top of page

Social Media’s growing influence on skincare product and treatment choices: new study highlights trends

Girl smiling, skincare products

A recent survey by the American Society for Dermatologic Surgery (ASDS) has unveiled a significant shift in how patients are influenced when choosing skin care products and considering cosmetic treatments. The study underscores the rising impact of social media, particularly Instagram, in these personal health and beauty decisions.

The survey revealed that social media ranks among the top three factors influencing the purchase of skin care products. This highlights a pivotal change in consumer behaviour, where digital platforms are now crucial in shaping opinions and choices. The findings suggest that people are increasingly turning to social media for recommendations, reviews, and endorsements, often valuing these over traditional advertising methods.

Moreover, social media's influence extends beyond product choices to cosmetic treatments. The survey found that social media is the sixth most important factor when patients decide whether to undergo a cosmetic procedure. This indicates a growing trust in the information and testimonials shared by providers and influencers on platforms like Instagram and Facebook.

One of the most striking findings is that 41.0% of patients follow their current or potential dermatologic or aesthetic providers on Instagram. This behaviour reflects a trend where patients seek to connect with providers on a more personal level, gaining insights into their expertise, results, and patient satisfaction through curated posts and stories. For many, these online interactions can be a deciding factor in choosing a provider.

Additionally, 43.0% of consumer decisions to schedule an appointment were directly influenced by a provider's social media presence. This underscores the importance for dermatologists, aesthetic practitioners and cosmetic surgeons to maintain an active and engaging online presence. Potential patients are not just looking for before-and-after photos but also educational content, testimonials, and a glimpse into the provider's personality and philosophy of care.

Dr. Sue Ellen Cox, President of ASDS, remarked on the study's implications: "This survey highlights a critical shift in how patients are making decisions about their skin care and cosmetic treatments. Providers who embrace social media as a tool for education and engagement are more likely to build trust and attract patients."

The survey's findings suggest that dermatologists, aesthetic practitioners and cosmetic surgeons need to be strategic in their social media use. Effective online engagement can include posting regular updates, responding to comments and messages, and sharing a mix of content types to keep followers informed and interested. For providers, social media is not just a marketing tool but a platform for establishing credibility and rapport with potential patients.

As the digital landscape continues to evolve, the integration of social media in practices will likely become even more pronounced. For patients, this trend offers more access to information and a closer connection to their providers, ultimately enhancing their decision-making process in skin care and treatments.


bottom of page