Instagram is the strongest platform because its audience, format, and culture naturally align with beauty, aesthetics, and luxury self‑care. The platform’s visual-first design is ideal for showcasing treatment results, behind‑the‑scenes content with Nurse Practitioners, before‑and‑after transformations, and the elevated concierge experience that defines Pinch. Instagram also attracts the exact demographic most likely to invest in aesthetic treatments, which is women aged 25–45 who follow beauty, wellness, skincare, and lifestyle creators. Features like Reels, Stories, geo-tagged content, and influencer collaborations offer multiple touchpoints to educate, build trust, and convert interest into bookings. While TikTok is excellent for reach, Instagram offers the right mix of aspiration, trust, and aesthetic storytelling.

I would find influencers by first identifying creators whose content naturally aligns with beauty, wellness, and elevated self‑care aesthetics. I’d use platform-native tools on Instagram and TikTok to discover micro and mid-tier influencers in Pinch’s key markets, focusing on creators with clean, premium visuals and strong audience trust. I would then expand the search into local wellness communities like fitness studios, skincare enthusiasts, medspa‑friendly audiences, and lifestyle creators who already speak authentically about treatments, routines, and luxury experiences. In parallel, I’d monitor who engages with or tags Pinch, as these warm leads tend to convert well. With this we can build a roster of creators whose voice, look, and values naturally match Pinch’s elevated, concierge‑style brand.

Brand management requires a structured and disciplined process which I have finessed over the years, and it encompasses a deep understanding of the brand, its identity, and story; development of brand guidelines and templates for consistency; alignment of messaging and visuals; cross-team collaboration to ensure alignment and brand use consistency; quality control mechanisms/processes and innovation/evolution.