Quirky Frog

Let’s dive into what SLAYED and what absolutely needs to STAY in 2024.

As we step into 2025, the world of social media is evolving at lightning speed- it can feel like a whirlwind trying to keep up! From shifting user preferences to cutting-edge technologies, staying ahead of the curve is especially important for aesthetics clinics. Whether you’re looking to build your personal brand as a practitioner, showcase your clinic’s expertise, or grow your patient base, understanding what’s in (and what’s out) is the key to success.

So, what trends didn’t stand the test of time in 2024? And, more importantly, what’s shaping up to dominate in 2025? Let’s break it all down so your aesthetics clinic can stay on top of its social media game and attract clients who love what you do.

Girl, Byeee: Trends We’re Glad to Leave Behind in 2024!

Posting Without a Plan or Strategy

Aimless posting with no clear strategy became a major downfall in 2024. Clinics, brands and creators started to recognise the need for cohesive content plans that align with their goals and audience expectations. A thoughtful approach is now essential for visibility and impact.

Posting just to post is giving 2019 vibes. Sure, back in the day, algorithms rewarded quantity over quality, but times have changed. Publishing content just to say, “I posted today” can actually hurt your engagement and make your brand appear inconsistent or unfocused. 

Heading into 2025, a clear strategy is non-negotiable. Map out your content in advance with specific goals- whether it’s showcasing a new treatment, sharing a client success story, or educating your audience about skincare trends. Not sure where to start? Consider consulting a social media expert who understands the aesthetics industry, or reach out to us- we’d love to help!

Mass Hashtagging vs. SEO

Overloading your posts with hashtags like #skincaregoals #aestheticsclinic #aesthetics is officially an ICK for 2024. (Add it to the list with mismatched injectables and filtered after pictures!) Platforms are now prioritising search engine optimisation (SEO) over hashtag stuffing, making Social Search Optimisation (SSO) the way forward.

What does this mean for your clinic? It’s time to focus on relevance over quantity. Instead of bombarding your posts with hashtags, use targeted keywords in your captions, bios, and descriptions that reflect your services and expertise. For example:

  • Swap #Toxin for “Wrinkle-reducing treatments tailored to you.”
  • Replace #GlowUp with “Achieve radiant, healthy skin with our tailored facials.”

It’s not about quantity; it’s about relevance. Ditch the generic #medicalaesthetics, and instead, invest in crafting captions that speak to your audience and keywords that reflect your expertise.

By optimising your content for social search, you’ll be more discoverable to potential clients actively searching for treatments or clinics near them. Fewer hashtags + smarter captions = maximum reach in 2025. Optimise your profile, write thoughtful captions, and remember- making your account easy to find is all about working smarter, not harder.

Neglecting Community Building

Gone are the days when social media was just a one-way promotional tool- it’s now a two-way conversation. In 2024, clinics that treated their platforms as megaphones instead of spaces for connection struggled to maintain relevance. The real magic lies in building a loyal community.
Authentic engagement, loyalty, and trust are what make a brand truly stand out in a crowded market.

Your audience wants to feel connected to you. Trust, authenticity, and meaningful relationships are what set your clinic apart from others in the aesthetics industry. It’s no longer just about selling treatments- it’s about creating an experience and a sense of belonging.

So, how can your clinic build a strong community? Here’s your go-to guide:

Share valuable content: Educate your audience about procedures, treatments, skincare tips, or the benefits of certain treatments for certain skin concerns.

Host IRL (in real life) events: Think launch evenings, Q&A sessions with other practitioners (collaborations are great for award submissions too), or mini consultations for new patients.

Encourage user-generated content: Shout about your clinic, don’t be shy! Ask your patients to share their post-treatment glow and tag your clinic. Listen, if you don’t ask you don’t get! After the first few tries it will feel normal I promise. It can feel cringey asking for a review but it gets easier. Push yourself out of your comfort zone.

Offer loyalty programs: Can you reward repeat patients with discounts, exclusive offers, or perks.

Foster honest conversations: Address FAQs, concerns, or misconceptions about treatments in your posts.

Collaborate with influencers or brand ambassadors: Partner with THE RIGHT influencer (not just any because they have lots of followers). Micro-influencers or local content creators who align with your clinic’s values can be considerably more impactful than an influencer with 1M followers. If you need some help, ask us how you can find the right influencers for you!

Building a community doesn’t happen overnight, but the payoff is worth it. A loyal audience isn’t just a source of repeat patients- they’re your clinic’s advocates, ready to share their positive experiences with others. People want to feel connected to you and your brand, not just sold to.

