running social media for a med spa 101

Most med spas struggle with social media (and it’s not because they aren’t posting consistently)
It’s because they’re posting the wrong things.

Too many med spas, either:
Post endless promotions that followers scroll right past, or

Chase trends that get views but no bookings.

Neither approach builds trust. And without trust, views don’t convert into clients.

So, how do you fix it?
Here’s how I’d run social media for a med spa that actually wants to grow:

1. Relationship-Building Content

Social media isn’t just about marketing, it’s about building a community that drives off connection.

Show your personality. Introduce your team. Share moments that make your med spa human and relatable. Use trends strategically — not for virality, but to make your brand more approachable and trustworthy.

When people feel connected to you, they stop seeing you as just another business and start seeing you as their med spa.

Example:
Instead of “20% off Botox this week,” hire a UGC creator and make a  “Here’s what to expect during your first Botox appointment — from someone who was nervous, too.” Video

2. Educational Content

Lack of knowledge about a treatment creates skepticism, which poses as a barrier for potential clients. This is especially true if the treatment is a big buzzword on social media.

Use your content to educate and empower potential clients: Explain how each treatment works

• Share before-and-afters with context

• Answer FAQs and bust common myths

• Show behind-the-scenes clips from procedures

When you lead with education, you position your med spa as the expert. And trust is what ultimately drives bookings.

Example:
Create a short Reel explaining, “The difference between microneedling and RF microneedling — and which one’s right for you.”

Or post an “ask us anything” on your story and turn those questions into video topics.

3. Strategic Repurposing

You don’t need to post every day; you just need to be smart about what you post.

Take one strong piece of content, like a client testimonial, treatment explanation, or skincare tip, and repurpose it across multiple formats:

• Turn it into a Reel for reach

• Break it into a carousel for education

• Share a quote or clip on your Stories for engagement

This approach helps you stay visible without burning out, so you can focus on running your business instead of chasing trends.

Example:

You notice a video about “How to Prep for Your First Hydrafacial” is bringing in more traffic to your website. This video can become:

A 30-second Reel

A carousel with 5 prep tips

A story Q&A on treatment do’s and don’ts

The Bottom Line

Your social media shouldn’t drain your time or feel like a chore; it should be a tool that helps you grow your med spa.

When you focus on content that builds relationships, educates your audience, and gets repurposed strategically, you’ll start seeing real, consistent growth.

Because the truth is, great content doesn’t just get likes.
It gets clients.