer the question: Why does this matter to my audience? Why should they care about this treatment? Why should they trust me to guide them? When you consistently address the “why,” you’ll attract patients who align with your values and approach.

5. Focus on Connection, Not Conversion

Don’t approach content creation with the sole goal of “getting more bookings.” Instead, think of it as building relationships. When you focus on connecting with your audience and showing them you understand their needs, the bookings will follow naturally.

Turning Followers into Patients

When you shift your focus from selling treatments to showcasing results, you’ll notice a change in how patients respond to you—both online and in person. Your social media will stop feeling like a chore and start feeling like an extension of the care you provide in your practice.

By showing your audience the emotional transformations you can help them achieve, you’re not just creating content—you’re building trust. And trust is what turns followers into patients and consultations into confident “yes” decisions.

So the next time you sit down to write a caption or film a video, remember: you’re not selling a treatment. You’re guiding someone to see how they can feel radiant, confident, and like the best version of themselves. And that’s the kind of “selling” that never feels icky.

Stop Doing These 5 Things on Social Media in 2025 (Aesthetic Professionals Edition)

In the fast-paced world of aesthetics, social media is your digital storefront. But if you're still using outdated tactics, you’re holding your brand back. Here are five habits to break this year to maximize your impact:

1. Posting Without a Plan

Throwing random posts at your feed is like throwing darts blindfolded. Define your goals—whether it’s educating patients, booking more consultations, or establishing your expertise. A consistent strategy builds trust, and trust leads to appointments.

2. Ignoring Video Content

Short-form video is essential. Platforms like Instagram Reels and TikTok aren’t trends—they’re where your audience is. If you’re not leveraging video to educate or connect, you’re leaving potential patients behind. Start with simple FAQs or highlight your services.

3. Using Only Stock Content

Stock photos lack the personal touch. Patients want to see the real people behind the practice—your team, your work, and your results. Prioritize creating original content that tells your unique story.

4. Not Engaging with Your Audience

Social media isn’t a one-way street. Responding to comments, answering DMs, and engaging with your followers fosters trust and builds relationships. Your audience is your future patient base—make them feel heard.

5. Not Showing Your Face on Camera

Patients connect with people, not logos or polished graphics. Step in front of the camera to build trust and rapport. Share behind-the-scenes moments, insights into your practice, and what makes you unique.

Breaking these habits can transform your social media presence and help you grow your practice. Which one will you stop doing in 2025?

The Biggest Social Media Mistake Aesthetics Businesses Make and How to Fix It

When it comes to social media, aesthetics businesses often fall into the trap of posting content that’s overly formal, stiff, sales-oriented and, frankly, boring. They treat their social media channels like traditional business platforms, focusing solely on promoting services and products without any personality or engagement. This approach not only feels stale but also fails to connect with the audience on a personal level. The reality is that marketing is changing, and the way we connect with our audiences is becoming more authentic, raw, and unfiltered—especially if you’re marketing on platforms like TikTok.

The Shift Towards Authenticity

The social media environment today demands authenticity. Audiences crave genuine connections and real stories. They are no longer satisfied with just polished product photos that look like an ad from the marketing portal of your device partner or heavily text-based posts of your monthly promotions. This is where many aesthetics clinics miss the mark. They focus too much on promoting services and products without showing the human side of their practice. This not only bores the audience but also disengages potential customers.

The Power of Human Connection

Aesthetics clinics aiming for growth need to pivot their content strategy to include more of the people behind the practice. Sharing your story, daily life, and relatable moments can significantly enhance your brand’s appeal. It's about building a narrative that your audience can connect with on a personal level.

Consider the success story of FAYT the Label, a brand from Australia that has flourished by centering its marketing strategy around the founder who actively engages with the audience daily. This approach has not only strengthened brand recognition but also fostered a loyal customer base.

Implementing an Authentic Strategy

Transitioning to a more authentic and engaging content strategy might feel unprofessional initially, but the results speak for themselves. Here’s how you can start:

1. Showcase Your Team: Highlight the people behind your practice. Share their stories, roles, and what a typical day looks like for them. This personal touch helps humanize your brand.

2. Behind-the-Scenes Content: Give your audience a sneak peek into your daily operations, the preparation for treatments, or how you maintain a sterile and welcoming environment. This transparency builds trust and interest.

3. Share Your Journey: Talk about the journey of your clinic, from its inception to the present day. Share the highs, the lows, and everything in between. This narrative makes your brand more relatable and memorable.

4. User-Generated Content: Encourage your clients to share their experiences and tag your clinic. Sharing these posts not only provides authentic content but also fosters a sense of community.

5. Educate, Don’t Just Sell: Provide valuable information about skincare, treatments, and wellness. Educating your audience helps establish you as an authority in your field and builds trust.

The Results of Authentic Engagement

By integrating more personal, relatable content, you create a more engaging and dynamic social media presence. This approach not only enhances brand recognition but also builds a community of loyal followers. Remember, more fun and connection ultimately lead to more sales. Your audience wants to feel like they know you, not just your services.

So, the next time you plan your social media content, think beyond the sales pitch. Show the heart and soul of your practice, and watch your engagement—and business—grow.

