25 Social Media Marketing Ideas for Aesthetics Practitioners in 2025

As a healthcare professional, you may find the social media marketing aspect of promoting your aesthetics services daunting.

Coming up with ideas that promote your business whilst keeping within the advertising regulations and stand out from your competitors can be challenging. But we’re here to help!

We spoke to Harley Academy’s Content Director, Sarah McGiven, to get some tips. With over 13 years of social media and web content experience, 9 within aesthetic medicine, we knew Sarah would have some useful insights to share!

In this article, she provides 25 free social media marketing ideas for aesthetics practitioners to use between January and June 2025. We’ll reveal her additional recommendations for content in July to December, in the second part of this interview…

Add aesthetics-related Awareness Days to your content calendar

“Awareness Days - or months - are a great source of inspiration for content ideas,” shares Sarah. “New ones tend to crop up fairly regularly, so it’s worth searching for this information each year when planning your aesthetics marketing.

“Not only will you have a framework that provides topics for each month, but these will most likely be trending at the time of posting. This means that, by using the right hashtags, you may benefit from a wider reach as more people search for this type of information.”

Sarah clarifies, “Increasing your reach simply means that your posts can reach a larger audience. This doesn’t mean you always have to go for the biggest, most obvious topics - niche can work well, too, especially when themes are hyper-relevant to your specialisms or demographics.”

She recommends the awarenessdays.com website as a useful research tool when exploring these themes. This site allows you to filter results by UK or International so you can be sure you’re looking at the most relevant information.

Social media marketing ideas for aesthetics practitioners in 2025

The following ideas are based on the annual calendar of UK and international awareness days related to facial aesthetics. It’s worth noting that UK awareness dates can differ from those allocated for the same days in other countries.

There are typically many more awareness dates every month in addition to those mentioned here so use these ideas as a springboard for your own research! 

Sarah highlights, “Whatever Awareness Days you choose to cover, just make sure the topic and content align with your values as an aesthetic practitioner and human being. Authenticity is key to conveying and building an honest and trustworthy relationship with your audience.”

January 2025 

“Traditionally the ‘New Year, New You’ approach to aesthetics marketing has January in a chokehold,” jokes Sarah. “If you want to take a different tack, consider content based around some of January’s key wellness-centred awareness events:

• Veganuary: A good month to promote vegan skincare products and treatments
• Dry January: Educational content around the effects of alcohol on the skin and how to address these ties in well this month
• 3rd January is the Festival of Sleep Day: This is a great opportunity to educate your audience on skin health such as which skincare products are best to use at night and why. You can also revisit or expand on this on 14th March for World Sleep Day
• 20th January is Blue Monday: Traditionally the most depressing day of the year, many businesses use this day as an opportunity to promote a special offer to cheer patients up!”

February 2025

“In aesthetics, February is often synonymous with lip filler due to Valentine’s Day. Cupid’s bow content reigns supreme at this time of the year,” notes Sarah. “If you’re looking for an alternative approach, consider these…

• Black History Month: Do you understand how to treat Black skin tones of every shade? Is this something you communicate effectively to your patients through inclusive imagery and information throughout the year, not just in February? Whilst it can be helpful to draw attention to your offerings to ensure Black patients know they are welcome and catered to at your practice, I’d caution against using this as a token without committing to making your messaging more inclusive overall. Doing so can come across as opportunistic and insincere 
• Boost Your Self-Esteem Month: This can be slightly tricky to navigate from an advertising standards perspective as the CAP regulations state that treatment outcomes should not be directly linked to one’s mental health. However, there’s a clear line between stating, for example, ‘Boost Your Self-Esteem with Facial Contouring Fillers’ versus ‘Do Something for Yourself This Boost Your Self-Esteem Month’ and advertising your consultations. The CAP Bitesize videos can help you understand this in more detail
• 3rd February is National Sickie Day: Poke a little tongue-in-cheek fun at this day, by letting people know that you’re open for business and all appointments are treated with the strictest confidence
• 7th February is National Send a Card to a Friend Day: A great opportunity to promote gift cards for your business.”

March 2025

“Usually the start of ‘Spring Clean Your Skincare Routine’ type content, there are other avenues you can explore too,” says Sarah. “These are just a few of the March opportunities in addition to Mother’s Day which is on 30th March in 2025..

• 7th March is Employee Appreciation Day: Shout about your employees so your audience can familiarise themselves with the whole team
• 8th March is International Women’s Day: This is a balancing act - sharing authentic messaging that celebrates and uplifts or offers support is welcome. What we tend to see, however, is pink posts offering discounts on laser hair removal, for example. The latter tends to read as patronising and the polar opposite of empowering, so tread carefully when covering this one
• 8th-14th March is Healthcare Science Week: A prime opportunity to talk about the science behind your services. Take this chance to share informative, educational content about dermal fillers, biostimulators, energy-based devices, skin analysis tools - the list goes on!
• 12th March is National No Smoking Day: Another educational opportunity for content ranging from the effects of smoking on the skin, to how to tackle smoker’s lines. Again, approach with care and evidence-based information. You can also share this tied to 31st May - World No Tobacco Day.”

