Try short videos to build curiosity, get views, and make you stand out as a skin expert.
If you are an esthetician looking to grow your client base and show off your skills, this Marketing for Estheticians tip is for you. Film 15-second “What This Does” clips during treatments and watch your content work for you.
Why These Tiny Clips Are a Big Deal
Over the past few years, our attention spans have shrunk due to constant scrolling, short-form content, and endless digital distractions.
Short videos grab attention fast. Clients want to know what you’re doing (and why). These clips explain things simply and help people feel more comfortable booking with you.
Instead of just showing a steamer or serum, say something like, “This step helps open pores before we do extractions.” Use your own voice if you’re comfortable. It helps people feel like they know you.
My spa already does social media—why should I build my own?
1. Build a Brand That Moves With You
Because your personal brand is the one thing that will follow you wherever your career takes you. Whether you’re just starting out, growing your career at your current spa, planning to go independent one day, or dreaming of opening your own business, building your online presence early gives you a head start. When clients search for services, you want them to find—and choose—you.
2. Be Seen, Be Booked
These days, most clients make their booking decisions online—so the more visible and findable you are, the stronger your personal esthetician brand becomes. Being findable means keeping your account active and engaging, which tells the algorithm to push your content to more potential clients.
3. Boost the Biz—And Your Reputation In It
It also reflects positively on you in your current role. Sharing content, engaging with your spa’s posts, or tagging the business can boost visibility for both accounts (hello, algorithm love!). Plus, showing that you contribute to the spa’s online presence can earn you major bonus points in interviews or performance reviews. Bottom line? It’s not just social—it’s strategic.
Understanding the Decision-Making Journey
Capturing interest and attention is important to create a touchpoint (a moment of interaction with you as a service provider personal brand). Research shows that it often takes 7–10 touchpoints in a purchase decision journey before someone is ready to make a booking. This isn’t something we consciously register or count; it’s simply how the psychology of human decision-making unfolds.
Depending on where a follower is in the decision journey for your service, an educational clip could be a memorable first touchpoint or key turning point.
Plus, clients are more likely to rebook when they feel like they “get it.”
Keep It Simple and Real
The best clips are filmed while you’re already working. No need for a big production. Use your phone, speak clearly (or do a voiceover), and keep it short. These 15 seconds should be clear, confident, and helpful.
Here’s how to make it work:
- Film vertically so it fits Reels and Stories (think of getting a phone stand with a ring light).
- Use on-screen captions (many people scroll with no sound)
- Keep your words friendly and simple
- Focus on one step at a time
Example: “This aloe mask cools the skin and reduces redness after the peel.”
Marketing for Estheticians: Use Your Clips Everywhere
Now that you’ve got content, don’t let it go to waste! These clips can be used in:
- Reels (hello, algorithm boost)
- Stories (with a poll or question sticker to increase views)
- Highlights (make a “What This Does” folder)
- TikTok (with trending audio if you’re up for it)
The more places your content lives, the more people will find you—and book with you.
Creating content doesn’t have to be stressful or fake. When you film 15-second “What This Does” clips, you’re making marketing feel natural. You’re also educating your followers and giving them a reason to trust you with their skin.
Start small. Try one clip during your next treatment. Add a voiceover or a quick caption.
Before you know it, you’ll have a highlight full of proof that you know your stuff—and clients who can’t wait to book.
Information related to beauty education and/or industry best practices can change at any time due to evolving trends, consumer behaviour, and local rules. If you plan to offer beauty services professionally, always check the regulations specific to your location in Canada.
Super useful and necessary. Nowadays, visibility and influence on social media are the main factors that lead people to trust and make a purchase.