How the New Instagram Algorithm Affects Medical Aesthetics Practices If you've been scrolling Instagram this week, you've probably seen the conversation around Adam Mosseri's latest algorithm shift. Many aesthetics professionals are wondering whether their content strategy needs an overhaul, and the good news is straightforward: you're fine as long as you're making content authentically yours. Here's what he said: "If most of what you post to Instagram is someone else's conte

If you run a med spa, I'd be willing to bet you've asked yourself this question more times than you can count. What should we actually be posting? Not the generic advice that floats around. What actually moves the needle for medical spas. I've spent years working inside the aesthetics industry - helping med spas build their online presence and speaking on social media strategy at industry conferences. And the same problem keeps showing up. Most clinics are trying to be activ

If you're still thinking of Instagram as just a visual portfolio for your med spa, you're missing a massive opportunity. Instagram has evolved into a full-fledged search engine, and for medical aesthetics practices, it's becoming more powerful than traditional Google searches for attracting local, high-intent patients. Here's what's changed: potential patients aren't just Googling "Botox near me" anymore. They're searching directly on Instagram, discovering providers through

January social media advice for medical aesthetics practices usually falls into two categories: generic "new year, new you" urgency tactics, or avoiding January content altogether because it feels too promotional. Both approaches miss what's actually happening: January is when potential patients are actively researching treatments, comparing providers, and making decisions about their aesthetic investments. If you're not showing up during this research phase with helpful, edu

If you've been following mainstream med spa marketing advice, you've probably been told that January is your "momentum month", the time to flood your feed with content about fresh starts, treatment planning, and aesthetic resets.