Instagram went down the other day. It was down for less than an hour, but that was plenty of time for businesses to freak out about it on other platforms like Facebook, Clubhouse, and Twitter. As much as people love to hate social media, small businesses really rely on it. Just how much becomes clear when a platform goes down even for a little while! That’s enough time for businesses to panic that their carefully crafted content in posts, videos, stories, etc. might disappear. This is just one reason why your skincare business needs a blog.
That’s not the only reason why your skincare business needs a blog. Don’t let this happen to you:
In June 2020, I started noticing that when I’d post something on the Nutritional Aesthetics® Alliance’s Instagram page, the picture would post, but none of the captions would. I also noticed that when I tried to follow, like, or comment on my posts or someone else’s content, it wouldn’t let me. All I could do was post pictures with no captions or comments, post stories, and respond to DMs. I did not have this problem at all on my Rachael Pontillo account, or my kids’ accounts that are also on my phone. I tried reaching out to Instagram’s support about it multiple times, with no success.
Then something else happened. Anytime I would post a link to a blog post or page on Facebook from nutritionalaesthetics.com, I’d get a popup saying that I couldn’t post the content, because it violated their community safety guidelines. I tried it on different devices, uninstalling and reinstalling the apps, using a third party link app instead–nothing worked. I couldn’t even post anything from the site in DMs on Facebook OR Instagram. Of course I contacted Facebook’s support, multiple times, over several months. And of course I got no response or explanation of what happened.
That’s not the worst part.
The worst part was when my friends, colleagues, or students tried to share a blog post, course information, or tag the Nutritional Aesthetics Alliance on Facebook or Instagram, they too got the warning. This went on for 6 months. We were not blacklisted anywhere, and did not have this issue with any of our other platforms (LinkedIn, Pinterest, Twitter). Just Facebook and Instagram.
We tried so many times to get help from Facebook or Instagram, consulted with social media experts, but all we found out was that for some reason, Facebook’s filters/bots/algorithm decided that nutritionalaesthetics.com was a fake news site.
This was so frustrating because that couldn’t be further from the truth.
First of all, it’s not a news site at all. We also make sure to not post anything all that controversial (nothing about CBD, the pandemic, vaccines, politics, or the other usual red flags), we don’t use click-bait blog titles, and we don’t provide medical advice. The whole thing really hurt–not just our business, but I also took it personally because we are SO careful to post with integrity.
How did we fix the problem, finally?
We ended up changing the domain name of the website to skinwellnesspro.com (and redirecting all the nutritionalaesthetics.com pages and posts). Once we did that, the ban was instantly gone and we were able to go back to posting as normal. And of course we started getting nudges from Facebook encouraging us to advertise. (THAT’S not gonna happen.)
We never got a response or explanation from Facebook or Instagram. None of my other websites or social accounts were affected. Some of my colleagues in the health/wellness space speculated that the word “nutritional” was the trigger.
Thank goodness my business had a blog.
Even though we couldn’t share blog posts on Facebook or Instagram, we were still able to share them on other platforms during this time; and Google was still able to crawl them. This means that even though we couldn’t use Facebook or Instagram to drive traffic to the site, people were still finding our blog content in Google searches. That brought them to our site, where they found the information they were searching for, and also had the opportunity to join our email list, or enroll in our professionally accredited CNAP Training Program.
I can honestly say that if it wasn’t for the fact that we had a robust blog–with content that represents our philosophy, provides value, and gives actionable tips–I don’t know how we would have made it through that ordeal. Because our website traffic stayed consistent due to organic Google searches (due to the blog), we continued to welcome new CNAP students throughout that period.
Your skincare business needs a blog because your website is your own slice of real estate on the Internet.
Did you know that you don’t actually have control over the content you post on your social media platforms? It’s true! According to this post on Copyrightlaws.com, “you own the content you post to social media, but you’ve given each platform a license to use it as spelled out in their terms and conditions. These licenses are slightly different from each other, but all of them grant the social media platform the right to use your copyrighted work in whatever way they see fit.”
This is why I cringe whenever I see business and marketing “experts” advising small skincare and wellness business owners to skip the website and only focus on social media and driving traffic to landing pages with freebies. There’s no guarantee that those social media posts will get shown to anyone at all.
Not only that, but not all content posted on social media comes up in Google searches.
And let’s be honest. If someone runs a Google search for a skincare product or service that you offer, and they come up with a result of your old Facebook post and your competitor’s blog post, guess which they’ll choose? The blog post, hands down. Instagram posts and stories won’t come up on Google searches at all. Pins might come up in a Google search, but do you really want your potential customer going to Pinterest–the land of distraction?
No. You want them to come straight to your website. And your blog is the best way to entice them to come on over, because your blog is where you have the opportunity to teach them something new, provide the answer to their Google search, inspire them to try something new, do some good old fashioned mythbusting, and tell them what you believe. It offers your potential customers a chance to learn who you are, what you’re about, and how you can help them get the results they’ve been searching for. This is one of the most important reasons why your skincare business needs a blog.
I’m not saying not to post on social media.
On the contrary! But I AM saying not to rely solely on social platforms for your content marketing strategy. And I AM saying to post your content on your blog FIRST. That way you can repurpose the content on social media, and drive traffic right back to the blog for more information.
Here’s the other problem with not having a blog and only posting content on social media:
It’s nearly impossible for people to find past content. I ran into this problem while I was writing the Pillar #9 chapter of the Certified Nutritional Aesthetics Practitioner® Foundational Curriculum textbook last year. I remembered a fantastic Instagram post series that a colleague wrote about hyaluronic acid that I wanted to reference in the book. I went to her website, thinking she would have it all in a blog post, only to discover that she didn’t have a blog. So I went to her Instagram profile, and had to scroll back through about 6 months worth of content to find the series–and even then, I would have had to link to each single post in the series to share it with my students.
Here’s a newsflash: most people will not take the time to scroll back WEEKS–nevermind months or years–through your social media profile to find content.
Social media hashtag searches only pull up the most recent, or highest engaging posts on that platform that have that hashtag. So if you want people to be able to find, share, and reference your content easily–especially if it is really well-written, cited content–PLEASE put it on your blog first.
Blogs are searchable, both on your own website and on the Internet as a whole. My blog analytics show that posts I wrote way back in 2010 and 2011 still come up frequently in Google searches. Your skincare business needs a blog because blog content has a MUCH longer shelf life than social media content.
When someone’s on your blog, they are already on your website, which is where you want them to be to make a purchase or book an appointment with you. When they are on social media, they constantly get distracted with notifications.
In addition, social media algorithms and rules change constantly. Even paid advertisements don’t come with a guarantee that the post will be seen by the person who’s searching for what you offer. And of course, social media platforms are picky, don’t always behave fairly or ethically, and unfortunately do not favor small businesses.
These are just a few reasons why your skincare business needs a blog!
In my next blog post, I will give you my favorite ways to use your blog to repurpose content.
Stay tuned for that–you can click the red bell icon on the bottom right of your screen to subscribe for push notifications, or you can join my free email community to get notified of when the next post is published.
Do you need help with coming up with awesome content for your blog?
Check out my 3-part workshop, the Infinite Content Model Workshop for Skincare Entrepreneurs. This proven system will not only help you come up with content that your dream customer is searching for–but it will also help you generate a YEAR’S worth of content. I’ll even give you a nifty content calendar to keep everything organized, so that on any given day of the year, you won’t have to wonder “what the heck should I post today?”