Social Media 2.0

TikTok is quickly becoming the go-to platform for social media marketing, giving brands a unique chance to boost recognition and visibility. With over one billion active users worldwide, TikTok offers an unmatched opportunity to create viral content and engage a global audience. While it may have started as a Gen Z-dominated space, TikTok has grown into a powerful platform for businesses of all kinds to connect and expand their reach. So, why should your clinic have a TikTok account? And more importantly, how can you leverage this powerful tool to grow your clinic?

-TikTok explained
In essence, TikTok is a short-form video platform where users create and share content ranging from 15 seconds to three minutes. With its fast-paced, trend-driven nature, TikTok offers a space to connect with audiences in a creative, authentic way- ideal for grabbing attention and building a loyal following.
Many clinics currently rely solely on Instagram to gain recognition and attract new clients. However, it's important to understand the distinct purposes of both platforms and how each plays an integral role in your clinic’s online presence.



TikTok v Instagram
Instagram acts as a space to showcase your services and products, share testimonials, and build trust with your existing audience. It fosters a sense of community and acts as a ‘catalogue’ of your clinic's offerings, with clear calls-to-action directing potential or pre-existing clients to your website for bookings. In contrast, TikTok excels at discovery. It introduces a new audience to your clinic through user generated style content and a reactive approach to trends- capturing attention and expanding reach. TikTok drives traffic to your Instagram or website, bringing fresh eyes to your clinic. Ultimately, TikTok brings new interest, while Instagram nurtures it, converting potential clients into loyal customers (or clients).

Discoverability on TikTok has grown significantly, as more users turn to the platform as a social search engine (often instead of Google). People are now searching phrases like “best skin clinic near me” or “lip filler London” to find authentic recommendations, real client experiences, and relatable content that helps guide their decisions. More generally, skincare has consistently trended on TikTok over the years. A recent micro-trend around “skincare treatments” has seen a 150% increase in search volume in the last 30 days, highlighting a strong opportunity for clinics to create relevant, high-performing content around their clinic offerings. The TikTok algorithm doesn’t rely on how many followers you have. Instead, it prioritises relevance, engagement, and watch time, meaning even brand-new accounts can become viral with the right video. This makes it ideal for clinics looking to grow brand awareness, showcase their expertise, and speak directly to potential clients in a way that feels personal and engaging.


How to grow with TikTok
Growing your clinic on TikTok is absolutely achievable - as long as you're willing to keep up with the platform’s fast-paced and constantly-evolving algorithm. TikTok favours original, engaging content and rewards creators who stay active and consistent. Ideally, posting daily gives your content the best chance to be seen. A great way to generate content ideas is by using TikTok Creator Insights, where you can spot trending themes and identify gaps you can fill. For example, topics like “essential self-care product picks” - could easily be tailored to your clinic's offerings and is currently in the gap for content that could potentially start trending soon.

"TikTok excels at discovery. It introduces a new audience to your clinic through usergenerated style content..."

Follow the latest trends
One of the most important strategies when starting off your TikTok journey is being reactive to trends. Whether it’s a popular sound, format or concept, hopping on it early can dramatically increase your chances of going viral. A common misconception among business owners is that TikTok trends feel too gimmicky or clash with a premium, luxury brand voice but following trends doesn’t mean compromising your identity. There are always ways to align trends with your tone and keep things on-brand. Lastly, don’t underestimate the power of engagement. Reply to comments, interact with followers, and engage with other relevant content on the platform - the more active and connected you are, the more visibility TikTok will give you.

TikTok's advantages
One of TikTok’s biggest advantages for clinic owners is the ability to showcase expertise in a natural, organic way. Educational content like skincare myth-busting or “what to expect” videos not only inform viewers but humanises your brand and builds trust. There’s no need for excessive production or meticulous planning as unpolished, authentic content often outperforms more polished videos on TikTok. This approach positions you as approachable and relatable, traits that naturally draw in viewers and make them more likely to engage with your clinic.

TikTok has become one of the most important platforms for social media marketing, due to its explosive growth and widespread use across all age groups. It is the place to be discovered and stay present, allowing you to stand out among others in the industry. Creators have the unique opportunity to consistently engage with potential clients while building your clinic's reputation. Your future clients are already scrolling through TikTok. If you're not there, you risk a potential customer discovering another clinic first.