How to Make the Most of Your Esthetician Social Media Account
Whether you're a solo esthetician or run a thriving skincare studio, social media can be one of your most powerful tools for attracting new clients, building loyalty, and showcasing your expertise. But if you're not quite sure what to post—or when—it can feel overwhelming fast. This guide breaks it down with actionable tips to help you show up confidently and consistently online.
1. Know Your Goals (and Your Audience)
Before you post anything, ask yourself: What am I hoping to achieve? Most estheticians use social media to:
Attract new clients
Educate followers about treatments/products
Build trust and authority
Promote special offers or events
Once you know your goals, you can better tailor your content to the audience you're trying to reach—usually a mix of current clients, potential new clients, and skincare enthusiasts.
@pomp_beauty Instagram content
2. What to Post: A Balanced Content Mix
The most effective esthetician accounts share a variety of content. Aim for a mix of:
Educational Content
Skincare tips (e.g. "Why SPF is a non-negotiable, even indoors")
Myth-busting (e.g. "No, you don’t have to use 10 products a day.")
Before & afters (with client consent!)
Ingredient spotlights or product how-tos
Behind-the-Scenes
Your treatment room setup
A day in your life as an esthetician
Your favorite tools/products in action
Client testimonials or thank-you notes
Promotional Content
Special offers or seasonal promos
New product information
Booking reminders
Events or referral programs
Engagement Posts
Polls or Q&As
“This or That” skincare editions
Client shoutouts
Personal stories that humanize your brand/practice
Pro tip: Use Instagram Stories or TikTok for casual, quick interactions, and reserve feed posts or Reels for polished educational or promo content.
@pomp_beauty educational product content
3. When to Post: Timing & Frequency
You don’t have to post every day, but you do need to be consistent. A solid posting cadence might look like:
3–4x/week on Instagram or Facebook (this can also be less - but consistency and quality are key!)
Daily Stories (even if it’s just a quick behind-the-scenes clip)
1–2 Reels or videos per week
Best times to post? Every audience is different, we recommend posting at different times and check out your platform insights to track what times get the most engagement and adjust accordingly. Think about your clientele’s schedule and when they are most likely to be online!
@pomp_beauty promotion content featured on Instagram
4. Best Practices for Engagement & Growth
Use Hashtags Strategically
Include a mix of:
Local hashtags (e.g. #AustinEsthetician, #DenverSkincare)
Service-based hashtags (e.g. #Hydrafacial, #BrowLamination)
General skincare tags (#SkinGoals, #GlowingSkin)
Encourage Saves & Shares
These actions tell the algorithm your content is valuable. Add calls-to-action like:
“Save this post for when it’s time to refill your serum”
“Share this with a friend who needs to hear it!”
Show Your Face
Personal connection is huge in beauty. Clients want to know who's behind the treatment table. Show up on camera, even briefly!
Use Captions Wisely
Write in a friendly, clear voice. Add context, explain your visuals, and always include a call-to-action like:
“Book your next appointment via the link in bio”
“DM me your skincare questions!”
Make It Easy to Book
Always make it easy for clients to take the next step. Your bio should include:
A clear description of your services
A link to your booking page
Location info if applicable
@skinbynari x @pomp_beauty “Get Ready with Me” content on Instagram
5. Bonus Tip: Batch & Schedule Your Content
If social media feels like a daily chore, try batch-creating a week’s worth of content in one sitting. Tools like Later, Planoly, or Meta Business Suite let you schedule posts in advance—so you can focus on clients during the week.
@pomp_beauty Instagram content promoting a blog post
Final Thoughts
Social media is more than just pretty pictures—it’s a powerful extension of your esthetician brand. When used strategically, it builds trust, drives bookings, and keeps your business top of mind.
Start where you are, keep showing up, and remember: your expertise is your superpower.