Long gone are the days when social media was an optional extra to promote your med spa. Now, if you aren’t utilising the power of social platforms, you are automatically putting your business on the back foot of your competitors.
The good news? You don’t need high-budget videos or millions of followers to build credibility. What you do need is authenticity, transparency, and a consistent flow of content that helps you build an engaged audience and shows potential clientele that your business is putting their well-being at the forefront of the day-to-day running of your clinic. So how do you do this?
The Power of Education
Seeing is believing, and clients are far more likely to trust a clinic that uses social media to educate them about treatments. In fact, according to research, 58% of consumers report discovering a new business via social media. From before-and-after photos to clear pre- and post-care instructions, your social platforms are the ideal place to help clients understand the services they’re considering before they make a decision.
This includes not only advising when a treatment is suitable, but also being honest about when you wouldn’t recommend it. Credibility grows from honesty and consistency, and clients appreciate transparency more than anything.
It’s only human to be scared of the unknown so keep in mind that what feels like everyday language to you may be entirely unfamiliar to them. Many aesthetic treatments are complex, so use captions, explainers, and bite-sized educational content to give your audience clarity and confidence.
The Importance of Humanising Your Brand
People trust people. You can have a feed full of incredible results, but you may still miss out on a huge section of potential clients simply because they don’t know the people behind the treatments!
The good thing is that it has never been easier to showcase your team and their talent!. Simple content like “day in the life” videos and TikTok trends helps create a sense of familiarity and gives clients a real feel for who you are and what it’s like to visit your clinic, integrity is what turns curiosity into trust, and seeing your team online before meeting them in person creates a reassuring, experience, giving your clients the sense that they have already visited before they actually do.
Influencer marketing has become hugely popular across the beauty industry, and it can be a powerful way to humanise your brand by showing a more personal side of the treatment journey. If you’re considering working with influencers, make sure to choose partners whose values align with your clinic’s. The right influencer should reflect your standards, professionalism, and approach to client care, helping to reinforce the trust you’re building.
Content Creation
It’s easier said than done, but the brands that stand out online are the ones that craft a clear, consistent personality across their social channels. Perfecting the right balance between educational, promotional, and fun content is key; however, these can overlap to create fun pieces that educate your audience or promote offers!
You don’t need to hire a content creator or graphic designer to create videos and images for your business. Get your team involved and utilise tools like Canva and CapCut that offer thousands of ready-made templates, making it simple to produce polished, professional-looking content without the hassle!
Likewise, with Phorest, you don’t have to spend hours perfecting your clinic’s marketing campaigns. The Phorest Marketing Suite offers ready-made templates for all promotions and occasions designed to reduce admin & save time, so you can focus on what really matters!
It’s also important to understand who your audience is and where they spend their time. While much of your content can be repurposed across multiple platforms, some posts will perform far better when tailored specifically to the platform’s style and user behaviour. Crafting platform-specific content where it matters can significantly boost your reach and engagement, helping you reach your target audience. Let’s take a quick rundown of the most common social platforms:
- Instagram: Considered the go-to platform for aesthetic clinics worldwide. Instagram allows you to share photos and videos of treatments, showcase before-and-after results, and engage with your audience through posts, stories, reels, and lives!
- Facebook: A great platform for targeting a slightly older demographic, Facebook is ideal for clinics that offer high-end or long-term services, and helps build a dedicated returning client base.
- TikTok: Popular among a younger audience, TikTok is an ever-changing short-form video platform. Quick tutorials, “behind-the-scenes” clips, or snippets of treatment processes work well on TikTok.
- YouTube: Perfect for longer form in-depth content interviews with clients, or treatment educational videos!
Streamlining the Client Experience
So, now that you’ve gained your clients’ trust, what can you do to keep them wanting to return again and again? This is where Phorest steps in, helping you build long-lasting client relationships that boost recurring revenue for your business!
Our brand new Memberships feature is changing the game! Letting you treat your clients like VIP’s with exclusive member-only discounts and perks! This kind of seamless experience makes your business look organised, reliable, and client-focused…which all feeds straight back into the trust you are creating with each and every client.
Happy clients benefit your business in more ways than one. Not only do they drive recurring revenue through repeat visits, but they also leave glowing reviews—turning them into powerful referrers for your clinic. Your online reputation matters. In fact, 94% of consumers say that positive online reviews make them more likely to choose a business!
Phorest clients can also check out our course on social media marketing, for an in-depth look at curating your presence on social platforms.
Building Credibility, One Post at a Time
Building trust and credibility on social media isn’t about having the flashiest content. Remember that quality always beats quantity, it’s about being consistent, transparent, and genuinely client-focused, just like you are every day!
By educating your audience, showcasing the people behind your clinic, creating purposeful content, and understanding the strengths of each platform, you set the foundation for a loyal and engaged community.
