12 viral marketing strategies and tactics for beauty spas
We’ve explored a large range of viral content, and after analyzing a lot of examples, you begin to recognize recurring patterns and familiar structures that consistently perform well.
We think that, for beauty spas, a noticeable transformation is underway ... emerging trends are gaining momentum, and innovative marketing approaches are starting to take over.
Here are some key insights for you.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral Tiktok videos made by beauty spas
- Viral Instagram Reels made by beauty spas
- Viral marketing trends for beauty spas in 2025
Aspirational Accessibility Through Democratic Luxury
The biggest shift in spa marketing is making luxury feel achievable rather than exclusive. Instead of positioning high-end treatments as only for the wealthy, successful brands are showing real people enjoying premium experiences and making it feel like something anyone deserves.
A Turkish Bath Escape (5.5M views) opens with "If you can't go to therapy, go to the hamam" and shows two genuine friends having a blast. They even include the price (1300₺) upfront, making it feel transparent and accessible. The Allure of the "Brain Detox" (1.4M views) follows a regular person discovering a "hidden gem" Brooklyn spa, sharing her vulnerable reaction ("I felt like I was gonna cry") in a way that feels authentic, not promotional.
This trend works because it reframes luxury services as self-care necessities rather than guilty indulgences. By showing relatable people enjoying these experiences and being transparent about costs and locations, brands make premium treatments feel like something viewers can and should prioritize for their wellbeing.
Power of Unresolved Tension
Smart spa content creators understand that sometimes withholding the payoff creates more engagement than showing everything. This strategy builds curiosity gaps that compel viewers to comment, share, and return.
A Viral Waxing Tease (2.6M views) shows the setup for nostril waxing but cuts off before the removal, leaving viewers desperate for resolution. The "Don't Lose the Card" Gambit (2.7M views) creates tension around a seemingly important card that is immediately taken by the system, subverting expectations perfectly.
This strategy works because our brains hate incomplete loops. The unresolved tension creates a psychological itch that viewers want to scratch through comments asking "where's part 2?" and sharing with friends to get their reaction to the cliffhanger.
@goplacetoronto Don’t lose the check-in card😏#spa #spaday #torontospa #torontolife #torontoevents #toronto #relaxtime #relaxation #luxurylife ♬ original sound - GoPlace
ASMR Authority
Successful spa content leverages multiple sensory triggers to create deeply satisfying viewing experiences. The best performers layer different sounds, textures, and visual elements to maximize the relaxation response.
The Zen Head Spa Ritual (90M views) masterfully combines bell sounds, water cascading, product squishing, and gentle scraping sounds throughout a comprehensive treatment. The Allure of the Scrape (12M views) focuses on the crisp dermaplaning sounds while addressing common myths directly to the camera.
This works because ASMR content triggers genuine physiological responses in viewers. The combination of visual satisfaction and auditory pleasure keeps people watching longer and coming back for repeated viewings, while the authentic sensory experience builds trust in your services.
@lisanailvn Gội đầu dưỡng sinh quận 1 siêu phê, thư giản, giảm stress #lisanailspa #asmr #goidauduongsinhquan1 #goidauduongsinhquan3 #goidauduongsinhquan5 #goidauduongsinhquan7 ♬ nhạc nền - Lisa Nail & Spa
Expectation Subversion Comedy
Breaking spa stereotypes with unexpected moments creates memorable content that spreads rapidly. The key is maintaining professionalism while embracing authentic, humorous situations.
The Contractor's Catnap (10M views) turns a client's loud snoring during a facial into comedy gold, with the esthetician's amused glances at the camera. Laser Hair Removal: Expectation vs. Reality (9M views) contrasts ridiculous, contortionist positions with the calm, straightforward reality of the treatment.
This strategy works because it humanizes the spa experience and reduces anxiety about treatments. When potential clients see that awkward moments are handled with grace and humor, they feel more comfortable booking services themselves.
@sapphireskinltd When people imagine laser hair removal, they picture all sorts of awkward positions—like a yoga class gone wrong! But in reality? Just sit back, relax, and enjoy our VIP treatment while we zap your hair away. Who knew getting hair-free could feel like a day at the spa? ✨ #HairTodayGoneTomorrow #luxury #spaexperience #skin #vip #LaserHairRemovalMagic ♬ original sound - Günther Krabbenhöft
Celebrity and Influencer Targeting
Direct callouts to specific personalities or creators can mobilize their fanbase and create viral moments through community engagement and wishful thinking.
The Med Spa Invitation (1M views) directly addresses influencer Brianna Arsement, telling viewers "this video is for Brianna and Brianna alone," while showcasing luxurious treatments. The strategy mobilizes her fanbase to tag her and share the content, hoping to make the collaboration happen.
This works because parasocial relationships are powerful. Fans actively work to get their favorite creators' attention, turning your content into a rallying point. Even if the celebrity never responds, the community engagement drives massive reach.
@bohomedspa Replying to @sydsssssssss If you were looking for a sign here it is🔮🫶🏻 @Brianna I would love to melt you to my table🥰 P.S. If you are not Brianna you are more than welcome to come in🤞🏻 #asmrsleep #asmrsounds #asmrslime #asmrrelaxing ♬ original sound - BOHO Med Spa
Transformation Documentation
Before-and-after content remains king, but the most viral versions include emotional testimonials and specific, quantifiable improvements that viewers can relate to.
