Promotion of Beauty Projects on Instagram: How to Turn Your Account into a Client Magnet?

We’ll walk you through how to build a beauty niche account that not only attracts followers but also helps you get ahead of competitors. Do you think the beauty industry is oversaturated and it’s impossible to stand out?


In this article, we’ll share simple hacks and strategies that will help your profile shine against competitors — often within just a few weeks.


Before we dive in, it’s important to highlight that today’s beauty niche goes far beyond eyelash extensions or nail care. It’s a unisex space that includes barbershops, male manicure and pedicure services, as well as cosmetic procedures such as laser hair removal, injections, and a wide range of aesthetic and rejuvenating treatments. And that’s only the beginning.


Now that we’ve outlined the scope, let’s dig into the details. Let’s go!

A nickname is the first thing a user notices. A good profile name should be short, memorable, and reflect the essence of your work. For business accounts, it’s recommended to combine the company name with a brief description of the services offered. Sometimes, adding a location (district, city, or country) also works well.

For example, leon_barber clearly shows that the account belongs to a professional offering haircuts, men’s grooming products, and training.

For independent professionals, it’s best to include your name and specialization in the handle — for example, sonya.brows.

For blog-style pages, choosing a nickname can be a bit trickier. The best approach is to highlight your niche and a unique benefit, keeping it within just two words.

For blogs, it makes sense to choose a handle that reflects both your specialization and your unique value — ideally within just two words. For example, the name dr_kovalova_aesthetics clearly shows that the profile belongs to a doctor specializing in aesthetic services, which helps build audience trust.


By the way, this is one of the accounts from our portfolio.


Once you’ve settled on a nickname, it’s time to think about your profile picture. Here too, there’s no need to reinvent the wheel — it’s far more effective to follow a proven, logical approach.

Option #1
Using a personal portrait as your Instagram profile picture is especially valuable for professionals with an established client base. A personal photo makes the profile instantly recognizable to existing clients, helping to strengthen and maintain your personal brand online. Replacing the portrait with another type of image can reduce recognition and, as a result, make profile promotion more difficult.


A well-designed profile is important, but using a well-known specialist’s name in the account handle can significantly boost its popularity. For example, a profile under the name of a renowned professional who decides to open their own clinic will naturally attract more attention — and therefore more followers — thanks to name recognition.

Choosing the right Instagram profile picture plays a key role in attracting your target audience. There are three main options:

• The face of the professional
• A photo of the service
• The brand logo

Obviously, if you work for yourself or build promotion around a personal brand, the first option is best. People feel more comfortable engaging when they can imagine they’re messaging a real person — the one shown in the profile photo. The most effective choice is a portrait with a genuine smile. That alone adds an instant boost of trust and likeability.

Option #2
For beginners who are not yet widely recognized, the ideal profile picture is an image directly related to their services. This approach helps potential clients quickly understand what the page is about and what services are being offered.


For example, if someone is looking for a brow specialist, they are more likely to click on a profile with an avatar showing perfectly shaped eyebrows. This makes it easier for clients to find the right professional and makes the profile more appealing to the target audience.

Option #3
For corporate pages, such as barbershop accounts, the best choice for a profile picture is the company logo. This emphasizes team spirit and the overall brand identity rather than focusing on a single individual.


Using a logo as the avatar strengthens brand recognition and creates a professional impression — which is especially important for businesses that operate as a team.


By the way, this is another brand from our portfolio.

For visual content in the beauty niche, there are three proven quality criteria:

• uniqueness
• variety
• quality

Avoid stealing photos or other visuals from competitors. It’s much better to invest a bit into creating your own unique photo and video content. This way, your followers will find it more engaging, and Instagram’s algorithms will also reward your account with higher visibility.

Variety means your feed shouldn’t be filled with the same type of content — even if you’re the ultimate queen of brow lamination. Even the foolproof “before and after” shots look more convincing when mixed with photos of happy clients, your tools, or behind-the-scenes moments.

Adding small details about what’s happening backstage makes personal beauty blogs far more engaging — and followers are much less likely to unfollow such accounts.

Quality comes down to investment: either in hiring a photographer/videographer or in yourself by taking beginner content creation courses. On Instagram, people really do “judge a book by its cover,” and without strong visuals, potential followers will simply scroll past. Do you really want that?

Also, keep in mind that Instagram favors fresh photos. Every photo or video carries metadata, including the date it was created. That means recent content will perform much better than an image pulled from last year’s archive. So don’t just stockpile content in a folder on your phone or computer — create it and post it consistently.