From Local Practitioner to Aesthetic Authority: Building Authority and Visibility Locally

In the competitive world of aesthetics, establishing your authority and increasing your visibility in your local market is crucial to becoming the go-to in your area. With the rise of social media and digital marketing, patients are more informed and have higher expectations than ever before. They seek out practitioners who are not only skilled but also credible and visible within their community.

For aesthetics professionals, this means that traditional marketing methods alone aren't enough. To stand out and attract a loyal client base, you need to leverage modern marketing strategies that build your reputation as an expert and enhance your presence both online and offline.

Here are some proven strategies to help you achieve these goals and elevate your practice to new heights:

Content Marketing

Educational Blog Posts and Evergreen Content:

Evergreen content is content that remains relevant and valuable over a long period of time, unlike time-sensitive content that may become outdated quickly. For example, a blog post about "The Benefits of Hyaluronic Acid in Skincare" will likely remain relevant for years because the information it provides is foundational and continuously applicable.

In contrast, a post about a new skincare product launch or a seasonal promotion might only be relevant for a short time. Evergreen content serves as a long-term resource for your audience and can continuously attract traffic to your website, helping you build authority and visibility in your field.

Writing informative articles on popular treatments, common skin concerns, and industry trends can position you as an expert in your field. Share patient success stories and FAQs to address common questions and concerns. Creating evergreen content ensures that your posts remain relevant and continue to attract traffic over time.

Examples of Evergreen Content in Aesthetics:

• How-To Guides: Step-by-step guides on skincare routines, treatment preparations, or post-procedure care.

• Explainer Articles: Detailed explanations of popular treatments like Botox, dermal fillers, or chemical peels.

• FAQs: Comprehensive answers to frequently asked questions about common procedures and treatments.

• Patient Stories: Success stories and case studies that highlight patient experiences and results.

• Best Practices: Tips and best practices for maintaining healthy skin, anti-aging strategies, and self-care routines.

Guest Posting: Contributing articles to online publications in the aesthetics and beauty industry can enhance your credibility and introduce you to a broader audience. This also helps build backlinks to your website, improving your SEO.

Patient Reviews and Testimonials

Encourage Reviews: Positive reviews from satisfied patients are a powerful way to build trust and attract new clients. Encourage your patients to leave reviews on Google, Yelp, and RealSelf. Highlight these testimonials on your website and social media platforms to showcase real results and patient satisfaction.

Video Testimonials: Create video testimonials where patients share their positive experiences and results. Videos are engaging and can be shared across multiple platforms, providing authentic and relatable content for potential clients.

Local Collaborations and Sponsorships

Partnerships: Partnering with local businesses, real estate agents, gyms, or wellness centers for cross-promotions can expand your reach within the community. Offer joint events or special packages to attract new clients and increase your visibility.

Sponsorships: Sponsoring local events, charity runs, or community gatherings can increase your visibility and show your commitment to the community. This helps build a positive reputation and establishes you as a trusted local business.

Community Engagement

Local Events: Hosting or participating in local events, health fairs, or open houses is a great way to engage with your community. Offer free consultations or mini-treatments to attract potential clients and demonstrate your expertise.

Workshops and Seminars: Organize educational workshops or seminars on skincare, anti-aging treatments, or wellness. Invite local influencers or beauty professionals as guest speakers to draw a larger audience and provide valuable information to attendees.

Influencer Partnerships

Local Influencers: Collaborating with local influencers who resonate with your target audience can amplify your message and introduce your practice to their followers. Influencers can create authentic content showcasing your services, helping to build trust and credibility.

Micro-Influencers: Partnering with micro-influencers who have a strong local presence and a highly engaged following can be especially effective. These influencers often have a more personal connection with their audience, which can lead to higher engagement and conversion rates.

Starting a Podcast

Podcasting: Starting a podcast focused on aesthetics, wellness, and beauty can help you reach a broader audience and establish yourself as an authority in the field. Share insights, interview industry experts, and discuss trending topics to provide valuable content for your listeners. Promote your podcast on social media and your website to attract new listeners and potential clients.

Pro Tip: Record your podcasts on video and repurpose a ton of those clips to your social media channels to feed the content beast!

Conclusion

By implementing these strategies, you can effectively establish your authority and increase your visibility in your local market. Consistency, authenticity, and community engagement are key to building a strong local presence and a loyal patient base. With a strategic approach, you can become the go-to expert in your field.

Standing Out in Aesthetics: Understanding Your Medspa's Unique Value Proposition

In the competitive world of aesthetic medicine, setting your practice apart from others is crucial. One of the most effective ways to achieve this is by understanding and clearly communicating your Unique Value Proposition (UVP). For medical spas, a well-defined UVP can attract more clients, foster loyalty, and establish your brand as a leader in the field. Let's explore what a UVP is, why it's important, and how you can identify and leverage your medspa's unique value.

What is a Unique Value Proposition?

A Unique Value Proposition is a clear statement that describes the unique benefit your medspa offers to clients. It explains how your services solve their problems or improve their lives, and why they should choose your practice over competitors. A strong UVP is concise, compelling, and tailored to your target audience.

