THE INFLUENCE OF SOCIAL MEDIA ON THE SEEKING OF AESTHETIC PROCEDURES AMONG PATIENTS AT AESTHETIC CLINICS IN MANAUS, AMAZONAS

Abstract

Introduction: Social media has expanded the circulation of content about beauty and aesthetic procedures, contributing to the construction of self-image and patients’ expectations regarding changes in appearance. Objective: To analyze the influence of social media on patients’ decisions regarding aesthetic procedures at aesthetic clinics in Manaus, Brazil. Materials and Methods: A quantitative, descriptive field study was conducted with 180 adult patients from four clinics, selected through convenience sampling. Data were collected using a structured questionnaire addressing sociodemographic characteristics, social media use, the influence of digital content, and trust in information. Descriptive statistics were applied, with frequencies and percentages calculated according to the responses to each question. Results: Instagram predominated in everyday use, accounting for 81.8% of responses. Social media influence on appearance perception was acknowledged by 75.0% of participants. Before-and-after photographs increased interest in procedures among 83.9%, while 70.0% acknowledged the influence of influencer posts on their decision to undergo procedures. Beauty filters influenced appearance perception among 71.2%. Trust in digital information reached 65.0%, and 96.1% reported seeking professional confirmation. Social media influence on seeking clinic services was acknowledged by 80.4%, while self-esteem was the main motivating factor for 36.0%. Final Considerations: Social media influenced perceptions of appearance and interest in aesthetic procedures, as reported by participants, particularly through before-and-after photographs, beauty filters, and influencer posts. Trust in digital content was accompanied by efforts to seek professional confirmation, highlighting the importance of clear and responsible information to support patients’ decisions.