All hail the natural entertainers who just kill it on Instagram.
I am here for every Subbio/Youn/Dr.Miami/Dr.Lee collab/fakefight/voiceover…
And who doesn’t love a good Savannah Boda clap back.
But most of us are unable to accurately project that same level of comfortability and confidence when it is time to perform for the cameras.
And I have heard from countless of Medical Spa Professionals about how much it pains them to even think of doing another reel/story/post.
So here is my answer, and this will always be my answer whether it is dancing on IG or diving into the Twitterverse – if you don’t like it don’t do it, there are other ways.
Why You Shouldn’t Force It on Instagram
If creating Instagram content makes you feel uncomfortable or inauthentic, your audience will sense it—even if they can’t pinpoint why.
This is the result of what psychologists call incongruence—a mismatch between your actions and your true feelings.
(side thought: create an IG called the Incongruent Injector and just be real uncomfortable all the time)
Anyway, when you’re forcing yourself to perform, subtle cues like tone of voice, microexpressions, or stiff body language can leak through, creating an intangible “off” feeling for viewers. Authenticity is everything on social platforms, and trying to mimic someone else’s success while dreading the process will ultimately work against you. If Instagram doesn’t feel like your space, it’s okay to explore other platforms, where the focus is more on ideas and conversation than perfectly polished content.
So let’s talk about Reddit.
What is Reddit?
Reddit is often called “the front page of the internet.”
It’s a massive online community where people gather in specialized groups (called subreddits) to discuss specific topics, share information, and ask questions. Unlike Instagram or TikTok where the focus is on the individual creator, Reddit values expertise and helpful information regardless of who’s sharing it.
“But if it’s (kind of) anonymous, how does this help me and my business?”
This is where it gets interesting. When potential clients research treatments (and they all do), they typically start with a Google or AI search. These searches frequently lead to Reddit threads because they contain detailed, credible information.
Here’s how this benefits you:
- Your knowledge reaches people at the research phase – when they’re actually making decisions
- AI search tools like Perplexity prioritize detailed, text-based answers from platforms like Reddit
- Your expertise becomes permanently searchable, unlike disappearing social media posts
- You can build authority through pure knowledge, not personality or entertainment
Think of it this way: While other providers are competing for attention on Instagram, you’re capturing potential clients where they’re actively seeking answers. Even better? You’re building this authority by simply sharing your expertise, no dancing required.
This is where it gets tactical:
How to Build Authority on Reddit:
Where to Share Your Expertise:
- r/SkincareAddiction (4.4M members)
- r/30PlusSkinCare
- r/plasticsurgery
- r/Botox
- r/aesthetics
These communities are filled with people actively researching treatments, asking detailed questions, and seeking professional insights.
The Smart Way to Share:
- Answer questions thoroughly
- Create detailed blog posts on your website
- Link naturally when relevant
- Track what resonates
Here’s what a great Reddit answer looks like:
Question: “Does microneedling really work for acne scars?”
Answer: Microneedling’s effectiveness for acne scars is well-documented in clinical research, though results vary based on several factors:
Key factors affecting results:
- Scar type and depth
- Number of treatments
- Needle depth used
- Post-care protocol
- Combination with other treatments
The science behind why it works: The controlled micro-injuries stimulate collagen production through the skin’s natural healing response. Studies show improvements in:
- Texture
- Scar depth
- Overall skin appearance
and then add [Link to detailed blog post on your website about microneedling science]
Time Investment: 30 minutes of thoughtful engagement often brings better results than hours of video editing.
Here’s how to do it:
- Review new questions in your specialty
- Provide 2-3 detailed answers
- Monitor trending topics
- Track engagement
Why This Works:
- Your answers show up in Google searches
- AI search tools prioritize detailed responses
- Content stays visible for years
- You reach people when they’re actually researching treatments
- You build authority through expertise, not entertainment
The Future of Search: As AI search tools become more prevalent, detailed, text-based answers become even more valuable. While Instagram Reels disappear into the void, your Reddit answers become part of the permanent knowledge base that AI tools pull from.
Ready to build your authority through knowledge-sharing?