Why is a UVP Important?

1. Differentiation

   • In an industry filled with numerous providers offering similar services, your UVP helps differentiate your medspa. It highlights what makes you unique and why clients should choose you over others.

2. Attracting the Right Clients

   • A clear UVP attracts clients who align with your practice’s values and offerings. This means more satisfied clients who are likely to return and recommend your services.

3. Fostering Loyalty

   • When clients understand and appreciate the unique value you offer, they are more likely to remain loyal and continue using your services.

4. Guiding Marketing Efforts

   • Your UVP serves as a foundation for all your marketing strategies and communications. It ensures consistency and effectiveness in your messaging across all platforms.

How to Identify Your Medspa’s Unique Value Proposition

1. Understand Your Target Audience

   • Knowing who your clients are and what they value is the first step in defining your UVP. Conduct surveys, engage in social media conversations, and listen to client feedback to gain insights into their needs and preferences.

2. Analyze Your Competitors

   • Examine what your competitors are offering and identify gaps or areas where you can excel. This analysis helps you position your medspa uniquely in the market.

3. Highlight Your Strengths

   • Focus on what your medspa does best. Whether it’s advanced technology, highly trained staff, exceptional customer service, or exclusive treatments, identify your strengths and make them central to your UVP.

4. Craft a Clear and Compelling Message

   • Your UVP should be easy to understand and memorable. Use clear, concise language to communicate the unique benefits of your services. Avoid jargon and focus on the client’s perspective.

5. Test and Refine

   • Once you have a draft of your UVP, test it with your target audience. Gather feedback and make adjustments as needed to ensure it resonates and effectively communicates your unique value.

Communicating Your Unique Value Proposition

1. Website and Online Presence

   • Your UVP should be prominently displayed on your website, especially on the homepage and service pages. Ensure it’s visible and easily accessible to visitors.

2. Social Media

   • Use your UVP in your social media profiles and posts. Consistently communicate your unique value across all platforms to build a strong and cohesive brand identity.

3. Marketing Materials

   • Incorporate your UVP into brochures, flyers, and other marketing materials. Ensure that all client touchpoints reflect your unique value.

4. Client Interactions

   • Train your staff to communicate your UVP during client interactions. This ensures that clients consistently hear and understand the unique benefits you offer.

Conclusion

Understanding and effectively communicating your Unique Value Proposition is essential for differentiating your medspa in the competitive aesthetics industry. By clearly defining what makes your practice unique, you can attract and retain the right clients, foster loyalty, and guide your marketing efforts. Take the time to identify and refine your UVP, and watch your medspa thrive.

At Aesthetic Influencer, we specialize in helping aesthetics practices define and communicate their unique value. Reach out to us for personalized guidance and support in crafting a compelling UVP for your medspa.

Influencer Marketing in Aesthetics: A Guide for Practice Owners

In the ever-evolving world of aesthetic medicine, where the competition is fierce and staying ahead of the curve is crucial, practice owners often find themselves exploring what’s new in marketing strategies. One question that we always get because of the name of the agency is if your aesthetics practice should work with influencers to promote your treatments. The answer, while not one-size-fits-all, leans towards a resounding yes—if done correctly. Let’s explore why partnering with influencers can be a game-changer for your practice and how to navigate this collaboration effectively.

The Benefits of Influencer Marketing

1. Enhanced Visibility and Reach Influencers, particularly those with a significant following in the beauty and wellness sectors, have the power to amplify your practice’s reach. Their followers trust their recommendations, making influencer endorsements a powerful tool for increasing your visibility among potential clients who may not have discovered your practice otherwise.

2. Building Credibility and Trust In a field where trust and credibility are paramount, having a respected influencer vouch for your services can significantly enhance your practice’s reputation. When influencers share their positive experiences, it can help build a level of trust with their audience that traditional advertising often struggles to achieve.

3. Targeted Audience Engagement Influencers usually have a well-defined audience. By partnering with influencers whose followers match your target demographic, you ensure that your promotional efforts are reaching the right people—those who are most likely to be interested in your services.

4. Creating Authentic Content Influencers are adept at creating engaging and authentic content. When they showcase your services, they do so in a way that feels organic and relatable, which can be more compelling to potential clients than traditional advertisements.

How to Choose the Right Influencer

While the benefits of influencer marketing are clear, choosing the right influencer is critical. Here are some key considerations:

1. Relevance to Your Practice Ensure the influencer’s content aligns with the services you offer. An influencer who frequently discusses skincare and wellness can be more effective than one whose focus is on unrelated topics.

2. Engagement Over Follower Count An influencer with a smaller but highly engaged following can be more valuable than one with a large, disengaged audience. Look at the quality of interactions they have with their followers.

3. Authenticity and Values Choose influencers whose values align with your practice. Their endorsement should feel genuine to their audience. Authenticity is key to building trust.

4. Track Record and Professionalism Research their previous partnerships. Professionalism in past collaborations indicates that they will represent your practice well.

