Social media can be a game-changer for aesthetic practitioners, but only if it’s used the right way. Unfortunately, many practitioners make avoidable mistakes that hold them back from building a loyal audience and attracting new patients. If you’re ready to step up your social media strategy and grow your aesthetics business, here are the five biggest mistakes to avoid—and what to do instead.
Mistake #1: Focusing on followers instead of community
It’s easy to fall into the trap of chasing follower counts, but the truth is that follower numbers mean very little if they’re not engaging with your content or booking your services. A smaller, engaged audience that trusts your expertise is far more valuable than thousands of disinterested followers.
The key to success is building a community, not just a following. Focus on creating content that speaks directly to your ideal patient. Address their concerns and questions—like “Are fillers safe?” or “What is the best treatment for dark under-eye circles?” Offer helpful tips and insights to position yourself as a trusted expert.
Engagement is just as important. Respond to comments, answer DMs, and start conversations. This creates meaningful connections and fosters trust. Social media is about relationships, not just numbers, so prioritise building a community of people who value what you do.
Mistake #2: Using social media as a bulletin board
If your social media feed is just a stream of announcements about promotions, new treatments, or clinic updates, you’re treating it like a bulletin board—and that’s a missed opportunity.
Social media should be about education, inspiration, and connection. While before-and-after photos can build credibility, they shouldn’t dominate your content. Instead, mix them with educational posts that explain the science behind treatments or offer skincare tips.
For example, pair a before-and-after photo with insights about how dermal fillers restore lost volume or tips on maintaining results after treatment. Share myths and facts about skincare or highlight common mistakes people make in their beauty routines. By combining results-focused visuals with valuable information, you’ll position yourself as an authority in aesthetics while keeping your audience interested and engaged.
Mistake #3: Not optimising your content for success
Great content ideas will only get you so far if your execution doesn’t grab attention. Optimising your content ensures it performs well and actually reaches your audience.
Start with a strong hook. Whether it’s a video or a caption, the first few seconds or sentences need to grab attention. For example, try opening with: “Are your skincare products a waste of money? Here’s how to tell.” Hooks like this make people stop scrolling and pay attention.
Vary your content formats to keep things fresh. Use short, punchy reels to grab attention quickly and longer-form videos or carousels to share more in-depth information. Portrait format works best for reels, as it fills the screen and is more visually engaging.
Don’t just post visuals—add storytelling to make them more impactful. Instead of showing a before-and-after photo, tell the story behind it. For instance, "Emma had spent years avoiding photos and feeling self-conscious about the deep lines around her mouth. She shared how it affected her social life and even her confidence at work. After a tailored treatment plan including dermal fillers and skin boosters, Emma says she not only looks younger but feels empowered to step into the spotlight again. Her friends and colleagues have noticed her glow, and she now radiates confidence in every aspect of her life." When your content tells a story, it resonates more deeply with your audience.
Mistake #4: Focusing on treatments instead of transformations
Your audience doesn’t care about the names of treatments as much as they care about what those treatments can do for them. Listing treatments like polynucleotides or microneedling without explaining their benefits misses the chance to make an emotional connection.
Focus on transformations rather than just procedures. Instead of saying, “We offer dermal fillers,” talk about the results: “Improve the appearance of jowls feel refreshed with dermal fillers.” Pair this messaging with stories about real clients and the confidence they’ve gained through your treatments.
Educational content can also reinforce this message. Answer common questions like, “How does microneedling improve acne scars?” or “What’s the difference between polynucleotides and Profhilo?” When your audience understands the transformations you deliver, they’re more likely to see the value in what you offer.
Mistake #5: Neglecting the power of storytelling
Storytelling is one of the most effective ways to connect with your audience. Stories engage emotions, making them more memorable and impactful than facts alone.
Share patient journeys to highlight the transformations you’ve made possible. For example, “Sarah felt her frown lines made her look tired and unhappy. After Botox, she says her face finally reflects how happy she feels inside.” These personal stories help potential clients envision how your treatments could work for them.
Don’t forget to share your own story, too. Talk about why you started your practice or what inspires you to help people feel confident. Introduce your team and share their passion for aesthetics. This humanises your brand and builds trust with your audience.
Storytelling allows people to connect with you on a deeper level, turning followers into loyal clients.
Social media is an incredibly powerful tool for aesthetic practitioners, but only if it’s used strategically. Avoid these five common mistakes and focus instead on building relationships, providing value, and telling stories that resonate.
When you prioritise connection and authenticity, your social media will do more than attract followers—it will help you grow a loyal, engaged audience and build a thriving business.