Instagram Marketing For Dentists: Everything You Need to Know

With about 2 billion active users, Instagram is perhaps one of the most popular social media channels for promoting your business. A great number of brands have already established their presence on social media platforms, and people love interacting with them. However, things can be a little different for a dentist hoping to promote their practice on the platform for the first time. That’s because you’re not promoting a product lineup but a brand that serves people.

Instagram marketing for dentists involves understanding the channel and the audience before running a campaign. You can create a good audience base via organic and paid approaches. In today’s blog, we’ll discuss how you can build a good Instagram brand for your dental practice. We’ll take a deep dive into the different Instagram marketing techniques and their results as well.

What is Instagram marketing?

Simply put, Instagram marketing is the act of using Instagram to promote your skills, services, or products. Irrespective of your account’s nature (business or personal), you can promote your ideas and products via posts, live sessions, stories, and other features that are available on the platform. 

About 70% of people interested in buying a product hop onto Instagram because most products on the platform are promoted in a way that suits the end users. The Instagram algorithm maps every search, like, share, and story that you share with others and builds a list of likes and interests. Every person’s Instagram feed is unique as it represents the things they like the most.

As a dentist, you’ll require Instagram marketing for the following purposes:

1. To reach out to young people who can be potential patients.
2. To promote your practice and the services on offer.
3. To understand the needs of the people who might live far from your practice.

And a lot more. There are endless possibilities for you to choose from when it comes to using Instagram and deciphering its capabilities. 

With the basics out of the way, however, let’s now understand how you can market your dental practice on Instagram. 

How do you do Instagram marketing for your dental practice?  

From a general perspective, Instagram is all about showcasing your skills, yourself, your brand, or maybe everything that you deem worth showcasing. For a personal account, the approach becomes a lot simpler. All you have to do is:

1. Download the Instagram application for your mobile
2. Create an account
3. Set up your account with details such as a handle, a profile picture, privacy preferences, etc.
4. Create posts about the things you like.
5. Promote whenever you feel like promoting.

And that’s about it.

However, from a brand’s perspective, this approach falls short as it doesn’t cater to the biggest factor here: Your audience and its needs. Simply put, as a brand, your job is to target those who share a similar interest in products and services as you. You look for users who are looking for the solution you’ve just developed.

Once you’ve found them, the approach then shifts towards keeping the users hooked to your products and services. Now, as a dentist, this is easier said than done as you’re primarily not going to be dealing with products alone. However, by developing an understanding of the people who need things such as:

1. Oral health tips
2. Oral hygiene tools
3. Treatment for niche oral ailments, etc.

You create a brand around your practice as it provides people with the solutions to the aforementioned needs. 

It all begins with creating a business account

Here’s how you can create a business account for your dental practice on Instagram:

1. Begin by downloading the Instagram app from Google Play or the App Store (iOS).
2. Open the app and enter your business email and business contact number as these will be linked to your Instagram account. Make sure that you’re not logging in via Facebook unless you’re doing so via your practice’s Facebook account. 
3. Enter your practice’s name and choose a handle that’s available for your practice.

Once you’ve created your account on Instagram, here’s what you’re going to do:

1. Set a profile picture that represents your dental practice. It could be the practice’s logo, a picture of your team, or a picture of the clinic itself.
2. Once done, move to the three dots section on the top right corner to access the options menu.
3. Within this menu, go to “Account Privacy.”
4. Within Account Privacy, you’ll find a toggle switch that asks you to choose between a private and a public account.  
5. If the toggle switch is on, turn it off to enable your profile for public viewing. This allows your viewers to go through your profile and interact with the posts there.
6. To access the story settings, go to the “+” symbol at the top left corner of your screen. Your app will then access your phone’s camera by default. Choose the settings logo at the top right section of the screen to access the story settings. 
7. Choose “Story.” Now, go to the “Replying” section and select “People you follow” so that you can start engaging with the people who started following your account. You can also set it for “Everyone” if you wish to engage with everyone on the platform.

Now, the aforementioned options constitute the basic set of options you need to access while setting up your business account. 

