Like it or not, social media is extremely impactful and, in terms of marketing, it has taken over most other mediums. A couple of years ago, I decided to start an Instagram page solely focusing on skin care and what I do in the field of medical aesthetics. To be honest, I didn’t really know what I was doing. I didn’t have a personal Instagram, so I wasn’t too familiar with how it worked or the reach that influencers had. I was going through a hard time in my personal life and needed a distraction. My profession has always brought me so much joy, so this struck me as a fun little passion project. Two years and 100k followers later, this little passion project has turned into a second job and the main referral source for my aesthetic business.

I am constantly being asked, “Marie, how did you do it? How did you grow such a big following?” The answer is: a lot of hard work and a little bit of luck.

I vividly recall searching “how to Instagram.” I had no idea how any of it worked. All I knew is that I wanted to do it and do it well. It was all or nothing. I kind of became obsessed – obsessed with creating content, obsessed with sharing information, and obsessed with the aesthetic of my page. I loved that I could share so much knowledge with just the click of a button. I loved taking pictures and making my page look pretty. Slowly but surely I got better at it. My picture and content quality improved. I began to realize that my 15 years of experience in the medical aesthetics field was of value. I knew a lot more about skin than I realized. With the beauty industry so oversaturated with information, it was my duty to help sort it all out for people. After a while it became a place where followers could come for honest, reliable information about all things skin care.

I loved that I didn’t have to bombard clients with information while in the treatment room. I could share everything that I knew on my page and they could read through it at their own discretion. They could educate themselves and use what might apply to them. Education has always been the theme of my page and the driving force behind my business.

But the truth is it takes more than informative content to grab people’s attention. We are visual creatures and Instagram is all about the visual. Making my page aesthetically pleasing was a necessity. I upgraded my phone to one with a better camera, started using presets, and became very particular about the images I posted. I read every article I could on how to improve one Instagram page, the best times to post, and the best hashtags to use – constantly referring to my analytics to better understand my followers and what they wanted more of.

You’re probably noticing a trend here: obsessive and non-stop collection of information about how to grow my online presence. The key to being successful on Instagram is to give it your all. Just like anything else in life, if you want to be successful at something you need to work hard at it. Instagram is no different. My average daily time on Instagram per my analytics is between two to three hours. Now, keep in mind, the only thing I do on Instagram is work. I’m never scrolling for pleasure, so that’s two to three hours a day working on this platform.

Now, take the administration part out of the equation. In addition to being visual, it’s human nature to want to connect. After all, that’s the whole premise of social media. People want to feel like they know you. They want to feel like you’re a real person that is relatable. I think what has made my page and online presence so successful is that I am the one managing all aspects of my page. I do it all and I don’t believe you can create a real relationship with your followers otherwise. There are many companies that offer social media services that manage your business’ Instagram page, but it’s just not the same. People want to see the real side of you. They want a peek into your daily life – the behind the scenes.

Now, how has this helped me in my practice? People use Instagram to shop for services and merchandise. People want to see what you have to offer. They want to see who you are, what you do, and whether you’re a good fit for them. This is where the marketing component comes into play. This was not my intent when initially starting my page, and honestly still isn’t, but as a result the exposure has brought me plenty of new business. At this point, about 90% of my new clients are Instagram referrals.

Bundle all of this together and it makes for a nice platform that offers followers information and entertainment. Offer people information that they can’t get elsewhere. Share your passion with others, invite people into your life, be transparent, and be real.

Marie Rosepink is a licensed medical aesthetician and certified laser technician in Scottsdale, Arizona. She has been in the industry for over 15 years and has had the privilege of working for some of the top board-certified plastic surgeons in the valley, specializing in a wide range of skin care treatments and lasers to treat acne, rosacea, winkles, dry skin, oily skin, hyperpigmentation, melasma, and hair removal. Currently, Rosepink works alongside Dr. Robert Cohen and his team at Scottsdale Center for Plastic Surgery. As a team, their mission is to help patients achieve the look that represents the best version of themselves, emphasizing health and beauty through safe and effective procedures. In addition, Rosepink is the author of a beauty blog, marieskincare.blog, where she shares the essentials of skin care and reviews some of the top products and beauty trends. She can also be found on Instagram @marieskincare.