How Facebook Algorithms Changes Affect Beauty Industry Marketing

Facebook’s recent algorithm updates have many business owners on edge. As a spa owner, you’re probably wondering how this will affect your marketing and what you can do to successfully promote your beauty business on Facebook.

Mark Zuckerberg’s focus for 2018 is to bring the personal element back to the platform by encouraging meaningful interactions among people.

Users are expected to see less public content like posts from businesses, brands, and media and more posts from friends, family, and groups.

Personally, I think this algorithm change is a good thing. This is not the time to give up. It’s time to pivot! Facebook algorithm changes don’t scare us. Nuh-uh.

After all, the success of our businesses is built upon trust and relationships with our clients. You’ll have a better chance of not being drowned out by commercial posts if you put in the work to connect with your followers.

In addition, I always remind spa owners that social media isn’t a magic bullet for building our businesses. It’s simply another touch point with which we build relationships with our clients.

6 Facebook Marketing Success Tips For the Beauty Industry

There is really nothing to fear about Facebook algorithm changes if you’re committed to sharing valuable content and engaging with your followers.

Here are 6 tips to make sure you’re getting the most out of your Facebook presence:

1. Build Your Brand With Consistency and Patience

This is one of the most overlooked yet most important practices.

People don’t just trust a brand overnight.

It takes time to build your business and success comes to those who are willing to stay in the game longer than anyone else. Most people give up before they reach their dreams. And that is sad!

To build a strong brand, you need to put in the work and consistently show up in front of your audience. Don’t give up. Keep going.

Consistency is key. People don’t just trust a brand overnight. Share on X

2. Stay Consistent With Your Message and Engagement

A trustworthy brand is consistent. You need to not only show up consistently but also share messaging that’s in alignment with your brand image.

In addition, make sure you’re posting content that invites engagement on a regular basis. Don’t just talk about you and your products or services all the time. Ask a question or encourage your followers to share their opinions.

Your posts don’t have to be all business all the time. Once in a while, share something personal to build an emotional connection.

For example, this “feel good” post in which I asked my audience to share a pic of their fur babies got over 30 likes and 30 comments:


3. Ask Your Followers To See Your Content First

Sometimes, it’s just that simple – if you don’t ask, you don’t get!

Ask your followers to choose to see your content on their newsfeed first by going to your biz page, hover over the “follow” button, and select “see first” so they’ll be informed when you schedule an event or do a live stream.


Image source

4. Boost Engagement With Facebook Live

Facebook Live is one of my favorite ways to connect with followers and build rapport. Remember, your audience wants to get to know you and connect with you!

I know some beauty professionals still have resistance about putting themselves out there with live streaming. It’s time to get over your fears and step up!

One way to do so is to make sure you’re set up for success. I’ve shared some tips and experience in this post to help you get your Facebook live streaming on the right track.

5. Communicate With Your Followers

I hear over and over from some beauty professionals saying, ”Who has the time to sit on social media and comment…?”

My question for them is, “Why would you have a social media page if you’re not willing to engage?”

Social media is “social” – people go there to make connections and have conversations with like-minded people. They don’t want to be “talked to” or sold to. They’re expecting responses from brands that they interact with.

You can’t just set up a Facebook page and expect it to bring your clients. Hello! Just like anything else in your business, you need to put in the work if you want to see results.

Remember that social media is meant to be a social activity. Share on X

6. Increase Your Facebook Ad Budget

Facebook has made it very clear that you need to pay to play. We saw this coming people!

I’d say, that’s fair. But we’ve got to be smart about how we direct our ad dollars so we get the most out of our ads.

When you’re placing an ad or boosting a post, select your followers as the target audience.

You can also import your email list to create a custom audience or promote specific offers to an audience in your geographic location to generate leads.

For your ads to be effective, make sure you’re using copy and images that are appealing to your audience. You can run tests to see what works best for your target market.

Don’t Overly Rely On Social Media

Even though Facebook and other social media platforms are great for connecting with your followers, you shouldn’t rely on them as the only way to communicate with your audience.

You don’t own these platforms or the followers. You don’t want to be at the mercy of any algorithm change that could cut off your communication with your market.

Use social media to connect with your audience and then get them to opt into your email list. Say what?

Email marketing is still one of the most effective ways to communicate with your clients. Plus, you own your email list so you won’t be affected by any algorithm changes.

Enjoy this article? Want more practical training to help build your biz? We have easy to understand training on social media marketing inside the Esthetician Inner Circle. Learn more about our business and marketing membership program designed exclusively for estheticians here.

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