Instagram or TikTok? What’s Right for Your Esthetician Practice
Whether you’re just getting started with social media or trying to refine your strategy, one question comes up again and again for estheticians:
Should I be focusing on Instagram… or TikTok?
Both platforms are powerful tools for growing your skincare business, attracting clients, and showcasing your expertise—but they each have their own strengths, audience behavior, and types of content that perform best.
In this post, we’ll break down the pros, cons, and ideal use cases for each platform to help you decide where to show up—and how.
Instagram: The OG Beauty Business Platform
Best For: Building long-term trust, showing your work, booking clients
Why It Works for Estheticians:
Most clients expect beauty professionals to be on Instagram
Great for showcasing before & afters, testimonials, promotions, and educational posts
The mix of Stories, Reels, static posts, and Highlights gives you lots of content options
Direct booking integrations and DM tools are built in
Content That Performs Best:
Before & after photos (with client consent!)
Skincare education in carousels or short Reels
Behind-the-scenes stories from your studio
Client shoutouts, giveaways, and product tips
Audience Vibe:
Often a bit older than TikTok—typically 25–50
More likely to convert into paying clients
More curated, “polished” content is the norm
Pros:
Easy to link booking systems in bio or Stories
Searchable by local hashtags (e.g. #SeattleEsthetician)
Ideal for building brand consistency and trust
Cons:
Algorithm can be unpredictable without paid boosts
Takes time to grow if you’re starting from scratch
Engagement has slowed for many users
TikTok: The Discovery Engine
Best For: Rapid growth, trend participation, reaching new audiences
Why It Works for Estheticians:
TikTok’s algorithm is designed to show your content to people who don’t follow you
Short, engaging videos can go viral even if you have zero followers
A chance to show off your personality and educate in fun, relatable ways
Content That Performs Best:
Skincare how-tos and myth-busting tips
Transformation videos or time-lapses
“A day in the life” of an esthetician
Trendy audio paired with educational content
Audience Vibe:
Generally younger—think late teens to early 30s
Loves authenticity, humor, and unfiltered behind-the-scenes
Less polished, more real
Pros:
Major potential for organic reach and growth
Easy to repurpose videos into Instagram Reels
Less pressure to be “perfect”—realness wins
Cons:
Booking links and calls-to-action are less obvious
Skews younger—may not match your ideal client age group
Fast content cycle—what’s trending today may be gone tomorrow
So… Instagram or TikTok?
Here’s how to decide:
Choose Instagram if…
Your goal is to book clients and build local visibility
You want a polished, professional brand presence
Your dream client is in their late 20s to 40s+
Choose TikTok if…
Your goal is to grow fast and get discovered by new audiences
You’re comfortable creating casual, quick video content
Your dream client is Gen Z or early Millennial
Pro Tip: You Don’t Have to Choose a Social Media Platform
Many estheticians find success using both platforms together—for example:
Film your TikTok → Repurpose it as an Instagram Reel
Post educational carousels to Instagram → Break it down into a talking-head TikTok
Use TikTok for discovery → Direct followers to Instagram to book or learn more
Start with one platform, get comfortable, then expand. Quality over quantity—always.
Final Thoughts
There’s no one-size-fits-all answer when it comes to social media. The best platform for your esthetician business is the one that:
Matches your energy
Reaches your ideal client
Helps you stay consistent
And remember: you don’t have to go viral to be successful. Even a small, loyal audience can keep your books full and your business growing.