Best in Beauty
Ready to build deeper connections with your clients? Learn more about using social media to build a loyal client base and grow your spa’s online community.
Before jumping headfirst into social media trends or rolling out complex multi-channel campaigns to grab your audience’s attention, we recommend starting with the basics. Take the time to build a solid foundation for your spa’s social media presence. That foundation starts with consistency.
Often considered the cornerstone to an effective social media strategy, a consistent posting schedule is a crucial first step toward building an engaged, growing digital audience for a couple of key reasons:
To stick to a schedule that works for your spa, create a social media calendar that aligns with your goal posting cadence. A calendar is also a great tool for ensuring your team is planning ahead, with ample opportunity to create memorable promotions for key shopping holidays.
The most effective social media calendars not only outline frequency and post schedule, but also feature content categories. Label or color-code your content calendar based on key content categories to expand, diversify, and balance your content strategy. These categories could be spa service spotlights, seasonal promotions, limited-time discounts, and educational posts—more on that next!
When choosing a spa, your clients want a business they can trust with the utmost confidence.
The quality of your spa services will speak for themselves, but bringing your expertise to social media will help get clients through the door—and keep them returning for more.
When creating your social media calendar, ask yourself and your team: how can we show how much we know? Flexing your expertise as spa professionals is effective for building trust with clients both new and existing. It also positions your spa’s social media channels as a truly valuable, credible source of beauty and wellness information.
Our advice: go with what you know and share it with authority.
Use real encounters with clients as inspiration for posts across your spa’s social channels. What insights do you provide to your clients? What questions do they have for you during their treatment? Package up these pieces of knowledge into easy-to-read (or easy-to-watch!) social media posts and share them with your community.
Prioritizing educational content year-round is also an easy way to keep your content timely. During the cold winter months, share tips and tricks for combatting dry, scaly skin. In the summer, let your community know how they can prevent breakouts caused by sweating in the hot sun and protect against UV rays. Arm your community with helpful insights and demonstrate a genuine commitment to improving the well-being of your audience.
Establishing your spa as a trustworthy voice of reason is crucial to building an engaged digital audience. But a successful social media strategy isn’t always about sharing. It’s also about listening.
At your spa, you service your clients with respect. You thank them for their feedback, answer their questions, and make their experience at your spa seamless, relaxed, and memorable. Take the same energy that your clients appreciate at your spa and bring it to social media.
When clients leave comments or send messages with feedback or questions, show them that you’re listening. Comment back, reply to their messages, and let them know that they’re being heard.
This is especially important when the feedback provided isn’t 100% positive. Every negative comment or message is a chance to respond with grace, winning back any unsatisfied clients and showing other social media users that your spa is willing to right any potential wrongs.
Remember: a brand that listens and responds is what brings social media followers from just an audience to an engaged, active community.
Treating your social media presence as an extension of your spa can also go beyond client interactions. Thanks to highly visual platforms like Instagram and TikTok, spas can create digital presences that bring clients into their space long before their first visit.
A spa’s atmosphere and visual aesthetic are so vital to the overall experience it provides. Revealing that ambiance through well-curated visuals can hint at what digital users can expect during their first trip to the spa. Share photos of your location that reveal the atmosphere you’ve created, creating a feed that feels like a true digital representation of your space.
Did you know that at least 75% of social media users prefer video over text to learn about products or services? Capitalize on the popularity of short-form video and create 15-30 second clips that showcase your space and treatment options.
Bringing digital users into your space via social media is another method for building trust with new clients. Showing off your space demonstrates a level of confidence and transparency, and new clients will feel more comfortable choosing a spa that they’ve already formed a visual connection with. For existing clients, these beautiful visual showcases of your space might also entice them for another repeat visit.
Plus, visual appeal goes far on social media. Creating an attractive visual aesthetic will help grab the attention of new followers and set your spa apart from competitors with your welcoming first (digital) impression.
Highlighting your spa’s amenities on social media is a smart marketing move, but relying solely on your own brand voice can feel a bit too self-promotional. A great way to avoid this is by inviting other trusted voices to speak on your behalf.
Partnering with influencers and local businesses allows you to diversify your content strategy and introduce your brand to a fresh audience. These collaborations not only bring new perspectives but also help extend your reach in an authentic way.
If you’re new to influencer marketing or brand partnerships, don’t be intimidated—start local!
While the term “influencer marketing” often brings to mind social media stars with massive followings, you don’t have to start that big. Local partnerships can be just as impactful. Treat your loyal clients as micro-influencers and create opportunities for them to share their experiences with your spa on social media, helping spread the word in a more personal and genuine way.
Explore your surrounding community for inspiration and find ways to connect with local businesses. Consider sponsoring local events, co-hosting wellness workshops with other local brands, or teaming up with charities to demonstrate your commitment to the community. Share these events and partnerships on social media, tagging the business your spa engages with and inviting others to do the same.
By collaborating with influencers, local businesses, and even loyal clients, spas can create authentic connections that resonate with your community. Starting small and focusing on local engagement not only helps you build credibility, but also fosters a genuine sense of community around your spa.
Hitting follow on social media is a lot like signing up for an email newsletter or SMS subscription: you have to give people a reason to do it.
Think of the incentives brands use for email and text subscriptions.
“Join our mailing list for 10% off your first order.”
“Opt into text messages and receive a coupon code.”
“Sign up for a chance to win our latest release.”
Promotions like these are tried and true strategies for inviting new users into an existing community. Why not try them on social media, too?
Running giveaways or contests specifically for your spa’s social media following could be the push users need to hit that follow button and stick around for exclusive social media promotions in the future.
Consider giving away free treatments or products, limiting entries to users that have followed your profile and engaged with your content. Encouraging users to share posts as part of their contest entry can expand your reach, putting your spa in front of a larger audience.
Social media giveaways are a simple yet powerful way to boost visibility and provide social media followers with another incentive to stay engaged.
With countless brands vying for attention, remember that genuine engagement and meaningful interactions can set your spa apart from the noise.
Focus on creating content that resonates with your followers on a personal level—whether it’s sharing expert advice, responding thoughtfully to comments, or showcasing real client experiences. By fostering connections in a personal, thoughtful way, you not only build trust—but also create a loyal community that will keep coming back to your brand in a highly competitive space.
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