In recent years, the world has seen a drastic shift in the demographics of those seeking plastic surgery and non-surgical cosmetic treatments like Botox and fillers. The younger generation, notably Generation Z, is increasingly turning to these procedures, and there’s no denying the enormous role plastic surgery social media plays in this trend.
Studies Show Plastic Surgery Social Media’s Impact on Youth
According to multiple studies, including a peer-reviewed study by the National Institute’s of Health (NIH), “A Study of Plastic Surgery Trends With the Rise of Instagram,” the demand for cosmetic surgery and injectables among the younger generation is growing at an unprecedented rate. Surprisingly, the American Society of Plastic Surgeons reported that a whopping 30% of plastic surgeons have experienced double the business compared to pre-pandemic levels, though millennials constitute the majority of these patients.
Similarly, the American Academy of Facial Plastic and Reconstructive Surgery found that nearly three-quarters of facial plastic surgeons cited increases in requests for cosmetic surgery or injectables from patients under 30 years old. Generation Z, in particular, is actively seeking early preventative treatments such as Botox to maintain skin vitality and look their best during special occasions, weddings being a common example.
Pros and Cons of Plastic Surgery Social Media Marketing
The stigma that once surrounded these procedures is steadily fading. The contemporary narrative sees people happily sharing their plastic surgery journeys on social media, showing off their natural-looking results and discussing their smooth recovery processes.
A study by the American Society of Plastic Surgeons revealed that almost half of patients admitted that their decision to pursue surgery was, to some extent, influenced by plastic surgery social media. This raises questions about the impact of social media on body image and self-perception. Indeed, frequent exposure to digitally perfected images can lead to unrealistic body expectations, self-judgment, and a heightened concern with appearance. Terms like “Snapchat Dysmorphia” may be dismissed as myths, but the desire to look better in selfies is undeniably on the rise.
However, many plastic surgeons and other aesthetic medical providers have made it their mission to ensure that their social media content presents realistic results, sets expectations, busts myths, and encourages self-love and self-care. These providers know that doing this benefits their patients and their practices.
Should Aesthetic Practices Target Gen Z, though?
Within the context of the health and wellness trend that’s popular among millennial and Gen Z populations, plastic surgery is seen as another avenue for self-care and self-improvement. This aligns with the generation’s associated practices of regular fitness routines, healthy eating habits, and general self-care commitments.
However, concerns arise regarding this trend’s potential implications. The younger generations, especially Gen Z, are still developing physically and emotionally, and some procedures can have permanent effects. As such, the rise of cosmetic procedures in this demographic requires ongoing attention and research to ensure that the line between self-enhancement and self-detriment is not crossed.
The Best Approach to Digital Marketing in Aesthetic Medicine
Plastic surgery social media’s power to influence, coupled with the diminishing stigma around plastic surgery, seems to be driving the surge in Gen Z’s interest in cosmetic procedures. While it is empowering to have control over one’s physical appearance, it’s crucial to remember that mental well-being is just as important and to promote a balanced view of beauty, both online and offline.
You want to work with experts in aesthetic medical marketing to help you and your team promote your services while keeping in mind your mission and vision in addition to avoiding common pitfalls found in plastic surgery social media marketing that inadvertently target patients who are too young and impressionable or patients who are not good candidates for services due to body dysmorphia and other mental health concerns.
Help for Plastic Surgery Social Media is Here
Our team at Total Social Solutions has over a decade of experience providing social media marketing services for aesthetic medical practices across the country. We work with plastic surgeons, dermatologists, facial plastic surgeons, medical spas, and more, providing a customized approach to social media content that brings your unique voice, mission, and vision to life. Contact us today for help with your social media presence.