Growing a brand in the sexual health and wellness space isn’t the same as growing a skincare or fitness account. The rules are tougher - from restricted language and product bans to algorithmic minefields. As you already know, the platforms don’t always play nice when you mention words like sex, vibrator, or orgasm.
So how do you build visibility, grow trust, and attract loyal customers without being shadowbanned or deleted?
Here are nine ways to grow - and stay - on social media when you’re talking about pleasure, bodies, and wellbeing.
1. Bio Optimisation
Your bio is your storefront - it’s the first impression that decides whether people stay or scroll away.
Use it to clearly explain who you are, what you do, and who you help, in language that's safe and algorithm-friendly, of course. You don't have to restrict yourself; in fact, it's an opportunity to be playful with words and grab attention. Just avoid explicit words and use phrases like "wellbeing," "Intimate," or "pleasure education."
End with a clear call to action:
“Join 10,000+ subscribers for expert advice”
“Ready to explore your pleasure potential? Tap here.”
Find a way to draw people to your site through curiosity, value, or exclusivity, and give them a reason to take the next step.
Pro tip: Always link to a compliant landing page rather than directly to a product unless you are using a Linktree account.
Action to take today: Read your bio out loud. Does it tell people who you help and how? If not, rewrite it and add one strong CTA that directs people to your site or newsletter.
2. Know Your Pillars
Without clear content pillars, you’ll post reactively - and burn out fast. Pillars give structure to your content, define your tone, and keep you consistent.
Think: pleasure education, product insights, brand values, client stories, and expert tips.
Stick to 3–5 core pillars so your audience always knows what to expect, and your brand stays recognisable.
3. Keep It Informative & Educational
Education is your secret weapon. It's how you can talk about pleasure, anatomy, or sex without being flagged. Frame content around wellbeing and empowerment, "how to explore your body safely with this new device" lands better than "how to use a vibrator to achieve an orgasm."
When you inform, you build trust, and people are looking for a solution to their problem. So, why not educate them on why your product is the answer to their problems?
A great way to explore educational content and build trust is to use educators and qualified professionals. Nothing screams trust than having the experts on your side. Which leads me to point 4…
Action to take today: Review your last three posts. Could any be reframed with an educational angle that adds value or answers a common question? If not, rewrite one caption to teach something small but useful.
4. Work with People Who Know Their Stuff
Collaborations in this industry are everything, but credibility matters. So consistently partnering with certified sex educators, therapists, or trusted professionals who understand both the language and sensitivities of sexual wellness is key to building trust and content that lands.
These collaborations bring authority, new audiences, and invaluable social proof that you need to grow and establish your name. Building relationships that last and feel genuine with creators and professionals isn't just about social media; it goes beyond the screens. Be the brand people love to work with and you'll have them recommending your products to their clients, friends and followers without even being asked.
That kind of authentic advocacy can't be bought; it's earned through shared values and relationships built over time. When you nurture genuine relationships rather than one-off transactions, your collaborators become an extension of your brand's voice.
5. Highlight Tabs Are Your Storefront
Think of highlight tabs as curated mini-pages; they not only need to catch the eye of people coming to your page for the first time, but they also need to be click-worthy.
Use them to educate, introduce your team, answer FAQs, and showcase testimonials or product guides. When someone lands on your profile, they should instantly understand who you are and what you stand for, without needing to scroll.
And here’s the key part: as search and AI tools become more integrated into social platforms, your highlights act like SEO for your brand. They’re how algorithms, and potential customers, identify what you offer and surface your content in relevant searches.
Pro tip: Keep your highlight names short and punchy, ideally one or two words, so they're easy to scan. Choose cover images that instantly communicate the theme at a glance. The same rule applies here as anywhere else: first impressions matter, and your highlights are often the first thing people explore after your bio.
Action to take today: Review your highlights. Delete outdated ones, refresh cover images, and ensure each has a clear title and CTA (e.g. “Learn,” “Shop,” or “Meet Us”).
6. Brand Consistency
From tone to visuals, your brand should convey a cohesive image. Use a clear profile picture and maintain a consistent colour palette, typography, and tone across all channels.
Remember, people buy with their eyes, so use high-quality images to capture their attention. Yes, invest in a professional photographer and keep updating this regularly with lifestyle and product shots. Ask yourself: if your logo disappeared, would people still recognise your post? That's the level of recognisability you're aiming for.
Most importantly, social growth doesn't happen overnight, and it certainly doesn't happen with sporadic posting. Therefore, choose a rhythm you can sustain and stick to it. Whether that's three times a week or daily, consistency signals to the algorithm (and your audience) that you're active, reliable, and worth engaging with.
Action to take today: Audit your last nine posts. Do they look like they belong to the same brand? If not, adjust your filters, fonts, and colours to create a consistent aesthetic.
7. Keep Up with Trends (But Make Them Make Sense)
People and the platforms love a trend, and these can boost reach if they align with your brand in the right way. This goes back to hiring a social media person who lives and breathes content. It's not just about using trends, it's about how you make it work, align and even look.
Good lighting, a person who isn't afraid to be in front of the camera, and someone who knows how to edit content that keeps the viewer engaged until the end of the video are key to success.
Relevance over randomness and quality over quantity.
8. Engage with the Community
Social media is a two-way street, and these platforms want you to be engaging on them. Daily.
Spend time replying to comments, jumping into conversations, resharing tagged posts, and celebrating your followers, Community or the creators and professionals you decide to work with.
People don't just want to buy from brands; they want to feel a part of something. Community is what transforms passive followers into vocal advocates.
Action to take today: Spend 10 minutes commenting thoughtfully on other creators’ or clients’ posts. Don’t just “like” add to the conversation.
9. Hire a Social Media Person
Social media isn't a "post once and job done"; it's a full-time ecosystem that requires regular attention. A great social media person (or team) will know that between algorithm shifts, content creation, community engagement, and ever-changing restrictions, it's a daily commitment that requires you to show up and stay present.
Hiring someone who lives and breathes social media - ideally with experience in the sexual wellness space - will save you time, stress, and a whole lot of unnecessary trial and error. From knowing the lingo to spotting trends before they blow up, the right person will be obsessed with getting your brand seen by the right people.
It might look like social media is all about pretty pictures and funny videos (and yes, that's part of it), but trust them when they ask the whole team to film a one-minute Reel on a Monday morning, it might just be the thing that takes your brand viral.
You Don't Have to Do It Alone.
Yes, this industry comes with restrictions - but it’s also one of the most engaged, fastest-growing online communities. With the right support, your brand can thrive.
At Sciart, we help sexual wellness brands grow confidently, stay compliant, and turn content into real results. From strategy and audits to full-scale social management, we know what it takes to stand out (and stay standing). Ready to stop guessing and start growing?
Book your free social media audit today, and let’s build a strategy that gets your brand seen - safely, smartly, and sex-positively.