The rules of social media marketing are constantly changing. It’s hard for even top marketers to keep up with rapid changes. Simply knowing the difference between good advice and rumors takes a lot of experience and discernment.

So what’s the best way to succeed on social media in 2022? More importantly, what are the best digital marketing strategies for an aesthetic medical practice? This detail is absolutely essential, as recommendations vary between personal brands, products, and businesses that cater to a much wider audience.

Our Top Tips for Social Media Success in 2022

social media icons on mobile phone screen

Post More Stories on Instagram and Facebook

At least 3 stories in a 24 hour period are enough to ensure your brand stays top of mind with your followers. That’s because your stories show up right at the top of the app window, putting it front and center for your audience.

There are easy and complex ways to accomplish this, so here are some tips:

  1. Share your post from yesterday to today’s stories.
  2. Repost a reel you think your audience will enjoy, even if it’s not yours
  3. Post a story created by one of your vendors
  4. Create your own story — a video, poll, question of the day, quick skincare tip, or just anything that doesn’t belong as a regular post.

Go Live More Frequently

It’s difficult to do consistently when you have a full schedule, and not everyone is comfortable on video (especially live video), but we recommend you give it a try. Going live can help you reach a wider audience and ensure your current followers see your content regularly.

Stuck on what to do on your live video? Here are some ideas:facebook live

  1. Show off your practice with a guided tour
  2. Talk about a new product or treatment
  3. Answer frequently asked questions you receive in your practice or in your comment section

These are also great ideas for pre-recorded videos you can post in your stories or on your social pages. The best videos can also be uploaded to YouTube and embedded on your website.

Personalize Your Social Media Posts

Posting vendor assets is okay but do it wisely. Modify vendor images using graphics tools like Canva to add your own branding. If possible, consider creating your own, more unique designs using your branding and vendor assets. Even better, just take photos of your products in your practice for use instead of relying on vendor assets at all.

At the end of the day, the best social media marketing posts are yours and yours alone, but personalized vendor assets are better than just resharing their posts without modification.

Don’t Discount Facebook Just Yet

Despite speculation, Facebook is not dead, and your target demographic is absolutely still actively using it. The trick is to use all of the tools at your disposal, including stories and Facebook Live. Frequent posting is out, but boosting your posts when you need to reach a wider audience is still recommended.

What Should You Avoid in 2022?

TikTok video recording dance trendStop chasing trends. If you have an in-house marketing team that can jump on trends the moment they drop, then go for it. Most practices don’t have those kinds of resources. Instead of chasing every trend, work toward delivering value to your followers and showing them why they should choose you over your competitors. A trendy TikTok dance isn’t going to win you business; your unique style, voice, and value will draw in the right clientele to your social media accounts.

Don’t neglect other digital marketing opportunities. Social media is a tool to help you grow, but you always need to work on your website and grow your email list. You own and control both, but you don’t have a say in whether or not a social network disappears tomorrow. Use your audience growth on social media to grow your email list and drive traffic to your website.

Don’t leave your social media marketing to just any staff member. We encourage you to involve your entire staff in assisting with marketing efforts (taking photos and recording videos); however, a winning strategy requires a digital marketing expert. Your providers and staff are busy running your practice and assisting patients during the day; building a successful marketing strategy requires an additional, dedicated staff member, freelancer, and/or agency working with the rest of your team to create and deliver amazing content.

Contact Our Team of Aesthetic Medical Marketing Experts

Our team of talented marketers at Total Social Solutions are experts in social media marketing for plastic surgeons, dermatologists, medical spas, and more. Contact us for more information, schedule a discovery call, and find out how we can help you level up your digital marketing.


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