MedSpa Content That Works

Technical Stuff

Make sure you have good lighting and audio.

For audio I’d recommend using the wireless DJI Mic 2 — make sure to turn on the noise cancellation by pressing the power button once. The light on the mic will switch from dark green to light green when it’s activated.

• Set the gain to +12 for both the receiver and transmitter to ensure clear audio (settings on the receiver).
• Use the magnet that comes with the mic to clip the transmitter (the mic) on your/patient’s clothing, ideally a few inches below the chin (not too close to the mouth to avoid rustling sounds, yet not too far away so that the audio can still be captured).

For lighting use a main light, ideally a ring light or a softbox to diffuse the light (place it directly in front of the patient or yourself).

If possible, use an opposite light that’s behind the patient and lights at a lower intensity (LEDs or ring light).

Turn off any overhead light and if possible take advantage of natural light.

Video Ad Content Ideas

But first, remember: the main goal of your ad creative is to trigger the right emotions in the viewer, compelling them to stop scrolling and click on your CTA—sometimes even before they’ve read the ad copy.

1) Client Testimonial

Record a video client testimonial of the treatment you plan to advertise.

Make sure they:

• Look directly into the lens (position the camera at eye level)
• Stay natural — let the client speak from the heart and avoid memorized scripts. It should feel authentic and spontaneous
• Don’t appear dissatisfied with the results (hopefully they don’t have the RBF)
• Appear genuinely happy without forcing an exaggerated smile — they should look pleasant, confident and content

Content to cover:

• Have them briefly introduce themselves and the treatment they received
• Make sure they mention where they are (your location, but just the city or area, not the full address)
• Mention their initial concerns, struggles and their pain (the deeper they can dig into this, the better). How long have they been wanting to make a change? What held them back from taking the leap earlier? Have they had any negative experiences somewhere else in the past?
• Have them describe their experience with the procedure and your clinic (“The staff was so friendly”, “the process was smooth”, “I felt very comfortable”, etc.)
• Ask them how they feel about the results (or just let them tell you)
• Have them share whether they’d recommend your clinic to others, and if so, who they would recommend it to

2) Talking Head

A talking head of the nurse educating on the treatment, with B-roll footage of the procedure and before/after shots.

You need to grab their attention first — here are a few hooks you can use:

• ‘What if I told you that…’
• ‘Don’t waste your…’
• ‘Do you ever feel like (common struggle to your IC)?’
• ‘In just (specific timeframe) I/we/you (achieve result, solve something)’
• ‘I bet you didn’t know that…’
• ‘I wish I found this sooner’
• ‘If you suffer with (pain/problem), stop scrolling’
• ‘Exhausted from trying to (achieve goal) without seeing results?’
• ‘This is how X works in less than 30 seconds’

• Resonate with the pain they’ve been facing and let them picture the desired result they’re looking to achieve. Amplify the problem so they’re more likely to seek the solution you offer. The bigger you can make the gap in their mind between where they are now and where they want to be, the higher the chances of them taking action.
• Appeal to their emotions (people buy based on their emotions and justify with logic)
• Answer their hot questions/FAQ (questions you get asked most)
• Show them that you understand their struggles — and if you have had the same treatment, let the viewers know. Let them know you believe in its benefits so much that you’ve experienced it yourself.
• Don’t make the video just about you — remember, people don’t care how much you know until they know how much you care
• Mention how many people you have helped achieve the result your IC is looking to achieve as well
• Appear professional (both in your attire and in the way you speak) but avoid using words that are difficult to understand and turn people off
• People don’t care about you as much as you do — they only care about what’s in it for them. Still, show them why you’re the one they should go for: use client reviews or mention how many people you’ve helped to build social proof (bandwagon effect)
• Use urgency, scarcity, your unique offer and a clear call to action
• Experiment with visual hooks and use multiple angles to keep their attention

3) Other Video Content Ideas

Day in a life of RN/NP

• Share your daily routine, from appointments and consultations to life outside of work (show highlights of the work day, whether that’s a client complimenting the work you’ve done and showing gratitude, you having a chat with your client, etc.)
• Show behind-the-scenes moments to build trust and connection with viewers. It shows that you’re not only a trusted authority, but more importantly a real human with emotions — so important in this day and age when everyone tries to appear super formal and out of touch.

Share wins and successes

• Share your clinic’s wins and successes — rewards, certificates, opening new locations, you name it
• Any wins of your practice and/or your staff (could also be personal wins of your staff such as getting the lips they have always dreamt of or finally losing that weight)
• Don’t forget to show the benefits of the achievement to your clients (e.g. them now being able to solve their problem for good, since you’re qualified to do a treatment that works better than the previous one, or you opening a new location that’s closer to them)

Celebrity Transformations

• React to celebrity makeovers! Show before/after — was it done well?
• Why did they get it (what facial features were they looking to treat)?
• How much did they probably pay? What treatment did they get?
• How often will they have to come back to retain the look?
• Share recommendations — what would you have done differently?

React to Newest Trends

• React to the newest trends in the industry (a new machine, a new technique, a new treatment, etc.)
• Share your pro tips and your unique perspective as a trusted authority who can confidently give an opinion on the new trend. Is it a positive change or quite the contrary? What would you recommend?

