The short answer
Start with what patients ask, then match the format to the platform: short captioned videos and step-by-step carousels on Instagram, community news, events and video on Facebook, searchable explainers on YouTube, quick answers on TikTok if your patients are there, hiring and referral updates on LinkedIn, and offers, events and updates on your Google Business Profile. Adapt each version rather than pasting the same post everywhere, keep patient content to what you have written permission for, and judge each channel by visits and bookings, not likes.
Before you post: four content types
Most useful practice content falls into four groups. A healthy mix keeps your accounts helpful rather than salesy:
- •Teach: plain-language answers to questions patients ask at the front desk, what to expect at a visit, aftercare reminders, myth-and-fact posts.
- •Introduce: your team, your office, how a visit works. People like to know who they will meet.
- •Connect: community events, local sponsorships, office news, holiday hours.
- •Invite: new patient information, an offer, an event, or a clear link to book.
Big platforms personalize what each person sees. Meta says Facebook predicts how likely someone is to spend time on a post, interact with it meaningfully or find it worth their time, and Instagram ranks Feed, Stories, Explore and Reels each in its own way. In practice, that rewards posts real people choose to watch, save and share, not posts built to game a formula.
Privacy first
Never post patient photos, names, stories or reviews without written permission, and do not reply to comments in a way that confirms someone is a patient. Use photos and video you own or have licensed, and no AI-generated images of patients or results.
Pew Research Center's 2026 survey found about half of U.S. adults use Instagram, with use far higher among adults under 30 (79 percent) than those 65 and older (21 percent). It suits visual, quick-to-watch content:
- •Reels: a team member answers one question, or a short tour of a room in the office. Add on-screen captions so the point lands without sound. See our Reels guide.
- •Carousels: three to five slides covering steps, a checklist or myths and facts. Make each slide readable on its own.
- •Stories: day-to-day moments, reminders, polls and question boxes for followers who already know you.
- •Highlights and pinned posts: keep new patient info, hours and frequently asked questions easy to find on your profile.
Instagram says Reels are shown less when they are low resolution, carry a watermark from another app, are muted, are mostly text or have already been posted on Instagram. Its Recommendations Guidelines also limit some content in Explore and Reels, such as posts depicting the use of pharmaceutical drugs, so treatment-focused posts may reach followers but not new audiences. For growth tips, see why your Instagram is not growing.
Facebook is used by 70 percent of U.S. adults in Pew's 2026 survey and reaches older adults well (59 percent of those 65 and older), which makes it a good home for family and community content:
- •Community and office news: events, sponsorships, new team members, closures and holiday hours.
- •Short native video: the same explainers you make for Reels, uploaded directly with captions.
- •Links to your articles: a sentence or two on why the article helps, then the link.
- •Events: open houses, screenings or school visits, with dates and details.
- •Messages: keep a clear contact button and reply promptly, but move anything personal to a phone call or your secure patient channels.
Local Groups can help when you take part as a good neighbor rather than advertising; our guide on Facebook Groups covers that.
LinkedIn is less about patient education and more about your practice as a workplace and a professional partner. Good fits are hiring posts, team milestones and training, community involvement, and updates for referring offices and local businesses. Write in a professional, first-person voice and keep posts specific. Our LinkedIn guide has more ideas.
TikTok
TikTok use is strongly tied to age. In Pew's 2026 survey, 65 percent of adults under 30 used it, compared with 11 percent of those 65 and older. If your practice serves many young adults or parents of teens, it can be worth testing:
- •Quick answers to one common question, filmed vertically with captions.
- •Light behind-the-scenes clips that show the team and the office.
- •Video replies to genuine comment questions, answered in general terms.
Skip trends that do not fit your practice or that could embarrass a patient. Our TikTok strategy guide goes further.
YouTube videos and Shorts
YouTube is the most widely used platform in Pew's 2026 survey (84 percent of U.S. adults), and its search makes it a good home for clear, lasting explainers:
- •Explainer videos: what happens at a first visit, how a common treatment works, what to expect afterward. Use a plain title that matches how patients ask the question.
