Content that shows results credibly, and a system that turns a follower into a confirmed appointment.
In beauty and aesthetics the decision is visual and emotional long before it is financial: a client follows an account for weeks before sending a first message. Competition in both the north and the centre is dense, and most clinics and salons post constantly without seeing it reflected in a full diary. The gap is almost never the amount of content but the absence of a clear path from post to appointment. At OBT we build that path end to end: brand look, content, media, then booking and follow-up.
The account collects likes and views while the calendar stays empty mid-week. The gap comes from a missing call to book and from slow handling of incoming messages.
Ad platforms are strict with before-and-after imagery and with any message implying a flaw in someone's body or appearance. A campaign can be rejected or an account restricted if the content is not written to policy.
Appointments arranged in DMs without confirmation or reminders turn into empty chair hours very easily. Every lost slot is ad budget already spent for nothing.
How we work here
We start with the visual identity: a colour and photography style that make the content recognisable in the first frame of a crowded feed. The content team builds a monthly plan around Instagram and TikTok, mixing short educational pieces with genuine results shot in a way that stays within platform policy. The development team connects the account to an online booking system and to WhatsApp confirmations and reminders, so an incoming message becomes a scheduled appointment instead of disappearing in the inbox. Content is produced in Arabic and Hebrew according to each clinic's audience, and sometimes in both versions within the same campaign.
A nurse-led skin-treatment and laser clinic had real medical depth but a digital presence that didn't show it. We produced a five-script video shoot, restructured the Meta ad account around WhatsApp and ThruPlay objectives, and integrated full publishing.
A new laser hair removal and beauty clinic in Nazareth needed a complete digital presence to compete against established local players with tens of thousands of followers.
A new beauty center offering hair, makeup, nails, skincare, and aesthetic treatments — all under one roof — competing against established players with 10–46K followers from a standing start of 657.
A skincare specialist clinic built its digital presence on treatment education — explaining what procedures do, whom they suit, and what to realistically expect — instead of the airbrushed promises common in the category.
An established beauty artist launching a training academy needed to speak to two audiences at once — clients booking treatments and women considering a beauty career. We built a dual brand with enrollment funnels for each course cohort.
A bridal makeup artist with a distinctive soft-glam signature needed her Instagram to function as her portfolio, her booking desk, and her reputation. We rebuilt the profile around the work itself.
There is more room on the organic feed, but paid advertising policies are strict about this kind of imagery and about messaging that targets a person's appearance. In practice we replace them with permitted formats: videos explaining the treatment, clips from inside the clinic, filmed testimonials, or a result shown without a direct comparison. That keeps the impact without putting the ad account at risk.
Messages work while volume is low, but they collapse the moment a campaign starts delivering dozens of enquiries a day. A booking system reduces cancellations through automatic reminders and shows you where each appointment came from. We usually recommend both: self-booking for those who prefer it, and a direct conversation for anyone who wants a consultation first.
Instagram remains the primary platform, because the decision runs through browsing the account, the results, the prices and the location. TikTok is excellent for reach and awareness, especially with a younger audience, but it rarely produces a booking directly. The practical answer is to produce one shoot and adapt pacing and captions for each platform.
Before launch we prepare ready answers for the recurring questions about pricing, availability and location, and we decide who on the team replies and during which hours. Response speed in the first hour is the single biggest factor in turning an enquiry into an appointment. If volume is high we connect conversations to a simple system that tracks every enquiry until it is closed.
Industries we work with
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