Setting up an Instagram marketing strategy

Once you’ve understood the account settings and the way they work, let us now understand the different ways in which you can set up your Instagram marketing strategy:

1. Understand the purpose: For obvious reasons, your Instagram marketing strategy needs to have a driving force behind it. Whether setting up your practice’s digital presence or seeking new patients, you need to list down and finalize the real reasons behind creating your marketing strategy. That’s because too many reasons will distribute resources and take away the primary incentive that makes your practice unique. Understand the type of audience you want to reach, whether young adults, teens, or senior citizens, classify them into different groups, and run campaigns accordingly.
2. Perform keyword research:One of the most crucial aspects of running an Instagram marketing campaign is targeting your audience through posts that contain frequently used terms by your patients. Whether it is veneers and their benefits or ways to dodge cavities, create a detailed list of keywords that correspond to the services you provide, coupled with the procedures or products that might help accomplish the desired results. Your captions and even profile bio can be equipped with the keywords you deem fit.
3. Study your competitors: The best way to learn the tricks of Instagram marketing is to study your competitors. That’s because if they’re already on the platform, they’re more likely to be performing all the tasks they need for their promotion. That means they’re already posting pictures, carousels, and videos about their services and products. All you have to do is review these posts and review the engagement rates. Look at their captions, hashtags, comments, and replies to comments. By accessing Instagram on your PC, you can run the account or any post’s link via SEO tools for keyword analysis, keyword gaps, traffic metrics, etc.
4. List down your ideas: Instagram marketing has a place for short and long-term marketing goals. You can begin by listing the important things you want covered for the first few weeks, followed by weeks and months. Charting out a yearly plan can be difficult as you’ll be new to the platform. You can also run a few test posts, check which style works well, and fetch the most impressions from people. All you have to do is refer to the “Insights” section via your account settings, and it’ll show the number of accounts you’ve reached, the number of accounts you’ve engaged with, and the total change in the number of followers. Based on these insights, you can start drafting a thorough plan that’ll be based on a specific style guide.

Best times to post on Instagram

Posting times matter a lot when you’re doing Instagram marketing. The average adult in the US spends about 33 minutes on Instagram per day. The global average engagement rates peak between 6-8% for posts that go live between 10 a.m. and 12 p.m. for businesses. However, this rate sees a further boost during late evening hours between 8 p.m. and 12 a.m.

Here’s how the posting times stack up for all the days of the week:

Best time to post on Mondays

The best times to post on Mondays are 7 a.m., 11 a.m., 2 p.m., 4 p.m., and 8 p.m. However, from an industry standpoint, the best times for healthcare institutions to post on Mondays are 10 a.m. and 1 p.m. 

Best time to post on Tuesdays

The best times to post on Tuesdays are 7 a.m., 10 a.m., 4 p.m., and 6 p.m. The best times to post based on the healthcare industry are the hours between 11 a.m. and 4 p.m.

Best time to post on Wednesdays

The best times to post on Wednesdays are 7 a.m., 8 a.m., 9 a.m., 4 p.m., and 6 p.m. Based on industry best practices, it is advised to post between 10 a.m. and 3 p.m. 

Best time to post on Thursdays

The best times to post on Thursdays are 7 a.m., 1 p.m., 2 p.m., 4 p.m., and 8 p.m. However, for healthcare institutions and brands, it is best to post between 10 a.m. and 1 p.m. 

Best time to post on Fridays

The best times to post on Fridays are 7 a.m., 8 a.m., 11 a.m., 2 p.m., 4 p.m., 8 p.m., and 9 p.m. For healthcare institutions, it is best to post between 11 a.m. and 3 p.m. 

Best time to post on Saturdays

The best times to post on Saturdays are 4 a.m., 7 a.m., 9 a.m., 3 p.m., 4 p.m., and 8 p.m. Most businesses and healthcare institutes only post something during the weekends if necessary. Nonetheless, if you wish to post on a Saturday, the best time to do so falls between 9 a.m. and 3 p.m.