Making the Collaboration Work

1. Clear Objectives Define what you hope to achieve from the partnership. Whether it’s increased bookings, enhanced brand awareness, or promoting a new service, clear goals will guide your strategy.

2. Creative Freedom Allow influencers the creative freedom to present your services in a way that resonates with their audience. They understand what works best for their followers.

3. Transparency and Compliance Ensure that all promotional content is transparent and complies with advertising regulations. Authenticity is crucial, and transparency builds trust.

4. Monitoring and Measuring Success Track the performance of your influencer campaigns. Use metrics like engagement rates, new client inquiries, and social media growth to measure success and refine your approach.

Conclusion

Partnering with influencers can offer significant advantages for your aesthetics practice, from boosting visibility and building trust to engaging a targeted audience with authentic content. By carefully selecting the right influencers and establishing a clear, collaborative partnership, you can leverage influencer marketing to enhance your practice’s growth and success. Influencer marketing can also lead to an increase in the number of patients you see. However, finding and managing influencers can be time-consuming and requires careful attention.

At Aesthetic Influencer, we understand the challenges of managing local influencer partnerships and are here to help. DM us @aestheticinfluencer on Instagram or fill out the contact form on our website to learn more about how we can assist you in maximizing the benefits of influencer marketing while saving you time. Embrace influencer marketing and watch your practice thrive in the competitive aesthetics industry.

How to Rank on TikTok Search Results: Guide to TikTok SEO

Alright, my fellow Skintellectuals, we're about to spill the tea on TikTok SEO. Yep, you heard it right! If you're tired of lurking in the shadows of TikTok, it's time to shine like the radiant skin goddess you're known for.

In this guide, we're about to unlock the secrets to conquering TikTok's search results. Let's dive in!

1. Be a Trendsetter 📈

First things first, don’t be afraid to embrace trends. TikTok's search algorithm loves content that's current. So, keep your finger on the pulse of the latest skincare trends, sounds, and challenges.

2. Hashtags: Less is More 🚫🔍

Now, when it comes to hashtags, don't go overboard. TikTok isn't like that messy skincare drawer we all have – it prefers simplicity. Choose a couple of super-relevant hashtags that match your content like the perfect moisturizer for your skin type. Quality over quantity, bb!

3. Captions That Pop! 💬

Your captions should be as captivating as your last jaw-dropping before-and-after transformation. Be witty, informative, and use those keywords wisely. Don't be afraid to spill some skincare secrets (shhh, just between us Skintellectuals).

4. Engage, Engage, Engage! 💬💃

The more engagement, the better! Reply to comments, encourage shares, and be as interactive as the skincare quiz on your website. The more people engage with your content, the higher you'll rank in TikTok's search results. It's like a skincare routine for your TikTok profile – consistency is key!

5. Consistency is Queen 👑

Speaking of consistency, it's crucial. Regularly posting high-quality content will keep the TikTok algorithm coming back for more. It's like applying sunscreen every day - non-negotiable!

6. Stay True to You 😌

Lastly, be authentic. TikTok users can spot a fake a mile away. So, stay true to your skincare expertise and personality. Authenticity is the secret sauce to long-lasting TikTok success.

And there you have it, a crash course in TikTok SEO to help you rise to the top of those search results. Remember, it's all about using what’s on-trend in your favor, using hashtags smartly, captivating captions, engaging with your audience, staying consistent, and always being your fabulous, authentic skintellectual self.

Now go out there and make TikTok your skin health playground! Need help? Send an email to Jasmine@AestheticInfluencer.com and let’s chat.

Social Summer School - Tips To Build Your Email List Using Instagram

Summer is generally slower with many of accounts. Clients are away on vacation and many are enjoying beaches and other activities in the sun so they may postpone skin treatments like chemical peels and lasers until the fall. With that in mind, summer may be the perfect time to take some of the downtime to work on a new skill for yourself and put them to work implementing an updated strategy for your business. If you haven’t been building an email list, this summer may be a great time to start building it up as you start creating content to hit the floor running with for fall.

Are you on Instagram? Here’s a way to build up your list using a social media platform you already use and love!

1. Install the Facebook Pixel on your website if it's not already there. 

2. Create a custom audience of the people who already subscribed to your email list. 

3. Use Facebook to create a custom audience of people who have interacted with your IG content in X amount of days. 

4. Record a video for an IG Stories ad and target your custom audience of who has interacted with your IG content, but EXCLUDE those on your custom audience of email list subscribers. 

5. Use a CTA ( Call to action) asking people to swipe up to join and have your emails set to a drip campaign welcoming them so they are engaged before your next newsletter. 

6. Get on Instagram and DM us @AestheticInfluencer and let us know you just tried this!

Stop Recycling TikTok Videos To Reels Without Doing This One Thing First!

Discover & share this TikTok Brasil GIF with everyone you know. GIPHY is how you search, share, discover, and create GIFs.

