In medical aesthetics – and the wider beauty industry – there is something of an obsession with Instagram. This is no surprise: Instagram is above all a visual medium, and aesthetics literally means ‘visual appeal’. Therefore, it makes perfect sense to show what our aesthetic practices can achieve in a visual way. Modern Aesthetics magazine, for example, reported that 83% of consumers researching cosmetic surgery would not consider a practice which did not feature before and after photos.1
Instagram deserves its place in the aesthetic marketer’s toolkit – in a recent survey of 4,500 active Instagram users, almost two thirds of people said that the network helped them foster meaningful interactions with brands. However, it does have challenges, too.2 In an industry described as ‘fragmented’ with many small practices and self-employed health professionals, marketing budgets are not…
