social media marketing for estheticians

The Ultimate Guide to Social Media Marketing for Estheticians

Are you looking to leverage social media marketing for estheticians properly? Look no further!

In this comprehensive guide, I will provide you with the ultimate tips and strategies to boost your online presence and reach a wider audience.

Whether you’re a seasoned esthetician or just starting out, social media can be your secret weapon to attract new clients and build a loyal following.

Join me as I explore the ins and outs of social media marketing for estheticians. Discover the power of hashtags, learn how to engage your audience with compelling content, and master the art of influencer collaborations. Oh, and I also included some useful examples.

Get ready to take your esthetician business to new heights and leave a lasting impression on your online audience. Let’s get started!

Here is what I will cover:

Understanding the importance of social media marketing for estheticians

In today’s digital age, having a strong online presence is essential for success. The beauty industry is highly competitive, and estheticians need to differentiate themselves from the crowd.

Social media provides an incredible opportunity to showcase your skills, expertise, and unique offerings to a global audience.

By leveraging the power of social media, you can establish yourself as an authority in the field, attract new clients, and build a community around your brand. And you can do that in a cost-effective way.

Benefits of utilizing social media marketing for estheticians

Using social media platforms as part of your marketing strategy offers a wide range of benefits for your esthetician business. Let’s explore some of the key advantages:

Increased visibility

Social media allows you to expand your reach beyond your immediate community. By consistently posting high-quality content and engaging with your audience, you can increase your visibility and attract a larger audience of potential clients.

Build brand awareness

Social media provides a platform for you to showcase your brand’s unique personality and offerings. By consistently sharing valuable and engaging content, you can establish your brand as a trusted authority in the esthetician industry.

Engage with your audience

Social media enables direct communication with your audience, fostering a sense of community and building lasting relationships. By responding to comments, messages, and reviews, you can show your clients that you value their feedback and are dedicated to providing exceptional service.

Drive website traffic

Social media platforms can serve as a gateway to your website, where potential clients can learn more about your services and book appointments. By strategically including links to your website in your social media posts, you can drive traffic and generate leads.

Stay ahead of the competition

Many estheticians are already leveraging social media to grow their businesses. By embracing social media marketing for estheticians, you can stay ahead of the competition and position yourself as an industry leader.

In conclusion, utilizing social media for your esthetician business offers a multitude of benefits, including increased visibility, brand awareness, audience engagement, website traffic, and a competitive edge.

By incorporating social media marketing into your overall strategy, you can tap into the immense potential of these platforms and propel your esthetician business to new heights.

However, there is a lot of art and science to running successful social media for estheticians. So let’s get into the details.

Key social media platforms for estheticians

When it comes to social media marketing for estheticians, it’s important to choose the right platforms that align with your target audience and business goals. While there are numerous social media platforms available, let’s explore the key ones that are particularly suited for estheticians:


Instagram is a visual-centric platform that allows you to showcase your esthetician skills and services through captivating images and videos.

With its highly engaged user base, Instagram provides an excellent opportunity to attract new clients and build a loyal following.

Utilizing features such as Stories, IGTV, and Reels can help you create dynamic and engaging content that resonates with your audience.

Instagram is one of the best platforms for estheticians to leverage the power of local influencer marketing and user-generated content.


As one of the largest social media platforms, Facebook offers a wide reach and diverse audience. Creating a Facebook business page allows you to share updates, promotions, and valuable content with your followers.

Pro Tip

Facebook local community groups (e.g., “San Clemente Neighbors”), can be a powerful tool for engaging with local communities.


If you’re comfortable creating video content, YouTube can be a valuable platform to showcase your expertise and provide educational content to your audience.

By creating tutorials, product reviews, and informative videos, you can position yourself as a trusted source of information in the esthetician industry.


Pinterest is a visual discovery platform that allows users to find inspiration and save ideas.

Estheticians can leverage Pinterest by creating boards that showcase their work, share skincare tips, and curate content that resonates with their target audience.