To successfully promote beauty services on Instagram, it’s essential to apply a content marketing strategy. This means creating and publishing original, useful content that solves specific problems for your target audience.

Key elements of the strategy:

• Original content: Your posts should be fully authentic and provide valuable information that is genuinely helpful for your followers.
• The success formula: Aim for 80–90% of your posts to follow this structure: define the audience’s problem + present your service as the solution + highlight the expected result. This demonstrates the practical value of your services.
• Building trust: Notes based on your personal experience and professional insights help establish credibility. Share your knowledge and behind-the-scenes expertise so followers see you not just as a service provider, but as a true expert.

So-called “sales posts” are much less effective at this. In reality, client trust in a professional who openly shares knowledge and expertise brings in much more revenue.

Example post:

“Many people struggle with dull, lifeless hair. Our deep restoration treatment solves this problem by bringing back shine and strength. Clients often notice visible improvements after just one session!”


This approach not only draws attention to your services but also builds loyalty over time, turning followers into long-term clients.


The best way to manage this is by creating a Content Rubric: divide all your content into categories, assign a theme and a unique hashtag to each, and make sure to post them consistently.

Do you feel like you’re just one of many beauty professionals, salons, or studios — all looking the same and blending into the crowd? Does it seem almost impossible to stand out?

The truth is, it’s not that bad. Yes, competition is high, but very few players in the beauty industry actually invest in professional marketing. In that space, competition is close to zero.

The key to standing out isn’t reinventing the wheel — it’s creating thoughtful, consistent communication with your clients.

The best approach is to bring the same communication style you use in real life while providing services into your Instagram presence. That way, there’s no disconnect between offline and online interactions.

For example, imagine the difference in tone:

• During a manicure session, you use short and simple phrases.
• But in posts, you suddenly switch to complex scientific terms.

That contrast often feels jarring to detail-oriented clients.

Example:
In posts, you write: “For cases of hyperpigmentation caused by photoaging, it is recommended to use alpha hydroxy acid products to stimulate cell renewal and reduce tyrosinase activity.”
But during the procedure, your style is: “Now we’ll gently apply a cream that will help your skin recover and make those spots less visible.”

Even if clients don’t say anything out loud, they’ll notice the mismatch.

Перше — якісний візуал. При цьому орієнтуйтеся не на фільтри або спецефекти, а просто на те, щоб ваші фотографії було приємно дивитися. Це досягається шляхом однакової яскравості, контрастності та температури на знімках.

Ці три параметри легко відрегулювати всередині будь-якої безкоштовної програми обробки фотографій і навіть всередині самого Instagram.

Підписи на картинках важливо робити однаковим шрифтом, одного кольору та одного розміру. При цьому картинки повинні обов'язково поміщатися у квадрати. А завалений обрій категорично не допускається. Тому що від нескінченних колажів з незрозуміло як розміщеними губами, очима і віями можна просто збожеволіти.

Бажано, щоб на одній картинці була представлена одна робота. Нехай це буде один, але правильно витриманий ракурс.

Робіть різноманітний візуальний контент. Показуйте не тільки бороди, татуювання, брови, губи, очі, вії, але й також себе, свою сім'ю, інколи, трохи частіше за себе, процес роботи, інструменти, кабінет, розкажіть про матеріали, які використовуєте і т.д. Для ваших клієнтів це важливіше, ніж ви вважаєте.

Every client wants to visit a neat, well-groomed professional and receive services in a clean, well-maintained studio. So don’t hesitate to show yourself as a professional and highlight your work.

A practical tip from experience: one of our clients, who runs a laser hair removal salon, started featuring her dog on the account. The dog is friendly, sociable, and often in the salon with her, so all the clients know and love him. Sometimes, a “mascot” for your profile could be a plant at the entrance or even a large plush toy everyone notices. Adding this kind of visual identity makes your posts more recognizable. Scrolling through Instagram on the go, a client is often more likely to like your dog than someone else’s brows.

Pay close attention to your before-and-after photos — they’re the cornerstone of sales in the beauty niche. But here’s a detail many overlook: overly harsh “before” pictures can look unappealing in your feed and spoil the overall impression of your account.

If that’s your case, think about how to avoid putting unflattering content front and center. For example, hide such photos in a carousel behind a nice cover image, or post them only temporarily (like in Stories for 24 hours).

Imagine a potential client browsing Instagram, searching for a specific service. Most profiles look the same: endless photos of finished work, some before-and-afters, and a few random pretty pictures.

But if those posts don’t include captions explaining how certain products work for coloring hair, nails, brows, or lashes, or how shades may look under different conditions, the client has no choice but to compare based on price alone.

