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Chapter 3: Instagram Strategies

by Anne Arundel Dermatology on

Setting up a business account: 

https://www.facebook.com/business/help/1710077379203657

A business portfolio allows organizations to bring their Facebook Pages, Instagram accounts, ad accounts, product catalogs and other business assets together, so they can manage them from one place with business tools such as Meta Business Suite and Business Manager.

Before you begin

  • You must have a personal Facebook account. You'll use it to log into Meta Business Suite or Business Manager, where you can create your business portfolio.
  • You can create up to 2 business portfolios. Note: This is not a limit on the number of portfolios you can belong to.
  • Business portfolio permissions override all others.

To create a business portfolio:

  1. Go to business.facebook.com in a desktop browser. You will also use this address to log into Meta Business Suite or Business Manager. If you already have access to Meta Business Suite and Business Manager, you can also click the dropdown menu located at the top of the left navigation bar. Then skip to Step 4.
  2. Click Create an account.
  3. Log into your personal Facebook account. If you don’t have an account, click Create account to sign up for one.
  4. Click Create an account.
  5. Enter your business details.
    • Business portfolio name. It should match the public name of your business or organization, since it will be visible across Meta. It can't contain special characters.
    • Your name.
    • Business email. Meta will use this email to contact you about your business. It won't be visible to your customers.
  6. Click Submit or Create to create your portfolio. You’ll get an email asking to confirm your business email address.

Once you’ve created your business portfolio, you can add business assets, such as Pages, ad accounts, datasets and Instagram accounts.

You can also invite people to join your business portfolio and assign them assets to work on.

If you work with an agency or consultant, you can add a partner to your business portfolio in order to give or request access to business assets.

Creating an Instagram Feed That Captivates and Converts

Let's explore how to craft an Instagram presence that not only catches the eye but also reflects your practice's expertise and personality:

  1. Consistent Color Palette: Think of your color palette as your visual brand signature. Whether you opt for calming neutrals or energetic brights, consistency is key. Align your choices with your brand guide (if you have one) to maintain a cohesive look that resonates with your audience.  
  2. Strategic Grid Layout: Consider your feed as a whole, not just individual posts. Some practices use every third post to create a visual pattern, while others alternate content types for visual interest. Find a layout that showcases your services and personality effectively.
  3. High-Quality Imagery: Invest in good photography, particularly for before-and-after images, product shots, and in-clinic procedures. High-quality images build trust and showcase your expertise. Avoid over-editing — authenticity is key.
  4. Content Variety: Mix educational posts with patient testimonials, clinic updates, and product features. This diversity not only keeps your feed interesting but also caters to different follower preferences and interests.
  5. Brand Elements: Incorporate your logo, signature fonts, and other brand identifiers regularly. This reinforces brand recognition and lends a professional touch to your feed.

Remember, while an aesthetically pleasing feed is valuable for first impressions, Instagram's algorithm favors meaningful engagement over pure aesthetics. Focus on delivering valuable, relevant content to your audience. Let your feed's visual appeal complement the quality information you're sharing, creating a winning combination that attracts and retains followers. 

Utilizing Instagram Stories and Highlights for Behind-the-Scenes Glimpses of Treatments

Instagram Stories offer a unique opportunity to give your followers a peek behind the curtain. These short-lived posts disappear after 24 hours, but you can save them to your profile as Highlights, making them a permanent fixture for your audience.

  1. Behind-the-Scenes Content: Use Stories to offer a glimpse into your practice's daily life. From treatment prep to staff introductions, these behind-the-scenes snippets humanize your brand and build trust.
  2. Patient Testimonials and Results: With proper consent, share patient journeys through before-and-afters and testimonials. Create a dedicated Highlight like "Transformation Tuesdays" or "Happy Patients" to showcase these success stories. Note: while these are great for organic content, they're off-limits for paid promotions.
  3. Polls and Q&A: Turn your Stories into a two-way conversation with polls, quizzes, and Q&A sessions. "What's your biggest skincare concern?" or "Myth or Fact: Chocolate causes acne" can spark engaging discussions and provide valuable insights.
  4. Clinic Updates: Share real-time updates about new services, products, or events at your clinic. For instance, announce a new treatment via a Story to generate buzz.
  5. Creating Highlights: Organize your Stories into Highlights on your profile. Some useful categories might include “Treatments,” “Behind the Scenes,” “Testimonials,” and “Skincare Tips.” This way, new visitors to your profile can easily access key content.

Leveraging IGTV and Reels for Procedure Demonstrations

IGTV and Reels are Instagram’s longer-form and short-form video platforms, respectively. Both are excellent for showcasing your expertise and educating your audience about various dermatological procedures.

  1. IGTV for In-Depth Content: Think of IGTV as your own mini-documentary series. Use these longer videos to give viewers a front-row seat to procedures like microneedling or chemical peels. In 5-10 minutes, you can walk them through the process, highlight benefits, and address those burning questions they're too shy to ask in person.
  2. Reels for Quick Tips and Highlights: Reels are your secret weapon for quick, catchy content. In just 15-30 seconds, you can showcase a treatment highlight, drop a game-changing skincare tip, or reveal a stunning before-and-after.
  3. Consistency and Branding: Ensure that your videos are consistent in terms of quality and style. Use the same intro/outro, brand colors, and fonts. Think of it as your practice's visual signature — instantly recognizable in a crowded feed.
  4. Educational Content: Position yourself as the go-to expert in the field by focusing on educational content. Break down complex treatments, explain how that new miracle product actually works, or bust persistent skincare myths.
  5. Collaborations and Guest Appearances: Feature other experts, such as guest dermatologists or influencers, in your IGTV episodes or Reels. Collaborations can broaden your reach and add credibility to your content.

Best Practices for Hashtags and Captions

Hashtags and captions are critical for increasing your post’s visibility and engagement. Here’s how to use them effectively:

  1. Strategic Hashtag Use:
    • Industry-Specific Hashtags: Use popular dermatology and skincare hashtags like #Dermatology, #SkincareRoutine, and #SkinCareTips to reach a broader audience.
    • Branded Hashtags: Create and consistently use a branded hashtag, such as #GlowUpWith[YourClinicName], to build a community around your brand.
    • Popular Hashtags: Incorporate trending and popular hashtags like #SkinGoals, #GlowUp, and #HealthySkin to increase visibility.
    • Avoid Overuse: Limit the number of hashtags to max 10  per post. Use a mix of broad and niche hashtags for the best results.
  2. Crafting Compelling Captions:
    • Informative: Use captions to explain the content of the post. For example, describe the benefits of a treatment or offer a skincare tip.
    • Engaging: Ask questions or include a call-to-action, encouraging followers to comment, share, or visit your website.
    • Storytelling: Share patient stories (with consent) or narrate a personal experience related to the content. Storytelling can be powerful in making your brand relatable.
    • Keep It Concise: While Instagram allows up to 2,200 characters, it’s best to keep your captions concise. Use the first sentence to grab attention, and then provide additional details.
    • Emoji Use: Emojis can add personality to your captions. Use them sparingly and in a way that aligns with your brand’s tone.

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