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.
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.
What Level Should You Write Toward?
A good rule of thumb: grade 7–8 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 7–8 Reading Level?
Most adults naturally read and process at a grade 7–8 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.
- Always edit for brand voice — AI gives you a draft, but your tone makes it yours.
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Don’t be impressed by fancy-sounding sentences. Keep it simple and readable (aim for grade 7–8 level).
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Front-load the benefit: lead with what’s in it for the reader.
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.
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