“Bro-tox” and Beyond: Tapping into the Male Aesthetic Niche on Social Media

The ASPS Procedural Statistics report recently revealed that men are increasingly opting for cosmetic procedures, with a 10% increase in chest and core procedures and a 9% rise in face and neck surgeries in 2023. This growth surpasses that of female patients in these same categories, suggesting a shift in societal attitudes towards men’s cosmetic procedures. It appears that men are no longer hesitant towards aesthetic enhancements but rather are embracing them from head to toe. 

Social media platforms offer a unique opportunity to reach and engage with men interested in aesthetic procedures, but recent research in The Aesthetic Journal shows a bleak picture of the current social media landscape for men. By understanding the current landscape and their aesthetic preferences and behaviors, surgeons can cash in on this niche and create targeted content to build a strong, diversified online presence. 

The Current Landscape  

Recent findings highlight a concerning trend in the social media content concerning male aesthetics: the proliferation of low-quality, often misleading content related to cosmetic procedures. While TikTok has emerged as a popular platform for patient education, its lack of regulation has allowed misinformation to flourish. Despite the significant number of videos focusing on male cosmetic treatments, many lack the necessary accuracy and reliability. This is particularly concerning given the potential for patients to make informed decisions based on the information they encounter online. 

The study found that while physician-created videos generally demonstrated higher quality, they often received less engagement compared to nonphysician content. This suggests that patients may be more drawn to sensational or visually appealing videos, even if they lack substantive information. Furthermore, the strong presence of international physicians on TikTok raises questions about the potential impact of social media on medical tourism. As patients increasingly seek information and recommendations online, they may be more likely to consider procedures performed in countries with lower costs, potentially leading to unintended consequences. 

Understanding Your Audience 

This social media landscape, though concerning, is ripe for opportunity for practices with social media prowess to shine. To effectively engage with the male aesthetic audience on social media, it’s crucial to tailor your content strategy to their specific preferences and behaviors. 

Preferred Platforms for Men 

• Instagram: While a popular platform for all demographics, Instagram’s visual focus and ability to showcase before-and-after photos make it particularly effective for reaching men interested in aesthetic procedures. 

• TikTok: This short-form video platform has gained significant popularity among younger demographics, including men. Its focus on entertainment and trends can provide opportunities for creative and engaging content. 

• YouTube: YouTube offers a longer-form format for educational content, such as tutorials, Q&As, and patient testimonials. This platform can be valuable for building trust and credibility. 

Male Content Preferences 

• Authenticity and Relatability: Men often appreciate content that feels genuine and relatable. Avoid overly polished or scripted content in favor of natural interactions and honest discussions. 

• Educational Content: Many men are interested in understanding the procedures and recovery process. Provide informative content that addresses their questions and concerns. 

• Success Stories: Highlight patient testimonials and before-and-after photos to showcase the positive outcomes of aesthetic procedures on men. Focus on real-life examples that resonate with your target audience. 

• Lifestyle and Wellness: Beyond the procedures themselves, men may be interested in content related to overall health, fitness, and lifestyle. Incorporate relevant topics to broaden your appeal to this audience. 

• Male-Centric Influencers: Partner with male influencers who have a strong following within the aesthetic community. Collaborations can help you reach a wider audience and build credibility. 

• Engagement is Key: Additionally, incorporating interactive elements like polls, quizzes, and Q&A sessions can foster a sense of community and encourage engagement. 

By understanding these preferences and tailoring your content accordingly, you can effectively connect with the male aesthetic audience on social media and drive engagement with your practice and expertise. 

Additional Tips 

Beyond these core strategies, consider the following additional tips for tapping into the male aesthetic niche: 

• Highlight the benefits of aesthetic procedures for men. Emphasize how procedures can improve self-esteem, body image, and overall quality of life. 

• Address common concerns and misconceptions. Many men may have reservations about undergoing aesthetic procedures. Address these concerns head-on to alleviate their doubts. 

• Partner with men’s health and wellness organizations. Collaborate with organizations that cater to men’s health and wellness to reach a wider audience. 

• Engage in thought leadership. Share your expertise on topics related to male aesthetics through blog posts, articles, and speaking engagements. 

• Incorporate storytelling into your content. Share personal anecdotes, patient stories, or case studies to connect with your audience on a deeper level. 

• Use humor and wit when appropriate. A touch of humor can make your content more engaging and memorable. 

• Experiment with different content formats. Try different formats like videos, infographics, and live streams to see what resonates best with your audience. 

• Stay up-to-date with industry trends. Keep informed about the latest trends and technologies in the field of aesthetic surgery. 

• Be patient and persistent. Building a strong online presence takes time and effort. Be patient and persistent in your efforts. 

The male aesthetic niche is a rapidly growing market, offering significant opportunities for aesthetic surgeons. By understanding the unique preferences and behaviors of male patients, and leveraging the power of social media, practitioners can create targeted content that resonates and drives engagement. However, it’s crucial to navigate the current landscape cautiously, ensuring that your content is accurate, reliable, and authentic. By focusing on building a strong online presence, fostering community engagement, and providing valuable information, aesthetic surgeons can position themselves as trusted authorities in the field and successfully tap into this booming market. 

SOURCES: ASPS, Aesthetic Surgery Journal, Aesthetic Surgery Journal Open Forum