2025, Let’s Go: Trends We’ll Be Eating Up in 2025
Authenticity and Fun

Forget filters and stiff captions- 2025 is all about being you and your clinic’s quirky, unfiltered self. Whether you’re a seasoned practitioner or a clinic owner, embrace who you are, if you haven’t quite found your voice online, this is the year to experiment, have fun, and let your clinic’s unique personality shine. You, your story and your authenticity could be the thing that sets you apart from your competitors. Explore what works right for you. If you are more introverted and shouting and dancing online isn’t for you, that is ok! Like I said, find what works RIGHT for you! Have fun finding out what aligns with your tone of voice and brand. 

Patients are no longer just looking for flawless treatments- they want to connect with the people behind the clinic. Social media users are prioritising content that feels genuine and relatable. They can easily spot when you’re being real and when you’re just “following the trends.” So, get comfortable showing behind-the-scenes moments, sharing playful captions, and having a little fun with your content. A lighthearted post or a “day in the life” video could build more trust with your audience than a perfectly curated, stiff ad campaign. Showing up online DOES get easier, those talking to camera videos DO get easier, I promise! It’s just practice!

Don’t stress about perfection. In fact, it’s the imperfect posts that will create deeper connections. Let your clinic’s authenticity and personality flow through your content- patients want to feel like they’re part of your journey.

Meaningful Engagement

The days of obsessing over vanity metrics like likes and follows are officially behind us. In 2025, it’s all about fostering real connections through meaningful conversations and active participation. For aesthetics clinics, this is your chance to build trust and a loyal community.

Replying with a generic “thanks!” to your client’s comment won’t cut it anymore. Your audience is craving thoughtful, personalised interactions. Ask them questions about their skin goals, respond with tailored advice, and show genuine interest in their feedback. The more you engage with your followers authentically, the more they’ll feel connected to your clinic and its services.

For your clinic, this could mean hosting live Q&A sessions with your team, replying to comments with video responses (hello, personalised consultations), or joining conversations in niche skincare and aesthetics communities. The key is to be approachable and interactive- not just a faceless business, but a trusted voice your followers can rely on.

The Rise of Personal Brands

2025 will see the rise of personal branding, especially for those in the aesthetics industry. Whether you’re an entrepreneur, a practitioner, or a clinic owner, your personal brand will be everything. Clients want to follow people they can connect with, not just faceless logos. They want to know who you are, what you stand for, and why you’re passionate about providing treatments that transform lives.

For your aesthetics clinic, personal branding means stepping out from behind the desk and showing the face of your brand. Share your journey- whether it’s how you became a practitioner or why you started your clinic. Highlight your team’s expertise and share their stories too! Let your followers know that they’re not just getting a treatment; they’re becoming part of a community led by real, passionate individuals.

Personal branding builds trust and loyalty, and it will be the foundation of your clinic’s long-term success. It’s time to humanise your brand and connect on a personal level with those who trust you with their skincare and aesthetic goals.

Ready to Slay 2025?

The social media landscape may be ever-evolving, but some core principles—authenticity, connection, and value- will always remain. By leaving behind outdated strategies and embracing these 2025 trends, you’ll position your aesthetics clinic for success and growth.

Need help implementing these trends? Get in touch with us today to book in a discovery call. Let’s make this your clinic’s best year yet!

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Lianne Sykes

Creative Director and Co-Founder

Lianne Sykes is a marketing expert with over 15 years of experience in sales and marketing. As the founder and CEO of Quirky Frog, she specialises in working with medical aesthetics practitioners to help them raise their brand identity and credibility through effective social media management, events, and PR. Lianne’s extensive background in sales and marketing has given her a unique perspective on what it takes to make a brand stand out in the crowded medical aesthetics industry. Her expertise lies in creating tailored marketing strategies that are specifically designed to meet the needs of each individual practitioner, ensuring they get the best possible results. With a passion for creativity and innovation, Lianne has built a reputation for delivering exceptional results for her clients. She understands that successful marketing goes beyond simply creating beautiful content and campaigns, it’s about understanding the nuances of the industry, the target audience and the unique challenges that practitioners face. Lianne’s commitment to her clients is evident in her hands-on approach, working closely with each practitioner to ensure their marketing efforts align with their business goals. She is dedicated to helping her clients build a strong and recognizable brand that stands out in a competitive marketplace. Overall, Lianne’s experience, expertise, and passion for marketing make her a valuable asset to any medical aesthetics practitioner looking to take their business to the next level.