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Download our FREE 2025 Social Media Guide for Med Spas: https://go.medspamagicmarketing.com/2025-social-media-guide
In the second half of 2025, many med spa owners are asking the same critical questions:
- What should we be doing with social media?
- How do we make it actually drive business?
- Are we just spinning our wheels for vanity metrics?
This comprehensive guide walks you through a practical, high-level framework based on best practices we’ve observed from top-performing med spas across the country. While we don’t actively manage organic social media accounts, we analyze hundreds of med spa campaigns and performance reports every month, giving us a unique perspective on what really works.
Who Are You Posting For—and Why?
The biggest disconnect we see is around who your social media content is for and what purpose it serves. Here’s how to reframe it:
1. Leads (including those you haven’t captured yet)
Your Instagram and Facebook profiles are often checked by prospective patients who are already aware of your brand, usually through ads, referrals, or word-of-mouth. They want to vet you before committing. They check your social to:
- See your before-and-after results
- Evaluate your professionalism
- Decide whether they trust you
2. Existing Clients
Social content also plays a big role in retention. High-quality posts instill confidence and keep patients engaged long-term.
Important: Your social media is not primarily for discovery. Discovery is a bonus, not the baseline. Focus on nurturing and converting warm leads.
What Not to Do: Common Social Media Pitfalls
You’re likely wasting time if:
- You’re relying solely on stock content or agency-created posts with no authentic connection to your business.
- You’re chasing trends and virality instead of business outcomes.
- You’re outsourcing without any local content creation or internal oversight.
Real results require some level of internal ownership.
Who Should Manage It Internally?
- Larger practices often have a dedicated social media manager.
- Smaller med spas may assign this to a front desk team member in their downtime.
- Either way, someone must “own” social. Assign clear roles and ensure consistency.
Building a Smart Content Strategy
You should be planning your content a month or even a quarter in advance. Winging it daily doesn’t work. Whether you’re in-house or outsourcing with a local partner who helps with shooting content, a clear plan is essential.
Should You Promote the Spa or the Provider?
Answer: Both.
For single-provider practices, your personal and practice pages likely overlap. But for larger med spas:
- Develop both brand and provider strategies.
- Encourage cross-posting and tagging to keep both profiles engaged.
- Provide training or guidance to your injectors if they use social for business.
Platform Focus: Where to Spend Your Time
Based on ChatGPT data for affluent women 30+, here’s what we recommend:
1. Instagram
- The top platform for engagement.
- Great for visual storytelling and patient education.
2. Facebook
- Still has 92% market penetration.
- Best for ads and community-driven engagement.
Pro tip: Use Meta Business Suite to cross-post and schedule on both platforms.
3. YouTube
- Ideal for long-form, trust-building content.
- Use explainer videos, client education, and even podcasts.
- Embed videos on treatment pages with titles that include local SEO keywords (e.g., “Dysport Treatment in St. Louis, MO”).
4. TikTok
- Fun, brand-building platform.
- Not essential for conversions, but good for omnipresence.
What Types of Content Should You Post?
Let’s break it down into three primary buckets:
1. Know-Like-Trust Content (50%)
Build authority and trust with:
- Provider explainers
- Detailed treatment walk-throughs
- Before-and-afters
- Behind-the-scenes insight
Pro Tip: Add commentary to your before-and-afters with short videos or captions explaining what you did.
2. Personal + Relatable Content (25%)
Show personality and connection:
- Day-in-the-life posts
- Personal reflections
- Team spotlights
This builds emotional connections and loyalty.
3. Engagement + Promotional Content (25%)
Keep people interacting:
- Giveaways (e.g., Trivia Tuesday)
- Comment-to-enter promotions
- Monthly specials
Use this to deepen loyalty and spark referrals.
Engagement Tip: Use Pinned Posts and Highlights
On Instagram:
- Pin 3 posts at the top of your profile. Examples:
- “Why Choose Us” video
- Evergreen new patient offer
- A walk-through tour of your practice
Use Story Highlights to Feature:
- Before-and-afters
- Promotions
- Team bios
- Testimonials
- Popular treatments
Sample Posting Blueprint
If you’re overwhelmed, here’s a rough blueprint to follow:
- Platform Focus: Instagram and Facebook (TikTok if you have time)
- Frequency:
- 3-4 posts/reels per week
- 2-5 stories per day
Content Mix:
- 50% Know-Like-Trust (education + trust-building)
- 15% Personal/Behind-the-Scenes
- 15% Engagement or Fun
- 20% Promotions, Offers, Giveaways
Final Thoughts: Social Media as a Business Tool
Social media won’t single-handedly flood your books with new patients. But it will tip the scales in your favor:
- More conversions from leads
- More referrals from happy clients
- More retention through ongoing connection
It’s not about views. It’s about trust, relevance, and relationships.
If you’re ready to grow beyond what organic can do alone, explore paid advertising. Meta (Facebook/Instagram) and Google Ads are the logical next step for consistent lead generation.
Free Resource Download
Want to keep this handy? Download the 2025 Social Media Guide for Med Spas as a printable PDF.
Need Help? Schedule a Strategy Session
At Med Spa Magic Marketing, we offer a free 90-minute strategy call. You’ll walk away with a custom marketing blueprint—no strings attached.
Visit medspamagicmarketing.com to book your session today.
