Dermal Socials

👋🏻 I’m Kate. I’m a freelance social media manager. PM for training and/or page management
(1)

09/05/2026

“Can we do a giveaway?” The line that never fails to make my heart sink.

Progress isn’t linear, and there will be times when your Instagram growth looks like it’s stalling.

That’s natural

(but frustrating as hell.)

So it’s tempting to run a giveaway.

You’ve seen other practitioners do it, and their follower numbers jumped.

Success!

But, what you don’t see is the aftermath.

Bob from Ohio was tagged - because extra tags = extra entries.

Susie from London got royally pi**ed off because she’d been tagged (AGAIN) in a giveaway she had no interest in.

And the same - existing - follower is spamming Bobs and Susies all over the comments section because she’s desperate to win.

So the existing follower wins

(obvs),

and you’ve lost money.

And to make matters worse, the 200 new followers start to drop off when they don’t win.

I’m not saying giveaways are evil.

I’m saying they solve a very different problem from the one most clinics actually have.

I’m here to guide, not dictate.

When a client suggests running a giveaway, I’ll tell them my experiences with them.

If they decide to do it anyway, I’ll be cheering them on from the sidelines with my pom-poms.

And wearing a leotard that I have no business wearing 🙃

The shortcut that isn’t a shortcut.

That’s the giveaway trap.

DM me PRIZE and I’ll tell you what works instead.

07/05/2026

This is a wake up call 😮‍💨

Regulators and insurers are getting sharper about how medically-led cosmetic work is presented online.

Not just what you do - how it looks to the outside world.

Your Instagram is part of that picture now.

The GDC made this change in late 2025. 2026 is when the consequences are becoming clear - through conferences, insurer underwriting, and licensing discussions.

This is where your Instagram stops being ‘just marketing’ and becomes part of your governance story.

Some people in aesthetics need to read this before the regulations do it for them.

Full article in the May issue of

Definitely worth a read 👌🏻

03/05/2026

The hardest working aesthetic practitioner I know
was getting one new patient a month from Instagram.

Not because he wasn’t showing up.
Not because the work wasn’t good.

The page just wasn’t built
for how his patients decide.

So we rebuilt it around that.

Three months later -
6 new bookings from Instagram in April alone.

No promotion.
No giveaway.
No discount.

This is what happens when the right structure sits under someone who actually cares.

Once the decision feels easy,
patients stop hesitating.

If your page looks right but isn’t working -
tap the link in my bio.

01/05/2026

I can’t want this more than you do 🫣

There’s a version of this job that would be much easier than the one I do.

Post the template.
Fill the grid.
Hit publish.
Move on.

(It would be quicker too, to be fair.)

I’ve never been able to do it.

I don’t know if it’s how my brain works
or just who I am -
but the mediocre version has never been an option.

When the content doesn’t arrive
(and sometimes it doesn’t)
I can’t just throw a motivational quote out there.
I go back.
Through old footage.
Old conversations.

I’ll find a way to say it properly.

Because the moment a page stops sounding like the person behind it,
it stops building trust.

And people can tell.

The practitioners I do my best work with understand
this is a two-way thing.

They show up.
They communicate.
They don’t treat it like a side gig.

I can hold it together when life gets in the way.

What I can’t do
is want it more than you do.

That’s the one thing I can’t work around.

If you’re genuinely invested -
the application’s in my bio.

If you’re not quite there yet,
you’ll feel that too.

28/04/2026

I spent this morning on a treadmill listening to a psychologist explain why people go back to the same average restaurant when there are better ones five minutes away.

And I couldn’t stop thinking about aesthetic clinic Instagram.

Bear with me 😅

In 1968, Robert Zajonc documented something called the mere exposure effect.

The brain develops a preference for what it’s seen before. Not because it’s better. Because it’s FAMILIAR.

It’s an energy conservation thing - your brain would rather default to what it recognises than do the work of evaluating everything from scratch every time.

Which means your patients aren’t sitting there comparing before and afters and making a rational, informed decision about who does the best lip filler in their postcode.

They’re just going back to the page that feels like somewhere they’ve been before.

The clinics with predictable enquiries aren’t always the ones doing the best work. They’re the ones she’s seen often enough that stopping looking elsewhere feels like the obvious thing to do.

Consistency isn’t for the algorithm. It’s for her memory.

Not posting more. Posting the same recognisable thing often enough that she stops thinking of you as an option and starts thinking of you as the place.

If you want to know what that looks like in practice, DM me EXPOSURE.

27/04/2026

I’ve looked at a lot of clinic pages over the years.

And the ones that confuse me most aren’t the ones that are doing it wrong.

They’re the ones where everything is right - the awards are real, the work is genuinely excellent, the credentials are legitimate - and the enquiries STILL don’t match.

That gap has nothing to do with effort.

It’s not a posting frequency problem. It’s not even a content problem.

It’s that a page built to impress and a page built to help her choose are two completely different pages.

And most clinic owners don’t know they’ve only built one of them.

If you’re an aesthetic clinic in the UK and this is the thing you’ve been trying to figure out, DM me SPEAKS.

I’ll tell you what I’d look at first.

26/04/2026

It’s not bad luck.
It’s how patients actually decide.

You followed the advice.
You posted consistently.
You worked on your hooks.
You tried the things that were supposed to move the needle.

You did everything right.

That’s the annoying bit.

And it still feels like something’s missing.

It is.

The advice wasn’t wrong.
It just wasn’t written for a clinic like yours.

It was written for a different kind of decision -
fast, low-stakes, impulsive.

Not for someone who comes back to your page
three times
before she’s ready to enquire.

She’s not deciding if your work is good.
She already assumes that.

She’s deciding
if she’s seen enough
to choose you.

Most Instagram advice
was never designed to do that.

The clinics with consistent, well-matched enquiries
aren’t doing more.

They’re easier to choose.

That’s not luck.
And it’s not random.

It’s a page built
for the decision she’s actually making.

If that’s the gap you’ve been trying to close,
you can apply via the link in my bio.

DM: WORKS

24/04/2026

Patient trust isn’t built in the kind of content the algorithm rewards.

It’s built over time - not in one post.

Your clinic can be clinically excellent
and still have an Instagram
that was built for the wrong kind of decision.

Most advice wasn’t written for this.

It was written for fast decisions.
Low stakes.
Clicks.

Your patients aren’t doing that.

They’re deciding
who to trust with their face.

So they take their time.

They scroll.
They leave.
They come back.
They watch.
They compare.
Then they come back again.

Until they stop looking.

The clinics with consistent, well-matched enquiries
aren’t getting there just by doing more.

Consistency helps.
Visibility helps.

But that’s not the difference

Their page is just easier to feel certain about.

That’s it.

I work with a small number of clinics at a time.
This kind of work is close and specific.

If you’re showing up consistently
and it still feels like effort with no momentum,

you can apply via the link in my bio.

23/04/2026

This isn’t an exam.
You don’t get better results
by trying harder.

Stuart works chuffing hard.

BUT, for a long time, that effort
wasn’t translating, and it’s exhausting!

You can do everything properly.
Put the time in.
Stay consistent.

And still not see it reflected back.

This isn’t about effort.

It’s a balance.
Between who you are,
who your patients are,
and what they need to see
to choose you.

Stuart went from one DM a month
to one a day.
Same practitioner. Different page.

That’s what I do.

I only work with a small number of clinics.
This kind of work is close and time intensive.

If this is where you’re at,
applications are open via the link in my bio.

Address

Lytham St Annes

Website

https://stan.store/Dermalsocials

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