Social media is an ever-changing medium that should be an integral, ongoing part of every medspa and aesthetic practice’s marketing strategy. Not only are the platforms themselves constantly being updated and algorithms changed, but the best content that reaches practices’ target audiences isn’t always the same either. Acara Partners’ social media marketing specialists, Julie and Donna, discussed how they’ve recently adjusted clients’ social media and content strategies to achieve the best ROI for their clients. Here’s what they had to say about recent changes to content strategy:
Build the voice behind the brand. We can’t emphasize this enough. To build the voices behind the brands that Acara Partners shares on social media, we’ve been encouraging clients to send us in-office images and videos so we can put the owners and staff in front of their audiences. Encouraging authenticity by putting names and faces on their social media pages allows clients to take an active role in maintaining their brand while further maximizing their channels’ value. We’ve also been encouraging employee activism, which means that clients’ employees interact with the practices’ posts. Having staff members share the practice’s content extends the page’s reach to a broader audience, which leads to higher engagement levels (especially on Instagram).
Leave the technical terms for the consultation. When it comes to creating social posts, Acara’s team has found that using language aimed at the everyday person (i.e., someone who doesn’t necessarily know aesthetic medical jargon) has had the best results in reaching larger audiences. “Informative but not scary language,” as Julie puts it, makes it easier to connect with new prospective patients while also engaging with medspa veterans.
Further, using medical terminology could actually conflict with social platform regulations. Facebook has made significant changes to its guidelines that inadvertently affected how we run clients’ social media ads. Stricter guidelines on what can be said and posted have required a strategic readjustment for posting and advertising specific products or services. For example, Facebook will flag anything using the word “injectables” or featuring syringes in the imagery for violating its community standards policy for drugs and personal attributes (this includes emojis, too). As a result, we no longer share “Injectable Days.” Instead, clients now have “One-Day Sales” that specifically list out the names of each service.
Additionally, the recently updated personal attributes policy no longer allows advertisements that promote body alterations. As a result, this makes running ads for services such as CoolSculpting® and EmSculpt® challenging. Therefore, Acara has transitioned to using more general, informative and enticing language that doesn’t mention altering the body or face. Remember, Facebook also owns Instagram, so all of these rules apply to that platform as well.
Evolve or die. Since social media is constantly evolving, practices’ profiles and posts must adhere to up-to-date best practices and policies for each social platform they use to market their practice. Acara’s team stays current on the latest algorithm updates and policy changes happening on social networks to implement new strategies to engage clients’ audiences. To inquire about social media management for your medspa or aesthetic practice, fill out this form for a free consultation with our team today!
