After working as an esthetician for more than a decade, I’ve seen the advantages of sharing my business on social media. Social media is such a powerful place to be as an esthetician. It's where you can connect with clients and other estheticians, learn about new products, share your insights, and can grow your business in ways you never imagined possible.

So what does it mean to be successful on social media? Well, it means different things to different people—but one thing is certain: it requires a strategic approach, consistent effort, and a willingness to connect with people authentically.

To stand out from the crowd, you need to develop certain habits that will help you build a strong online presence. And with so much content out there, it can be hard to know where to start. In this article, I'll share four simple habits that will help you get started on the right foot.

1. Brand your business in a cohesive, authentic way.

It’s so important to set yourself apart by creating a consistent look across all your platforms. Estheticians should have their own unique branding so that people can recognize you no matter where you are on the internet or offline.

The best way to go about this is to create a visual brand that feels cohesive and authentic to their business, not a copy-paste replication of what other beauty businesses are doing.

Your brand should be a reflection of your personality, your values, and your unique approach to esthetics — this will help you attract clients who resonate with who you authentically are.

You’ll want to use a consistent color scheme, fonts, and visual elements across all your social media platforms. This will help your followers recognize your brand and create a cohesive look and feel.

Here at Enlightened Beauty, we used the details and decor of our physical storefront as inspiration for our branding. This helps us create a cohesive experience for people whether they are visiting us online or in person.

We also love using Canva to create on-brand content! Feel free to DIY this part if you are inspired to. Also, investing in a professional Brand Designer can do wonders when you’re ready to outsource this task.

2. Share your before & after results authentically.

One of the most powerful ways to showcase your skills as an esthetician is by sharing your before and after results on social media.

In order to share my client's skin journeys authentically, I make it a point to only take my “after” photos at the start of treatment, rather than at the end. I do it this way because I want my clients to see a real representation of what to expect after 3,6, or even 12 months of consistent treatment.

There’s no such thing as perfect skin. Taking an “after” photo at the end of a treatment can possibly set your client up for a false representation of what their skin will look like. No one walks around post-treatment daily with oily, drippy, or glassy skin. Not to mention that serums can hide imperfections in the right lighting.

I probably don't have to tell you this, but I'll say it anyways: don't use filters or apps like FaceTune to enhance your photos. Sharing real & raw results will always be the way to go!

3. Make the time to stay connected with your audience.

Estheticians, you are the face of your brand. You are the ones who connect with your customers and help them feel confident and beautiful in their own skin. If you're not making time to stay connected with your people online, you're missing out on an incredible opportunity to build relationships and strengthen your brand.

As estheticians, we are on the forefront of health, beauty, and well-being. People look to us for advice on how to take care of their bodies and faces. Social media gives us an opportunity to share that knowledge with the world, so they can get the most out of their treatments.

This means making the time to post consistently, respond to comments, answer questions, and create informative content that educates your audience about skin care, your processes, and the wealth of knowledge you have about beauty and esthetics.

Schedule this if doing it organically is a struggle, as this will help you build a community of people who trust and value your expertise.

4. Don’t try to keep up with all the trends.

Finally, don't try to keep up with all the trends on social media. Instead, focus on what sets you apart as an esthetician. Use social media to showcase your unique skills, services, and approach to skin care. Remember, trends come and go, but your authentic style and skills will always set you apart.

There was a point where I would see others in the industry following all the new trends on Instagram. I remember thinking “I gotta keep up, I gotta do that too, I gotta do what's on trend!”

Until I got to a point of self-reflection where I was able to think “wait, why am I doing that? That's not even me.” On top of it, I realized that I don’t even want to spend the time making all the things that everyone else is making, I would rather pave my own path.

It can be tempting to compare yourself to other estheticians on social media. But, this is a slippery slope that can lead you to feel discouraged, unmotivated, and not confident in your own magic. Remember, everyone has unique strengths, and no two businesses are the same.

Instead, focus on your own work, hone your craft, and stay true to your own brand. If there is a trend you’re called to try out, go for it! But don’t force it. It’s totally possible to gain inspiration from other estheticians while still staying true to your own unique style.

Final Thoughts

While of course, there is so much more I could say, honing these four social media habits has helped me build my online presence and have confidence in how I choose to create content. So, if you’re just getting started as an esthetician on social media, this is a great place to begin!

And if you're looking to learn more about running an esthetics business and improving your knowledge in the skin care industry, be sure to join us in the Enlightened Beauty Instagram Subscription!

— Morgan

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The 4 Social Media Habits of Successful Estheticians