I would start by identifying creators who already align with Pinch’s values: credibility, trust, and a polished but approachable lifestyle. For a brand rooted in clinical expertise, I would prioritize creators who already talk about skincare, wellness, beauty treatments, or self-care in a thoughtful, educational way rather than purely trend-based content. I would use a mix of:

-Platform research (TikTok and Instagram search, hashtags like #aestheticnurse, #skincarejourney, #injectables, #selfcareathome)

-Social listening, paying attention to creators whose audiences ask questions and trust their recommendations

-Engagement quality over follower count, focusing on creators with strong comment sections and authentic storytelling

I would also look at local or city-based creators who align with Pinch’s service areas, since the at-home experience is a key differentiator.

Finally, I would vet influencers for tone, past brand partnerships, and how comfortably they communicate medical or aesthetic information in a responsible, on-brand way.

I believe TikTok is the strongest primary platform for Pinch, with Instagram as an important secondary channel. TikTok allows Pinch to educate and build trust through short-form, story-driven content that feels natural rather than overly produced. It is especially effective for showing the at-home experience in real time, normalizing aesthetic treatments, and highlighting the expertise of Nurse Practitioners in a way that feels approachable and reassuring. Content like treatment walk-throughs, day-in-the-life videos, and client journeys can help demystify services while reinforcing Pinch’s clinical credibility. Instagram still plays a key role, particularly through Reels and Stories, where Pinch can maintain a polished, premium visual identity and reinforce trust through testimonials, before-and-after results, and educational highlights. Together, TikTok and Instagram allow Pinch to balance education, authenticity, and luxury, which is essential for a brand offering high-end aesthetic care in a personal, at-home setting.

Yes, I am very comfortable creating content for both TikTok and Instagram. TikTok is my primary platform, so I am especially familiar with short-form storytelling, trends, and what drives engagement there. I’ve also studied what performs well on Instagram, particularly Reels, Stories, and carousel-style content, and how to adapt ideas so they feel native to each platform rather than reposted. For a skincare brand like Chasing Summer, I think TikTok and Instagram are the strongest platforms, especially for tutorials, routines, before-and-afters, and educational content. I also think Instagram Stories and Pinterest could resonate well with this audience for saved, reference-style content like routines, ingredient highlights, and seasonal skincare tips.