Social Studies | Dermascope Magazine

SOCIAL STUDIES

In an industry where professionals spend the majority of workhours focused on their clients in a treatment room and disconnected from technology, the term social media can feel overwhelming, seeming like a full-time job on its own. Many people start social media accounts and end up dropping off after only a few posts because it feels too daunting to maintain. Others may not even start because there are so many platforms and features and starting can be a struggle best saved for another day. However, as any savvy business professional would share, social media has its place in business, and its powerful benefits are worth utilizing.

by Lauren Snow, licensed aesthetician

Chances are most beauty professionals got into this industry because they love connecting with people intimately by offering healing hands and the power of the human touch. Social media is important because it too allows personal connections with people, many of whom professionals otherwise might not have the chance to connect with. It is a way to share information, engage in conversations, and build

IDENTIFYING GOALS

Goals should dictate one’s efforts with social media. Is the goal to simply have an online presence? Is it to start a cult-like following as a skin care expert for the masses? Either can be accomplished. Once goals are determined, it is time to decide where and how much time to spend on social media. Keep in mind that simply establishing an online presence requires regular posting,

time. If the service provider is seeking either Gen Y or Gen Z clients, note that they are the first generations born into a world that only knows life with technology. Thus, they are early adapters and more likely to be found on trendier (and newer) social platforms like TikTok, Snapchat, YouTube, Instagram, and BeReal.

Conversely, suppose the business’s clientele is generally older, and the business focuses on antiaging treat-

relationships that can result in new clients, existing client loyalty, and increased income and profits.

To get more active on social media and get ahead, there are a few simple solutions that can increase brand awareness and client engagement by identifying where to dedicate time and how to do it effectively.

but it does not require daily efforts if scheduled strategically.

DIFFERENT STROKES

To determine where time can be best spent, the ideal client must be considered. This determines the target audience and establishes where the potential client base spends their

ments. In that case, ideal clients will likely spend most of their time on social platforms like Facebook and Instagram.

Each platform offers different things to users and are utilized for different purposes. Those on Facebook, for example, are likely there to keep up with friends and colleagues and do not mind reading posts with long text.

“SOCIAL MEDIA IS IMPORTANT BECAUSE IT TOO ALLOWS PERSONAL CONNECTIONS WITH PEOPLE, MANY OF WHOM PROFESSIONALS OTHERWISE MIGHT NOT HAVE THE CHANCE TO CONNECT WITH.”

SOCIAL SHOPPING

Facebook and Instagram have made it easy for businesses to establish themselves. This has caused consumers to view these channels as an extension of the business. According to a survey completed by Hootsuite, most people use Instagram and Facebook to follow or research brands and products. This means when a potential client is considering a spa business, they will likely look for its website, review its social media, and ultimately decide to follow the business to receive updates. When this happens, it begins a unique sales cycle where the potential client has essentially opted to join the business’s inner circle. These are the best types of followers and the ones a business should strive for.

TikTok, on the other hand, is often used for a quick laugh and for sharing viral trends. Contrary to Facebook posts, many posts on TikTok do not have text at all. Some businesses have jumped aboard the TikTok train and use it to participate in viral trends. Still, it is mainly used as an auxiliary platform, not a primary driver, as it has yet to become a dependable place to learn information about a brand because people view the content as mostly entertainment.

This situation leaves the business owner with a conundrum if their ideal clientele is younger and on many newer platforms. Instagram is a good starting point as it supports businesses, appeals to the younger generations, and continues to grow, reaching two billion monthly active users in 2021.1

GUIDE TO POSTS

Because there are so many different platforms, there are many ways to engage with people. It is important to understand social media content terminology to create the right content.

Posts: This term is an allinclusive term describing all items below, but it is also its own category, which usually includes informative text and a complementary image or graphic for attention.

Carousels: Themed images or videos with up to 10 images. In skin care, they can be used to outline skin conditions, show treatment progression, or highlight any educational content.

Memes: Funny or appealing images or text characterized by humor and relatability. In skin care, they can be used to make light of

funny things clients do. A quick google search for skin care memes will get creative juices flowing.

Stories: A series of graphics, images, or videos that tell a narrative together. In skin care, they can be used to show behind the scenes activities, poll viewers, share current posts, and announce updates.

Reels: Short, recorded, and edited (usually) multi-clip videos with music effects and text. In skin care, these can show the application or use of a particular product, cover quick questions, or highlight a service.

Videos: A longer recorded clip, usually a tutorial, explanation video, or promotional video. In skin care, videos are great for showcasing one’s personality or authentic self in a fun way.

Live: A live stream of a person talking or an event happening in real-time. In skin care, they can be used to welcome clients into the spa and talk about current promotions. They can also be used to engage viewers through a live Q&A session.

For beginner and intermediate social media users, text and photograph posts, carousels, and videos are the best place to start. As with any new skill, it is important to focus on forward movement and not get paralyzed by the desire for perfection. This applies to creating content for social media.

