Facebook still matters for a specific audience
While often overlooked in favor of Instagram and TikTok, Facebook remains genuinely relevant for reaching an older client demographic — one that, for many beauty and wellness businesses, represents meaningful spending power.
Local Facebook groups are an underused channel
Community and neighborhood Facebook groups are a channel many beauty businesses underuse — genuinely helpful participation (not just self-promotion) in relevant local groups can build real local visibility over time.
Be careful not to only post promotional content in community groups — many groups have rules against this, and even where allowed, purely self-promotional posting tends to be received poorly by group members.
Facebook and Instagram management overlap
Meta Business Suite lets you manage Facebook and Instagram together, so maintaining both doesn't necessarily mean double the work — see our software directory for tools that support this.
Events and Facebook-specific features
Facebook's event feature is a genuinely useful, free tool for promoting things like a grand opening, open house, or seasonal event to a local audience already connected to your page.
Reviews on Facebook count too
Facebook has its own review/recommendation system, separate from Google — don't neglect asking for these if a meaningful part of your audience is active there, alongside your Google review efforts.
Frequently asked questions
Is it worth maintaining both Facebook and Instagram actively? For many businesses, yes, given the different (if overlapping) audiences — but if your capacity is limited, prioritize based on where your actual target clients are most active.
Should I run Facebook ads? They can be effective for local targeting, particularly for reaching a demographic less active on Instagram/TikTok — test with a modest budget and track results with the Marketing ROI Calculator before committing more.