Contrary to popular belief, you do not have to be on every social network to successfully promote your massage business. Instead, focus on your business’s most impactful social media platforms to maximize results, reach your target audience, and connect with new and existing customers.

If you’ve already done social media marketing for your massage practice, you probably already have an idea of which channels work best for your business. However, if you’re just starting your business or are unsure if you’re focusing on the right platform, we’ll break down the most popular social networks so you can identify where to put the bulk of your energy and attention.

Instagram

If your target audience is drawn to eye-catching graphics, Instagram is the social network for you. This platform has over 2 billion monthly active users and over 500 million daily active users, making it extremely popular for businesses looking to expand their reach. Thanks to Stories and Reels, Instagram has never been more active.

Posts and Reels are a great way to broaden your reach and find new potential customers, whereas Stories allow you to connect more deeply with your current audience. What you post and when you post on Instagram will depend entirely on your target audience’s preferences and behaviors.

For example, if your clients are usually stay-at-home parents, then publish new posts and reels in the morning and at lunchtime so that they have something to view when they take a break. You might consider going live on Stories in the early evening so you can capture their full attention after their kids are in bed. Or, if your clients are athletes, post during early mornings or just after work when they’re likely training at the gym.

TikTok

TikTok is a social media platform that focuses on short-form video content. It boasts a much more personalized algorithm than Instagram, showing relevant content to individuals interested in those topics. Because of this algorithm, it’s easy for small businesses and content creators to go viral, gaining traction quickly without needing to pay for ads.

TikTok is notorious for creating and churning trends very quickly. That means that if you’re willing to spend a lot of time on the platform and participate in trends, your massage business can reach a really large audience. It’s much more casual and less curated than Instagram—your videos don’t need to look and sound perfect, but they must be helpful and relevant (funny is a bonus!).

However, if you aren’t familiar with creating video content or don’t wish to spend the bulk of your time catering to trends, TikTok may not be the right social network for you.

Pinterest

Pinterest is an unsung hero in social marketing because, with minimal effort, it can yield powerful results that grow and last. This platform works as a virtual pinboard for users to discover and save ideas as visual cards or “pins” on their “boards.”

Unlike many other social networks, older social content that’s still relevant is still easily discoverable on Pinterest. As long as the content is still engaging and relevant, it’s likely to get saved to people’s boards.

Instead of posting about specials and promotions, pin educational content that stays relevant for months and years to come. For example, if your massage business has a blog, you could pin the cover photos for each post and include the link to it.

Facebook

Facebook still dominates the social media landscape, boasting over 3 billion monthly users. It’s a great place to publish both content that will be relevant for months and years and content that’s relevant in the short term, such as promotions, discounts, or holiday deals. Posts with images and videos do best on Facebook but don’t be scared to create text-only posts too.

Plus, due to both platforms being owned by Meta, it’s incredibly easy for you to cross-post content on Facebook and Instagram. Although the type of content that performs best on each platform may vary, this is a great way to tap into both networks without expending extra effort.

LinkedIn

LinkedIn is a social network for professionals, but that doesn’t mean that businesses can’t use it to promote their products and services. Due to its target audience, you should only post on it during normal business hours to ensure maximum visibility and engagement.

However, the average time spent on LinkedIn is much lower than that of other social media networks—users spend only about 17 minutes on LinkedIn per month, in comparison to 12 hours for Instagram and 20 hours for Facebook. Don’t let that discourage you, though, as stressed professionals may be the perfect audience for your massage business to target. Just make sure your posts are eye-catching to entice users to engage with them.

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When you’re first creating your marketing strategy, focus on one or two social networks. Ideally, those will be the ones your target audience uses most. No matter which network you choose, post consistently so the platform’s algorithm will reward you with increased visibility. Once your business grows, you can consider promoting your massage business on other platforms and even investing in software to help you manage all your marketing efforts in one place!