Let’s face it—your dream client’s attention span these days is likely shorter than a TikTok trend. In the time it takes you to think “should I post this before-and-after?” they’ve already scrolled past 14 other faces, saved a dance tutorial and added yet another must-have serum to their cart.
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Let’s face it—your dream client’s attention span these days is likely shorter than a TikTok trend. In the time it takes you to think “should I post this before-and-after?” they’ve already scrolled past 14 other faces, saved a dance tutorial and added yet another must-have serum to their cart.
Welcome to 2025, where your content has less than five seconds to dazzle, educate and convert.
So what’s an esthetician wanting to build their biz to do? Cry into your LED mask? No! You simply learn how to stop the scroll strategically.
Let’s break down the new rules of content that actually lands with today’s hyper-scrolling beauty browsers, and hopefully turns them into loyal clients.
You’re Not Just Marketing Skin; You’re Marketing a Feeling
You might offer flawless facials or the world’s most life-changing laser, but your audience is probably more emotionally motivated than clinically obsessed.
When someone scrolls past your reel, they don’t stop because they saw you mixing up a chemical peel. They stop because they felt something:
“Wait… is that my skin’s future?”
“I want to look that happy and confident.”
“OMG that’s the glazed donut glow I’ve been searching for!”*
Your visuals should spark an emotional trigger: joy, hope, confidence or even FOMO. Don’t just show results. Show what those results feel like.
Embrace the Three C’s: Contrast, Captions, and Clarity
Beauty is in the eye of the algorithm. The first second of your post needs a visual hook that stands out in a sea of faces and serums.
- Contrast: Think … high-glow before-and-afters. Color pop text/overlay. Lighting that says “editorial” not “breakroom.”
- Captions: Add punchy, emotional headlines inside your video. For example: “I didn’t know there was hope for my thinning brows …” or “Are these tattoos? Not quite.”
- Clarity: Use bold overlays or spoken audio to tell people exactly what’s happening and why it matters to them.
If your reel opens with “So, today we did this full-face rejuvenation—” I promise you, no one’s sticking around to find out what’s next. Hit them with the transformation first, explanation second.
Pro tip: Put your happiest, most expressive client (with their permission!) at the start of your reel–glowing, grinning and positively thrilled by the results that you gave them.
The Algorithm Isn’t Your Enemy. It’s Your Beauty Assistant
Yes, the algorithm is chaotic and yes, it changes more than a Kardashian’s hairline, but it also gives you a gift: data.
Pay attention to what content gets saved, shared or watched more than once. That's your golden ticket. If your 6-second clip on “eyebrow threading” gets 20 times more views than your 60-second skin care walkthrough, then you know it’s time to become the Threading Queen or King. Let go of what you love posting and lean into what your audience loves seeing.
Add Personality—But Make It Scroll-Savvy
You may be an expert in the industry, but posts where you’re talking to the camera for a full minute before showing anything visual just won’t cut it in today’s social media world.
Add cuts, movement and captions wherever possible. People want to feel like they’re part of a fast-paced beauty vlog, not a Zoom call. Use humor, trends and quick edits to stay culturally in-step. Your audience doesn’t expect you to be a stand-up comedian, but a little personality, self-deprecating humor or “relatable glam girl” energy goes a long way.
Summary
Today’s beauty client isn’t lazy—they’re overloaded. If you want their attention, give them content that sparks emotion, tells a quick story and shows results fast. With the right mix of style, psychology and scroll-savviness, your content won’t just get seen. It’ll get remembered and booked. Now, go ahead—your next viral reel is waiting.
Louis “The Laser Guy’s” Three Additional Tips for Glowing-Up Your Biz:
Mini Makeovers Versus Mega Explanations: Don’t over-narrate; just show the difference. Start with "before," then hit them with a jawline or pore blur so smooth it should be illegal (but skip the filters! We know them when we see them and filters can hurt credibility.)
Geo-Tags Still Matter: Tag your city in your posts and use niche location hashtags like #ScottsdaleGlowFacials or #DallasFacialQueen. This helps the algorithm deliver your content to people who can actually book with you.
End With a Call-To-Action (CTA) That Feels Like a Text From a Friend: Instead of “Call us for a consult,” try “DM us ‘GLOW’ and we’ll send you a sneak peek of what your skin could look like.” Low-pressure, high-conversion.