We know content is queen, but let’s face it, it can be overwhelming trying to keep up with all of the things and your day-to-day in the clinic. When everyone migrated to TkTok last year, some of our early medical adaptors swiftly rose in views as people piled onto the platform leaving many who were still only posting to Instagram wanting to try TikTok out as a platform. For those hacking content themselves once Instagram launched its competitor, Reels, it became the norm to jump on a trend in TikTok and just save the video to be uploaded to Reels. Up until now, you have been able to get away with it since Instagram had been giving Reels a high priority, but Instagram is starting to place a higher priority in the algorithm on the content not posted with the TikTok watermark so it’s time to either make content specific to the platform OR try downloading an app like SaveTok. This app allows you to copy the link of your TikTok video and save it without the watermark so you are free to repost it on your Instagram account!

Now you of course can always just create a video within the Instagram platform and upload it directly to Reels, but between the access to much better clips of music and a very straightforward video editor . . . hands down, we prefer using TikTok if you are making videos yourself!

To read the full article, check it out below on The Verge!

https://www.theverge.com/2021/2/9/22274332/instagram-algorithm-tiktok-watermark-recommendation-software-best-practices

Diversity In The Aesthetics Indusrty

Hi, I'm Jasmine,

I work with a range of brands in the aesthetics industry from women who are trying to find their brand's voice as they launch their new medical spas to corporate skincare brands where I’ve interacted with their CEOs and marketing teams as we plan content shoots and messaging for their social media pages. With some brands I help come up with a strategy for their own team to execute and for others, I help manage their day-to-day posting, content, and influencer marketing.

I am mixed, Black and Indian.

As a woman of color, it's pretty impossible for me not to look at my work with brands through a lens of diversity. I've been fortunate enough to have worked with a very diverse client base and have interacted with many this last week who have asked for advice within their organization as #blacklivematter caught the attention of the world who feel an internal responsibility to make changes not only at home and in their social circles but within their businesses.

In addition to advising my own clients, I was engaged in countless video chats and calls (in between my adventures in pandemic homeschooling) consulting with new brands that reached out to think through inclusive marketing strategies or ways they can use their influence to make a difference. And honestly, as much as it may have felt uncomfortable for some of them, let me assure you it was also a little awkward for me, sometimes the closest person to a black person on their team, but we are in this together.

For those of you reading this in positions across corporate brands in aesthetic from Allergan to ZO Skin Health who aspire to become more inclusive leaders, look around you at the leadership team which shapes the culture of your brand and ask if it is reflective of the community you wish to serve. Many brands have now answered the #pulluporshutup challenge started by Sharon from Uoma Beauty which brought transparency to diversity across the leadership of brands all across Beauty, Skincare, Hair, and more. Change is not an overnight process or post of a black square on social media by your company. My suggestion is to use your voice to start to build out what that process towards change looks like within your organization because taking action is what drives true change.

One principle I hope more brands begin to realize is that representation matters. From the people who are in the User-Generated Content you pull to include on your feed, the models you choose for photoshoots when you need content on your website and social media pages, to the influencers you want in your campaigns or to be invited to your brand events to help sell your brand story.

Take time as you think through shifts you can make in your own business practices to be more diverse and build more inclusive marketing strategies. Yes, showing support on social media is powerful, but taking action is what makes the change. Looking forward to helping make these changes with some of your teams together.

Photo by the incredibly talented Kaye McCoy in Los Angeles, CA.

How To Use IGTV For Your Medical Spa

Video is a great way to engage your audience. IGTV is the longer form video option on Instagram that we can describe as close to having your own YouTube channel, but attached to your Instagram name. You can use IGTV to be able to grow your brand awareness and foster a connection with your brand. One advantage as a brand is if you post onto IGTV, as of the time of recording this, as a newer feature, Instagram is giving it priority within the app by giving your followers notifications of a new IGTV post no matter where your posts fall on that user’s feed….so great for brand awareness.

Here at AI, we’re excited about IGTV for our clients. Our client’s followers can get a better look behind the scene and at the treatments they provide in addition to developing a deeper trust with the provider. For clinics looking to target more millennials, IGTV allows them to connect on a platform they are already spending so much time on.

YOUTUBE or IGTV: I still like YouTube to upload videos because you should think of YouTube as a search engine. It is where people are going to find answers to questions. So if you know you are getting a lot of the same questions over and over again in consultations, this is a great place to upload a video of that answer and use that as the title of your video because that is “searchable.” One advantage of being able to post your videos on Instagram though is many clients may have audiences built up on IG and not wanting to start again with building an audience on another platform. If they post on IGTV, their Instagram audience automatically has access to these videos so they have an instant audience who can view them. For clients fortunate enough to have built a YouTube audience already, IGTV is a great place to tease new video content to cross their Instagram audience over to YouTube.  

So now that you are thinking of using IGTV, need some help thinking of what to post on there? We like to break them down into three categories:

Behind-The-Scenes: Think of this style as being more like a documentary. You can let people in on VIP look of  what a day in your personal or business life looks like. This may be anything from taping a procedure you have consent on to a brand intro video. If you want it to be more personal, try shooting a “get ready with me” style video at home of what you are using on your skin on #SELFCARESUNDAY!

Tutorial: If there is anything your clients are searching for on YouTube, it is probably a tutorial of some sort. Your clients are already seeking information on things like how to apply eye cream or if a beauty tool you may sell like LightStim is right for them.

