User-Generated Content for Medspas: Turn Real Patient Proof Into Bookings

User-generated content for a medspa is any authentic photo, video, review, or story created by your real patients rather than your marketing team — and it is one of the fastest ways to turn a quiet booking page into a busy one. When a prospective client lands on your page and sees genuine before-and-after results, honest reviews, and real faces from your community, they trust you before they ever pick up the phone. Below, our team at BOWO Creative — based in Toronto — breaks down exactly how to collect this content, stay compliant, and place it where it converts browsers into booked appointments.

TL;DR: User-generated content (UGC) — real patient photos, videos, and reviews — is the fastest, most affordable way to build trust and fill your medspa's booking page. Collect before-and-afters, reviews, and reels (always with written consent), then place them right beside your booking button so proof and action share the same space. Match UGC to each treatment, keep the page loading fast, respond to every review, and refresh your content monthly.

Table of Contents

• What Is User-Generated Content for a Medspa?

• Why Does User-Generated Content Work Better Than Branded Ads for Medspas?

• What Types of User-Generated Content Should a Medspa Collect?

• How Do You Get Patients to Create User-Generated Content?

• How Do You Add User-Generated Content to Your Medspa Booking Page?

• What Mistakes Do Medspas Make With User-Generated Content?

• Turn Your Patients' Stories Into Booked Appointments

• Frequently Asked Questions

What Is User-Generated Content for a Medspa?

User-generated content (UGC) is content your patients create and share about their experience with your clinic — an Instagram reel from a lip filler appointment, a Google review describing a HydraFacial, or a TikTok showing week-by-week results. Unlike polished brand ads, UGC feels personal and unscripted, which is exactly why it earns trust. For a medspa, that authenticity becomes powerful social proof: evidence from real people that your treatments deliver, told in their own words. It is also efficient — your happiest clients are producing marketing assets you can reuse across your website, social channels, and, most importantly, your booking page.

Why Does User-Generated Content Work Better Than Branded Ads for Medspas?

Branded ads tell people you are good. User-generated content shows them. That difference matters in aesthetics, where clients are making a personal — sometimes vulnerable — decision about their face and body. Nielsen's global trust research has consistently found that people trust recommendations from people they know far more than any other advertising channel. A real patient's reaction simply carries more weight than any tagline you write.

The smartest medspas do not choose between the two — they layer them. Use professional branding photography to set the tone and quality bar, then let UGC supply the proof. That blend of polish and authenticity is what nudges a hesitant browser from "maybe someday" toward "book now."

Read also: The Filter-Free Standard — Med Spa Branding Photography That Builds Real Patient Trust.

What Types of User-Generated Content Should a Medspa Collect?

Not all UGC is equal, and the best booking pages use a mix. Prioritize these formats:

• Before-and-after photos and videos (with written consent): The single most persuasive asset in aesthetics.

• Google and RealSelf reviews and written testimonials: Look for reviews that name a specific treatment and result.

• Instagram Stories, Reels, and TikToks: Content where patients tag your clinic.

• "Get ready with me" or treatment-day vlogs: Videos that walk viewers through the entire experience.

• Quote graphics: Pull quotes from glowing DMs, emails, and text messages.

• Candid photos of your space, staff, and aftercare: Images that show the human side of your clinic.

Variety matters because different visitors trust different proof. Some are swayed by results; others want to see the vibe, the team, and how they will be treated on the day.

How Do You Get Patients to Create User-Generated Content?

Great UGC rarely happens by accident — you build a simple system for it. Here is the process we use with medspa clients:

• Ask at the peak moment: Request content right after a patient sees their result and loves it, not weeks later when the excitement has faded.

• Make it effortless: Give them a branded hashtag, your handle to tag, and a QR code at checkout that links straight to your review page.

• Offer a light incentive: Loyalty points, a shout-out, or a small aftercare perk works — just keep it compliant with local advertising rules and platform policies.

• Get written consent every time: A signed photo release protects both you and your patient. In Canada, follow the Office of the Privacy Commissioner's guidelines for obtaining meaningful consent when collecting and using personal information.

• Engage and reshare: When patients see you repost and celebrate their content, more of them join in.

A steady flow of consent-backed content is far easier to manage when it is part of your ongoing social media management rather than an occasional scramble.

How Do You Add User-Generated Content to Your Medspa Booking Page?

Collecting content is only half the job — placement is where bookings are won or lost. To turn social proof into appointments:

• Lead with proof above the fold: Put a short UGC video or a standout review within sight of your booking button so trust and action share the same space.

• Match UGC to each treatment: Show filler results beside the filler booking option and skin-treatment reviews beside those services, so proof is relevant at the moment of decision.

• Embed a live review or Instagram feed: A rolling feed keeps the page fresh and signals that real clients are active right now.

• Use real faces near the form: Swap stock photography for genuine patient and staff images around the booking form to reduce hesitation.

• Keep it fast: Compress videos and images so your proof loads quickly — a slow page undoes the trust you just built, and speed also supports your medspa SEO.

If your current page cannot hold this content cleanly, it may be time for a booking page and website refresh built for conversion.

Ready to see where your proof should live? Book a free medspa marketing audit with BOWO Creative — serving medspas across Toronto and the GTA — or call 416 990 0126, and we'll show you the highest-converting spots for your social proof.

What Mistakes Do Medspas Make With User-Generated Content?

A few avoidable errors quietly cost clinics bookings. The most common:

• Posting without written consent — a privacy and reputation risk that is never worth it.

• Over-editing UGC until it looks like an ad and loses the authenticity that made it work.

• Ignoring negative reviews instead of responding calmly and professionally, which future patients read closely.

• Letting great content sit on social when it belongs on the booking page, where visitors are ready to act.

Turn Your Patients' Stories Into Booked Appointments

Your happiest patients are already telling your story — user-generated content simply puts that story where it drives revenue. Start collecting consent-backed reviews, reels, and before-and-afters now, then place them beside your booking button so trust and action live in the same spot.

Want help turning that content into a booking page that actually converts? Book a free marketing audit with BOWO Creative or call 416 990 0126, and we'll map out exactly where your social proof will earn the most appointments this season.

Book your free marketing audit

Frequently Asked Questions

How much user-generated content does a medspa booking page need?

Quality beats volume. A few strong, relevant pieces — one great before-and-after video, three to five specific reviews, and a live feed — usually outperform a wall of generic content. Rotate in fresh UGC monthly to keep the page current.

Is it legal to post patient before-and-after photos?

Only with clear, written consent. Aesthetic results are personal health-related information, so use a signed photo release, honour any request to remove images, and follow your local privacy rules before publishing anything.

What is the difference between UGC and influencer content for medspas?

UGC comes from genuine, everyday patients sharing real experiences, usually unpaid. Influencer content is a paid partnership with a creator. UGC tends to feel more authentic and cost-effective, while influencers extend reach — many medspas use both.

How fast can user-generated content improve medspa bookings?

Adding existing reviews and clips to your booking page can lift conversions within weeks, since you are simply reducing hesitation for visitors who are already interested. Building a consistent pipeline of new UGC compounds those gains over the following months.