Instagram in the dental field

Instagram has undoubtedly become the social platform of the moment: young people spend their days on it looking at their friends’ photos, but also interacting with their favourite celebrities and influencers, and even shopping for the latest trends. Instagram is therefore an attractive communication tool for reaching teenagers, but not only them… Young adults and baby boomers are increasingly present and active on the platform, which gains millions of users every year.

Our clients in the dental field often ask us whether it makes sense to add Instagram to their social media presence and, more broadly, to their marketing communications strategy. So in what follows, we take a closer look at the question!

Instagram: facts and figures

Launched on mobile platforms in 2010, Instagram was originally a photo-sharing app. Over time, several features were added to the app, which Facebook bought in 2012: messaging, sharing Stories, the launch of Shopping on Instagram… Instagram has thus evolved into a platform used not only by individuals, but also by celebrities, brands, businesses and more.

In June 2018, Instagram passed the milestone of one billion monthly users. More than 95 million photos and videos are posted on Instagram every day, while its users hand out 4.2 billion likes on posts, day after day! The app has now become a very powerful marketing tool, whether for sharing branded content, running targeted ads or communicating directly with potential customers. That’s probably why about 60% of brands are now present on the network.

In Quebec, Instagram’s usage rate rose from 15% in 2016 to 24% in 2018, and it keeps climbing. Users are concentrated in the youngest age groups: 62% of 18- to 24-year-olds and 33% of 25- to 34-year-olds. Nevertheless, 30% of 35- to 44-year-olds use it daily, and that proportion is 18% among 45- to 54-year-olds. In short, being on Instagram means reaching a significant share of Quebec’s population with original, interactive content.

As a dentist-owner or dental clinic manager, are you wondering whether Instagram should be part of your web presence? As you’ve seen, being active on this social platform will let you reach a significant number of people who may be part of your target audience. What kind of content should you share there, as a player in the dental field, to have a relevant presence?

First of all, you should know that because Instagram focuses on sharing photos and videos, it’s a network full of attractive, eye-catching content. In a dentistry context, it’s therefore the perfect platform for promoting cosmetic dentistry services: Invisalign, teeth whitening, dental veneers, etc. Appearance is a key aspect of Instagram, and a beautiful smile is a major asset for looking good!

You should also know that Instagram allows a business to represent itself, showcase its brand image and share personalized content with added social value. For example, as a dental clinic, you can show life at the clinic, your staff, photos and testimonials from satisfied patients, etc. In a field as competitive as dentistry, an attractive Instagram presence can make all the difference for a patient looking for a new dentist. If you’re active on Instagram and communicate the essence of your business well, a potential patient will feel as if they already know you and will be more inclined to visit you rather than a competitor’s clinic!

The importance of managing Instagram comprehensively

On Instagram, it’s not enough to be present: you also have to be active! That involves planning and creating content, preparing posts, managing followers and the community, advertising and many other aspects. As a dental professional, it therefore makes more than good sense to call on dental marketing experts: the Virus Santé Communication team. Our community managers work closely with your team to plan and manage your Instagram page!

Sources:

https://www.theverge.com/2018/6/20/17484420/instagram-users-one-billion-count; https://isarta.com/infos/500-millions-dutilisateurs-actifs-pour-instagram/; https://cefrio.qc.ca/media/2023/netendances-2018_medias-sociaux.pdf