And even if your service is 1,000 times better and more reliable, chances are they’ll pick the cheaper master — simply because you never explained why your higher price is justified. For example, that you use premium European pigments and what exact advantages they bring to the service.

It’s not enough to say, “We offer the best quality.” It’s far more convincing to say, “We offer the best quality because…” After all, no one writes on Instagram that their services are mediocre and won’t deliver results.

Focus on being transparent and honest when you talk about your work. This is one of the most effective ways to build loyalty among followers and convert them into paying clients.

At the end of the day, your services should also sell. After all, that was probably one of your main goals when you started. Plan out your sales-oriented posts and Stories, set up direct message campaigns, and engage with your client base.

This approach also works well in Telegram channels and Facebook groups. Interest-based ads with local targeting are particularly effective for finding new clients and models.

You don’t need as many sales actions as you do regular value-driven content. But it’s still worth scheduling them in your calendar at least a month ahead. Sales won’t happen on their own — they need to be triggered by your initiative.

Don’t miss the chance to boost your online presence. Start your SMM promotion today and see the difference.

The most common mistake is creating an unrealistic style that doesn’t reflect your true self — and then forcing yourself to stick to it at any cost. This often happens when we chase popular trends.

But here’s the thing: if you’ve already heard about a trend and know exactly what it’s about, chances are it’s either no longer relevant or its days are numbered.

So how do you build a consistent visual style for your profile?

• Stop overthinking, stop playing a role, and stop pretending to be someone “more glamorous, cooler, or more experienced.” The moment you start acting naturally, your own authentic and consistent style — one that reflects your inner world — will crystallize on its own.

• Choose a color that will become the foundation of your style. You don’t need to search for it in the outside world — listen to yourself and pick the shade that feels most authentic to you.

At Destra.link, we run a comprehensive competitor analysis, study a wide range of profiles, and help select a color palette that best fits your account. The main criterion is simple: you should genuinely like the color you choose.

For example, in this tattoo studio’s feed, light pastel backgrounds dominate, making the tattoos on clients stand out especially well.

• Editing is more important than the color you choose. But don’t worry — this rule is meant to simplify your life. Just edit all your photos using the same approach. For example, if you decide to work with warm tones, don’t mix them with cold-toned shots. Also, avoid using the exact same preset pack to edit different photos.

How do you find the perfect editing system? The first way is to try different apps and spend a few hours, maybe even days, experimenting with the settings to find the right options.

The second way is to delegate this tedious work to an SMM manager, save your time, and simply choose from the suggested options or order a custom color concept for your Instagram profile.

• And then a little magic happens. We combine the chosen dominant color with the editing settings — and the result is a profile in the very same unified, universal style we’ve been aiming for.

The dominant color doesn’t have to be the background. Let’s say you choose yellow. To highlight your visual direction, it’s enough to, for example, take a new photo in a yellow dress. That alone will be more than enough to maintain your profile’s design.

We recommend placing your price list directly in your profile. This way, you’ll avoid having to answer dozens of identical DMs. Clients will definitely appreciate this step — it sets you apart from other professionals or businesses that stick to the old scheme:


“How much does it cost?” — “I’ll reply in DM!”


Ideally, try to fit your price list on one sheet. But if you have too many services, break it into several parts. Usually, this info is placed in Highlights, and as a result, followers and visitors almost completely stop asking about prices.


The rules for a clean, easy-to-read price list are simple:

• Pick primary colors that align with your profile’s palette. When your feed and price list share the same style, it looks professional, cohesive, and gives the right associations with your brand and services.

• Use fonts that are easy to read — avoid overly ornate styles. Otherwise, all your efforts will be wasted, and people will still keep asking about prices. It’s better if the client can calmly read the important info.

• Keep distractions to a minimum. Ideally, just a background and clear contrasting text. Don’t overdo it. Write only the essentials — the service name, the price, and the relevant unit of measurement. For example, if it’s a massage, specify the duration in minutes.

Of course, avoid spelling, punctuation mistakes, and typos. Your price list should be just as flawless and aesthetically pleasing as the manicure on a client’s hands. That’s why it’s better to ask someone detail-oriented — ideally a perfectionist — to proofread and double-check the text so not a single small mistake slips through.

When posting Stories, beauty professionals and companies often face three challenges:

• No ideas for new Stories.
• There are ideas, but too many questions about how to present them.
• How to make everything feel natural while still engaging followers and potential clients?

All Stories can generally be divided into two types: everyday content that builds audience loyalty, and sales-oriented Stories. The second type is what drives bookings, requests, and, ultimately, revenue.

