EGC Playbook Instruction
The 60-Second Overview
What is EGC?
Authentic video content created by your team (not professional videographers) to showcase your med spa on social media.
Why does it work?
- Authenticity outperforms polished ads by 2-3x
- Costs $0 to produce
- Builds trust faster than traditional advertising
- Raw and real content dominates; audiences crave authenticity over overly produced videos
Why EGC Matters for Your Med Spa
Traditional advertising for med spas faces three critical challenges:
Challenge 1: Trust Deficit
Overly polished, professionally produced videos can seem inauthentic to today’s audiences. Potential patients can spot a traditional ad immediately and scroll past it.
Challenge 2: Cost
Professional video production costs $1,500-$5,000 per video. Most med spas need 50-100+ videos annually to maintain effective social media presence.
Challenge 3: Speed
By the time you hire, brief, shoot, edit, and approve professional content, trends have changed and the moment has passed.
Why You Should Create Your Own
Authenticity at Scale
Your team creates real, authentic moments that showcase your actual patient experience and make them feel a connection with your team before ever booking an appointment. Audiences crave authenticity; they want to feel involved, not just informed.
Zero Production Costs
After initial setup (free apps + $20 ring light optional), every video costs you nothing but 15 minutes of team time.
Speed and Agility
Film on Monday, ready for your ad campaigns on Tuesday. React to trends in real time. No waiting for external agencies or production schedules.
Complete Control
When you create your own content, you control your marketing message, timing, and brand voice. No more waiting on agencies or paying premium prices for content production.
What the Data Shows
Focus on creating high-impact content that performs well in advertising campaigns.
With EGC, you can create 24-30 pieces of strategic content in just 3 months, giving you enough variety to:
- Run diverse ad campaigns (one video per pillar per ad set)
- Test different messages and formats quickly
- Build a content library for various campaign needs
- Create fresh advertising content continuously without additional costs