Commentary: This style of video is what we are recording right now! I could have done this as a podcast because it’s really just me going on and on about my ideas on IGTV, but doing it on video helps put a face to the brand. Your commentary could be anything relevant to your audience from “Top 5 questions you should ask your injector in a consultation” to commenting your views on a hot topic of the moment like Kyle coming out to say she dissolved her filler and what products can be dissolved with a video of what that looks like. Commentary videos can even be testimonial videos of your clients!

Number one rule is to not overthink things, so get a few ideas on paper and map out at least 12 you can use to drip out one video per month over the next year. And pro tip: be sure to add a cover/thumbnail to your IGTV video. I believe it’s 9:16 and you can make one in Canva from scratch or use a photo from the shoot with some text overlay and make it look GOOD!

The 5 New Instagram Updates You Need to Know!

As you know, our favorite social media platform is constantly changing! Sometimes it seems impossible to stay on top of everything, but the most recent 5 updates are ones that we are really excited about! Read on for a quick summary and how you can implement some of these to make your profile more engaging to your followers!

SPOTIFY SHARING
We are so excited about this one! Sometimes music can be a lot more powerful than words, and if you are experiencing some good vibes and want to share, its super easy! Just tap the 3 dots on your Spotify profile and choose "share to stories".  And there it is! Your stories just got a lot more interesting!

BRANDED FACE FILTERS
This one is another really powerful tool!  You can now create your own, branded Instagram stories face filters by using Facebook's AR camera platform.  This way you can maximize your branded impact with your followers while standing out and having fun!

GROUP VIDEO CHAT FEATURE
What a fantastic way to stay close to and engaged with existing and potential aesthetic clients! Instagram now lets you chat with up to 6 people at the same time.  Imagine being able to do group consults are answer the tough questions with similarly interested people.  This feature will prove to be incredibly powerful for your aesthetics practice.  Look out facetime!

COMMENT MODERATION
So happy this feature is now available.  Instagram has now made it possible to identify and block offensive comments.  So much better than Yelp!

NEW EXPLORE PAGE
Instagram has revamped their explore page and has created a New Channels feature which allows you to see a variety of topics at the top of the page.  This is great because it allows you to follow what is happening within our industry as well as to watch what is happening in other industries that you find inspirational!  By customizing these channels, the explore page will seem even more curated.

Here at AI we have been having a ton of fun playing with these new features!  Stay tuned and maybe you will see some of our custom face filters.  As always, any questions or comments, please reach out!  Have you played with something amazing? Created something new? Please share! We love to see the success stories of our clients.

All our best,
Nicole + Jasmine
PS: Want to stay connected to how social media constantly impacts our Aesthetics businesses? Be sure to click on the link and join our conversation in Aesthetics Business Live, our FB group dedicated to social media and business development best practice sharing.

Social Media Online Summit For Aesthetic Practices - May 19th!

Want to Build A Monetizable Social Brand that Boosts the Influence of Your Aesthetics Practice?

Click HERE to register for May 19th! 

In this summit, we go through the tools, tips, and timesavers we use at Aesthetic Influencer to help aesthetic practices build their influence, gain clientele, and boost their business using social media. 

You will learn:

--> How to create a solid brand story for the practice and cut through the noise to stand out in your market as an influencer.

--> How to integrate a local strategy to attract patients in the area surrounding your clinic. 

--> The top 5 things you need to do to get started immediately.

--> Which management tools and creative apps we recommend to help save time and maximize your efforts.  

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The end result? A monetizable, high-converting platform that boosts your aesthetics business in a simple, easy-to-implement way.

For more information and how to register, click HERE!

These Quick Hacks Make Marketing Your Practice On Social Media Even Easier

Does this sound familiar? You’ve setup your Facebook business page, you’ve tweeted, you have yourself on a semi-schedule to “do it for the gram”, and you even snap to yourself, but all you are getting back in return is crickets? Don’t worry, you're not alone, but these hacks will get you back on track to building brand loyalty and relationships through social media.

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#1: Ditch the code for the wi-fi: It is no secret Facebook is looking to take over the world, but they need small businesses to succeed to help make that goal happen so be sure to take advantage of this little hack. They can turn your business into a wi-fi hot spot for free so all people need to do to get online and do some work while waiting for a treatment is “check-in” to your practice or medical spa. We all know it feels good to have 10,000 fans on Facebook, but local love that can walk through the doors is priceless. When those people check-in to your spot on Facebook, all of their friends have access to seeing that as a story on their news feed which may draw a few more eyes to explore what services you offer or spark a few inquiries to their friend that result in a referral. After checking in, Facebook also gives people a prompt to like your page so you might even end up with a new fan!

**Read more about how to do this on Facebook's blog here.

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#2: Get noticed while patients are catching up on their timeline: Be sure you are spreading the word about where you can be found on social media. You should have quality signage with clear calls to action about following you and what patients should be tagging their their photos with in your high traffic areas. We are in and out of a ton of offices, and while most will at least put a sign by check-out or in the waiting room, one often overlooked place is in the treatment rooms! More often than not, people are already mentally out of the door while they are at the checkout desk making their next appointment, but they might be scrolling around Facebook or Instagram while waiting in the patient room so give them a visual cue to remember to follow.

