Methods involving the sequential application of surfactants to improve fluid recovery and control fluid loss in conjunction with subterranean fracturing treatments are provided. In one embodiment, the methods comprise: introducing a first surfactant into a portion of a subterranean formation; allowing the first surfactant to increase the oil-wettability of at least a portion of a fracture face in the portion of the subterranean formation; ceasing the introduction of the first surfactant into the portion of the subterranean formation; introducing a second surfactant into the portion of the subterranean formation; and allowing the second surfactant to increase the water-wettability of the portion of the fracture face in the portion of the subterranean formation.