Learn to accept posts that are not perfect and remember that posting routinely is much more effective than trying make one perfect post. It is a learning process that requires consistent practice.

SCHEDULING SOCIALS

Scheduling posts in advance is one of the best ways to manage time. Consider setting aside a few hours each week to plan, create, and schedule promotions and content. Once comfortable, try planning and scheduling for longer periods.

Remember, scheduling posts ensures content is regularly posted for the business. That does not mean things cannot be switched around, posted in between scheduled posts, or changed. Scheduling posts allows planning, measuring, and publishing content to multiple platforms and at different times for maximum reach. Many companies offer scheduling solutions and aim to help businesses be more successful in their efforts, so they are always on top of the latest trends and changes, which means users are too.

METRICS MATTER

The easiest way to find out what a target audience enjoys is through trial and error. Different types of content, formats, and times can be tested until a trend of what clients like to see from them is identified. Social media management tools can help interpret the data and calculate which times are best to post on which platform, depending on when clients are most active and likely to engage. The scheduling company can pull these analytics and make it easier for testing, tweaking, and optimizing.

Social media metrics are the data points that help individuals analyze how their posts and efforts are doing on a social media platform. The metrics for tracking social media posts allow almost every detail to be analyzed, including how many people see or engage with a post. The most important metrics are ones that analyze engagement and reach because they offer more insight into what a business’s audience likes and wants more of.

Engagement identifies the number of people who interact with a particular post or page. This includes comments, likes, or shares. Reach identifies the number of people who see the content, even if they do not interact with it. Pay attention to

reach because although people may not “like” a post, they still see them, which is often just as important.

A click-through rate (CTR) is a good measurement of how well posts encourage a particular behavior when the post has a link or call to action. Followers could be directed to book an appointment, read a blog post, purchase something, or access any additional content. This communicates whether people thought the content was compelling and wanted to know more information.

Measuring follower count can be an easy metric to obsess over. However, it is better to have an engaged audience of brand-loyal followers that want to see the business’s content than 10,000 followers that do not know who the brand is. In this case, quality over quantity always wins.

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ALGORITHM

Much like a unicorn, an algorithm is something most people hear about but never see in real-life. That is because algorithms, or the sneaky process of handpicking the information a user sees, is a complex, elusive, and ever-changing sequence that platforms use to put information in front of users. Their primary goal is to make the user stay on the app longer by delivering content they will find interesting or relevant.

The primary identifiers favor each user’s interest. When the algorithm puts content in someone’s newsfeed, it considers how likely that person is to comment, like, save, spend time, or tap on a profile.

The likelihood of coming up in algorithms can be increased by

engaging with followers who like, comment, and share one’s content. Consistently posting, using keywords that users might search for, plus using images and graphics that are highquality also increase success.

CREATING CONTENT

Speaking of high-quality graphics, beauty professionals might be wondering how some businesses create gorgeous posts without having a ton of resources. This is doable for almost anyone. Using a graphic design and content creation tool helps users with little-to-no experience create beautiful graphics and images through ready-made templates, guides, and tutorials. A business can upload its logo and make social

media posts, videos, presentations, and more.

Work in Batches

What is more productive: going to the grocery store for items every day or mapping out one’s week of meals and purchasing all the items at once? Apply this to social media too, where instead of scrambling to think of the perfect caption every time a post goes out, create a batch of them in one sitting. Batching is a productivity technique that helps prioritize the right messaging while allowing more time for other priorities.

Content Pillars

Creating and planning content does not feel as overwhelming when following a simple formula. For example, on Mondays something educational could be posted, Tuesdays

could highlight a business promotion, Wednesdays could be entertainment, and so on. Some common content pillars include educational, promotional, relatable or entertainment, engagement, and community-building posts.

If professionals only post promotional posts, their engagement rate will suffer compared to if they varied their messaging to educational or conversational posts. Every successful marketer will say that when it comes to promoting a business, focus on addressing clients’ interests and pain points. Then, sprinkle in products and services sparingly.

Reference

1. Hutchinson, A. (2022, December 28). Instagram chief outlines key areas of focus for the app in 2023. Social Media Today. Retrieved January 10, 2023, from https://www.socialmediatoday.com/news/instagram-chief-outlines-key-areas-offocus-for-the-app-in-2023/639474/

Lauren Snow is the director of brand management and communications for Circadia. She also leads the global organization’s communications, developing and implementing internal and external strategies to promote Circadia’s overall identity and mission to further position itself as the global leader in skin care innovation. As a skilled licensed aesthetician and spa marketing expert, Snow has landed coverage in consumer publications such as The Chicago Tribune, Good Housekeeping, and FitFabFun. Her contributions are also regularly featured in industry trade magazines such as ASCP’s Skin Deep, Les Nouvelles Esthetique, and DERMASCOPE Magazine. Snow also currently serves on the board at Be The Reason Charities, a nonprofit organization for marginalized women and children.