Best time to post on Sundays

The best times to post on Sundays are 4 a.m., 5 a.m., 6 p.m., 7 p.m., and 9 p.m. Once again, most businesses and healthcare institutes do not post anything on weekends unless necessary. However, if you still want to post on Sundays, you can do so between 9 a.m. and 6 p.m.

Post types and how to use them

Instagram is home to millions of posts that include pictures, carousels, videos, and stories. Let’s take a look at the different types of posts and how you can use them to your advantage. While most brands out there showcase their product lineup, as a dentist, you can showcase your clinic, the equipment it houses, the staff members, and the services you provide to your patients. Here, we’ll take a look at the popular post types and how to use them for Instagram marketing:

1. Images: Images are the reason why Instagram was created in the first place. Close to 1.3 billion photos are posted on the platform daily. Images are easy to perceive, understand, and create. You can post an image of yourself, your art, your car, your workplace, or anything that doesn’t contradict the Instagram guidelines. However, in this case, you are advised to share pictures of things such as your dental practice, your patients, your staff members, and other events.

Here’s how you can use images to your advantage while marketing your practice on Instagram:

a. Use genuine images: Every brand wants to sell its products or services. However, posting posters and other salesy images alone isn’t going to cut it. You have to be genuine with your images. People resonate with images when they see a subject matter that actually resembles their current state. While a poster works at different times, relying on posters alone isn’t a good practice for images.

b. Editing helps: Instagram is also equipped with tools that aid you in editing images that you’ve either clicked via the app or those stored on your device. Bear in mind that these edits can only happen in the editing window on the application. You cannot upload pictures or videos from your PC. However, you can access and interact with other posts from your account or the ones on your feed. Warmer tones feel inviting and cozy, and people prefer them over images with a colder color tone. You can make these changes from the image editing window with ease.  

2. Reels: As of now, Instagram reels drive the most engagement of all the content assets posted on the platform. Simply put, reels are videos shot for vertical viewing (9:16 aspect ratio). As of 2023, reels can reach 30.81% of people on the platform, 2x more than images and carousels. Reels give you and your audience the platform to experiment with a ton of ideas and present them either raw or refined after edits. 

Here’s what you need to know to maximize Instagram reels for your marketing efforts:

a. Know the time limit: You might have a ton of ideas that you’d like to include in a single video. This could stretch the time limit beyond 60 seconds, which might not be optimal for the end viewer. Remember, you can always break down a long video into parts or episodes and edit them so that they don’t start and end abruptly. The usual attention span these days ends at about 8 seconds. Hence, you have to make the most of it with the time you’ve got. 

b. The aspect ratio matters: Since most people view Instagram on their phones, it’s only natural for you to make and post videos that follow the 9:16 aspect ratio. That’s because the app itself is designed for vertical viewing. While you can record and post landscape-styled videos, chances are that they’ll appear with a ton of white spaces on the top and bottom edges. Your characters will be difficult to see as well since they’ll be shrunk to fit the vertical layout.   

c. Stories: Stories are content pieces that can be shared on your account for a limited period. Instagram stories last for 24 hours and can range from a simple picture of a lake to a short 15-second video. You can also edit your stories to add more images, text, graphics layers, stickers, and much more. The limited time frame of the feature is what makes it popular among people as well. Close to 500 million people use the stories feature every day, and about 86% of users post them. 36% of businesses on the platform use this feature due to its lucrative nature.  

The posting times for stories are more or less the same as regular posts. However, here’s what you can do to make your stories more impactful:

1. Make sure your first story captures the essence of the subject matter thoroughly. Whether it is introducing your practice or a banner, make sure to edit it in a manner that doesn’t feel stuffed. If you have text, make sure it is legible.
2. Always remember that as you post more stories in a single day, you’ll see less engagement on the latter ones. For example, your first story might have 100 views, but your fifth story from the list might only have 20.
3. Do include audio files if needed. Instagram houses an audio library that can be used for static posts, reels, and even stories. All you have to do is access the music logo while posting the story, browse the list or search the type of music you need, and tap share.
4. Mention your patients or fellow professionals whenever you get the chance. This will put the mentioned individual in the limelight and will make them feel special. It is highly likely that they’ll share the same story on their feed, enabling better visibility for your practice.

