Issue link: https://www.ascpskindeepdigital.com/i/1544125
46 ASCP Skin Deep Spring 2026 or treatments in exchange for posts, while others expect payment for content. They can be a very valuable asset to your business if you know how to work with them to leverage results. This can take the stress off constantly filming, recording voice-overs, editing, and posting, because you have other people creating that content for your desired audience. On the other hand, there's another way to use social media content in an equally innovative way. User-generated content (UGC) is content produced by real people (think clients) and may include before-and- after photos or a client filming their facial experience. You don't have to commission this content—often, the user will tag your business or location organically. Think of it as a client filming in your space but not posting it as an ad. The influencer and UGC worlds converge when influencers come into your spa and create content about your business or services, and you have the opportunity to repost it. WHEN YOU DECIDED TO BECOME an esthetician, you likely did not also sign up to be a marketer, but this role is essential to running a successful business. An updated marketing strategy can help you attract and retain more clientele without too much effort. Gone are the days when you would take an ad out in a newspaper to advertise your services; in are the days when you can sell more services using the clients you already have— particularly those with a social media following. Social media influencers usually have followers who share similar interests and trust them. They have become the new word of mouth for businesses. Influencers in the beauty, wellness, and lifestyle space might create content about their at-home skin care routines, day-to-day activities, in-office treatments, the spas they visit, and the products they love. But beware, this group of entrepreneurs is not doing this for free! Depending on their reach and following, some influencers accept trades, products, GETTY IMAGES The New Word of Mouth Modern marketing for the modern esthetician by Lauren Snow BEYOND TREATMENT