“ Use your social media presence as a tool to educate your following in the same way you would educate your client .” platforms such as Instagram and TikTok to research the newest beauty products and treatments . Let ’ s pull some stats : A research study conducted by Harvard Business School in 2022 found that 62 % of women follow beauty influencers on social media . Another says that 65 % of young people use social media as a research tool before buying a product . I guess we can forget reading a review now it ’ s all about those online videos , hence the “ TikTok made me buy it ” trend . Recently my 60-year-old client told me she bought a Vitamin C product – she didn ’ t remember the brand - because “ TikTok made her buy it .” What !?!? This was a huge wake-up call for me ! It is not only teenagers searching beauty trends on social media - it is just about everyone ! If I haven ’ t convinced you yet on the importance of a social media presence , here is a huge stat to know : According to Statista , skincare is the dominant segment of the beauty industry with 42 % of the market share . Skincare has more beauty industry market share than hair care ( 22 %) and make-up ( 18 %) combined .
For those of us who have not chosen to be in front of a camera as a career , allow me to give you a little tip . This is the tip I tell the young aestheticians that I mentor , especially the ones that don ’ t like “ selling .” Here is what I say : Use your social media presence as a tool to educate your following in the same way you would educate your client . This is your WHY . Think of it like you are talking to one person , just like when you do it in your treatment room . In your treatment room , you are there to serve your clients ’ needs , to teach them about their skin . Have this intent or goal in every post or video you put out there . If you show up in an authentic way like you do when you are with your client one-on-one , I guarantee you it ’ s going to be ok . It doesn ’ t have to be perfect . Speak the truth ; you are the expert . Show them you are way more qualified to be recommending the products than a celebrity . YES , the “ beauty influencer ” should be YOU !
Being an aesthetician is great . We can create a very fulfilling career for ourselves , but it ’ s not easy to build a clientele . Social media is here to stay . So , let ’ s take full advantage of what can be a powerful tool to build our business and create a connection and community that goes way beyond our treatment rooms .
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