Social media isn't about going viral—it's about building trust with your community. When prospective patients check your Instagram or Facebook, what do they see? A professional, active practice or a dormant page with posts from 2019?
Why Social Media
According to Sprout Social's 2025 statistics:
More relevant for practices:
- 78% of people prefer to learn about products via short video
- 93% of marketers plan to increase social spending
- 48% of consumers interact with brands more on social than 6 months ago
Social media builds awareness and trust. When someone hears about your practice, their first stop is often Instagram or Facebook to get a feel for who you are.
Platform Strategy
Instagram (Primary)
Best for: Visual content, before/after, team culture
- Stories: Behind-the-scenes, day-in-the-life
- Reels: Educational tips, office tours
- Feed: Polished images, patient transformations
- Link: Instagram for Business
Best for: Local community, events, longer content
- Business page with complete info
- Reviews (these sync with Google sometimes)
- Events for community involvement
- Local targeting for ads
- Link: Facebook for Business
TikTok
Best for: Reaching younger patients, viral potential
- Educational content (dental tips, myth-busting)
- Trending audio with dental twist
- Team personality and humor
- Link: TikTok for Business
Best for: Thought leadership, referral networking
- Connect with referring physicians
- Industry insights and practice updates
- Recruitment
- Link: LinkedIn for Business
Better to excel on Instagram than be mediocre everywhere. Master one platform before expanding.
Content Ideas
Trust Builders
- Meet the team posts
- Provider credentials and continuing education
- Office tour (technology, comfort amenities)
- Patient testimonials (with consent)
- Before/after transformations
Educational
- Dental tips (brushing technique, flossing)
- Myth-busting ("Does whitening damage enamel?")
- Treatment explainers (what to expect)
- Insurance/payment education
Community
- Local events and sponsorships
- Holiday greetings
- Team celebrations and milestones
- Patient appreciation
Engagement
- Polls and questions
- "This or that" choices
- Caption contests
- Q&A sessions
Video Content
Video is king. Short-form video (Reels, TikTok) gets the best reach:
Video Ideas That Work
- "Day in the life" of a dentist/hygienist
- Office tour in 60 seconds
- Quick dental tips (15-30 seconds)
- Treatment process walkthroughs
- Meet the team introductions
- Patient reactions (post-treatment smiles)
Video Tips
- Good lighting matters more than equipment
- Natural audio works fine (no fancy mics needed)
- Add captions (most watch without sound)
- Hook viewers in first 3 seconds
- Keep it under 60 seconds for best engagement
Posting Schedule
Minimum Viable Presence
- Instagram: 3 posts/week + daily stories
- Facebook: 2-3 posts/week
- TikTok: 3-5 videos/week (if active)
Batch Content Creation
Don't post daily—batch create weekly:
- Set aside 2 hours weekly for content
- Create the week's posts in one session
- Schedule using Meta Business Suite or Later
- Capture spontaneous content for Stories
Engagement
Social media is social. Respond to:
- Every comment on your posts
- Every DM (especially appointment inquiries)
- Tags and mentions
Engage with your community:
- Like and comment on patients' posts
- Engage with local businesses
- Share community content
DentGPT generates social media content calendars, captions, and post ideas tailored to dental practices. Get started free →
The Bottom Line
Social media for dentists isn't about dancing or going viral. It's about showing prospective patients who you are, building trust, and staying top-of-mind. Start with Instagram, post consistently, lean into video, and engage authentically. That's 90% of the battle.
