How Practices are Winning on Social Media: It’s Not What You Think

This article originally appeared in April/2026 on DentistryToday.com.

Most of us open social media and immediately see a funny or ridiculous video ad from a business. And while comedy is certainly a strategy that works for some, not all businesses want to take that approach. In fact, if you think you have to post silly content to get attention online, you couldn’t be further from the truth. Your practice can get just as many likes and follows with straightforward content.

Successful dental practices aren’t cracking jokes or creating silly characters on their social channels. Instead, these practices are making an impact with content that expresses the values they represent and fits their personality. Here are a few of the content strategies gaining traction on social media right now.

1. Short Educational Videos: People are naturally curious about health and well-being. They want to know that what they’re feeling or experiencing has a name, a cause, and, most of all, a treatment. Educational content, especially when presented by a respected dental professional, inspires trust in patients seeking answers to their oral health issues or simply wanting to optimize their care routines. After all, that’s what a dental practice does, and showing off those skills establishes the practice as an authority.
2. Real Questions and Answers: Patients have questions, and not all of them are comfortable asking those questions in person. Answering common questions on social media signals to patients that the practice is a resource they can turn to for useful information about oral health and well-being. Patients feel more confident about asking questions when they know they’re not alone. This type of content is also a good way to showcase special cases by presenting them from the patient’s perspective using a question/solution format. For example, “The patient came in for their exam and cleaning and wanted to know why they’re noticing increased sensitivity. We discovered that …, and this is how we treated it ….” Questions and answers are relatable and satisfy patients’ thirst for knowledge.
3. A Look Behind the Scenes: Pulling back the curtain offers a relatable, humanizing perspective on your practice. Behind-the-scenes content could take the viewer on a tour of the office, follow the hygienist as they prepare for a cleaning, demonstrate different high-tech equipment, or show the team socializing in the break room. Featuring the office and team creates a sense of familiarity and can be especially comforting for new patients who may experience dental anxiety. Kid-friendly behind-the-scenes videos are an excellent idea for pediatric specialists and family-focused practices.
4. Videos Introducing the Team and Doctors: Generally, people don’t enjoy visiting a dental office, as all practitioners are aware. One way to make the practice feel more welcoming is to show the faces behind the care. Patients like to see the personalities of the healthcare professionals they’re choosing. This type of content is also a good way to showcase team members’ advanced skills, personal hobbies, hidden talents, and more. It all helps to break down the barriers that keep patients from seeking dental care.

Social Media Trends

Trending videos are not all bad. I encourage practices to try them occasionally, as long as it feels authentic. Everyone can benefit from stepping out of their comfort zone and trying something new once in a while. Participating in a trend can be an effective way to increase a practice’s reach and attract new followers, who will then seek out more of its content.

While comedic social media content is entertaining, it’s not the only content people consume. More patients than ever are using social media as a way to conduct preliminary research on potential healthcare providers, including dentists. If they find only jokes and nothing that demonstrates real knowledge, skill, or understanding, they will keep scrolling. Successful practices focus on their strengths, i.e., customized, personal, high-quality care that patients appreciate.