TikTok for Dental Practices
For years, social media marketing for dentists has focused on a handful of familiar platforms: Facebook, Instagram, Twitter, and Youtube, with LinkedIn occasionally thrown in the mix to help cultivate referral relationships with other providers. Today, however, TikTok has fundamentally changed the social media landscape. The fastest-growing social media platform of all time (yes, faster than Facebook), TikTok is an increasingly important channel for dentists who want to increase awareness, generate leads, and book new patient appointments.
Do Dental Practices Really Need to Be on TikTok?
TikTok is without question the “it” social media platform. The network has more than 1.5 BILLION users, roughly one billion of whom are active on a monthly basis. TikTok reached one billion users faster than any other social media platform, and is especially popular among younger users (although its popularity is rapidly growing among older users, as well). Without a doubt, TikTok is simply too big to ignore — and dentists need to consider adding the platform to their social media marketing mix.
Facebook isn’t something that dental practices can afford to ignore. We’re rapidly approaching that same point with TikTok.
How Can Dentists Use TikTok?
Despite its increasing importance for dental practices, TikTok is a fundamentally different beast than other social media platforms. Above all, to be effective, dentist TikTok accounts must feature content that is authentic. Potential patients aren’t just looking for educational videos showcasing brushing and flossing techniques (although there’s a place for those, too) — more than anything, potential patients on TikTok want to see video content that highlights dentists and dental staff’s unique personalities.
You Don’t Need to Dance or Lip-Sync (Unless You Want To)
Contrary to popular belief, dentists don’t need to dance or lip-sync to be successful on TikTok. You can do that, too, but on TikTok, anything goes — so long as you don’t take yourself too seriously. People turn to TikTok for videos that are fun, funny, educational, or a combination of all four. By all means, showcase your experience and expertise, but keep it light.
Dentists don’t need to dance or lip-sync to be successful on TikTok (but it won’t hurt).
Keep It Fresh
More than that, TikTok demands that dental practices consistently crank out video content — and engage with their followers and viewers. In addition to videos that draw the most views, the TikTok algorithm rewards “fresh” content and active engagement.
Like other social media platforms, TikTok is not a “set it and forget it” marketing channel. It takes a commitment from dentists and members of the dental team (and often the support of a dental social media marketing agency) to stay active and consistent. The last thing you want is for your dental practice’s TikTok account to turn into a ghost town.
Save the Self-Promotion
In general, TikTok isn’t a place to make a hard sell for your dental practice. The main objectives are to raise awareness, generate engagement, and drive traffic to your dental practice website. At DentalScapes, we encourage our clients to follow a “90-10” rule, in which 90% of TikTok content is non-promotional, with only 10% of videos directly encouraging potential patients to make an appointment.
Follow the “90-10” rule and make sure that 90% of your dentist office’s TikTok content is non-promotional.
“Does My Dental Practice Need a Marketing Company to Manage TikTok?”
It depends. Some dental offices have a hygienist, dental assistant, or office manager who can take the lead on managing the practice’s TikTok account. But in many cases, it’s simply too time-intensive to be effectively handled in-house, and a dental marketing agency can help ensure that content is consistently published and engagement is actively monitored.
Staff-Agency Collaboration
That said, a “hybrid” model, in which a marketing agency and dental practice staff collaborate on TikTok, can also be effective. At DentalScapes, we often rely on dental office staff to provide a steady stream of video content, which we then edit and publish. Depending on the needs of the client, the agency or dental office staff can handle engagement (i.e., responding to comments).
TikTok for Dentists Content Ideas
TikTok rewards creativity — and dental practices need to develop content that cuts through the noise and grabs attention. Of course, dancing and singing play well on TikTok, but not every dental office has a resident entertainer on staff. Nevertheless, there are many opportunities for dentists and their staff to shine on TikTok, including:
“Explainer” videos
Explainer videos on TikTok can feature different oral health care topics such as proper brushing and flossing techniques, dietary advice, what to expect during a visit to the dentist office, and even helpful information about common sleep problems like teeth grinding. When creating explainer videos for TikTok, just keep it light and opt for “edutainment.” While explainer videos can be informative, they don’t have to be boring. Dental practices can add music or sound effects in the background to make the information more entertaining and enjoyable for viewers. Additionally, depending on the target audience of the video, dentists could opt for cartoonish or humorous visuals that help drive home key points.
