We all know what a tanning bed does. Your clients know. Their friends know. Even your grandma knows. That’s old news and it’s the basic start of everything tanning related. You don’t have a problem selling tans, but you might be struggling with new wellness picks.
Your clients might be experts in tanning, but do they know what your red-light bed does for collagen? Do they understand how your infrared sauna pod can detoxify and boost metabolism? Heck, can they see how compression therapy reduces swelling and speeds recovery?
If the answer is no—you’ve just identified why sales for wellness equipment aren’t where they could be in your salon. It’s not the equipment, or your pricing. It’s lack of awareness.
And the fastest, most cost-effective marketing techniques to change that? It’s TikToks and Instagram Reels!
Using Short-Form Video To Market Wellness
Remember back when every YouTube video was half an hour long? Yeah, that’s old these days. We live in a short-form video world now. Consumers (especially Millennials and Gen Z) want to see the treatment, hear how it works, and watch real results before they buy.
That’s precisely why people are tired of reading about results. They want to see it. There’s a reason as to why the TikTok shop is excelling and items are selling so well. They use real authentic content to persuade sales.
It’s not enough to have a flyer or mention your wellness equipment in passing at the counter. You need:
- Visual proof (Get some before/after shots, time-lapses, skin transformations)
- Relatability posts (Why would someone like me want to use this?)
- Educational posts (What does this equipment do and why does it matter?)
That’s what Reels and TikToks deliver. And they deliver it at a rate that gives you wider reach than a typical YouTube video would.
An Almost-Unfair Advantage
Most tanning and spa businesses crush it with tanning and beauty content. Spray tan transformations? Check. Tanning tips? Check. But wellness? Not as focused.
Statistics show that wellness products and services are not as heavily marketed by salons, often treated as secondary options or add-ons to the “main event” of tanning. The thing is, this doesn’t work well because wellness attracts a wide range of people—many of whom don’t care about tanning at all!
This means:
- Your high-end wellness equipment and services your salon offers are undermarketed.
- Your services aren’t getting enough digital exposure.
- You’re missing out on the audience that cares most about self-care and wellness.
By marketing wellness as its own set of services, you snag an incredible opportunity to corner your local market. It also can bring in tanning fans through new options.
Get Started
You’re going to need to know what works in the TikTok world. Thankfully, it is easy to work a content plan based on basic concepts. lBelow is a wellness content starter pack:
“How it works” demos
Quick walkthroughs explaining what the specific service does and who it’s designed for.
Before & after videos
If your equipment provides visual results (skin clarity, slimming, etc.), showcase that. Time-lapse videos work wonders.
Client testimonials
Real people. Real stories. Real results.
“Day in the life” staff content
Show your team prepping equipment, sharing tips, using the services themselves, and showcasing what they enjoy most about the service.
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Break down common questions. “Who is red light therapy designed for?”, “How often should I use the wellness cocoon?”, “What’s the difference between the different light hues?”
Marketing Is Major
I keep hearing that people don’t want to invest in wellness machines because they will not sell well. If you’re not selling your wellness equipment, it’s not the equipment’s fault. It’s the marketing. You need short-form marketing as part of your plan, period.
Short-form videos:
- Increase service bookings by showing value visually
- Build trust by educating without the hard sell
- Reach new audiences organically (especially health-conscious consumers who might not even tan but will book wellness services)
And best of all? You don’t need a videographer or a fancy production studio. Your smartphone is enough. TikTok and Instagram have enough editing software built into them to make it easy to create a ton of great content in minutes.
The Conclusion
Your wellness equipment should not be a hidden secret inside your salon. With the world of wellness booming, your wellness equipment should be the main character of your social media.
Create content. Educate your audience. Let them see the results.