Let People Know Your Staff

• People buy from people they trust, know and like — by your viewers already knowing your staff (hopefully even liking them) you’ll increase the chances of them booking an appointment, as there’s less hesitation.
• It’s always good to make your viewers feel like they’ve known your staff forever before they even book an appointment. When they feel comfortable and familiar, everything becomes easier — from paying the deposit to saying yes to an upsell.
• New staff member introduction post: introduce your new staff member in a fun and engaging way (share their interests, favourite treatments, expertise/achievements, or even record a viral trend with them)

Partner up with Celebrities

• Doesn’t have to be an A-list celebrity — could be someone who’s somewhat popular and influential in your city
• Do your research first and avoid anyone with a bad reputation (scandals, lawsuits) or who isn’t the right fit for your industry
• Ideally partner with someone in the beauty industry or who likes to take care of themselves (actors, singers, athletes, etc.)
• Collaborate on content that promotes your business. You can offer a limited-time deal tied to the partnership or run a giveaway to boost brand awareness (especially with the celebrity sharing it on their socials)

Hosting Giveaways (examples)

• 🎁 Prize: a full facial rejuvenation package (e.g. Hydrafacial, Botox, and skin boosters). How to enter: like, follow, tag 3 friends, and share on IG stories. Bonus entry: comment what beauty treatment you’ve always wanted to try.
• 🎁 Prize: a treatment for both the winner AND their best friend (e.g. lip fillers, laser facials, or body contouring). How to enter: tag your bestie and tell us why they deserve a beauty day. Bonus entry: post a selfie together & tag the clinic.
• 🎁 Prize: 12 days, 12 different winners for small but valuable treatments (free lip flip, $50 gift card, mini facial, skincare products). How to enter: follow & check daily for new prizes. Each day is a new chance to win!
• 🎁 Prize: winner gets to pick any treatment up to a certain value ($500+). How to enter: comment the treatment you’d love to win & why. Bonus entry: tag a friend & get them to comment their dream treatment too!

New Treatment Announcement

• Announce the new treatment with before/after pictures (of celebrities, your clients or yourself) and/or benefits
• You could combine the announcement with a special offer (the treatment could be part of a treatment package or offer a price discount)

Client’s Reaction

• Have a mirror prepared and capture the client’s live reaction to their transformation
• Keep the final result hidden until you’re all set to record, so their genuine, unfiltered reaction is caught on camera
• You can even make a mini video showing their initial thoughts before and after the reveal, adding some excitement
• Another idea: ask them about their expectations before the treatment, then compare it to their reaction afterward

IG Stories Content

• Create stories where your current customers as well as viewers can get to know you better and learn something new. Become the trusted authority in your field as well as more human-like. Repost your reels, ask questions to get to know your audience better, or answer your viewers’ questions.

Podcasts & Podcast-like Reels

• Invite valuable hosts (could be your staff, a celebrity, a trusted authority in the field) and have a good conversation with a lot of value shared
• Repurpose the longer-format video and cut it into multiple shorter ones
• Ideally have a studio mic placed in close proximity to your face and look sideways — makes the whole visual more appealing, professional and podcast-like
• Use multiple angles to keep the video engaging and dynamic
• Make sure your video and audio are crisp and clear — don’t be that medspa with low-quality, shaky footage and muffled sound (first impressions matter)

Educational Content Examples

• Bust common myths, highlight the importance of the client doing their research
• Call out treatments that don’t work and med spas providing them
• Do’s and Don’ts before/after treatment (what to do and avoid after and before the appt.)
• Comment on your clients’ transformations (with educational insight and a process walkthrough)
• Share pro tips & tricks
• Educate on possible options, different routes to choose from based on the client’s wants and needs (lip flip vs lip fillers)
• Talk about signs that show they might need X treatment (prevention is better than cure)

Educational Content Tips

• Avoid using words people might not understand — your average viewer hasn’t studied medicine like you have. Use their lingo to be understood better and get your point across easily.
• If you can’t use their lingo to explain something, use the ‘kind of like’ technique. E.g. “When you get lip fillers, hyaluronic acid draws in water to the injected area, causing it to expand and become fuller” becomes “It’s kind of like a sponge soaking up water. When you dip a dry sponge into water, it swells up and becomes softer and fuller. In the same way, the hyaluronic acid in the filler attracts moisture, which makes your lips plumper and more hydrated.”
• If possible, when educating, use real-life examples (your clients’ results, past experiences, etc.)
• Ideally add pictures of what you’re talking about — it helps you get and keep the viewer’s attention and makes your message easier to understand (avoid footage with a stock trademark all over it, it seems unprofessional)
• Work on your tonality (stay away from sounding monotone) — play with volume, tempo, inflections, pauses, diction, cadence, emphasis
• Edit out breaths in and breaths out
• Use hand gestures and move your head (don’t look stiff) — it helps keep attention and makes you more human-like

Best Practices

• Emphasise that if they have any questions or concerns you’re there to help them (you’re there for them)
• Don’t script your reels word for word — write bullet points instead, or the point you’re trying to make
• Only post content when your audience is most likely online and there to see it
• Be consistent with your uploads
• Schedule your posts in advance
• If possible, hire an experienced video editor so you can focus solely on delivering your ideas — it will help you improve much faster