Instagram is full of colorful health food, dazzling travel destinations, adorable pets, and famous influencers. In the midst of all the glamour, using this platform as part of your dental marketing plan may not seem like an obvious choice. However, incorporating Instagram into your dental social media marketing campaign when so few dentists are choosing to do so can differentiate your practice from your competition. Learn how to use Instagram’s video features to elevate your business, and about the marketing benefits you may see as a result.
Using Video on Instagram
Instagram has three main ways to share video with people: Instagram stories, regular posts, and a new feature called IGTV. Read more about each one and discover how each presents a different way to share information about your dental practice.
Instagram stories are short snippets of video that you can post to your account. Like Snapchat stories, these videos disappear after 24 hours, and while it may not be the ideal way to disseminate news or post educational content, they can be a great way to draw attention to your permanent posts. For example, you could announce that you will be posting a new IGTV video (see below) later that day, and then use Instagram Stories to display content that builds anticipation for the event. If you typically post educational videos but want to change it up and post something funny or lighthearted, a quick story may be a great way to do it without disrupting the cohesiveness of your usual video feed.
Classic Instagram Videos
Classic Instagram videos can be posted on your page and remain there for as long as you would like. Although these posts cannot be more than a minute long, they are still an excellent way to share small pieces of information, such as reminders about your new holiday hours or a quick reminder on how to properly floss. These videos are ideal for sharing the most important information for your patients to remember, as it takes a minute or less to view the video and short enough that they are easy to remember. Classic Instagram videos can also be easily shared by viewers, who can send them in a direct message to friends who might find the content interesting or tag them in a comment.
In June 2018, Instagram released the IGTV app, which allows users to easily create hour-long videos on any topic. There are currently no advertisements on the app, allowing creators to speak directly to their viewers without distractions. IGTV lets users produce their own television shows, enabling dentists to provide in-depth explanations about their services and demonstrations of how to care for braces, brush teeth, and more. You can also host a ‘question and answer session’ with questions that patients frequently ask, or provide information about changes to dental insurance and health care policy. IGTV Videos allows dentists to share their expertise in a personal, unique way and enjoy the benefits of attracting and retaining patients in the process.
Benefits of Dentist Social Media Marketing
Using these Instagram techniques can help expand your social media marketing in a variety of ways, including helping you explain your services, generate brand awareness, gain industry recognition, and build your patient directory. Instagram videos, particularly IGTV videos, provide dentists with an unprecedented ability to speak directly to patients for long periods of time. While you can explain the services you offer in a blog post or an email newsletter, it can be almost too easy for someone to simply stop reading at any point. A video, in contrast, is far more dynamic. With interesting graphics, backgrounds, and other visual elements, viewers are far more likely to pay attention long enough to receive and remember the information you are presenting to them. People are also more likely to view videos while they are on Instagram out of habit instead of taking the time to seek them out on your website.
People who follow your account on Instagram are also likely to see your content on a daily basis, as many users frequently check the app for updates from friends, family, and other accounts they follow. As a result, they will become familiar with your brand, which helps promote trust, loyalty and brand recognition. It also helps your practice retain customers, who may vouch for your business and promote it to friends who are seeking recommendations on dental health providers. As a result of this increased exposure and brand loyalty, your practice will likely see an increase in patients and revenue.
Dr. Pimple Popper: A Case Study
Few doctors use Instagram to promote their services, and fewer gain fame as a result. Dr. Sandra Lee, also known as Dr. Pimple Popper, began using her Instagram account to provide users with information about dermatology and skin care treatments, and eventually rose to fame after posting videos of pimple extractions and other skin extractions. While it is not necessary to post videos of your own cavity fillings and other procedures, Dr. Lee can still be a model for your own Instagram content. By posting unique, personality-filled videos that gave viewers valuable information, Dr. Lee gained recognition within her industry and beyond. Likewise, creating attention-grabbing content on a platform that is not frequently used by others in your profession, could result in massive brand-exposure for your dental practice as well.
Working With a Dental Marketing Agency
While you could certainly attempt to create engaging informative dental content for Instagram yourself, collaborating with a dental marketing agency can help your practice use Instagram to its fullest potential.
321 Web Marketing has years of experience with dentist social media marketing, including using Instagram, to help its clients reach their marketing goals. The agency conducts extensive industry research to create customized digital marketing plans for each client, setting measurable goals and monitoring each campaign to determine its effectiveness and make changes if necessary. 321 Web Marketing works with dental practices of all sizes, and aims to generate a consistent stream of qualified leads for clients within six months of launching a new campaign. Contact 321 Web Marketing for more information and to schedule a free dentist social media marketing consultation.
UPDATED: April 20, 2019