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Social Media for Massage Therapists – 10 Optimization Tips for Massage Therapy Centers

There are lots of reasons why your massage therapy clinic should be on social media. Not only because your target audience spend the majority of there time on social media but also because it increases your brand’s credibility. When people hear about your massage therapy services whether through an ad or from someone they know, the first thing that will come into their minds is to check if you have a social media presence. If they don’t see you, it only means one thing to them, your clinic doesn’t exist as well. So, if you haven’t created a page for your massage therapy clinic, this is a sign for you to create one!

Another advantage of having a social media page is that it helps you build your audience. Especially if you recently opened and looking for customers. Since these platforms are meant to connect people, it also helps you create meaningful connections with your prospective customers through their features.

It could also help drive more traffic to your massage therapy clinic’s website. Here, you can a post sneak peek about your brand’s limited-time offer and if they want to know more about it, they can simply click the link of your website that can be found on your social media profile, and they’ll be redirected to a landing page from your site.

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How to start a social media marketing campaign for massage therapists

Man scrolling through LinkedIn too look for massage therapy centers

In this section, we’ll walk you through the steps on how to create your social media marketing campaign.

Step 1: Set your goal

Before we jump right into the type of posts you can publish on your social media pages, you have to set your campaign goal first. Here’s a list of common social media marketing goals:

  • get more new customers
  • keep existing customers
  • increase customer engagement
  • improve customer satisfaction
  • building your community

Step 2: Choose your target audience

After setting your goal, it’s time to choose your target audience. Your target audience plays a vital role in the success of your social media marketing strategy because it’ll be easier for you to focus on individuals that are most likely to buy a service from you, and save money along the way.

Here are some tips on how to choose your target audience:

  • Start with your customers.
    • If you have no idea about the type of audience you should reach out to, why not start with your existing customers? You can give out survey forms to these people and from there, you can get insights into the common interests, demographics, and traits that your customers have.
  • Take a look at your competitors. 
    • You could also do research about your competitors to see the type of customers they focus on. Do they use online, offline, or both channels?
  • Use competitors analysis tools
    • Since manual research can be time-consuming, competitor analysis tools like Sprout Social can help you understand the strategies used by your competitors on Facebook, Instagram, and Twitter.

Step 3: Choose a platform

The social media platform that you’ll be choosing should be aligned with your social media marketing goals as well as your target audience. For example, if your target audience is elderly, Instagram is not that appropriate for your audience because the majority of the users on this platform are Millenials and Gen Zs.

To help you narrow down which platform works best for your massage therapy clinic, here are some statistics to guide you:


  • Facebook allows users to connect with other people as well as businesses.
  • This platform has the largest audience across all social media platforms.
  • The age group that uses Facebook the most are ages 25-34.
  • Video posts work best on this platform.


  • Instagram is created for individuals who want to communicate with other people through visuals (photos and videos).
  • The majority of users are aged 18-34 years old.
  • Giveaways, Instagram stories, branded content, and carousel are the ones that work best on this platform.


  • Pinterest is another social media platform that allows users to share and discover new interests through images and short clips.
  • According to Hubspot, the most popular categories on Pinterest includes travel, services related to health and wellness, DIY projects, fashion, recipes, and motivational quotes.
  • 38% of adults ages 50-64 years old are using Pinterest.
  • Images with good visuals and call-to-action work best on Pinterest.


  • LinkedIn was originally created for job seekers to expand their connections with professionals. But in today’s time, it can also be used to establish a brand’s credibility.
  • 60% of LinkedIn users are between the ages of 25-34.
  • Blog posts and text-only posts work best on LinkedIn.


  • Twitter allows users to share their thoughts and build social connections through images and videos but with a caption that is not more than 280 characters.
  • Most Twitter users are ages 25-34.
  • Tweets that have photos with them work best in gaining the attention of your target audience on Twitter.

Step 4: Prepare content

Once you’ve decided on which platform to use in marketing your massage therapy services, the next thing to do is to prepare the type of posts on your social media pages. There are various types of formats you can choose from.

This includes:

  • Blog post/articles
    • Works best on Facebook and LinkedIn because you can write more than a thousand characters.
  • Images
    • Adding images to your posts is 10 times more likely to get engagement compared to plain texts.
  • Videos
    • Videos work best on Youtube, Facebook, and Instagram.
  • Image/Video Stories
    • These types of posts are available to your page followers within 24 hours. These are available on Facebook and Instagram.
  • Live Videos
    • This format is best if you’re hosting/ attending an event and you want to share it with your audience who weren’t able to come. Facebook is one of the most popular social media networks when it comes to living videos because even those who have missed your Facebook Live can watch it later after your Livestream.
  • Infographics
    • Infographics make it easier to understand topics that are too complicated to explain. This works best on Facebook and LinkedIn.
  • Customer testimonials
    • Facebook has a built-in feature where your prospective customers can see the ratings and reviews
  • Giveaway
    • This type of post actually works on any social media platform because audiences love freebies.

