Social media marketing for aesthetics clinics: Instagram, TikTok, and Facebook

Social media is one of the most powerful tools for aesthetics clinics looking to attract new clients, retain loyal patients, and showcase their expertise. Platforms like Instagram, TikTok, and Facebook offer unique opportunities to reach local audiences and demonstrate your clinic’s results, personality, and trustworthiness.

Here’s how clinic owners can approach social media marketing through a three-pillar strategy: Local SEO, Answer Engine Optimisation (AEO), and Local AI/GEO search. Adopting this strategy will enable your social media efforts to be centred around generating local business not just likes and follows.

Local SEO: make your social media discoverable locally

While social media is about engagement, it’s also a powerful driver for local visibility.

Key strategies include:

Optimise profiles for local search - include your town or city in your bio, profile description, and hashtags.
Consistent NAP (name, address, phone number) - ensure your clinic’s details match your website and Google Business Profile to reinforce trust signals.
Link to your website and booking system - make it easy for followers to become clients.
Post geo-tagged content - tagging your location increases discoverability for local searches.

By combining social media activity with local SEO principles, you ensure your clinic is easy to find both on and off social platforms.

Answer Engine Optimisation (AEO): provide valuable content

Social media content isn’t just about promotions, it’s about informing and educating your audience.

Practical approaches:

Tutorials and “how-to” videos - show procedures, aftercare, or product applications.
FAQs and myth-busting content - answer common patient questions like “Will Botox hurt?” or “How long before I see results from fillers?”
Carousel posts and short videos - structure content so it’s easy for users (and AI) to extract answers directly.
Highlight reviews and testimonials - social proof builds trust and encourages engagement.

Creating content that answers questions before clients ask them positions your clinic as a knowledgeable and reliable authority.

Local AI and GEO search: reach the right audience

AI-driven social feeds and geo-targeted features can help you connect with local clients who are most likely to book.

Strategies include:

Localised ads and boosted posts - target users in your town or surrounding areas with promotions or new services.
Use location-based hashtags and tags - increases visibility in local search results and on feeds.
Encourage reviews and mentions - user-generated content with location tags reinforces trust signals.
Track performance with analytics - see which posts engage local users most and refine your approach.

By aligning social media activity with geo-aware algorithms, you reach clients when and where they’re actively looking for aesthetics services.

Content ideas for Instagram, TikTok, and Facebook

Before-and-after galleries - showcase results while respecting privacy.
Behind-the-scenes content - highlight your clinic, staff, and procedures.
Educational short videos - TikTok is ideal for quick, shareable tips.
Seasonal or promotional campaigns - Facebook ads or Instagram stories for special offers.
Live Q&A sessions - build direct engagement with your local audience.

The bottom line

Successful social media marketing for aesthetics clinics combines visibility, education, and local targeting:

Optimise for local SEO so your social profiles and posts are discoverable.
Use AEO principles to answer client questions and demonstrate expertise.
Leverage local AI/GEO strategies to connect with potential clients nearby.
Maintain consistent posting, high-quality content, and engagement to build trust and loyalty.

When done right, your social media presence doesn’t just attract followers, it drives bookings, builds your reputation, and strengthens your local brand.

See how our local visibility framework works for aesthetic clinics like yours.