Staff Spotlights
Showcasing staff members on TikTok can be a great way for dental practices to strengthen the connection between themselves and their patients. Humorous stories, behind-the-scenes activities, and fun interviews featuring the staff can help viewers get to know each team member’s personality and style. This increases trust in the office and builds stronger relationships with existing customers. Staff can also provide helpful tips about things like what to expect during a visit or how to choose the best oral care products. These types of videos are educational yet lighthearted, allowing viewers to enjoy learning while seeing familiar faces.
Staff Milestones
Dental practices can use TikTok to recognize and celebrate employee work anniversaries, birthdays, and other special milestones. By crafting posts dedicated to the occasion, staff members will feel appreciated for their hard work and dedication. These videos can be funny, heartfelt, or even educational. Short clips that feature employees sharing memories or talking about why they love working at the practice can be very effective. Dental practice TikTok videos celebrating employee milestones can increase patient engagement while also helping create a positive atmosphere within the dental office.
Patient Milestones
Celebrating patient milestones, such as birthdays and first lost teeth, on TikTok is a great way to make patients feel special. Dental practices can create fun TikTok videos featuring staff members singing happy birthday or congratulating them in a funny video. Celebrating these moments not only helps to build stronger connections with patients but also makes it easier for new patients to connect with the dental office on a personal level.
“Office Life” Videos
TikTok is the perfect platform to let current and potential patients get a glimpse of office life. Dental practices can post “behind-the-scenes” videos that showcase their team members and staff in fun and engaging ways. Have employees talk about why they love working at the practice, show off new technologies in use, or give an overview of the services you offer. These types of clips are great for giving potential patients a feel for what it’s like to visit the office before they ever step foot inside. Plus, it helps build patient loyalty and engagement.
Holiday Celebrations
TikTok can be an excellent tool for dental practices to celebrate the holidays. You can post fun videos showing off decorations in the office, staff dressed in holiday apparel, or even put on a virtual holiday celebration featuring festive music from employees. Creating clips that teach viewers how to properly care for their teeth during those extra-indulgent seasonal treats is a also a great way to get more people into the practice during the holidays.
Community Events
TikTok is an ideal platform for dental practices to show their involvement in the community. You can highlight donation drives, volunteer work, participating in local events, and any other initiatives you’re involved in. Giving viewers a glimpse into your dental practice’s commitment to giving back will help patients get a better idea of what kind of office they are working with and build trust in your practice. Showing off the diversity of staff or highlighting different employees who contribute to their community efforts will also help make you stand out as a caring and involved practice that people want to be part of.
Ready to Get Your Dental Office on TikTok?
Considering getting your dental practice on TikTok? Dentists on TikTok can use the platform to increase awareness, generate leads, and grow new patient volume. But TikTok is a BEAST, and it’s important to remember that users have very different expectations than they do on other social media platforms like Facebook and Instagram.
Dentists on TikTok need to be consistent in cranking out content, and above all, be authentic. Most users aren’t going on TikTok to learn how to brush their teeth better (though there’s a time and a place for that kind of content, too) — they’re on TikTok to be entertained. That means that TikTok dentists might need to step outside their comfort zone — have fun with it! Lean on your staff for new video ideas — and if you’re working with a dental marketing company, make sure they’re collaborating with you and your staff.
Schedule a FREE Strategy Call Today
At DentalScapes, we help dentists leverage TikTok to grow their practices and partner with dental hygienists, assistants, and front office staff to source original video content on a consistent basis. If you’re ready to take your dental practice to the next level on TikTok, schedule a FREE strategy call today and let’s see how we can help