Dr. Sandra Lee: Dermatologist by Day, Social Media Superstar by Night
*** I will preface this post by stating that if the mere thought of dermatological procedures is bothersome to you, the reader, then now is the perfect time to hit the “back” button and find an article that better suits your own interests… seriously, I wont judge! For those who, like me, are 100% guilty of finding these videos mesmerizing, proceed!
Dr. Sandra Lee, better known as “Dr. Pimple Popper”, is the phenomenon responsible for placing those pimple-popping videos all over your timelines. Her social media presence is astounding — 2.3 million Instagram followers and YouTube subscribers — but it is the content of her videos that keeps her fans hooked for more. Using Instagram to preview her new YouTube videos and interact with fans, Dr. Pimple Popper uploads full-length content regularly and maintains a strong sense of personal branding between both platforms. Blended with her marketing strategies, it’s no wonder she has become a sensation in this digital age.
Focusing solely on the creative aspects of her content, Dr. Pimple Popper’s videos are intriguing and engaging because they take into account what the viewers want and work to create visual content that mirrors those desires. At the start of her social media career, fans consistently commented on how the first-person perspective of some of the procedures was not only compelling, but also soothing. Catering to that demand, she and her team created videos that position the viewer in her perspective through clear POV shots. Her joyful personality shines through as she narrates the procedure and chats with her patients, many of whom now see her because of these videos. The overall atmosphere is truly amusing as she often adds several ironic and “punny” songs as a soundtrack, which are fitting to the context of the clips. Brightly-lit shots and a high-quality camera provide for the clearest details to emerge, further emphasizing the importance of visuals in her work. I highly doubt she would amass such a following if she strictly used text to explain her work…
Untapped markets wanted to see these procedures and engage with the woman behind them. Enter marketing. While Dr. Pimple Popper uses YouTube specifically for full-length videos, her Instagram acts as the platform to engage with viewers and promote her brand. With each post, she asks viewers to comment with their believed diagnosis for the patient, and uses #PopaholicsUnite to form a safe and communal space for such niche and unusual subject matter. She frequently uses memes and pop culture events to further discuss dermatology with fans, and form a friendly relationship with them:
Dr. Pimple Popper often engages with followers by also asking them to share their own photos and stories so she can perhaps work on them in the future. Her own merchandise, such as skin care treatments and extractors, are the basis of her frequent giveaways, in which she directs followers to participate through the platform or in a scavenger hunt to find her in a city. The end-of-year countdown videos on YouTube promote the top-voted content by fans, further leveraging their enthusiasm and engagement to build a strong social presence.
Dr. Pimple Popper has expertly and successfully blended the scientific craft of her work with quality visual content creation. She continues to grow, gaining more followers as time passes, and profiting heavily off of her social media standings. Analyzing her entire case, I wonder what type of subject matter cannot succeed with the help of remarkable visual communication…
