Social Media Do’s & Don’ts Every Aesthetic Pro Needs

Let’s be real: posting on Instagram can feel like a full-time job. But when done right, it’s one of the most powerful tools for building trust, attracting dream clients, and filling your schedule.

If you're a solo practitioner or small studio owner in the aesthetics, beauty, or wellness space, these do’s and don’ts will help you cut through the noise and start posting with purpose.
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DO: Post With Intention

DON’T: Post Just to “Stay Active”

It’s better to post twice a week with value than five times with fluff. Every post should serve a purpose - whether that’s educating, inspiring, showcasing a result, or prompting someone to book.

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DO: Use Before & Afters (With Context)

DON’T: Let Them Speak for Themselves

Before & afters work - especially in aesthetics! But the magic is in the caption. Share what the treatment was, what concern it addressed, and how the client felt after. It builds credibility and trust.

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DO: Show Your Face

DON’T: Hide Behind Logos and Stock Photos

People book with people, not brands. Reels, selfies, behind-the-scenes clips - showing you makes your business more approachable and relatable.

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DO: Batch Your Content Once a Month

DON’T: Try to Create on the Fly Every Day

Planning ahead = less stress and better results. Set aside one afternoon a month to:

• Record 4–6 Reels
• Take photos of yourself, your space, and your tools
• Write and schedule captions in bulk

Tools like Planoly, Later, or Meta’s Creator Studio make scheduling easy.

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DO: Educate, Entertain, and Inspire

DON’T: Only Promote

Think of Instagram like a conversation, not a sales pitch. A good mix might be:

• 40% education (e.g. “3 myths about Botox”)
• 30% connection (e.g. “why I got into aesthetics”)
• 20% transformation (e.g. before/afters)
• 10% promotion (e.g. “limited spots this week!”)

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DO: Use Targeted Hashtags

DON’T: Overuse Generic Ones

Skip the #love and #skincare overload. Instead, use:

• Local hashtags: #YYCaesthetics, #VancouverWellness
• Service-specific: #BotoxCalgary, #GlowFacialYYC
• Community-based: #WomenInWellness, #BeautyBusinessTips

Aim for 15–20 total, mixing big and small.

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DO: Add CTAs (Calls to Action)

DON’T: Assume People Know What to Do

End every post with an invitation:
- “Have you tried this?”
- “DM me for pricing or to book”
- “Save this if you’re thinking about filler”
- “Tag a friend who needs to see this!”

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DO: Reuse & Repurpose

DON’T: Reinvent the Wheel Weekly

Turn one idea into multiple formats:

• A Reel → a static post → an email tip
• A client testimonial → a Story → a blog snippet
• A product spotlight → a Reel → a quick tip carousel

Your audience won’t mind seeing the same message more than once - in fact, repetition helps them remember you.

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DO: Be Consistent Over Perfect

DON’T: Wait Until Everything Feels “Ready”

Done is better than perfect. A slightly messy video that shows your personality will outperform a polished one that never gets posted.

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Bonus Tip: Want to Make This Even Easier?

Build your own content system using 3–4 content pillars (like Education, Testimonials, Behind the Scenes, and Promotions), and rotate through them every week. This gives your content structure and your brain a break.

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Want Your Social Media to Actually Work? Start With the Foundation.

‍You can post the perfect Reel - but if your brand messaging is unclear, your website isn’t optimized, or you’re not running the right ads, it’s going to fall flat.

At Healing Path Marketing, we help women in aesthetics and wellness build businesses that convert beyond the feed. We create powerful branding, strategic websites, and ad campaigns that turn browsers into booked clients!
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Because good content gets attention. Great strategy gets results.
Book a free discovery call to get started.