In the world of aesthetic treatments, social media isn’t just about posting—it’s about engaging your audience, building trust, and attracting new clients. The right photos and videos can stop the scroll, spark interest, and position you as an expert in your field.

So, what type of content works best for aesthetic clinic social media marketing? Here are the must-have visuals for boosting engagement and growing your clinic’s online presence.

1. Transformation Photos (Before & Afters)

Why They Work: People love seeing real results. Before-and-after images create instant impact, showing potential clients what’s possible.

• Use consistent lighting – aim for soft front lit to reduce shadows that can distort.
• An ideal place if you have a window is with your back to it and them looking straight at you.
• Look for good light over a plain backdrop- you can buy simple pop up ones to use that can be moved easily.
• Take the exact same angles to keep results clear and professional.
• Use the same directions for both sets of photos so the photos are as similar.
• Don’t use any filters- keep things clean and real.
• Carousel posts (swipeable images) of gradual results can be even more engaging!

2. Educational Videos & FAQs (Not lectures!)

Why They Work: Explaining treatments in a simple, engaging way positions you as an expert and builds trust with potential clients.

• Share quick treatment breakdowns—what it is, how it works, and who it’s for.
• Answer frequently asked questions (e.g., “Does this treatment hurt?” or “How long do results last?”).
• Keep videos short and engaging (Reels and TikToks under 60 seconds work best).
• Use clear visuals and good quality sound to keep people listening.

3. Behind-the-Scenes Content (The Real, Not-So-Perfect Stuff)

Why It Works: People love authenticity. Showing a sneak peek into your clinic helps potential clients feel comfortable and familiar with your space.

• Share clips of your team prepping for treatments.
• Show your clinic set-up—clean, welcoming, and professional.
• Post about your day-to-day routine to add a personal touch.
• The unboxing of new skincare or treatment tech can also be engaging.

4. Client Testimonials (Because Trust = Bookings)

Why They Work: Nothing builds trust like hearing from real, happy clients. Testimonials provide social proof and can be incredibly persuasive.

• Record video testimonials for a more personal and authentic feel.
• Use before-and-after images alongside written testimonials for extra impact.
• Highlight a variety of treatments to appeal to different audiences.

5. Trend-Based & Interactive Content

Why It Works: Social media algorithms prioritise engagement, so content that encourages likes, shares, and comments will get more reach.

• Polls & Quizzes: “Which treatment do you want to try next?”
• Q&A Videos: Answer the most common skincare or aesthetic questions.
• Reels & Trends: Use trending topics for the socials seo.
• Reacting to viral skincare routines (with your expert take, of course).
• The “TikTok Made Me Try It” trend—debunking (or validating) trending skincare hacks.

6. Your Personality (Because YOU Are the Brand)

Why It Works: People book with people, not clinics. Showing your personality and lifestyle creates a personal connection and makes your brand more relatable.

• Behind-the-scenes lifestyle shots—capture relaxed, candid moments in and out of the clinic to humanise your brand.
• Professional but natural headshots—ditch the stiff, corporate look and opt for warm, inviting photos.
• A day in the life—show snippets of your routine, from coffee breaks to skincare routines, to connect on a personal level.
• Styled flat lays and workspace images—clean, aesthetic setups featuring skincare products, tools, and personal touches.
• Candid team photos—highlight the faces behind the clinic to create a welcoming feel.
• Lifestyle reels—short, engaging videos that blend clinic expertise with everyday moments.

A mix of high-quality visuals, educational value, and personality-driven content is the secret to standing out. Avoid the generic stock images and create content that feels real, relatable, and worth engaging with.

Which of these content types works best for your audience? Book a free discovery call to chat about how to elevate your clinic’s visuals.

All images of Dr Lubna Khan, previous shoots featured on treatments in clinic. This shoot was around wellness support she offers in her clinic. https://timetobloom.uk/