How To Use Social Media to Grow Your Beauty Business

As beauty business owners, we’re always looking for effective ways to grow our business. Social media helps us gain exposure, build relationships, and attract more clients.

The power of social media allows us to connect with many people rather quickly. It’s not necessarily meant to post promotion after promotion, as this can be a turn-off and we can actually lose followers.

Instead, think of social media as a visit with friends in your living room or your favorite gathering place. Remember, social media is “social” and it’s all about building relationships.

Social media is a great tool to help you reach more people and cultivate the trust needed to grow your client base.

Here are some of my favorite ways to use social media for beauty business growth:

1. Create Your Own Facebook Group

The best way to reach your ideal clients on Facebook is to start your own Facebook group. This gives you a platform to share your knowledge and expertise so you can build rapport and cultivate relationships with a larger audience.

Name the group based on your topic of expertise (instead of your business name) so it will show up in relevant searches without appearing overly promotional.

Add value inside your new group by sharing skin tips, links to articles or resources, and video demos. Encourage group members to participate in discussions, answer questions, and focus on adding value and providing helpful advice.

2. Share Client Testimonials

Social proof is a great way to build trust and credibility. In fact, seven in 10 Americans seek out recommendations from online review sites before making a purchase.

Most happy clients are thrilled to share their opinions so don’t hesitate to ask them to write a few words about their experiences with your treatments.

Testimonials can be in the form of text, audio, or video and shared on third-party review sites (e.g., Yelp), social media (e.g., Facebook, Instagram), Google, your online booking system, and/or your website.

Regardless of where the testimonials are posted, you can create a graphic (e.g., as a screenshot) to re-share them as organic or paid posts on social media and let your followers know how much your clients love you!

3. Offer a Free Gift With Your High-End Treatment Package

You can generate buzz and capture attention by offering a high-value gift with your top-tier treatment package.

For example, you can offer a free modality, such as My Skin Buddy (valued at $265) [ LINK TO BLOG ], to get more attention. You can also limit the number to the first 10 clients to add a sense of urgency and drive conversion.

Announce your “free gift” offer on social media, e.g., by using paid post, adding the appropriate hashtag, making a video, setting up an event, and including high-quality photos to boost reach and increase engagement.

4. Livestream On Facebook Or Instagram

Streaming videos on social media allow you to connect with your followers and build trust. Share beauty tips and your expertise to increase engagement.

Be sure to ask your audience questions and start a conversation. You can also include a demo or showcase skincare products to make your Livestream more engaging.

What should you talk about on these videos? It’s actually quite easy to find a topic.

Think about the questions your clients ask you on a daily basis. Often times we take these questions for granted but they’re actually gold!

The questions become information that most people want to know and therefore are great topics for videos, live streaming, or blog posts.

Questions that your clients ask you are great topics for videos, live streaming and blog posts. Share on X

5. Publish a Monthly Blog Post

There is no better way to share your skin care expertise than through a blog!

Publishing high-quality and relevant fresh content on your blog regularly helps improve your website SEO ranking so you can gain more exposure to new prospects.

Given that 97% of consumers search online to find a local business while 88% that do so on a mobile device and either call or visit a business within 24 hours.

You can easily drive traffic to your website by sharing links to your blog posts on social media. Doing so positions you as an expert in your community, allowing you to build credibility. You can also accompany the post with images to catch the eye and increase engagement.


Social media should be an indispensable component in your marketing toolbox. Not only does it allow you to reach a larger audience and build relationships, but it also provides a platform to showcase your expertise and elevate your expert status.

Ready to dial in even more marketing strategies? In the Esthetician Inner Circle, we’ll show you how to market your business to build trust, get more clients, and turn your followers into raving fans.

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