Best in Beauty
Summer is the season for laid-back energy—but when it comes to your spa’s social media, it’s also a prime time to stay active, visible, and strategic. With more people thinking about skincare before vacations, after beach days, or during seasonal resets, this is your moment to lead the conversation with content that commands attention and inspires action
The key? Mixing playful, scroll-worthy posts with smart promotional content that highlights your services and retail offerings. A strategy that engages, educates, and entertains can be the difference that brings clients through your doors.
A thoughtful summer social strategy isn’t just a nice-to-have. In practice, it’s a way to keep your business top-of-mind during a season when skincare is already front and center for your clients. Between vacations, outdoor events, weddings, and long days in the sun, people are thinking about their skin more often and actively looking for preventative care and solutions.
That makes summer the perfect time to show up to social media with content that speaks directly to their seasonal needs.
This summer, bring a little extra energy to your content! But remember: being vibrant doesn’t have to mean off-brand. You can keep things playful and eye-catching while staying true to your spa’s personality and visual style.
You don’t need to reinvent your entire feed for summer, but adding small, intentional touches can freshen up your presence and help your content feel fun and relevant.
For all its benefits, summer is also the season of SPF, sweat, and sun damage. You don’t need to be a downer on social media, but it’s totally fair (and smart) to remind your clients to give their skin some extra love and recovery after everything it’s been through.
Product pairings are key here, too. For every warning against sun damage and UV rays, suggest a formula that can help. These can be products that are both used in your treatment rooms and at-home by clients, so your content supports both service and retail.
If you can showcase products and services that your clients didn’t even realize they needed until now, that’s a huge win! The Ultraceuticals Face & Body Recovery Cream, for example, is a great formula to promote as a new go-to for post-sun hydration and barrier repair, making it a perfect feature in any recovery-focused content.
Those ideas included above? They can easily be executed as static image posts on your Instagram feed, but might pack an even better punch as short-form video content.
The numbers back it up, too. A staggering 81% of consumers say short-form video is the most engaging type of content on social media (according to Sprout Social). That’s video content under 30 seconds—quick to watch, but powerful enough to spark connection and drive results.
When building your spa’s social media calendar, ask yourself the question: what kind of stories can I tell about my spa in 30 seconds or less? Again, it’s all about balance here—between content that’s engaging, entertaining, and educating. Here are a few ideas to get you started:
Video is an especially effective format for talking through key updates to new items or formulas in a way that’s engaging and easy to understand. An Instagram Reel that concisely communicates key features of Ultraceuticals’ new Ultra Brightening Serum formula, for example, would make an excellent candidate for this strategy.
Some of the best content on social media doesn’t just talk at audiences, but brings them into the conversation. That’s the beauty of these platforms: they’re built for connection.
When you open up a conversation, even in small ways, your clients are more likely to engage, remember you, and come back for more. This strategy also doubles as a low-key form of market research, giving you valuable insight into what your clients care about. In other words: it’s feedback that could help you create more effective promotions, treatment options, and events.
These small moments of interaction go a long way in making your followers feel like they’re part of something—not just watching from the outside. That’s a strategy worth carrying with you past the summer and throughout the rest of the year.
Maybe one of the most important pieces of advice you’ll find here: summer is short, so don’t forget to enjoy it. Approach the season as an opportunity to try new ideas, share what you love, and let your passion for skincare and your clients shine through!
Just remember to stay consistent, stay true to your brand, and make it easy for clients to see why your spa should be their go-to all season long.
If you need help leveling up your summer service menu along the way, get in touch! We’re here to help you meet your goals with advanced tools and solutions tailored to your spa’s success.
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