A med spa should post three Reels, one carousel and three Stories a week, and hold that pace for at least 12 weeks. That's our recommendation, not a rule from Instagram and not the result of a study. It's a number we picked because a small team can actually keep it up.

How many times a week should a med spa post on Instagram?

Three Reels a week, one carousel a week, and Stories on three days. That's about seven pieces of content, and only four of them need real planning.

Here's what each one does. Reels are how new people find you. The carousel is for people who already follow you and want to save something, like a prep checklist or a what-to-expect guide for a first visit. Stories are the day-to-day layer: a room being set up, a patient question answered, a quick look at a new device. They keep your account looking alive between the bigger posts, and they cost almost nothing to make.

We don't think you should post daily. Our opinion is that daily plans tend to fade, because a front desk, an injector and a busy schedule don't leave room for a new piece of content every morning. A plan you drop in week three does less for you than a smaller plan you keep.

Why is consistency better than volume?

Because Instagram, patients and your own team all respond to a steady rhythm. A prospective patient who opens your profile wants to see recent posts, not a burst from two months ago followed by nothing. And your team is more likely to keep shooting when the ask is small and predictable.

We can't give you a verified number for how much reach you gain by posting three times instead of seven. Nobody can give you that for your account. What you can do is hold the plan steady, then compare your own numbers at week four and week twelve.

What should the three Reels be?

Give each slot a job so you're never staring at a blank screen on Monday morning.

Monday: a question patients ask. The hook is the question itself. "Does lip filler look fake?" Then answer it in 30 seconds, standing in your treatment room.

Wednesday: a myth or a hot take. Something like "You don't need [number] units to look natural." Use a bracketed number you're comfortable with, and keep it as education, not a promise of results.

Friday: a look behind the scenes. A room reset, a consult walkthrough, a new device unboxed. No script needed, just a clear first line.

The carousel can go up on a weekend. Pick a topic that people save: "5 questions to ask before your first injectable appointment." Saves are a signal worth watching.

What do Stories add?

Stories are for the people who already know you. Post them three days a week, Tuesday, Thursday and Saturday, and keep each one to a few frames. A poll ("Which would you rather learn about next?"), a quick answer to a question from your DMs, or a look at the day's schedule. They don't need editing. They do need to be real.

What's the compliance catch?

Two rules matter more than any posting schedule. If you show a patient's face, name or results in a way that identifies them, get a written authorization first. HIPAA's authorization rule is at 45 CFR 164.508. Have your attorney review your consent form.

And if someone gets paid, comped or gifted for a post about you, the connection has to be clear. The FTC explains how in Disclosures 101 for Social Media Influencers. This also applies to your own staff if they're posting about the spa.

What to do this week

Week one has to work around the fact that you can't post a Reel before you've shot it. Here's the order.

  1. Sunday: write the first line of three Reels and the title of one carousel. First lines only. You can improvise the rest.
  2. Monday: block 45 minutes before your first appointment and record all three Reels back to back, in the same room, in the same clothes.
  3. Wednesday: post the first Reel.
  4. Friday: post the second Reel.
  5. Saturday: post the carousel, and put up your first Stories.

From week two, settle into the regular pattern: Reels on Monday, Wednesday and Friday, the carousel on the weekend, Stories on Tuesday, Thursday and Saturday. Put a reminder on your calendar for week four and week twelve. At each one, look at which Reels got the most watch time, saves and shares, then make more like those.

If you want a head start on the first lines, our 300 Viral Hooks for Med Spas guide ($59) is organized by goal, so you can pick a hook for each slot. There's also a free set of 30 hooks on the guides page.

Can a Shoot Day cover the plan?

Partly. Our Social Media Content Shoot Day is $1,500 and gives you four edited videos from up to two hours of shooting, delivered within seven days. At three Reels a week, four videos cover a little over a week. So it seeds the plan, it doesn't run it for a quarter. If you want to keep the plan going without recording every week, read our post on med spa content without filming every day.

Sources

← All posts Get 300 Viral Hooks for Med Spas ($59) →