By Terri Ross, APX Platform

The rules of social media marketing are constantly changing. It's hard for even the top social media experts to keep up with rapid changes, let alone a busy aesthetic practice. There is so much conflicting advice and so many rumors out there, and it takes a lot of experience and discernment to sift through the sea of social media strategy.

I'e gotten so many questions from our APX Platform members as well as from aesthetic providers and practice owners about social media and digital marketing strategies specifically geared to the aesthetic medicine space.

That's why, for this blog, I asked Jennifer Kilkenny, a social media expert in the aesthetic niche and owner of Total Social Solutions, to guest blog and provide her top tips for social media success in 2022 for aesthetic practices. While I always recommend hiring an expert to manage your social media, I wanted Jennifer to provide you some concrete tips to get you started if you are handling social media in house.

Jennifer works with multiple plastic surgeons, medical spas, dermatologists and others in the aesthetic space. Since social media is such a huge, important topic, I asked her to distill it down and share her top tips for leveling up social media for 2022, as well as what you should avoid doing.

Post More Stories on Instagram and Facebook

To be effective on Instagram and Facebook, you should post at least three stories in a 24-hour period to ensure your brand stays top of mind with your followers. That's because your stories show up right at the top of the app window, putting it front and center for your audience. There are both easy and more complex ways to post stories, so here are a few suggestions:

• Share your post from yesterday to today's stories.
  
• Repost a reel you think your audience will enjoy, even if it's not yours.
  
• Post a story created by one of your vendors.
  
• Create your own story—a video, poll, question of the day, quick skin care tip, or just anything that doesn't belong as a regular post.
  

You may have heard speculation or rumors or read posts about Facebook being dead. Don't discount Facebook just yet. Facebook is not dead, and your target demographic is still actively using it. The trick is to use all the tools at your disposal, including stories and Facebook Live. Frequent Facebook posting may be out but boosting your posts when you need to reach a wider audience is still recommended.

Go Live More Frequently

Having worked with hundreds of aesthetic practices, I know this can be difficult to do consistently when you have a full schedule. I also know not everyone is comfortable on video (especially live video), but I recommend you give it a try. Going live can help you reach a wider audience and ensure your current followers see your content regularly.
Not sure what to say on your live video? Here are some ideas:

• Show off your practice with a guided tour.
  
• Talk about a new product or treatment.
  
• Answer frequently asked questions you receive in your practice or in your comment section when you do post.
  

These are also great ideas for pre-recorded videos you can post in your stories or on your social media pages. The best videos can also be uploaded to YouTube and embedded on your website.

Personalize Your Social Media Posts

Posting vendor assets or sharing posts from vendors is okay to do, but make sure you do it wisely. Modify vendor images using graphics tools such as Canva to personalize them with your own branding. If possible, consider creating your own assets with more unique designs and your own personal branding. Even better, just take photos of your products in your practice for posting instead of relying on vendor assets at all.

At the end of the day, the best social media marketing posts are uniquely yours and yours alone, but personalized vendor assets are better than just resharing their posts without modification.

Now, here's a quick look at what you should avoid doing on social media in 2022:

Stop Chasing Trends

If you have an in-house marketing team that can jump on trends the moment they drop, then go for it. Most practices don't have those kinds of resources. Instead of chasing every trend, work toward delivering value to your followers and showing them why they should choose you over your competitors. A trendy TikTok dance isn't going to win your practice new business. Your unique style, your voice and communicating your unique value proposition will draw in the right clientele to your social media accounts.

Don't Neglect Other Digital Marketing Opportunities

Social media is a tool to help you grow, but you always need to work on your website and grow your email list. You own and control both, but you don't have a say in whether a social network disappears tomorrow. Use your audience growth on social media to grow your email list and drive traffic to your website.

Don't Leave Your Social Media Marketing to Just Any Staff Member

I encourage you to involve your entire staff in assisting with marketing efforts (taking photos and recording videos); however, a winning strategy requires a digital marketing expert. Your providers and staff are busy running your practice and assisting patients during the day. Building a successful marketing strategy requires an additional, dedicated staff member, freelancer, and/or agency working with the rest of your team to create and deliver amazing content.

AmSpa Members receive 5% off the APX platform and 10% off one-on-one consulting. Click here to learn more and join AmSpa today!

Founded in 2021 by renowned practice consultant Terri Ross, APX (Aesthetic Practice Accelerator) is a business intelligence and employee training platform that transforms an aesthetic practice into a data-driven business. APX combines five powerful modules into one easy-to-use cloud solution that optimizes employee productivity via on-demand sales, finance and operations training courses; translates EMR/practice management data into actionable KPIs via financial calculator templates and industry benchmarking; and provides ongoing business coaching and mentorship via live coaching sessions with Terri Ross and her team.