Dentists Are Having a Moment on Social Media
Scroll through Instagram or TikTok these days and you might notice something unexpected—dentists are going viral. Not for trendy dances, but for teeth tips, candid clips about diet and decay, and dramatic smile transformations. Their videos rack up thousands of views, and their practices are booked solid.
It’s easy to write it off as a passing trend, but there’s something bigger happening. Dentistry is stepping into the spotlight in a way we haven’t seen before—and if you’re not paying attention, you could be missing a valuable opportunity to grow your practice.
What the Rise of “ToothTok” Means for You
A recent Times article captured the moment perfectly. It highlighted a wave of dental professionals using social media to educate, inspire, and engage with viewers, while building thriving businesses in the process. From spa-inspired practices to sleek video consults and behind-the-scenes content, these dentists are tapping into what today’s patients respond to. They also prove a powerful point: you don’t need to be a celebrity to become your community’s go-to expert. You just need to be visible, approachable, and consistent.
So what does that mean for your practice?
It means there’s never been a better time to think about how you’re showing up online—and how your content reflects the care you provide.
You Don’t Have to Go Viral to Make an Impact
Not every dentist wants to create daily videos or overhaul their office to match a luxury brand. But the success of these “dental influencers” points to a few key trends that every practice can benefit from:
- Patients want to feel informed and empowered. Posts that explain treatments, like the difference between bonding and veneers, or what to expect with Invisalign, help build trust.
- Confidence and aesthetics matter. Cosmetic treatments like smile makeovers, whitening, and Invisalign draw interest across all age groups.
- Tone makes a difference. Content that feels human, helpful, and modern goes further than clinical language or generic tips.
You don’t need fancy lighting or thousands of followers to do this well. A short blog post, a few Instagram stories, or a casual team video can be enough to help patients feel more connected to your practice and more confident reaching out.
How to Leverage the Trend in Your Own Way
You don’t have to reinvent your brand to join the conversation. But there are smart ways to align with what’s working right now. Start by asking yourself:
- Are we highlighting our cosmetic services clearly on the website and blog?
- Could we post a quick video explaining how Invisalign or veneers actually work?
- Do our patients know we offer things like whitening, bonding, or same-day crowns?
- What questions do patients ask in the chair that we could answer in a blog or social post?
Even one or two thoughtful pieces of content a month—whether it’s educational, behind-the-scenes, or patient-focused—can strengthen your online presence and help you attract the kind of cases you want more of.
It’s Time to Join the Conversation
The rise of social-savvy dentists isn’t just about Instagram aesthetics. It’s about a shift in how patients discover, choose, and stay connected with their dental providers.
And while you don’t need to become a content creator overnight, you do need to be part of the conversation. The good news is, there’s room to do it in a way that fits your practice, your team, and your voice.
Start small. Be consistent. And remember: showing up with helpful, engaging content—whether through a blog, a video, or a quick tip on social media—goes a long way in building trust and growing your practice.