- •Chapters: YouTube lets you add chapters by listing timestamps in the description, starting at 00:00, with at least three chapters of 10 seconds or more.
- •Shorts: vertical clips of up to 3 minutes, which can be cut from a longer video or your Reels.
- •Captions: YouTube notes they help deaf or hard-of-hearing viewers and people who speak other languages.
Embed useful videos on the matching page of your website too. Our guide to starting a practice YouTube channel covers setup.
X (formerly Twitter)
Pew lists X among the platforms used by smaller shares of U.S. adults. For most practices it is optional. If you keep an account, use it for short timely updates such as closures, schedule changes or community news, and link to your site for detail. Avoid debates and do not answer personal health questions publicly.
People use Pinterest to save visual ideas and plan ahead. It is rarely a main channel for a dental or medical practice, but it can fit practices with visual, plan-ahead services. Pins are vertical images or short videos that link to a page, so each one should point to a specific, helpful article on your website, with a clear title and description.
Google Business Profile
Your Business Profile is not a social network, but it is where many local patients first see you in Search and Maps. Google lets you publish updates, offers and events, add a button, and schedule posts ahead:
- •Updates: new services, team news or a new article, with a photo you own and a button to learn more or book.
- •Offers and events: each with its title and dates.
- •Photos: your real office, exterior, signage and team. See our Business Profile photos guide.
- •Review replies: brief, polite and free of any detail that confirms someone is a patient.
For what to put in each post, read our guide on Business Profile posts that drive appointments.
One topic, several platforms
You do not need new ideas for every channel. Take one patient question and shape it for each place:
- Website: the full, reviewed answer on the right page or article.
- YouTube: a short explainer with chapters and captions, embedded on that page.
- Instagram and Facebook: a captioned clip and a carousel of the key steps, each with a link back.
- Business Profile: an update with a photo and a learn more button.
- Newsletter: a two-line summary and the link.
Export a clean video file for each platform rather than downloading a watermarked copy from another app. Add campaign tags (utm_source, utm_medium, utm_campaign) to the links you share so Google Analytics can show which platform sends visits, then compare that with calls and bookings.
For the full workflow, see repurposing content across channels and building a content calendar. If posts get views but little response, read why no one is engaging with your posts. If you would like help running your channels, see our social media marketing service.
Sources
Platforms update their documentation and features, so check them for current details.
- •Pew Research Center: Americans' Use of Social Media in 2026
- •Instagram: Instagram Ranking Explained
- •Meta Transparency Center: Our Approach to Facebook Feed Ranking
- •YouTube Help: Video chapters
- •YouTube Help: Get started creating YouTube Shorts
- •YouTube Help: Add subtitles and captions
- •Google Business Profile Help: Create and manage posts on your Business Profile
Frequently Asked Questions
Should we post the same thing on every platform?
Share the same idea, but adapt the format. Rewrite the opening and caption for each platform, crop video to the right shape, and export a clean file for each upload. Instagram says it shows Reels less when they carry another app's watermark or have already been posted on Instagram.
How many platforms should a practice be on?
Only as many as you can keep up well. Most practices do better with one or two active channels plus a current Google Business Profile than with five accounts that go quiet. Pick the ones your patients use; Pew Research Center's 2026 survey shows YouTube and Facebook reach the broadest range of adults, while Instagram and TikTok skew younger.
How often should we post on each platform?
There is no official number. Platforms rank posts by how likely each viewer is to find them worth their time, not by how often you post. Choose a pace your team can sustain with quality, keep it steady, and adjust based on what your own insights show.
Can we post patient photos or before-and-after results?
Only with the patient's written permission, and only if the image is real and unedited in ways that change the result. Many practices keep patient content to a minimum and lean on education, team introductions and the office itself. Do not use AI-generated images to show treatment results.
What should we track to see if posts are working?
Look at reach to non-followers, saves, shares, profile visits and link clicks in each platform's insights, then use campaign tags on links so Google Analytics can show which channels send visits, calls and bookings.