Facebook is so 2014.

Millennials have moved away from Facebook, partially because their parents (and grandparents) are all over it. Where’s the fun in that?

Instagram (and Snapchat) are the social networks of choice for 13-30 year olds, and where this crowd goes, 40-something moms and 50-something business owners follow. So it’s time for aesthetic practices to stake their claim on “Insta.”

Instagram, which was picked up by Facebook for a cool billion in 2012, is the uber popular photo- and video-sharing platform that now boasts 400 million active users, 75% of whom are outside the US, and usage has doubled in the past two years, according to statistics from Brandwatch.

Instagrammers are posting, liking and sharing primarily on their smartphones. You can log in from your laptop or desktop and view your page, but most activity takes place on the mobile app. Instagram is about what’s happening now. If you are posting about an event or presentation, you need to post while it is happening or it loses some of its impact.

If you’re new to the game, follow these road rules to get started on your path to Insta-fame.

Do Fill Out Your Profile

Your Instagram profile is the first place people will look to find out more about you and your practice. Instagram allows a maximum of 150 characters to explain who you are and what you do. Be concise, clear and strategic in choosing your words. Add your location, brief description, and a link to your website. If the account is in the name of the practice. it may be best to use your brand’s logo or a graphic symbol. If it is in the doctor’s name, use a headshot. (Keep in mind it will be cropped into a thumbnail-sized image and seen on a Smartphone screen.)

Do Produce High-quality Images and Videos

Instagrammers have very high standards when it comes to visuals. Edit your images with filters and the other tools available in the Instagram app or download one of the many Instagram apps that help make your images more appealing. Videos can only be a maximum of 15 seconds, so these are just capturing a snippet of time.

Do Mix Things Up

Instagram is a cool way to show what you have to offer, but it should not be all about you. You can grow your followers by offering them educational content, appealing visuals, and creative product shots or other likeable and shareable posts of interest to your target audience.

Do Tag Brands

Hashtags are an integral part of Instagram, and posts should include several to get found. Always tag skin care products or lasers depicted in your posts. Tagging will increase the likelihood that they will share the photo with their followers. To be HIPAA compliant, DO NOT tag patients or post photos or videos of patients without their express written consent.

Do Spend Some Cash On Ads

Instagram offers a comprehensive ad program to boost your posts so more people see them and can engage with you. You can choose from photo, video and carousel ads, and also select the action you want viewers to take, such as clicks to your website, view, likes, post engagement, etc.

Do Take Your Instagram Pulse

Follow your performance on Instagram and measure how you are doing. Key performance indicators (KPIs) include likes, comments, engagement, reposts, and growth in total number of followers.