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#3: Smiles are Instagram gold: Want to know why cat videos go viral on YouTube? People like things that make them smile and entertain them. Once people find you on social, don’t just bombard them with your promotions. Don’t forget part of the magic of social media is in entertainment and the ability to make someone smile. Don’t be afraid to post a photo of the surgeon making a silly face or even participating in some fun social media holidays because what the best business accounts do on social networks is incorporate bits and pieces of business as well as personal to leverage the full power of social media.

Which of these ideas sparked your interest? Follow us on Twitter @Aesthetic_Scout and tweet us to let us know!

Using Metrics to Optimize and Increase Your Practice’s Cosmeceutical Retail Sales

Metrics make your retail work for you.

When setting a goal of increased retail sales, one of the biggest mistakes a business can make is not calculating and analyzing their metrics. This applies to businesses in every industry, but it’s especially critical in the world of cosmeceutical retail due to the aesthetic industry having the unique edge of leveraging services and treatments to sell products. As you set quarterly and annual sales goals for your practice, there are a few steps you’ll want to take to ensure your goals have substance and they can successfully be met. The way you do that is by running reports, pulling your stats, and crunching the numbers.

Here’s how to get started:

Examine Your Metrics and Identify Success Patterns.  

Before we dive in, let’s start off with the big elephant in the room. Your bottom line. Yes, we’re compelled to jump to revenue and profits, and while that is obviously a significant piece of the bigger picture, there are other numbers we need to consider first. Because it’s these metrics, such as the number of patients in your practice, the average number of products sold per transaction, and service to retail ratio, among other metrics, that will help you grasp the full scope of your current position as a cosmeceutical sales powerhouse.  So, as you’re examining those aforementioned metrics, here are a few questions to ask:

• How has your net number or ratio changed since the previous year, quarter, and month?

• When did you experience spikes or upward trends in your numbers? Make a note of those time periods.

• What factors contributed to an increase or decrease in your numbers? Did you have high employee turnover a particular quarter? Did you run a well-targeted marketing campaign?

As you can see, by running your numbers and analyzing your metrics, you’re better equipped to find causation and correlation between the actions you’re taking, or not taking, to increase your sales. When you run your reports, we recommend pulling numbers from the previous two years of your practice, if available, to help establish your baseline in the next step.

Determine Your Baseline

Now that you’ve assessed your metrics and identified your success patterns, or what actions create a positive trend in your sales, you’re able to determine your baseline. Without a baseline, you risk wasting time, effort, and resources on actions that haven’t proven themselves to generate a significant return on investment as well as being unclear on your progress as you move forward. It’s also important to note that if you’re more of a newly established business or your cosmeceutical sales have remained relatively consistent over the previous two years; this step is important for you as well, it’ll make things easier.

To determine your baseline, or your starting point to grow upwards from, calculate the monthly averages of your metrics by totaling your weekly sales and dividing them by the number of weeks in the month. Then, in addition to those monthly averages, total your monthly sales averages for January through March, April through June, July through September, and October through December and divide by three to determine your quarterly average. Many client relationship and retail management software programs can generate these numbers for you, but it’s helpful to know how they’re calculated. You can repeat the process to find your yearly average, however, tracking your metrics on a month-to-month and quarterly basis will be the most beneficial as you monitor your progress and work to accomplish your retail sales goals.

Set Realistic and Actionable Goals

Alright, now that you have a clear picture of your monthly and quarterly averages as well as the actions that may have contributed to those outcomes, it’s time to set new goals for increasing your cosmeceutical retail sales. Beyond doing the pre-work for your baseline, the most important factors in accomplishing your goals is making them realistic and creating an action plan. For example, setting the goal of doubling your retail sales in the next quarter compared to the same quarter last year might be realistic or overly ambitious, it all depends on your baseline and the time and resources you currently have available to allocate toward your goal.

If your retail sales were lower over the previous year’s quarter, doubling those sales may be very reasonable, especially if you only sold retail passively alongside treatments opposed to this quarter when you plan to spend more money on advertising, staff training to increase product repurchase rate, and reassessing your gross margins. However, if you were taking some of those actions in the previous quarter and had a fair amount of retail revenue, but you’d like to gradually increase it, coming in with a goal of bumping up your sales by 15 or 25 percent might be more attainable. Once you’ve set your new metric to hit, it’s time to outline your actions because we’ve all heard the saying:

A goal without a plan is just a wish.

Some actions we’ve already mentioned include bolstering your marketing efforts through ad campaigns (we highly suggest using Facebook ads for your business), influencer marketing and creating new and appealing promotions as well as devoting more time to staff education and training.  

However, you might also want to consider hosting an event, forming strategic partnerships in your community, or reassessing the lines you carry. These are all broad ideas, so once you settle on a few to focus on per month or per quarter, now comes the time to break out all those actions into the details.  For example, when creating a new promotion, you'll need to develop the corresponding copy and images, subsequent flyers, email newsletters, social media posts, and advertisements. Then you need to set deadlines for implementing those tasks. See your plan out from start to finish, delegate tasks to your team (this can include the step of creating an actionable plan), and plot out your steps on a calendar.