By optimizing your pins for search and utilizing relevant keywords, you can attract organic traffic and increase brand visibility.


TikTok is another visual-centric platform that allows you to showcase your esthetician skills and services through captivating videos. It is a great platform to leverage, especially if you are targeting young adults.

Keep in mind that this platform has been created for true entertainment. I would use this platform for funny videos, like “a day in the Life of an Esthetician.”

In summary, choosing the right social media platforms for your esthetician business is crucial for reaching and engaging with your target audience.

By understanding the unique features and benefits of each platform, you can tailor your content and marketing strategies to maximize your online presence and attract the right clientele.

Pro Tip

If I were to start social media marketing for estheticians, I would prioritize Instagram and Facebook. These platforms have been shown to be effective for small businesses, in my experience.

Creating a compelling social media profile for your esthetician business

Your social media profile serves as the first impression for potential clients, so it’s essential to create a compelling and professional presence. Here are some key tips for crafting an impactful social media profile:

Choose a cohesive aesthetic

Consistency is key when it comes to branding your esthetician business. Select a color palette, font, and visual style that aligns with your brand identity and reflects the atmosphere of your services. By maintaining a cohesive aesthetic, you can create a visually appealing and memorable profile.

While it’s important to have a cohesive aesthetic don’t exaggerate. The new trend is about being authentic.

Optimize your bio

Your social media bio is limited in characters, so make the most of it by including essential information about your esthetician business. Clearly state your services, location, and any unique selling points. Additionally, include a call-to-action (CTA) to encourage potential clients to take the next step, such as visiting your website or booking an appointment.

example of bio for social media marketing for estheticians

Choose high-quality visuals

Invest in high-quality images and videos that showcase your esthetician skills and services. Blurry or pixelated visuals can give the impression of unprofessionalism. Consider hiring a professional photographer or learning basic photography skills to capture stunning visuals that highlight your expertise.

Include client testimonials

Social proof is a powerful tool in attracting new clients. Incorporate client testimonials or reviews in your social media profile to showcase the positive experiences others have had with your services. This can build trust and credibility, encouraging potential clients to choose your esthetician business.

Developing a content strategy for your social media platforms for estheticians

Creating a solid content strategy is crucial for maintaining a consistent and engaging presence on social media for estheticians. Here are some key steps to develop an effective content strategy for your esthetician business:

Define your target audience

Understanding your target audience is essential for creating content that resonates with them. Consider their demographics, interests, and pain points. This information will guide your content creation process and ensure that you’re providing value to your audience.

Set specific goals

Determine what you want to achieve with social media marketing for estheticians. Whether it’s increasing brand awareness, driving website traffic, or generating leads, setting specific goals will help you stay focused and measure your success.

Plan your content calendar

A content calendar is a roadmap that outlines the type of content you will create and when it will be published. Plan your content calendar in advance, taking into account key events, holidays, and industry trends. This will ensure that your content is timely, relevant, and well-organized.

Mix up your content

Variety is key to keeping your audience engaged. Experiment with different types of content, such as before-and-after photos, skincare tips, product recommendations, behind-the-scenes glimpses, and client features. This will provide a well-rounded experience for your audience and showcase the breadth of your esthetician expertise.

Pro Tip

Keep in mind that people tend to engage more with videos than with photos.

Utilize storytelling

Stories are a powerful way to connect with your audience on a deeper level. Share personal anecdotes, client success stories, and industry insights that resonate with your audience. By incorporating storytelling into your content strategy, you can build an emotional connection with your audience and foster loyalty.

Utilize Hashtags

Using relevant hashtags is essential for estheticians to be found in the “Explore” sections of social media apps. Some examples of hashtags that estheticians could use include:

  • #aestheticians
  • #spa
  • #skincare
  • #beauty
  • #makeup
  • #selfcare
  • #wellness
  • #glowingskin
  • #clearskin
  • #acne
  • #antiaging

Track and analyze your results

Regularly monitor your social media analytics to gain insights into what content resonates with your audience. Pay attention to engagement metrics such as likes, comments, shares, and click-through rates. This data will help you refine your content strategy and optimize your future content to better serve your audience.

