ascp now offers advanced modality insurance! ascpskincare.com/ami 71
everywhere—is part of how you tell your unique
story. Stick with similar themes, color palettes,
and styles to give your business brand a distinct
look that will help your audience identify you,
and use that branding across all your consumer-
facing social media platforms. Profile and
cover photographs should also be consistent
across the social media platforms you use.
CREATE SOME CACHET
What is cachet? It's that special characteristic or
quality that makes your social media postings
stand out, creating likes, shares, and memories.
The skin care business offers a wealth of unique
opportunities to create something truly special
for your followers. Incorporating these ideas into
your social media calendar can help fill your month
with content that grows followers and keeps them
coming back to see what's next. Because the skin
care business is such a visual business, you have
myriad opportunities to create some cachet.
"The spa world has seen a dramatic shift away
from newsletters or eblasts to shorter, more action-
oriented messaging such as Instagram or Twitter,"
says industry insider Allan Share of the Spa
Industries Association. "It's not a trend; it's just the
way we do business today. It challenges everyone
to be creative and consistent." Here are just a few
ways to give a little cachet to your social media.
• How-to and mini-tutorial posts
• Client testimonials using photographs
and/or video
A Thousand Words
A few stats to bring home the point
that pictures matter
When people hear information, they're likely to
remember only 10 percent of that information three
days later. However, if a relevant image is paired with
that same information, people retain 65 percent of the
information three days later. www.brainrules.net/vision
Cisco projects that global internet traffic from videos
will make up 82 percent of all consumer internet traffic
by 2021. www.bit.ly/2E4EB2G
Globally, YouTube is consumers' leading source of
video content, at 83 percent (Facebook is second,
at 67 percent). www.bit.ly/2XyBo4g
• Service demonstrations
• Product-use tips, like the best way to apply sunscreen
• Employee tips or short interviews with staff members
• Highlights of specials, features, or new staff member
introductions
• Retail product recommendations: use, effectiveness,
and benefits
• Unique ways to use gift cards
• Membership benefits: how to enroll or special offers
• Polls, questions, and requests to share
posted information
JUST DO IT
Whether you love social media or find it to be a
necessary evil, it is one of the best ways to take full
advantage of free, targeted marketing. And it's
not going anywhere anytime soon. Embrace the
platforms, stick to a plan, and be consistent. Your
following will grow, and so will your business.
Notes
1. Elise Moreau, "The 10 Best Social Media Management
Applications," accessed March 2019, www.lifewire.com/
social-media-apps-for-managing-everything-3486302.
2. Pinterest.com, "How to Reach Parents on Pinterest,"
accessed March 2019, http://business.pinterest.com/
en/blog/how-to-reach-parents-on-pinterest.
3. Sarah Steimer, "Average Age of Snapchat Users is Going
Up," accessed March 2019, www.ama.org/publications/
eNewsletters/Marketing-News-Weekly/Pages/average-
age-snapchat-users-going-up.aspx; Statista.com, "Most
Frequently Used Social Networks or Teenagers in the United
States as of April, 2018," accessed March 2019, www.statista.
com/statistics/420112/us-teens-most-used-social-networks.
