As a licensed esthetician, there are many aspects of running a business that you weren’t expecting. The creativity that once came naturally while performing facials have been drained by the more practical sides of your small business, such as marketing and financial management.

Here are 4 tips for how to create content on social media as a licensed esthetician, without sacrificing your creative integrity.

Own Your Expertise

With the rise of celebrity skincare brands and skincare influencers, the beauty industry is missing out on the true expertise that comes from licensed estheticians. As the ones working with people’s skin on a daily basis, estheticians are up-close and personal with the skin concerns that are being expressed online. Be confident in your expertise; do not be afraid to share the truth of what you know even if it’s controversial. You are fully equipped with everything you need to educate others, unlike a lot of your competition. Talk about your frustrations, show up honestly, and share what you know!

Find Your Own Rhythm

Scrolling on social media and seeing how much content other creators are posting can feel defeating sometimes. As not just a licensed esthetician, but a small business owner, it may feel like there isn’t time everyday to come up with content ideas or a social media schedule. The truth is, most of the content you are seeing over multiple days on multiple platforms were not only created all in one sitting, but by creators who make their living off of making content alone!

My number one tip for creating content as a busy entrepreneur is to create a rhythm that works for you. Maybe you need to pick a day, set aside 1-3 hours, and create as much content as you can. Or maybe you find content creation more fun when it is organic and spontaneous. Be who you are and find the rhythm that works best for your small business. Once you find your rhythm and the platforms you prefer, you can really create a lot of intersectional content with trending topics in a short amount of time.

Reels, Posts, Stories…What Actually Matters?

Keeping up with social media trends can be intimidating and even draining for many. The good news is, you don’t have to keep up with every social media trend to be successful online. A general rule of thumb in 2022 is to keep up with video content! Videos have become the primary source of content that the algorithm prioritizes, which can work in your favor as an esthetician. 

At the end of the day, keeping up with your own analytics and seeing what is performing best for your audience is what is most important. Whether that’s illustrative graphics, aesthetically pleasing photos, product reviews, mini vlogs of your day, etc.—stick to what works for you and your audience above everything else. Other resources like Later Media are great to follow online and keep up with. It is their job to keep up with all of the social media trends, and scrolling through their blogs once, and a while to stay up-to-date is both easy and approachable.

Will the fear of posting ever go away?

We are often our own worst enemy when it comes to what we create and how we share ourselves with the world. For many of you, it may be uncomfortable to promote ourselves online or worry about how many likes the post will get. The truth is, there is never going to be a point where you feel 100% comfortable and confident in what you are posting. There may be people who never understand the value of your work. Putting yourself out there is vulnerable, sometimes spontaneous, but you are not alone. Everyone is struggling to keep up with their own marketing efforts—more so than you think. It’s okay to be afraid as you create an online presence. Think of it as positive steps for your business and your personal growth, as opposed to the negative associations you may have with content creation.

Here at Pomp, it is our top priority to leverage the voice of the true skin experts in the beauty industry, which is why seeing more and more estheticians dominating #skincaretiktok and challenging the misinformation online is a topic we are passionate about. We hope this information was helpful to you on your content creation journey, and we can’t wait to see what you put out into the world!