Pro Tip

Ask your new customers how they heard about you. If you start to see a lot of people saying that they heard about you from social media, that’s a good sign that your marketing efforts are working.

By following these steps and consistently delivering valuable and engaging content, you can develop a strong content strategy that positions your esthetician business as a trusted resource in the industry.

Examples of Content for Your Social Media

I will provide a few examples of specific content for estheticians. These are some true gems that can help with social media marketing for estheticians.

Educational Content:

Consider what your audience would be interested in hearing about. Here are some ideas for topics that you could cover. I would recommend using video as much as possible!

  • Tips about skincare routine
  • How-to guides/Why & What topics
  • Info about product ingredients
  • Benefits of specific treatments
educational content social media for estheticians
tips about skincare routine for social media for estheticians

Showcase your services

Another way to properly utilize social media marketing for estheticians is to showcase your services.

You can also take a video of yourself performing a particular service and explain the benefits of it. This is a great way to educate your audience about your services and show them how they can benefit from them.

For example, you could take a video of yourself giving a facial and explain the different steps involved and the benefits of each step. You could also interview a satisfied client about their experience with your services.

example of treatment for social media marketing for estheticians

Showcase before & after

Before and after content is a powerful way to showcase the results of your skincare products and services. It is also a great way to build trust and credibility with potential customers.

When creating before and after content, it is important, to be honest and transparent. Do not edit the photos to the point where they are unrecognizable. Instead, focus on capturing the real transformation that your products can achieve.

It is also important to keep the same angle and lighting in both photos. This will help to ensure that the comparison is fair and accurate.

Finally, make sure to add a caption that explains the transformation and the products or services that were used. This will help potential customers understand the results they can expect.

before and after social media marketing for estheticians

Pro Tip

To create a compelling before-and-after video, ask your customer to share their personal story about why they decided to have the specific treatment. This will help to humanize the video and make it more relatable to potential customers.

In the video, you can ask the customer questions such as:

  • What were your skin concerns before the treatment?
  • What made you decide to have this treatment?
  • What were your expectations for the treatment?
  • How has the treatment changed your skin?
  • Would you recommend this treatment to others?

Talk about your Journey

Estheticians can use their social media platforms to share their journey to becoming an esthetician. This can be a great way to connect with potential clients and build trust. By sharing their personal stories, estheticians can show potential clients that they are passionate about their work and that they are experts in the field.

Host contests and giveaways

Contests and giveaways are a fun way to engage your audience and reward their loyalty. Consider hosting contests where participants can win a free skincare consultation or a product bundle. This not only encourages participation but also generates buzz and increases brand visibility.

Utilizing influencer marketing on social media for estheticians

Influencer marketing is a powerful strategy that can help estheticians reach a wider audience and build credibility. By partnering with influencers, you can leverage their established following and tap into their influence. Here’s how you can effectively utilize influencer marketing on social media.

influencer marketing on social media for estheticians

Identify relevant influencers

I’ll start by saying that influencer marketing should be one of the top tactics you should use in social media marketing for estheticians.

Look for local influencers in the beauty and skincare niche who align with your esthetician business. Consider their target audience, engagement rates, and authenticity. Look for influencers who genuinely use and appreciate skincare products to ensure a natural fit.

Pro Tip

Focus on nano-influencers in your local area. Nano-influencers have up to 10,000 followers and typically have a higher engagement rate than macro- or mega-influencers.

Establish a mutually beneficial partnership

Reach out to influencers with a clear proposal outlining how your esthetician business can benefit them and their audience.

Offer unique services, such as a complimentary facial or exclusive discount, in exchange for exposure on their social media platforms.

Pro Tip

Treat influencers as you would treat customers. If they have a positive experience, they will be more likely to share that experience with their followers.

Collaborate on content creation

Work closely with influencers to create engaging and authentic content that showcases your expertise and services. Whether it’s a tutorial, a skincare routine, or a product review, ensure that the content reflects your brand values and resonates with the influencer’s audience.

