How to Optimize Your Instagram Reels and TikToks as a Plastic Surgeon or Dentist
Short-form video content has been a major trend in the social media landscape over the last few years, with platforms like TikTok and features like YouTube Shorts and Instagram Reels experiencing rapid growth in usership—especially with Millenial and Gen Z audiences. Indeed, demographic data reports indicate that TikTok has roughly 150 million users in the United States, with roughly 80% of the user base being between the ages of 16 and 44.
As with every new online trend, the rising popularity of video shorts brings forward an essential question: how can healthcare practices best incorporate short-form video marketing into their social media strategies? One of the biggest keys is understanding how social media platforms use algorithms to decide what content gets included in users’ feeds. Our digital marketing specialists have extensive expertise using search engine optimization (SEO) strategies to improve website rankings in Google search results. We can help you apply similar SEO principles to boost the performance of your social media and video content.
Below, the social media marketing experts at Rosemont Media discuss helpful tips for optimizing your medical or dental practice’s Instagram Reels and TikToks.
1. Use Hashtags
Hashtags are an important element in any social media marketer’s toolkit, allowing you to easily tell both users and the platform’s algorithm what your content is about. Instagram and TikTok both have built-in search functions where you can explore popular hashtags in your field. However, it is important to use them sparingly and accurately. Instagram recommends using between 3-5 hashtags per post, and the same generally holds true for TikTok.
Remember: quality is more important than quantity. When selecting hashtags to use, make sure they are highly relevant to your content. While it can be tempting to simply add the most popular hashtags to every post, being selective is more likely to produce a positive result. Bonus points if you look into hashtags specific to your geographic area—such as #SanDiegoDentist or #NYCPlasticSurgeon—which can help connect you with local users who may be more inclined to inquire about your services.
2. Add a Descriptive Video Caption
Instagram and TikTok both enable users to add 2,200-character descriptive text captions to their videos. The main point of these descriptions is to provide insight into what your video is about. However, when used properly, these captions also influence how the platform interprets and categorizes your content. In general, we recommend keeping your captions short but descriptive. It can also be helpful to research popular keywords relevant to your video (which you can do on-site via the respective platform’s search functions) and include them in the caption.
For instance, if you create a video where you talk about how to choose breast implants, incorporating the terms “breast augmentation,” “breast implants,” “plastic surgery,” and “plastic surgeon” into your video description ensures that your video is more easily discoverable by people searching for those keywords. It can also help the platform connect your content with users interested in those topics via the algorithm.
3. Explore Trending Audios
One of the more unique aspects of short-form video content is the incorporation of popular audio clips. When a specific song, recording, or sound becomes popular, both TikTok’s and Instagram’s algorithms are more likely to “feature” videos using that audio clip, potentially increasing your content’s reach. Using the in-app creator tools will typically allow you to view a selection of sounds that are currently performing well on the platform.
4. Use the In-App Editing Tools
Both TikTok and Instagram host fairly robust in-app editing suites for content creators. While everyone has different preferences when it comes to editing and preparing videos, research—and statements from the Instagram team—has indicated that using the provided in-app creative tools may have SEO benefits. This includes adding filters, text overlays, and other effects to your videos.
5. Add Text Overlays and Audio Captions
Utilizing tools like audio captions and image descriptions is an important part of ensuring your content is accessible for as many users as possible—and it also brings added SEO benefits. TikTok’s algorithm “analyzes” videos from multiple angles, including the descriptive text caption, the audio, and the text overlays added to the video itself. As such, adding closed captions to your video—or at least some form of descriptive text overlay describing what is happening—gives the platform more information about your content that can help ensure it is being shown to the right audience.
Most platforms now have a feature that will automatically generate closed captions, and this is certainly a viable option if you are short on time. However, taking a moment to write your own captions gives you greater control while also allowing you to ensure the highest levels of accuracy and SEO benefit.
6. Choose the Best Time and Day to Post
To maximize engagement on your Instagram Reels and TikToks, you’ll want to post when your audience is most active. Both platforms offer insights and analytics that allow you to track the times and days your followers are online. Use this data to schedule your posts strategically, aiming for periods of peak activity to increase the likelihood of your content being seen, shared, and interacted with.
Remember that timing can vary based on your target audience’s demographics, so it’s essential to regularly review these insights and adjust your posting schedule accordingly. Consistency is also key—posting regularly at optimal times can help you maintain visibility and foster a stronger connection with your audience.
7. Set up Paid Campaigns
Incorporating paid campaigns into your posting schedule can significantly boost your content’s visibility and help you gain more traction on social media. When setting up these paid campaigns on Instagram and TikTok, it’s important to adhere to each platform’s advertising guidelines. For instance, on Instagram, Meta’s ad policies do not allow graphic imagery or before-and-after photos, so those should be avoided to prevent ad account or page shutdowns.
On TikTok, the guidelines are even more strict, as they don’t allow the promotion of any medical procedures whatsoever. Instead, TikTok is best utilized for building brand awareness through content like answering FAQs, showcasing your team, or highlighting the unique aspects of your practice. By understanding and working within these guidelines, you can create effective campaigns that enhance your practice’s visibility while staying compliant with platform policies.On TikTok, the guidelines are even more strict, as they don’t allow the promotion of any medical procedures whatsoever. Instead, TikTok is best utilized for building brand awareness through content like answering FAQs, showcasing your team, or highlighting the unique aspects of your practice. By understanding and working within these guidelines, you can create effective campaigns that enhance your practice’s visibility while staying compliant with platform policies.
Optimize Your Social Media Videos with Rosemont Media
Diving into the world of video marketing can be a daunting task, but it can also yield big rewards. Fortunately, the social media marketing specialists at Rosemont Media are here to help. We offer a range of services designed to help both social media veterans and those just starting out optimize their content strategy and make the most of their marketing efforts. Contact us today to learn more.
Editor’s Note: The original version of this post was published August 9, 2023.