When it comes to medical advice in social media platforms, it is certainly better to listen to a board-certified physician than a self-appointed expert, who may not have the medical training over the internet. Dermatology, in particular, seems to have a number of “skinfluencers”, a type of influencer with a focus on skincare. Some of these Skinfluencers have no or limited formal medical training. At the same time, social media platforms are filled with people, many of whom are young and impressionable, who are looking for their primary skincare advice on these social platforms.
The level of expertise between the top skinfluencers, especially on the medical side, varies wildly. A July 2020 list of the internet’s most-followed skinfluencers listed social media stars with backgrounds primarily in makeup, celebrity styling, and modeling. Of the top 10, only two were board certified dermatologists.
Are you a dermatologist stepping into the social media sphere to boost your profile? Here are some tips to reach a wide audience:
UNDERSTAND THE COMPETITION
It is easy to understand the appeal of seeking skincare tips from an influencer. Viewers see them as “evening the playing field.” The skinfluencer comes from the same place as the consumer, and is not a salesperson. They often promote less-expensive, easy-to-find products, and weigh in on their personal experience on how these products have helped their particular skin concern.
But when a skinfluencer is preaching to thousands, and in some cases, millions of followers, they may be prescribing a one-size-fits-all solution to a wide variety of of skin types without understanding underlying conditions include skin disease, environmental and lifestyle factors, just to name a few. It can be easy for their online following to forget that if they’re not a dermatologist or even a non-medical professional, then all they are is one person sharing a tip that has worked for them.
A MEDICAL EDGE
What is the one benefit of fewer dermatologists in the skinfluencer realm? More ways for you to stand out and to deliver true, medically based advice! As a board certified dermatologist, you’ve already got an edge over the hobbyists learning all they know about skin care from other hobbyists on the internet. Your job is to work backwards: concentrate on breaking down vast and deep medical knowledge into digestible chunks everyone can understand and benefit from.
AESTHETIC APPEAL
Question: How do you condense textbooks of information into bite-size chunks and make it fun? Answer: Infographics!
Don’t stress if you’re not a graphic design guru. Make this side hustle fun by playing around with resources like Canva or Instagram’s built-in story options. This isn’t a graphic design assignment to be handed in for a grade, and as with anything, you’ll learn as you go. Before you know it, you’ll find yourself with an aesthetically-soothing Instagram grid. You’ll likely already have skin tone colors involved in your color scheme, so pick one other bright color to pop out of the mix and work from there.
BE ENGAGING
Don’t be shy, and don’t let your followers be shy either! If your main platform is Instagram, you’ll find a wealth of built-in “stickers” to add when posting to your story. Utilize these to post “this or that” polls, conduct an impromptu Q & A, ask what content your followers would like to see from you, and so much more. Just like everyone on the internet, they’ll certainly have questions, opinions, and thoughts; they’re just waiting for your invitation.
GET PERSONAL, BUT DON’T OVERDO IT
Your followers should have a reason to follow you specifically, not just for the information you provide. Don’t be afraid to let your personality shine! Share anecdotes about your own skincare journey, or discuss issues you’ve encountered with patients, with a concise lesson about the experience at the end.
But be careful: don’t expose a patient’s information, or something that could potentially embarrass them should they find out you’ve shared it. Don’t assume that what you share won’t be seen!
REMEMBER: YOUR PATIENTS ARE STILL YOUR PRIORITY
While full-time skinfluencers can transform their hobby into their main source of income through ads and endorsements, as a dermatologist you will need to strike a balance between your venture into social media and the real career you earned your degree for.
Be patient! At the end of the day, your social media presence should be a tool to bolster your reputation and client base, and not a stressor on top of everything else in your busy life.
