As of 2024, there are 5.44 billion internet users across the globe, 62.6% of which use social media. Businesses are no strangers to the wonders of social media. From small-scale startups to giant MNCs, every organization uses social media in some capacity. Why? Because it helps them reach out to people in a friendly and creative manner.
But what about dentists? Can they leverage social media to boost their practice as well? Well, yes, they can, and more importantly, they should. Close to 71% of people run an online search before consulting a dentist. Social media for dentists is essential in today’s interconnected world. If you play it right, there’s a high chance that the impressions will start doing the job for you. The following blog will shed light on how you can leverage social media algorithms to boost the presence of your practice online.
Understanding how a social media algorithm works
A gazillion social media platforms are in use today. From Facebook to Instagram and Reddit, every platform has its special use case and audience. Every channel runs on a set of carefully coded rules called algorithms. A social media algorithm is a set of rules coded into the application. It determines what action to take based on the user’s inputs.
A social media algorithm is responsible for creating a user’s feed, the opening section of the platform with all relevant posts based on the user’s likes and interests. These days, algorithms are quite complex and capable of mapping user behaviors to the actions recorded over a period of time. As a dentist, you need not know how an algorithm is written or coded but how it works.
By understanding the algorithm of a channel, you’ll be able to create and market posts that best reflect your dental practice’s commitment to solving oral ailments. The better you understand the algorithm, the more likely you are to optimize your performance and fetch more interactions. Now, let’s take a look at the factors that drive a typical social media algorithm:
The relevancy you show
It doesn’t mean how relevant you are as a user but how your choices shape the algorithm. Every person has their interests, and they search for them on the internet. When people look up a thing that interests them on social media, they’re bombarded with posts, opinions, accounts, and communities that produce, manage, and moderate content on the said interest. The more you interact with such posts, the more they gain relevance in your application’s algorithm.
For example, if you’re interested in fighter aircraft and have been interacting with content based on fighter aircraft, then you won’t be shown content related to cricket or football the next time you open the app. That’s how the algorithm takes relevancy into account and crafts an experience that is unique to you based on your application usage.
Sponsored content based on relevancy
At times, you’ll find content you like from accounts that are boosting their posts. Such posts will often come with a “sponsored” tag. If you interact with such posts and show your appreciation to them, the algorithm will take note of that action and apply it to other sponsored content with a similar structure and domain.
Algorithms mostly look at keywords used in captions, hashtags, and other relevant identifiers that best match your search intent. A social media algorithm is also capable of giving priority to content that you mostly interact with. For example, an algorithm prioritizes social posts in a feed. However, if you don’t interact much with other social posts, then the same algorithm will shift its priority down the list and show you the content that you’re most likely to interact with.
Famous social media channels and their algorithms
Now that we know what a social media algorithm is and how it works, it is time for us to take a look at how different social media channels utilize their algorithms:
YouTube algorithm
With 2.49 billion users as of 2024, YouTube is one of the biggest social media platforms on the planet. Millions of videos are posted and watched every day by users from different regions. The YouTube algorithm has evolved a lot over the last decade. Here’s what it takes into account while delivering your content:
- Videos that you’ve watched before: If you’ve watched videos on videogames and TV shows then the YouTube algorithm will register it as a point of interest and show you more content based on videogames and TV shows.
- Channels that you’ve subscribed to: YouTube also studies what channels and topics you’ve subscribed to and followed for some time. Whether you’ve clicked like, shared a video, or commented on one, it takes all inputs and gives recommendations based on the same.
- The autoplay sequence: The autoplay feature on YouTube helps you watch videos one after the other. However, it also does that based on the interest you’ve shown in the video itself. If you’ve watched a considerable portion of a video, the autoplay will then consider playing a video on a similar topic.
Facebook algorithm
The Facebook algorithm is no stranger to people’s choices either. With a userbase over 3.07 billion, Facebook’s algorithm is a little different than that of YouTube; here’s what it registers before showing you content:
- Content from friends and followers: Since people send follow requests to each other, it becomes Facebook’s top priority to focus on showing content that originates from your connections. Content from your friends and followers will always be given the top priority in your feed. However, if you do not interact with posts from your friends and followers, the algorithm will automatically shift its focus towards the regular updates on your feed.