Further tips to help you with Instagram marketing

Instagram marketing is the rage these days, and almost everyone is doing it. While the aforementioned assets provide a basic overview of the way Instagram works, it’s time to look at some hidden details that most marketers exploit to gain an edge over the competition. Here’s what you need to know:

1. Let influencers help you: Influencer marketing has taken center stage over the last few years. From nano to micro and mega influencers, you can promote your product/service via these personalities. For a practice new to the platform, nano influencers are the best of the bunch as nano influencers charge the least yet have the ability to promote your practice to a sizeable chunk of people. Also, 54% of influencers on the platform are nano influencers. They’re hard-working people who experiment with their storytelling capabilities and are ready to put in the effort required. Just make sure to pick an influencer who has a good reputation among the viewers and hasn’t been promoting anything that might jeopardize your practice’s image.
2. Boost your profile when you need it: Paid promotions are an essential part of Instagram marketing. You can boost your posts and stories on the platform. Here’s what you need to do:
   1. Go to your profile.
   2. Select the post you want to boost.
   3. Tap “Boost” right below the post. 
   4. You’ll be presented with a form. Fill in the fields marked “Goal,” “Audience,” “Budget,” and “Duration” with information pertaining to the objective of your ad, the type of audience you want to target via the ad, the amount of money you’re willing to spend on the ad, and the duration for which you want the ad to run.
   5. Once done, tap “Next.”
   6. You can also get a preview of your ad via the “Preview ad” option.
   7. Ensure that your Facebook account is connected to the Instagram account, as it’ll maximize the chances for impressions.
   8. Once satisfied with the preview, tap “Boost Post.”  
3. Study the engagement patterns and record them: The platform will study Every post and story you share. You can access the analytics of your posts by tapping “View Insights” right below your post. It’ll show you the number of accounts your post has reached, the number of impressions, your post’s watch time, the average watch time, the distribution of views among followers and non-followers, and much more. To access the analytics of your stories, go to the story you’ve posted and tap the graph icon to the left of the eye icon.  
4. UGC works: User-generated content is a heavily utilized content asset that allows users to participate in your brand’s marketing efforts. All you have to do is construct a template or a challenge that is easy to participate in and run it as a campaign on your profile. For example, #ShowYourNewSmile (show your new smile) could be a campaign highlighting the new and improved smiles you’ve given to your patients. Simply ask the patients to share pictures of their new smiles on their profile while tagging your practice. You can then share their posts on your feed or even in your story.  
5. Partner with fellow professionals: Instagram marketing becomes a little challenging if you’re walking the entire path alone. However, if you happen to have a fellow influencer or a professional in the same field, you can run short campaigns as partners. Reach out to people via email or send a personalized message highlighting the nature of your campaign. You can also post content as a collaborator. Here’s how you can do so:
   1. While creating a new post, go to “Tag people.”
   2. Within the “Tag people” option, you’ll find the “Invite collaborators” option.
   3. Enter the handle or the name of the brand/influencer you want to collaborate with.
   4. Repeat the same process to add more collaborators.
   5. Once done, tap the tick mark on the upper right corner.
   6. Collaboration invites will be sent to the accounts listed, and once they accept them, your post will go live as a collaborative effort.  
6. Build broadcast channels: Instagram has introduced a new feature for creators called broadcast channels. This feature aids you in creating a separate messaging space where you can share messages, conduct polls, share teasers for your upcoming posts, and even hold events.

And that’s about it

Instagram marketing for dentists is a big realm made of different ideas, tools, and trials. Every year brings new updates to the platform and its algorithm. To make the best of your online presence on the platform, practice patience, test your campaigns, and don’t be shy about trying out new things. We hope that this blog has helped you gain a better understanding of the way posts, stories, and engagement work. Remember, your primary objective is to establish a presence and engage with users at the earliest.