How to Use Instagram to Grow Your Spa’s Brand


I am the last person on earth to tell you that you need to be on every social media platform to spread the word about your business. In fact, you shouldn’t be; otherwise, you’re doomed.

Well, at least your time and energy will be doomed because there’s no way you can be all-in on every platform straight out of the gate. You’re much better off focusing your energy on growing an incredible presence on one to two platforms rather than a mediocre presence on five platforms.

But before I get into the details, I want to share a little secret with you… I didn’t even use social media for my personal life before I started AddoAesthetics.

Yes, I had a Facebook account, but I was one of those people who would just scroll through the feed to stay up to date with everyone. No real engagement or posting.

But then I started my business, and whether you’re a fan of social media or not, in today’s world if you have a business, you need to be on social.

I’m telling you this because you might be feeling way in over your head about using social media for business, especially if you don’t use it a lot in your personal life. But, if you want to grow your brand, you have to get more savvy with social media, and if I can do it, you can do it.

Now, when I first set out to grow my brand using social media, the first thing I needed to do was figure out who my ideal client was and where they hung out the most online.

For my audience, that was Facebook, so I put my energy and attention into creating a strategy for my Facebook business page in addition to creating the Aestheticians Connect Facebook Group. I figured the Facebook group would allow for easier interaction with aestheticians across the globe, and I could regularly provide them with value information, resources, and discussion. 

And even though my primary focus was, and continues to be, Facebook, I also set up accounts for Twitter, Pinterest, and Instagram. I did this because even though I never put much energy into the content, I wanted to have my brand name reserved on all the major platforms in case I did want to use them down the line.

Well, after about a year of focusing all my time and energy into growing my Facebook presence, that time to branch out had come. I was ready to connect with my audience in a new way and on a platform where I could use a slightly different style of content.

Enter Instagram.

Over the past two months, I’ve been using Instagram to share a little more behind-the-scenes of my life and my business, and I love it. On Instagram, I can get much more personal than I do on my Facebook business page and it’s been so fun connecting with people on a highly visual platform. (Click HERE to follow me on Instagram!)

Instagram has quickly grown to be the second-leading social media platform (Facebook owns Instagram, so that’s no surprise), so you might be thinking Instagram would be a good place for you to be, too. If that’s the case, here’s how to get started:

First, you'll want to begin with the end in mind. What’s your goal for posting on Instagram? What do you hope will come of the time and energy you spend there? 

I think it’s fairly safe to assume that you are or would be using Instagram to build relationships with your current clients and to attract new clients in the door, but it’s important to think about that objective because if you don’t, you’ll lose sight of the purpose of what you’re posting.

Then, you’ll want to map out a clear strategy for the types of posts you’re going to share, and remember, they need to be things your audience would find intriguing or informing.

Of course, the type content that you’ll want to share will vary from spa to spa and will heavily depend on your individual audience, so there’s no one-size-fits-all strategy. But, there are a few types of content that almost every spa can leverage successfully, and these are excellent ways to get the ball rolling:

1.) Show before and afters - Who doesn’t love to see a beautiful transformation? It’s a fantastic way for clients to see what is possible for themselves and also position yourself as an expert.

2.) Challenges - Create a challenge on Instagram to increase engagement and get people in the door. For example, create a challenge where the winner gets a free service.

3.) Get personal - Now, take that with a grain of salt because you always want all client communication to remain professional. However, sharing some pictures of your favorite homecare products or even a beach pic with you applying your sunscreen is an excellent way to connect with your clients. The key to getting personal is keeping the post relatable to your audience and on-topic with your professional pursuits, but showing your life in a more personal setting. Think more behind-the-scenes personal rather than airing-your-dirty-laundry personal.

So now that you've got some ideas to start, I want to join in on the fun with you! Plus, you know I like to practice what I preach, so I’ve decided to create a 3-day challenge on Instagram, and the winner is going to receive a 3-month pass to The Aesthetic Experts Club

Sound fun?  Here’s how the challenge will work:

First, follow me on Instagram HERE and like the picture below. 

Next, tag a friend in the comments section of the post. Each person you tag will count as an entry into the drawing.  My team and I will choose a random winner on Thursday, September 8th and notify you via Instagram. :)

Easy as pie! See you on Instagram!