- Engagement: The more you interact with a post, i.e., likes, shares, and comments, the more likely you’ll find content from similar topics and pages.
- The type of content you consume: If you’re someone who likes video clips over infographic posts, then this social media algorithm will register your interest and fill your feed with similar types of posts.
- Content quality: This factor relies more on Meta’s approach to the type of content shared on the platform. If a post has highly controversial opinions, false facts, or propagates hateful sentiments, then it’ll be flagged immediately. It is highly advised for users not to engage in such activities on the platform as it not only limits your reach but damages your credibility as well.
Instagram algorithm
Housing 2.4 billion active users, Instagram has come a long way from its humble picture-sharing interface. And just like every other platform out there, this one’s algorithm has evolved over time as well. The average time spent on the platform as of 2024 is 33 minutes, double that of 2019’s figure of 15 minutes! Here’s what this social media algorithm takes into account while showing your favorite reels and posts:
- Your activity to date: By now, it is evident that Instagram, just like all other platforms, follows the same trajectory when it comes to registering users’ activities. Your likes, comments, and shares shape the algorithm’s decisions.
- Personal information (account-based): People sometimes show interest in profile information before following one. Instagram takes this into account as well and suggests profiles that fit the description of how you like them.
How to ace the social media algorithm game for your dental practice?
Social media management for dentists isn’t a new thing. However, if you’re someone new to the game, then it is essential for you to understand what lies ahead. Simply going headlong into a social media channel without preparation isn’t a feasible tactic, as it consumes time and effort. Here’s how you can tame a social media algorithm through easy steps. Bear in mind that these tips apply to almost all social media channels out there:
Always prioritize quality over quantity
A lot of businesses and even rookie dental professionals make the mistake of producing high-volume content without considering its quality. At the end of the day, your content is supposed to generate value for the end user. If it fails to achieve that, then it’s a loss on your part. Catering towards giving accurate information without heavy bias is the key to developing a reliable brand voice on the channel.
Quality content equates to more consumption by people. Remember, whether it is a video clip, an infographic, or a text post, be honest and accurate with the information you share. It not only boosts your online credibility but helps you contribute positively to society as well.
Focus on your demographic
By tailoring your content to fit the right demographic, you gain the ability to grab attention a lot easier than catering to all cohorts. Crafting content around specific ailments, procedures, and problems that a particular age group might need is the way to go. Once you master that, any social media algorithm will easily pick up your content and run it through other users’ feeds, giving your dental practice a better chance at getting conversions. You can always study and distribute your content based on factors like age, occupation, financial stability, etc.
Utilize trends and collaborate with your crew
Running a campaign alone is a brave endeavor; however, you can’t maintain a balance between quality and quantity through this approach. To work around this, you need to follow the latest trends and include your dental crew and even patients in creating content. For obvious reasons, you must obtain the participants’ consent before creating a post.
Content pertaining to funny challenges and tips on oral health can be a good start. You should also create a thorough content calendar and follow it with accuracy. This way, you’ll maintain a steady flow of quality content and tame the social media algorithm at the same time.
Take professional help
It never hurts to get professional help if you’re confused with your content approach. While there are many avenues, we can help you narrow it down to just one. Introducing Smile Craft Strategies, a dental marketing brand that caters to all your marketing needs as a dentist. Whether you have a new practice or an old one, our team of subject matter experts helps you assess, optimize, and craft new experiences for your patients to participate in.
We specialize in:
- SEO analysis and research
- Website creation and optimization
- Social media campaigning
- Paid marketing
- Content and SEO audits, and much more
To ace the social media algorithm game, you need a team that can help you achieve goals; we’re it!
And that’s about it
The proliferation of social media channels has impacted everyone’s lives. Social media management for dentists has been a challenge for quite some time; however, it isn’t something that you need to be afraid of. You can ace any social media algorithm through careful analysis, quality content, and persistence. Once implemented, it’ll be a lot easier for you to receive requests from potential patients. You might even experience a jump in patient conversions over a few months. We believe you can do it, but if you need help, you know where to find us!
