For many dentists, social media can feel like unfamiliar territory. It’s one thing to market your practice through a well-designed website or word-of-mouth referrals, but what about Instagram reels, TikTok videos, or YouTube vlogs?
If you’re hesitant about diving into social media marketing, you’re not alone. But whether you use these platforms yourself or not, the reality is that your patients do. And they may be expecting to find you there.
In this blog, we’ll explore how dentists are using social media, the benefits it can bring, and some important pitfalls to avoid.
Are You on Instagram?
It’s undeniable that Instagram, TikTok, and YouTube have become powerful tools for dentists to connect with patients and build trust. In fact, some dental professionals have turned their online presence into lucrative opportunities.
Popular YouTubers like Teeth Talk Girl attract millions of views with informative videos on everything from dental myths to treatment explanations. This video is a great example of how patient education and engaging content can go hand in hand.
But there’s no need to become a celebrity influencer. Many dentists keep things simple by sharing educational content, answering common questions, and offering a behind-the-scenes look at their practice. Some even use short-form videos to break down complex treatments in a way that’s easy to understand—a key objective of effective patient communication.
If used well, social media can help your practice stay visible, approachable, and relevant in a digital world where patient expectations are shifting.
Advance your career by studying for a world-leading postgraduate diploma
Study at the cutting-edge of dental research with curricula taught by global experts and an online schedule that suits you.
Patients Are Looking for You Online
A growing number of patients are now using social media as a search tool. Studies suggest that almost 50% of patients look for a dentist on social media, and those searching for a new practice are more likely to browse platforms like Instagram, Facebook, and TikTok before making a decision.
Social media allows dentists to educate patients, build trust, and encourage engagement. Sharing expert content helps position you as a trusted authority, while videos and behind-the-scenes posts make your practice feel more approachable. Interactive features like Q&As can boost patient connections, and a well-maintained profile can serve as a direct line for enquiries and bookings.
Creating Valuable Content
But don’t whip out your TikTok dance moves just yet! While viral trends can grab attention, the most effective dental content prioritises education over entertainment. Patients are looking for reliable information, not gimmicks.
Here are some content ideas that work well for dental professionals:
- Educational posts – Explaining common treatments, dental hygiene tips, or busting myths about oral health.
- Patient testimonials – Sharing real stories (with permission) can help build trust and credibility.
- Behind-the-scenes content – A day in the life of a dentist or a look at your practice can make your brand more relatable.
- Live Q&A sessions – Answering patient questions in real time can drive engagement and position you as an expert.
- Case studies – Before-and-after photos (with consent) can highlight successful treatment outcomes.
The key is to keep content informative, approachable, and relevant. A well-balanced mix of professional knowledge and personal insights can make your profile more engaging.
Staying Professional: The Pitfalls to Avoid
While social media has huge benefits, it also comes with risks—especially for healthcare professionals.
1. Protect Patient Confidentiality
It goes without saying that patient privacy should never be compromised. Any images, testimonials, or treatment details shared must have explicit patient consent. Even casual mentions of cases on social media can be a breach of confidentiality, so always check ethical and legal guidelines.
2. Maintain Professional Boundaries
Unlike a website, social media platforms invite instant interactions. While this is great for engagement, it’s important to keep communication professional and within ethical guidelines. Avoid discussing specific patient cases in direct messages, and always redirect medical questions to a proper consultation.
3. Avoid Misinformation and Overpromising
Social media is full of health claims, and it’s easy to fall into the trap of making content that’s more engaging than it is accurate. Stick to evidence-based information and avoid exaggerated claims about treatments.
4. Be Mindful of Marketing Regulations
In the UK, the General Dental Council (GDC) has clear guidelines on advertising and marketing. Social media posts should never be misleading, and all claims must be verifiable. If you’re promoting treatments like teeth whitening or orthodontics, check that your posts align with industry regulations.
Should You Invest in Social Media Marketing?
The short answer? It depends on your goals.
Not every dentist needs to be active on TikTok or YouTube, but having some level of social media presence can be beneficial. Even a well-maintained Instagram profile or a Facebook business page can help your practice stay visible and approachable.
If you’re just getting started, here are a few simple steps to ease into it:
- Claim your business profiles – Make sure your practice is listed on Google My Business, Facebook, and Instagram.
- Start small – Posting once or twice a week is enough to keep your account active.
- Focus on quality over quantity – Well-thought-out, informative posts will have a greater impact than frequent, rushed content.
- Engage with your audience – Reply to comments, answer questions, and build a sense of community.
Consider professional help – If social media feels overwhelming, working with a marketing expert can help you get the most out of your efforts.
Final Thoughts
Social media isn’t just for influencers—it’s becoming an essential tool for modern dental practices. With nearly half of patients searching for a dentist on social media, having a presence online can help build trust, educate patients, and attract new enquiries.
However, it’s important to approach it strategically and ethically. Focus on valuable content, maintain professional boundaries, and always keep patient confidentiality in mind.
For those ready to embrace it, social media can be a great way to bridge the gap between dentistry and digital engagement… without having to go viral!