Everyday Stories are meant to make the audience fall in love with the person behind the profile. Lifestyle posts, personal stories, and the blogger’s own thoughts and observations work well here.

These Stories can also subtly showcase your professionalism — but not in a pushy way. For example, you can mention a busy schedule. This signals to followers that the account owner is in high demand, making their services more attractive.

Important: don’t film Stories on the fly while overwhelmed with client requests. That kind of content rarely looks appealing or interesting to followers. It’s much smarter to prepare visuals in advance and shoot according to a planned scenario.

What to Share in Sales-Oriented Stories? Here are a few time-tested ideas:

1. Talk about the benefits of the service after payment.
2. Share the results after the service is delivered.
3. Inspire followers with outcomes that exceed expectations.
4. Address the most common client objections.

It all depends on your creativity. For example, you can put together one big, engaging case study and split it into many short Stories. That way, your followers will see a mini-movie about the work of a beauty professional. At the end of such a case, it’s perfectly logical to add a call to action — in this context, it feels natural.

To order social media promotion, go to the “Contacts” section.

Let’s look at a situation where your content or business doesn’t have a specific geographic location. In this case, your opportunities with hashtags expand significantly. The key is learning to see the clear difference between target and related hashtags.


Here’s how it works. Suppose you sell handmade soap with cosmetic and antibacterial effects. To figure out which hashtags to add to your video, think about what else potential buyers of this soap might search for on Instagram.


Most likely, it could be handmade gifts, skincare products, or natural cosmetics. All hashtags relevant to these words and concepts can be confidently added in the first comment under your soap post.


At the same time, every keyword you say in your video should also appear in the title, text, and hashtags. This way, you’ll achieve the maximum SEO effect for distributing your content.

There are many subtle ways to nudge followers into engaging actively under your posts. Here are some of the most effective:

• Add a question at the end of the post. But not a random one — it should come from the context. For example, at the end of a manicure post, you might ask your audience which style they consider the ultimate go-to: a classic hygienic manicure or a neat French.

• A similar approach is to create the entire post as a question. The main advantage is that you don’t need much text at all. The challenge, however, is coming up with a question that many people will actually want to answer.

• Write a post on a trending or controversial topic. Of course, it’s hard to connect a post about choosing a hair conditioner with the rise of Bitcoin, but if you think a bit, you’ll always find a hot topic that can be tied to the beauty industry.

• If your account is still new and not fully promoted, ask friends or colleagues to create some artificial activity in the comments. This harmless method isn’t against the rules and sometimes delivers great results.

• Always reply to comments. When appropriate, try to respond in a way that keeps the conversation going between you and the visitor.

Another proven way to spark engagement is to ask followers to share something about themselves — stories of failures, struggles, or funny experiences. Posts like these almost always generate tons of comments and discussions. Storytelling and classic giveaways work a bit less effectively, but they’re still worth keeping in your toolkit.

Write genuine, personalized replies for each client. If someone gets the feeling they’re talking to a bot or a manager pasting pre-written scripts, it’s noticeable almost immediately — and you’re unlikely to build a constructive dialogue.


Of course, having pre-prepared replies isn’t forbidden. In many cases, they make life much easier. The key is making sure the automated response actually fits the client’s question.


Extra sensitivity is especially important in conflict situations. Remember the golden rule: the client is always right — but don’t lose your own dignity either:

• Try to resolve conflicts privately in direct messages. Ignoring the issue may only lead to it being broadcast across social media and community groups the next day. And you don’t want that.

• Always stay responsive. A reply within 15 minutes or even an hour is acceptable. But if your responses come every 2–3 days, it’s nearly impossible to handle a conflict effectively. This is exactly why autoresponders are useful: they let clients know they’ve been noticed and will receive a call or reply within an hour or two.

• Listen carefully to the client to form an objective understanding of the situation. If needed, suggest switching to a more convenient communication channel, such as a messenger or phone call.

• If the issue is complex, don’t rush into decisions. Ask for some time, consult with your team, and then respond with the most well-thought-out solution.

• Don’t burden yourself with guilt without strong reasons. Clients can also make mistakes, so always approach the situation with a clear and calm mindset.

Sometimes, if a beauty specialist works alone and handles both treatments and scheduling, they simply don’t have time to quickly reply about available appointment slots. In that case, online booking services come to the rescue. Today, there are plenty of options to choose from.


On this almost optimistic note, we’ll wrap up the first article dedicated to promoting beauty accounts on Instagram. In our next piece, we’ll dive deeper into how to advertise beauty profiles — from individual professionals to salons and other brands in the industry.

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