The Secret to Growing Online as an Esthetician Isn’t the Algorithm: It’s This

Jul 16

After working in the field of marketing for over a decade (11 years this July!), I’ve had the opportunity to help thousands of estheticians grow online, whether they’re just starting out or looking to scale an already thriving business.

And if there’s one thing that separates those who build a loyal, engaged online community and make consistent sales from those who struggle to stay visible and booked it’s not what you think.

It’s not the algorithm.
It’s not your branding package.
It’s definitely not how aesthetically perfect your posts are.

It’s connection.

The estheticians who see real growth and results lead with connection. Their content doesn’t feel like a sales pitch—it feels like support. It’s educational, it’s empathetic, and it shows up consistently.

Because here’s the truth:

Good marketing doesn’t feel like marketing.
It feels like being seen, supported, and guided.

And when your content builds that kind of trust?
Everything else, retail sales, rebookings, and first-time consults gets so much easier.

So, how can you grow that kind of connection this week?

Here are two small but powerful actions you can take right now:

✨ 1. Start your Instagram Stories with a human, ideally, YOU.
That first story slide? It should always include a selfie or a video of you talking directly to your audience. People connect with people, not just product photos or quote graphics. Even a casual behind the scenes moment or “day in the life” selfie helps your followers feel closer to you.

✨ 2. Post, even if you’re unsure.
The biggest brand killer isn’t low engagement. It’s disappearing.
When you stop posting, your community starts to forget what you offer, how you help, and why you’re the esthetician they should turn to. You don’t need a perfect post, you just need to show up.

If you’ve been waiting for a sign to show up this week, this is it.
Connection > perfection. Always.

If you’re ready to stop chasing and start creating again, ECC and WCC were built for exactly that.

Need more help with creating content? I’ve got you! Since 2021, I’ve been running the most trusted content and marketing membership for Estheticians and Waxers! To learn more, click the links. 👇