AES

AES has been gathering the best aesthetic clinicians in the country for nearly two decades. CME-accredited, hands-on, and built around the idea that continuing education should actually change how you practice – it is the kind of event people fly in for, tell their colleagues about, and come back to year after year.

But in 2023, none of that was visible on social media. The account had 4,496 followers, almost no engagement, 31 accounts reached on average, and 39 website clicks per month. The event itself was well known in the industry. The Instagram was not doing it any favors.

There was no paid advertising. No email strategy driving consistent traffic. No marketing team. Just an event that deserved a bigger audience – and social media that was leaving registrations, sponsors, and community on the table.

• Full social media management across Instagram

• Year-round content strategy -- 12 posts and 2 Reels monthly between events

• Live event coverage across all four days of the annual symposium

• Faculty spotlights, sponsor features, and educational content to build community between events

• Creative direction for on-site photography and videography -- including shot lists and moodboards provided to the production team

• Registration campaign content driving direct clicks to the AES website

Everything you see here was built entirely through organic social. No paid advertising. No boosted posts. No ad spend of any kind. Just consistent, strategic content that gave the aesthetic community a reason to follow, engage, and register.

In two years, AES went from 4,496 followers to 11,914. From 39 website clicks a month to 3,900 a year. From near-zero engagement to a 4.12% average engagement rate and a 47% link in bio click through rate. From 88 attendees to 1,200 at the 2024 event – with four sold-out workshops and a cadaver lab that filled completely.

The content did what great content is supposed to do. It made people feel like they were missing something if they weren't there. Faculty spotlights built anticipation. Live event coverage created real-time FOMO. Year-round posting kept AES in front of the right audience every single month, not just in August.

848 people clicked Register Now in a single year. 623 clicked through to registration directly from Instagram in 2023 alone. Allergan labs sold out in 25 minutes.

That is what organic social looks like when it is built with intention.