Laser-focused action leads to results.

Stay On Top of Metrics for More Sales

Finally, as you make headway with taking actions associated with meeting your goals, you don’t want to let those metrics fall to the wayside.

Remember, what gets measured gets managed.

Set aside time in your schedule to stay on top of tracking your metrics by running weekly and monthly reports, and notice how the actions you’re taking are affecting those numbers. And most importantly, remain flexible to testing and tweaking.

If you see something is working, stay the course and get creative with more ways you can leverage that tactic. If something crashed and burned, make a note of it and shift some elements around to see if you can garner better outcomes. All in all, boosting your cosmeceutical sales is essentially a big experiment. You need to know what you’re starting with, the results you’re aiming to achieve and the steps you’ll take to bridge the gap. You may not hit the mark on your first try, but if you remain diligent with tracking your metrics and open to trying new tactics, you’ll be well on your way to meeting and exceeding your cosmeceutical retail sales goals.

Jasmine Hill, MBA serves as a co-founder of Aesthetic Influencer, a Los Angeles based organization assisting medical practices with developing their brand voice and digital strategies. She can be reached at jasmine@aestheticinfluencer.com. You may also follow @AestheticInfluencer on Instagram for more tips on digital tools like Instagram and Facebook for your aesthetic business.

The War On Snapchat

The war between Snapchat and Instagram has been nonstop with new features being launched on both platforms left and right. Snapchat made itself more advertising friendly with their new Ad Manager and a business location geofilter, but everyone has been waiting on Instagram to add filters to their stories and today it finally happened. There are eight face-filters that were released today including a cuddly koala which may be a girl's new favorite filter since puppy dogs have been getting old, a new erase feature, the ability to add in a hashtag as a sticker to your post, and a rewind option so you can throw confetti around like kindness and watch it go back to where it came from. Zuckerburg alluded at the Facebook F8 conference last month to expect a ton of updates related to augmented reality so we know we have only scratched the surface of new offerings and can't wait to see what gets released next!

What is your favorite new filter released today?

Year Of The Bot

The improvements to the Instagram platform are never ending these days and almost hard for us to even keep up with. While Instagram may have shut down bot services like Instagress, there is another whisper of bot that we have been paying attention to, Messenger bots. We will say it once, twice, and you will hear us say it again: You will not be able to have a marketing strategy that ignores Facebook. Facebook’s trio of Facebook, Instagram, and Messenger apps all hit the 2016 list of most popular apps on mobile. The more they can get users to stay on their platforms, the more ad space they can sell. The more they can get those three apps to complement each other, the more they can sell businesses on the fact that they need to be there too.

While we are still evaluating it ourselves, Marketing Land sites some marketers as looking at messenger as a new alternative to email marketing. While we still believe in the value of growing your own email list outside of social media followers, the launch of Instagram placement for click to messenger ads can allow you as a business to start an immediate conversation with your customer.

Are you using bots on your website or Facebook messenger for your clinic? Tweet us @Aesthetic_Scout and let us know your thoughts!

Why Selling Cosmeceuticals in Your Practice Helps Build Trust

Since we work in a service based industry, we all can relate that the number one attribute that makes the difference in our success is building trust with our clients.  Trust builds client loyalty and all of the rewards that come with it, including repeat visits, repeat purchases, and new client referrals.

Trust is typically built with providing good service and meeting/exceeding client expectations, but did you know that selling cosmeceuticals also builds trust?

There are three distinct opportunities to build trust in your practice with cosmeceuticals.

1.     Build trust by providing stellar recommendations.  Let’s face it: You are the professional. You know your client’s skin better than anyone else! Your recommendations are always going to be better than those coming from stores or beauty counters. 

2.     Build trust by providing opportunities through education.  Did you know that education leads to more sales than well-proven selling techniques? As we mentioned before, since you are the professional, your training and expertise are far more equipped to answer your client’s questions and help them reach their true treatment goals.  When you educate your clients how to use the right skin care through a regimen completely tailored to their specific goals and needs, trust comes naturally.

3.     Build trust by providing immediate solutions.  We all know that even the best skin care products take time to work, but the simple act of providing a recommendation on the spot of high-efficacy products fills the “instant gratification” gap that most of our clients have.

One thing about trust always remains true: trust gives you access.  Access provides opportunities for education and recommendations.  Education and good recommendations leads to increased sales for your practice!  Win-win… you benefit your practice by doing exactly what you love to do, which is best servicing your clients, and your practice grows along with it!

An additional benefit and takeaway is that you’re helping to meet the growing consumer demand from clients who want expert advice from a provider they trust.  They are increasingly ditching department store and pharmacy brands for professional product recommendations from their trusted providers in the aesthetic space.  In fact, the demand is growing so fast that the medically dispensed product segment of the professional market officially outpaced the rest of the professional skincare market in 2015 and is expected to remain that way for the years to come! This means huge growth for your practice by doing what you do best- making great recommendations with products you trust, and serving your very loyal patient base!