Track and measure the results

Monitor the performance of your influencer collaborations by tracking key metrics such as reach, engagement, and website traffic. This data will help you determine the success of your influencer marketing campaigns and refine your future partnerships.

Pro Tip

The easiest way to track influencer campaign sales is to give the influencer a unique discount code that they can share with their followers. When a customer uses the discount code to make a purchase, you can track the sale back to the influencer’s campaign.

Remember, authenticity is crucial in influencer marketing. Choose influencers who genuinely align with your brand values and have an engaged audience. By leveraging influencer partnerships effectively, you can expand your reach and establish credibility in the esthetician industry.

Leverage user-generated content as part of social media marketing for estheticians

User-generated content (UGC) is a valuable asset for estheticians looking to enhance their online presence. By encouraging your clients to share their experiences and opinions, you can tap into the power of social proof and foster a sense of community. Here’s how you can leverage UGC:

Encourage clients to share their experiences

Include a call-to-action in your social media posts, website, and email newsletters, encouraging clients to share their experiences with your services. Offer incentives such as discounts or exclusive perks to motivate them to participate.

Feature UGC on your social media platforms

Showcase UGC on your social media platforms to highlight the positive experiences others have had with your esthetician services

Pro Tip

Consider offering a discount to customers who are willing to tag your business in a social media post or story and review your services.

Engaging with your audience on social media for estheticians

Engagement is a crucial aspect of social media marketing for estheticians By actively interacting with your audience, you can foster a sense of community, build relationships, and establish yourself as a trusted authority. Here are some strategies to effectively engage with your audience on social media:

Respond to comments and messages

Take the time to respond to comments on your social media posts and direct messages. Show genuine interest in your audience’s feedback, questions, and concerns. By promptly addressing their inquiries and providing helpful responses, you can build trust and loyalty.

Ask questions and encourage discussions

Encourage conversation by asking thought-provoking questions and soliciting feedback from your audience. This can spark meaningful discussions and allow you to gain valuable insights into your audience’s preferences and needs.

Host contests and giveaways

Contests and giveaways are a fun way to engage your audience and reward their loyalty. Consider hosting contests where participants can win a free skincare consultation or a product bundle. This not only encourages participation but also generates buzz and increases brand visibility.

Share user-generated content

User-generated content (UGC) is a powerful tool for engagement. Encourage your audience to share photos and testimonials of their experiences with your services. By featuring UGC on your social media platforms, you not only show appreciation for your clients but also inspire others to engage with your brand.

Participate in industry discussions

Stay active in online communities and groups related to the esthetician industry. Share your expertise, provide valuable insights, and engage in discussions. This not only positions you as an authority but also allows you to connect with industry professionals and potential clients.

Remember, engagement is a two-way street. Actively listen to your audience, show genuine interest, and respond thoughtfully. By fostering meaningful connections with your audience, you can build a loyal following and create a positive brand image.

Engaging with your audience should be a key pillar in social media marketing for estheticians.

Have a solid Facebook & Instagram Paid Ads strategy

Organic content is important, but it is also important to support your organic posts with paid advertising. This will help you expand your reach and target your ideal customers more effectively.

One way to do this is to create custom audiences based on your existing customers. This means that you can show your ads to people who are already interested in what you have to offer. You can also upload your email database to Facebook so that you can target people who have already expressed an interest in your business.

This is a great way to reach potential customers who are more likely to be interested in your products or services. It can also help you increase brand awareness and drive sales.

Conclusion – Social media marketing for estheticians

I hope you enjoyed this article. If you did, please share it with your colleagues. Did I miss anything about social media marketing for estheticians? Let me know in the comments.

If you are going to take away two things from this article, they should be:

  • Authenticity: Be genuine and relatable. Share content that people can connect with and that provokes some emotion.
  • Leverage content created by others: This could be influencers, user-generated content, or anything else that you find valuable. Using other people’s content can help you expand your audience and reach new people.

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