Does your social media marketing include Instagram, the popular photo sharing app and social network? Or if you are on Instagram, are you getting the most from it? Since its launch in 2010, Instagram’s rise in popularity has been nothing short of stellar. Today, 1 billion active monthly users access the app globally and 500 million people use Instagram stories every day. The figures make Instagram the sixth most visited website.
The figures make a pretty compelling case for having an active presence on Instagram to raise awareness for your spa or massage practice and engage with clients and prospects. In fact, 81 percent of people use Instagram to research products and services, and 50 percent of people have visited a website to make a purchase after seeing a product or service. 
Instagram’s popularity is attributed in part to the love affair millennials and Gen Z users have with taking photos of just about everything, though the older generation has gotten onboard. It’s also easy to download and set up and take photos within the app or through your phone’s camera. But one of the main drivers of Instagram enthusiasm is photo manipulation. Instagram has a range of different filters that can make ordinary photos outstanding.
But Instagram followers aren’t just in it for the visual effects. They want to learn how to do something. How-to tutorials are the most popular video content on Instagram right now.
Getting started on Instagram
If you’re not on Instagram and want to establish a presence for your spa or massage practice, here are some of the basics to get your business off on the right foot.
Choose a user name: Choose one that is recognizable and close to the name of your spa or massage practice. This will make it easier for people to find you when they search on Instagram.
Profile picture: Choose a photo that people associate with your business. Your logo is probably your best bet.
Company description: You only have 150 characters to create a bio about your business, so choose your words carefully to convey who you are, what you offer and what sets you apart. Make sure to add a link to your website.
Check out competition: Once you are set up, you’ll want to do some research to see what others in your market are posting. Find another spa or massage practice that has a significant Instagram following and see what they are posting. Learn from their posts what resonates with followers.
Now you’re ready to start posting.
Make the most of posts
Some of things you’ll want to keep in mind as you plan your Instagram posts to grow engagement and increase followers. Lifewire, a technology information site, suggests:
Post colorful photos and videos: Engage with your followers through photos and videos that generate some emotion. High-quality colorful photos achieve this.
Use filters sparingly: Don’t overdo filters at the expense of loosing the natural look of your photos. Keep color and contrast normal in most of your photos.
Don’t overuse hashtags: Hashtags are a great way to increase your reach on Instagram, but don’t overuse them. Keep them at minimum and only use hashtags that are relevant to your business and the photo content.
Interact with followers: Reply to their comments and check out their accounts and “like” some of their photos.
Post frequently: This keeps followers interested.
And don’t forget to include a photo of your spa or massage practice to entice clients to book an appointment.
 Newberry, Christina, “44 Instagram Stats that Matter to Marketers in 2021,” Hootsuite, January 6, 2021. https://blog.hootsuite.com/instagram-statistics/