In this episode, Bekah, Lauren, and Katrina take a real-world look at one of the biggest questions in med spa marketing—how do you actually grow a loyal, engaged following? It’s easy to get caught up in the numbers game, chasing 10K, 20K, or even 50K followers. But what really matters is the quality of your audience.

The conversation kicks off with a challenge to the idea that high follower counts equal credibility. Katrina shares her experience building Esthetic Center’s following from 200 to nearly 50,000—and why engagement, not numbers, made all the difference. The trio discusses the dangers of buying followers and how it can damage your brand long-term, from low engagement to being flagged by Instagram’s algorithm.

They also break down Katrina’s 30-minute social strategy, a realistic daily plan for building trust and visibility without needing a full-time social media manager. From responding to DMs and comments to posting relatable content and engaging with other accounts, it’s all about consistency.

They dive into content planning and the importance of variety—mixing before-and-afters with humor, education, personal stories, and community-focused content. And for those just starting out, Katrina emphasizes the power of influencer programs, even on a micro level. She explains how tapping into local voices helped Esthetic Center expand their reach and build a reputation rooted in trust.

More than anything, this episode is a reminder that followers are real people. Treating them like a community—rather than a number—is what builds long-term success.