How far out do you plan your posts? Is your schedule pretty set in stone or does it move around a lot?
We plan our posting cadence a month in advance and review posts weekly to keep things flexible since we know social media moves quickly. We love the ease of using the PLANOLY grid, which allows you to reorganize posts instantly. This helps us when we need to pivot quickly and keep our grid aesthetically pleasing and balanced.
How do you appeal to a wide audience on Instagram? Would you say NuFACE is followed by a certain demographic on social media?
It goes back to understanding that everyone is in a different place in their skincare journey and we want to create that inclusive environment, providing different levels of content to fit every client’s needs. We have a wide variety of clients ranging from those in their early 20’s and 30’s looking for contouring and prevention to those in their late 50’s + who are looking for anti-aging solutions. Microcurrent is so inclusive since it is a holistic and non-invasive skincare solution that also works beautifully with other treatments like Botox and fillers.
You’re a great asset for NuFace. How are you utilized when it comes to social media?
One of my favorite ways to get involved on social media is to directly engage with clients via Instagram Live. As an esthetician, I love sharing how NuFACE can be incorporated into a diverse range of skincare routines. I understand that everyone has a different area of concern and getting a chance to interact with clients intimately is so valuable to me. So far, I have had the pleasure to go live over 25 times with well-known estheticians, beauty brands, and influencers, and directly answer countless client questions through this platform.
You post a lot of UGC. How do you decide what to put on your grid versus Instastory?
We use our Instagram Stories to showcase a wider range of content and clients using our devices. This is where we can utilize more dynamic content like boomerangs, hyper-lapses, and fun filters that show our audience’s creativity. For the Instagram Grid, we want to make sure this is clear and easy to understand with information and focused calls to action.
What are your best social photography or editing tips for beauty bloggers and brands?
Keep things simple, clear, and easy to understand. Sometimes a creative element may go against brand education, which would eliminate our ability to share or repost. Microcurrent can be new to many clients, so adding fun effects like a boomerang or hyper-lapse can be confusing to clients who have only heard to lift up or glide slowly.
What are the biggest challenges for NuFACE’s Instagram?
One of our biggest challenges on social media is combating misinformation on microcurrent and NuFACE. NuFACE is a leader within this space as we have done clinical testing, we are FDA-cleared, and have put in the work to research the best practices of microcurrent. This is why the education component of our content is so important.
UGC is also key because microcurrent can be intimidating, so showing that real people can use our devices in their homes with ease is important. Anytime we work with an influencer on a campaign, we make sure they receive 1-on-1 training with a microcurrent esthetician, so they have tools and information to partner with us effectively.
What is your average engagement and how did you initially grow on Instagram?
Our average engagement is about 3% to 5% monthly, while our industry sits closer to 2.5% on average. We try to create a dialogue with our clients and influencers to better understand what their concerns are so we can provide the right information. Feedback from our community is so important. We utilize Instagram Story tools like polls, question boxes, and sliders to gather this from our audience to deliver products and treatments that fit their needs.