After deciding on which type of post to use in your marketing strategy, don’t forget to plan ahead or create a schedule so you don’t miss out on important events where you can promote your massage therapy services.

Step 5: Track results

Give your posts some time to gather enough data for you to analyze. From there, make sure to monitor the performance of your posts. This will give you ideas as to which type of posts gets a lot of engagement, drives conversion, needs a bit of improvement, and more!

Social Media Marketing Metrics:

  • Engagement
    • Engagement refers to the percentage of engagement your posts gets. This includes the likes, shares, and comments from your audience.
  • Impression
    • Impression refers to the number of times your page followers have seen your content.
  • Reach
    • While reach refers to the number of people who have seen your content.

Tracking the results of your posts is an ongoing process. This is important because it lets you know whether you’re reaching your marketing goals or if it needs a little more push.

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10 Ways to Optimize Social Media for Massage Therapists

Optimizing a massage therapy clinic's Facebook profile

Just like Google Ads campaigns, you also have to do extra steps so that your social media profiles get the most out of your social media marketing efforts. Here are 10 optimization tips to improve the presence of your massage therapy center on social media:

1. Optimize your profile

Complete your profile and make sure that Having a complete social media profile is important because it helps your massage therapy clinic to get found and appear to relevant search queries of your potential customers.

Here’s a list of what you can do to optimize your massage therapy center’s social media profile/pages:

  • Use a profile photo that bests represents your brand (preferably your brand’s logo).
  • People also read your bio when they’re visiting your profile. So, make sure that it has all of the essential details needed. This includes your massage therapy clinic’s name, the services you provide, your contact details, and your location.
    • (insert image of a massage therapy clinic’s bio)
  • Use keywords that are relevant to your massage therapy practice (e.g. deep tissue massage, hot stone massage, aromatherapy massage, etc.)
  • Update your information if there are changes in your business hours, moved to a new location, or opened a new branch.
  • Add the link to your massage therapy website.

2. Use the sizes that are appropriate to each platform

There are different image and video sizes and formats for each social media platform. For example, on Pinterest, images that have an aspect ratio of 2:3 works best if you want to stand out among other pins while on Instagram and Facebook, you could choose between 1:1 or 9:16. So, before posting a photo or video on your massage therapy clinic’s page, make sure to do research and test its recommended size to prevent it from being overly cropped when posted online.

Here’s a guide on Social Media Image Sizes that will help you choose the suitable aspect ratio for your posts.

3. Stick to a schedule when posting

Posting on a regular basis allows your brand to build a connection with your audience because you are consistently showing up on their timeline or newsfeed.

Here are some tips on how to build your consistency on social media:

  • Set realistic goals
  • Don’t publish too many posts in one day
  • Using a content calendar can help you schedule your posts and save time

4. Create valuable content

People are more likely to share a post if it’s something that they can easily relate to. If you keep on posting useful content to your audience, you’re also attracting a lot of potential customers to your massage therapy website.

For images:

  • if possible, add your massage therapy clinic’s logo
  • make your visuals pop by using colors that complement the message you want to portray

For videos:

  • The first few seconds of your video determine whether your audience will finish watching your video or not. So, for best results, grab their attention by asking a question or adding a text overlay on your videos about what you’re about to cover on your video.
    • Like this:
  • Make sure that there are three sections (introduction, middle, and end) for your video so that viewers can easily digest the topic that you are talking about.
  • Add subtitles on your videos so that individuals with hearing impairments can understand your content

5. Captions

Captions add context to the media attached to your post. So, make sure that your first sentence will grab the attention of your audience. For best practices, make it short but engaging.

  • Avoid cluttering your captions with too many emojis. If you’re going to use it, make sure that it fits the context of your post.
  • For hashtags, only use the ones that are relevant to your massage therapy practice. The recommended number of hashtags varies depending on the social media platform. So, make sure to not overuse it to prevent it from hurting the performance of your posts.
  • In addition, when using hashtags, it should be a mix of branded, community, and trending but relevant hashtags so that you’ll not only reach out to your current customer base but also to the ones who haven’t heard about your brand before.

6.  Engage with your customers

People will have a good impression of your brand if they see that you’re actually engaging with your customers. This can be done in several ways such as responding to reviews, liking their posts when they mention your brand, re-sharing their tags, or simply asking about their opinions through a Q&A post. So, no matter how busy you become, you must always make time to engage with your audience.

