Trends in beauty marketing move fast — one day it’s carousels, the next it’s Reels — but here’s one thing that’s holding steady right now: on-screen captions are read way more than post captions. Yep, even if your written caption is gold, your video text is what most clients actually see.
About On-Screen Captions
As video content becomes more and more popular, it is important to remember that up to 85% of people watch social media videos with the sound off.
Most people are scrolling in shared spaces throughout their day. If they cannot quickly understand what your video is about, they will scroll right past.
Eye-catching on-screen captions do a lot of the work for you. They grab attention, deliver your message instantly, and keep viewers engaged even without sound.
We Know You Know Your Stuff
As an esthetician, you’ve studied, trained, practiced — you know your info inside and out. But here’s the question: how do you break all that technical knowledge down so it’s accessible to anyone?
Think about it:
- Instead of: “Our manicure nourishes and hydrates the cuticle area for improved nail growth.”
Try: “This manicure softens dry cuticles and helps your nails grow healthier.”
- Instead of: “This mask provides hydration at a cellular level to restore barrier function.”
Try: “This mask gives your skin a big drink of water so it feels soft and calm.”
Captions should be quick and simple to catch attention in seconds, while a website can sound more polished and detailed since clients expect to spend more time there.
The 6 Rules of an Eye-Catching Caption
1. One Post = One Point
Do not try to say everything. Pick one clear message and stick to it. If your caption needs lots of explaining, it is doing too much.
2. Write Like Your Client, Not Your Industry
If you were not an esthetician, would you understand this?
Say “clearing dead skin cells,” not “keratolytic exfoliation.”
3. Keep It Easy to Read (Think middle school level)
Short sentences. Simple words. Clean structure.
If it feels effortless to read, it will perform better.
4. Lead with a Hook That Stops the Scroll
Your first line should make someone pause.
Think: call-out, problem, or bold statement.
5. Show the Result (and a Simple Why)
Tell them what they get, and briefly why it works.
e.g. Clearer skin because it targets acne-causing bacteria.
6. Always Tell Them What to Do Next (Call To Action)
Never leave people hanging.
Book it. Tap the link. Send a DM.
If there is no next step, there is no conversion.
What Level Should You Write Toward?
A good rule of thumb: grade 6–8 reading level. That doesn’t mean “dumbing it down” — it means trimming jargon so your words land with clarity and confidence.
Most people just want to know: “What does it do for me? Does it hurt? How soon will I see results?” If you can answer those in plain language, you’re already ahead.
Why Not Write Beyond a Grade 6–8 Reading Level?
Most adults naturally read and process at a grade 6–8 level because that’s the point where basic vocabulary, sentence structure, and comprehension plateau for everyday use — it’s enough for work, media, and daily life.
Basically, unless someone is in a profession that demands lots of reading, people tend to default to that middle-school level for speed and comfort.
Quick Tips for Captions That Work
- Keep it short: one clear point per clip.
- Front-load benefits: start with “clear, glowing skin” instead of “reduced sebum production.”
- Make it skimmable: clients should get the idea even if the sound is off.
- Add personality: you’re not a textbook — you’re their esthetician.
- Check your spelling: Not sure? Just check. Spelling mistakes can damage your credibility. Yes, people notice.
Using AI for captions? Here are some best practices:
- Check for accuracy — don’t let AI “wing it.” It gets facts wrong more often than you’d think.
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Don’t be impressed by fancy-sounding sentences. Keep it simple and readable (aim for grade 6–8 level).
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Front-load the benefit: lead with what’s in it for the reader.
- Always edit for brand voice — AI gives you a draft, but your tone makes it yours:
Our brains are getting faster at spotting AI-generated content, especially captions. As AI improves, so does our ability to recognize it—because we are constantly consuming content and using these tools ourselves.
The more people use AI, the easier it becomes to notice when something feels generic or not quite human.
So do not skip the final step: edit for voice and tone. Make it sound like you.
Bottom line: Your expertise is valuable, but your captions are your translator. When clients get what you’re saying right away, they’re more likely to book, share, and trust you.
READ MORE: Create a Before & After Photo Folder: Your Secret Social Weapon
Good to Know: Consumer behaviour and marketing trends change quickly. Strategies that worked even a few months or years ago may no longer be best practice. When learning or researching, always check publication dates to ensure you are using current information.