April 2025

The obvious thing that springs to mind here is April Fool’s Day on 1st - something Sarah implores you to avoid or at least be mindful of the pitfalls. 

“Online content is accessible for a long time,” she reminds us. “Don’t assume viewers are seeing your posts on the actual day nor that they’re reading any captions. With this in mind, April Fool's content from medical professionals can be a huge misstep if it can be confused with factual information. For me, it’s generally best to sit this one out rather than end up sharing something that could be perceived as misinformation.”

Outside of this, she observes, “As we enter the Easter holiday period, Spring content tends to revolve around skincare. If you’re looking for topics to alternate with this, try these…

• Rosacea Awareness Month: If you’re a holistic aesthetics practitioner, this is a great opportunity to explain how you treat patients suffering from rosacea and skin redness
• Stress Awareness Month: This provides a huge scope for social media aesthetics marketing based on educating patients about the effects of stress on the skin and how you can help
• 7th April is World Health Day 2025: Another theme that offers a smorgasbord of related content ideas for your social channels. Also another great window to remind your audience of your healthcare professional status
• 22nd-28th April is Allergy Awareness Week: A brilliantly niche opportunity to share educational content related to allergies and aesthetic treatments. For example, can people who are allergic to bee stings have filler?”

May 2025:

“Aesthetics practices generally start promoting their summer treatments from May,” says Sarah. “Here are a few ideas for what else you can cover this month…

• Skin Cancer Awareness Month: Promoting the use of daily, year-round, broad-spectrum SPF is always a good idea. It also ties into so many different aesthetic themes, from hyperpigmentation and melasma to fine lines and wrinkles. You can get a lot of informative content mileage from this important subject
• National Share a Story Month: Use this opportunity to share your story with your followers - even if you’ve done it before, a little reminder of why you got into aesthetic medicine, your journey - reinforcing your medical credentials and aesthetics training qualifications - and the approach you take can help people to build a rapport with you and understand why they should come to you. You could also share this type of content around 25th January - 1st February for National Storytelling Week 2025
• 5th May is the International Day of the Midwife: If you are, or were, a midwife who’s now practising aesthetic medicine, this is another opportunity to share your story. Never be afraid to shout about your medical background! This can inspire confidence in prospective patients looking for someone to trust with their face
• 12th May is International Nurses Day: Same as above
• 13th-19th May is Learning at Work Week: Share some behind-the-scenes images or videos of you updating your skills through ongoing aesthetics training. Even better if you can link this to the launch of a new treatment to generate further interest!
• 25th May is International Skin Pigmentation Day: A day to post content talking about melanin, pigmentation concerns and treatments for hyperpigmentation. It’s a great opportunity to discuss cosmetic injectables and skin treatments specifically relating to patients with skin of colour.”

June 2025:

“June has some fantastic themes which make great alternatives or additions to the standard ‘summer holiday’ content,” shares Sarah. “There are so many options that can trigger great ideas so I hope you’ll be really inspired by these and use them throughout the year, too. For starters, June celebrates the following…

• National Age Without Apology Month: Could there be a better topic for aesthetics practitioners to hang their social media marketing on?! Consider discussing why choosing to have injectables does not have to mean you’re not ‘ageing gracefully’ if you want to try to spark a discussion with your audience
• Acne Awareness Month: As one of the most common skin concerns, this is an expansive topic that can range from what causes acne, to the different types. Explaining treatments for acne as well as acne scarring can link nicely to your treatment menu
• Pride Month: As with all awareness events that are tied to a specific cohort, ensure your Pride content is genuine and true to your ethos, rather than opportunistic. This is a wonderful chance to promote the LGBTQIA+ inclusivity of your practice and to highlight the different ways to approach facial feminisation or masculinisation techniques.
• 9th-15th June is Men’s Health Week and 15th June is Father’s Day: As cosmetic injectables and cosmetic dermatology treatments become increasingly popular with male patients, this is your chance to share that message.”

Next steps for more advice on aesthetics marketing for clinicians

If you’re interested in learning more about aesthetics marketing for your practice, these are your next steps.

Read our marketing and social media articles aimed at aesthetic practitioners

Check out the ‘Business’ section of our Aesthetics Articles homepage. 

Here you’ll find a wealth of information on promoting your practice, the rules regarding talking about botox in your marketing, and more.

Take our Business Marketing for Aesthetic Medicine online course

Explore our online aesthetics marketing course, Business Marketing for Aesthetic Medicine. 

This will explain everything from the difference between marketing and PR to how to define your target audience and put together your marketing plans. 

As it’s an eLearning course, it can be completed from anywhere and you don’t have to be enrolled with Harley Academy to purchase. However, it is included free of charge as an eLearning resource for trainees taking our Level 7 in Cosmetic Injectables course and Level 7+.

If you’re putting your 2025 content calendar together, we hope you find these suggestions inspiring. Do let us know by tagging us on Instagram @Harley_Academy if you try any out!

Check back for the second part of these social media marketing ideas for aesthetics practitioners covering the rest of 2025, soon.

All information correct at time of publication