7. Manage and respond to reviews

Whether it’s a good or bad review, it’s important that you respond as soon as you can because this shows that you’re not just after getting lots of customers but also, caring about their satisfaction.

How to respond to positive reviews:

  1. Be genuine when it comes to thanking your customers for feedback. You could personalize it by mentioning their name.
  2. Don’t forget to implement keywords (your massage therapy clinic’s name, and services provided). For example, “The team at Massage Therapy X is thrilled to read your review about our massage therapy services.”
  3. You could also add a little marketing to it. For example, “We are looking forward to seeing you again, bring your friends.”

How to respond to negative reviews:

  1. Don’t ignore or delete it.
  2. Express sympathy with your customer. For example, “Linda, we are sorry to hear about your experience.”
  3. Explain why the situation occurred.
  4. Privately discuss the problem by providing your contact details so that you can talk about the issue offline.
  5. Ask for a second chance or offer compensation (could be a voucher or discount on their next visit). It doesn’t work all the time, but it’s worth a try.

8. Call-to-action buttons

CTA is mainly used to help boost the engagement rate of your social media posts. It guides your audience into performing an action towards your brand. Here are a few reminders when using call-to-action for your social media posts:

  • Be specific on the action you want your audience to take. 
    • For example, if you want to build your email list, “Sign up to receive our monthly newsletters” or if you want to get new customers “Refer a friend and get 10% off on your next appointment.”
  • Must create a sense of urgency
    • Your CTA must ignite the Fear Of Missing Out (FOMO) in your audience.
    • For example:
      • “Book an appointment today to get a 15% discount!”
      • “Call now!”
      • “Don’t miss out on our Valentine’s day promo”
  • Use second-person POV
    • Writing CTAs from your customer’s pov helps you build a connection with them. It shows that you care for them in addressing their needs. Here are a few examples of CTA using a second-person’s point-of-view:
      • “Celebrate your birthday with us and get a free deep tissue massage.”
      • “Book my appointment”
      • “Yes, subscribe me to this list”

9. A/B testing

A/B testing is comparing two versions of your social media posts to know which one works best for your audience. What are the parameters that you can test on social media? It could be the length of your captions, images, video formats, and your target audience.

But, before you do A/B testing, you have to make sure that you have an idea about the performance of your current marketing strategies, you should fully understand your marketing goal, ideas to be tested, and your assumptions.

Once you have all of those gathered, the next thing to do is run the test itself. Here’s how to do it:

Step 1: Pick what element to test and state your hypothesis

For example, you want to know which type of post gets more shares on your massage therapy clinic’s social media page. Your first hypothesis is that posts that have shorter captions with attached links on them work better than posts with longer captions and embedded links to your massage therapy site.

Step 2: Choose whether you want to do an A/B or a multivariable testing

The main difference between this two is that A/B testing is comparing two versions of the post while in the latter, many variables are tested.

For example, in A/B testing, you’re going to test the length of the captions while in multivariable, you’re going to test the length of captions used along with the type of photos, and emojis.

Step 3: Decide on the social media platform you want to conduct the test, how long it should take place, as well as your controlled variables

Since your Instagram profile has more followers, that’s the platform where you’ll be conducting this test. The duration will be four weeks and you’ll be posting it

Step 4: Perform the test

To track results, you’ll either be using a spreadsheet or a social media tool to check the progress of your test.

Step 5: Analyze the results and implement them in your future posts

Create a report of the result of your testing whether your hypothesis is correct or not. Then, share it with the team so that you can all brainstorm ideas on the next step that you should take (change the length and format of your captions).

10. Keep up with algorithm changes

The social media algorithm refers to the changes made by a social media platform where they sort posts on a user’s timeline or newsfeed based on what a user wants to see and the ones that don’t suit the interest of that user. For example, Social Media X started prioritizing recently relevant posts (based on posts you like and accounts you follow) instead of showing posts that are recently uploaded. From time to time, these algorithm changes so you have to stay updated so your target audience doesn’t miss out on the latest posts of your massage therapy clinic.

Post Ideas for Massage Therapists

Here are some examples of what you can post on your massage therapy clinic’s social media pages:

Massage Therapy Facebook post ideas:

Promotional videos

Promotional Offers

Fun facts










On Instagram here are some Massage Therapy Instagram Post Ideas:

Turn fun facts into reels

Promote your products

Photo of your staff working

Client testimonials

Community service involvement

Massage Therapy Pinterest post ideas:

Educational posts about massage therapy techniques

Promotional offers

Daily reminders


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Key takeaway

Social media is where most of your customers hang out and look for products and services. It has become an influential platform not just for communicating with your loved ones but also for marketing your massage therapy services. Follow the tips we’ve mentioned and you will surely notice an improvement in your social media marketing campaigns.

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