How we got a beauty business 1M views with SEO-optimised social media
- SZN Social
- Jul 14
- 3 min read
The microblading video on TikTok has almost 480k views and on Instagram it’s about 220k
When Elle, owner of Arch Affinity, came to us, she was already a well-known name in the cosmetic tattoo space.
But like many established businesses, she knew there was so much more untapped potential waiting on social media — she just needed the right strategy to unlock it.
Here’s how we helped Elle scale her reach to over 1 million views, build an authority brand, and position herself as an expert trainer in her industry.
Elle’s business & social media back story
Elle is a highly experienced cosmetic tattooist and trainer, with over 8 years in the industry. Her expertise spans everything from brow transformations to teaching other artists advanced techniques.
When it came to social media, she wasn’t starting from scratch:
She had already built a solid presence on Instagram, seeing great results during the early days of Reels, when few artists were using them.
Later, she jumped onto TikTok ahead of many competitors, quickly amassing 20,000 followers in just two months by sharing before-and-afters, transformation videos, and even slightly controversial results that sparked debate.
But like many creative founders, Elle found herself wanting to level up.
Elle's social media goals:
More consistency
More strategic content (beyond just beautiful brows)
A stronger expert voice to support both her services and her training business.
That’s when she teamed up with us.
Our content strategy focus
We knew Elle’s brand already had credibility — it just needed sharper positioning and a content machine behind it. Here’s what we focused on:
1. Talking content & educational authority
We moved beyond standard before-and-afters and crafted talking videos where Elle shared her expertise, opinions and even unpopular takes. This positioned her as a thought leader, not just another brow artist.
2. SEO & searchability
Every piece of content was built on keyword research, answering FAQs clients (and even other artists) were searching for. That meant more discoverability on TikTok’s For You Page and Instagram Explore.
3. Strategic controversy
We weren’t afraid to get a little bold. One of our biggest hits was a video where Elle explained why she doesn’t offer microblading, highlighting the science behind long-term fading and blurring. It sparked debate — but also thousands of new followers who respected her expert stance.
4. Format experimentation
We mixed in:
Transition videos synced to music beats for satisfying reveals
Bright, eye-popping visuals (literally — Elle noticed videos where clients looked straight into camera with light catching their eyes performed best!)
Educational overlays, diagrams and even Google images to explain complex topics
Trends and miming, but always with a unique industry spin.
5. Consistency & accountability
Monthly content sessions and regular ideation and concept planning made sure Elle never stalled and was always on top of posting and engaging on her socials with the exact content her audience were looking for. This was key for building momentum and results.
6. Personality & fun
Beyond just expert talk, we layered in Elle’s personality and sense of humour, plus new team content now that she has staff — building brand connection, not just authority.
The results: Over 1M views of targeted engagement
This approach absolutely paid off. Some highlights:
480,000+ views on TikTok + 220,000+ on Instagram from a single talking video about microblading (with hundreds of comments debating her expert take)
Many other videos crossing the 50K, 100K, even 200K view mark, driving a steady stream of new followers
Growth of Elle’s reputation as an industry leader and expert trainer, which directly supports her premium client pricing student bookings.
Elle is now consistently showing up online, with a strategy that isn’t just aesthetic. it’s designed to build trust, spark conversations, and ultimately, grow her business.
Want these results for your brand?
If you’re a beauty, fashion or lifestyle business wanting to level up your growth through social media through real, expert-led strategy, we can help.
Find out more about our SZN Strategy Services
Let’s build a social presence that doesn’t just look good — it brings you real customers and real business growth.
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