The Melasma Makeover (13M views) shows dramatic skin improvement with picture-in-picture before photos while the client emotionally describes her 80% improvement. The practitioner-student relationship adds credibility to the testimonial.
This strategy works because people seek proof that treatments actually work. Specific percentages and genuine emotional reactions provide the social proof needed to convince hesitant potential clients that your services deliver real results.
@lequynhspa Học trò cũ ghé thăm…lúc đầu vào hoc nghề da nám sạm…..còn bây giờ thì đẹp quá ui🥰🥰🥰#die#dieutrinam ♬ nhạc nền - lequynhspa
Novelty Tool Theater
Showcasing unusual, visually interesting tools and techniques keeps viewers watching to see what comes next while positioning your spa as innovative and advanced.
The Hammam Leaf & Foam Exfoliation (9.7M views) features extreme amounts of foam and leafy branches for scrubbing, creating an almost comical yet satisfying visual. The Allure of the Multi-Sensory Spa Ritual (1.2M views) rapidly introduces bells, shell combs, ice globes, and a unique water halo device.
This works because novelty captures attention in crowded feeds. When viewers see tools they've never encountered, curiosity drives engagement through comments asking about specific techniques and encouraging shares to friends who "have to see this."
@floramilo2503 Wash your hair, relax and go to sleep #Immersive #skincare #Skin #lipcare #head #sclaptreatment #Beauty #salon #Clinic #immersive #relax #beautysalon #remove #ImmersiveSkinCare #relieve #facespa #skintreatment #cleanface #foryou #massage ♬ nhạc nền - Healing Spa
Baby and Family Content
Content featuring infants receiving gentle spa treatments triggers powerful emotional responses and showcases your spa's care and expertise with vulnerable clients.
Baby's Serene Spa Day (15M views) shows a baby floating with a neck support, enjoying gentle massage, and ending with an adorable yawn. Baby's First Facial Delight (13M views) features a baby clearly enjoying each step of a mini facial treatment.
This works because babies trigger universal positive emotions. The content demonstrates your spa's gentleness and skill while providing highly shareable "aww" moments that people love to send to friends and family.
@elevatemedispa Baby’s first “facial.” 🫧🤍✨ Never too young to enjoy some pampering! Thank you @injector_alyssa for the cutiest patient of the day. #facial #esthetician #medspa #babyfever ♬ A Summer Place - Hollywood Strings Orchestra
Hidden Gem Discovery
Positioning your spa as a secret find or local treasure creates exclusivity appeal and encourages viewers to feel like insiders sharing valuable knowledge.
The "Surreal Spa" Snippet (0.8M views) rapid-fires through cave-like salt rooms, futuristic pods, and unique oxygen bar setups with text claiming it's "Ontario's most surreal day spa." The Allure of the "Brain Detox" describes discovering a "hidden gem hole in the wall" Brooklyn spa.
This strategy works because people love discovering and sharing secret spots. The exclusivity makes them feel special while motivating them to save your location and share it with others who appreciate unique experiences.
Staff Behind-the-Scenes
Showing your team's personality and daily routines humanizes your brand and creates relatability that drives engagement from fellow service workers.
The "Look Busy" Ballet (0.7M views) shows an employee gracefully performing exaggerated "busy work" around an empty spa while upbeat music plays, turning a common workplace situation into entertainment.
This works because workplace humor is universally relatable. Staff members become personalities viewers can connect with, while the lighthearted approach makes your spa seem fun and authentic rather than stuffy.
@soulsensesspa Us pretending to be busy when the manager walks by! #tiktokviral #vibe #tiktok #explore #comedyvideo #funnyvideos #funny #stressrelief #tiktokviral#relatable #luxuryspa #wellnessjourney #massage #dubai #dubaispa
♬ original sound - SoulSensesSpa&Wellness
Educational Myth-Busting
Directly addressing common misconceptions about treatments builds trust while providing valuable information that viewers save and share.
The Allure of the Scrape (12M views) includes the client stating "my hairs do not grow back darker, it's a myth. I'm not a werewolf" during dermaplaning, proactively addressing viewer concerns. The content combines education with satisfying visuals.
This strategy works because it reduces treatment anxiety while positioning your spa as knowledgeable and trustworthy. When people feel educated about procedures, they're more likely to book and recommend your services to others.
@bohomedspa Our Glass Skin Princess @✨Kay and Tay✨ is back💖✨ #asmrfacial #asmrspa #kayleedudley #dallasmedspa #asmrdermaplaning ♬ original sound - BOHO Med Spa
Couples and Social Experiences
Showcasing spa treatments as shared experiences rather than solo indulgences expands your market and increases booking value per visit.
Couples' Spa Day Montage (1.2M views) uses "POV: you and your boy came to relax with us" to show couples enjoying massages, hair treatments, and foot soaks together. The "Spa Day with Bestie" (1M views) emphasizes friendship with the overlay "You're not stressed, you just need to go to a spa day with your bestie."
This works because it reframes spa visits as social bonding experiences rather than solitary luxuries. Viewers tag partners and friends, creating natural word-of-mouth marketing while increasing average booking sizes.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral Tiktok videos made by beauty spas
- Viral Instagram Reels made by beauty spas
- Viral marketing trends for beauty spas in 2025