Picture this: You spend three days crafting what you believe is a masterpiece of content. Whether it’s a detailed blog post, an engaging video, or a carefully designed social media campaign, the topic is brilliant, the execution is flawless, and you’re certain it will resonate.

Meanwhile, your competitor drops a quick TikTok about some trending topic you’ve never heard of and racks up thousands of views overnight. How does that happen?

The answer isn’t about quality, it’s about timing. While you were trying to create demand from thin air, they were positioning themselves within existing market momentum.

The Secret Every Successful Creator Knows

The most successful content creators rarely try to manufacture viral moments. Instead, they’ve mastered the art of recognizing when the market is already primed for specific content and positioning themselves strategically within that existing demand.

Think of search intent as a current that’s already flowing. You can either try to create your own stream and hope audiences find their way to you, or you can position your content directly in the path of demand that’s already moving toward your target audience. The strategic choice becomes clear when you frame it this way.

When ChatGPT burst onto the scene, content creators across all platforms who immediately pivoted to “What is ChatGPT?” content didn’t just get lucky. YouTubers creating explainer videos, TikTokers demonstrating quick use cases, and Instagram creators sharing carousel tutorials all recognized a massive surge in search intent and met it exactly where audiences were consuming content. They weren’t creating demand; they were fulfilling it across multiple touchpoints.

The Market Opportunity Window: Your Strategic Advantage

Every trend follows a predictable lifecycle. There’s the emergence phase, where early adopters start buzzing, the growth phase, where mainstream attention kicks in, the peak where everyone’s talking about it, and finally the decline, where interest wanes and the next shiny object takes over.

The magic happens in that sweet spot between emergence and peak—what content strategists call the market opportunity window. Enter too early and you’re addressing an audience that isn’t ready. Wait too long and you’re competing in an oversaturated market where dozens of others are delivering the same message.

Consider how trends evolve across different content formats. When a new lifestyle approach or business methodology starts gaining traction, there’s usually a strategic window where search volume is climbing across platforms; people are googling it, searching it on YouTube, and exploring related hashtags on TikTok and Instagram, but quality content hasn’t caught up to demand. Creators who spot this gap and fill it with valuable content across their preferred platforms often see their biggest breakthrough moments.

Why Timing Outshines Perfection

When you align your content with existing search intent, the algorithms that govern our digital landscape—whether it’s Google’s search algorithm, TikTok’s For You page, or YouTube’s recommendation engine—become strategic allies rather than obstacles to overcome.

These systems are designed to surface content that people are actively seeking. When your content matches what audiences are already searching for, you’re not fighting for attention; you’re fulfilling existing demand with strategic precision.

This approach offers several distinct advantages that compound over time:

Faster Visibility: Your content surfaces quicker because it’s riding existing search volume rather than fighting for attention from scratch.

Lower Energy Investment: You spend less time convincing people to care because the curiosity and demand already exist in the market.

Authority Building: You establish yourself as someone who’s ahead of the curve, which builds credibility and trust with your audience.

Algorithmic Advantage: Search engines and social platforms prioritize content that matches active user intent, giving you a visibility boost.

Perhaps most importantly, trending content naturally gets shared more across all platforms.

When something is already part of the cultural conversation, people are more likely to save Instagram posts, share TikToks, send YouTube videos to friends, and link to helpful blog articles, creating organic amplification that paid promotion can’t replicate.

The Art of Strategic Trend-Spotting

The key to this strategy isn’t just jumping on every viral moment—it’s developing a systematic approach to identifying trends that align with your brand and expertise.

Tools like Google Trends become invaluable for this process, not just for seeing what’s currently popular, but for identifying topics that are in the early stages of growth. A topic that’s showing steady upward momentum over several weeks often indicates a trend that’s about to break into broader consciousness.

Social media platforms each have their own trend indicators that savvy creators monitor closely. TikTok’s trending sounds and hashtags, Instagram’s trending topics in stories and reels, YouTube’s trending tab, and even Pinterest’s trending searches all provide real-time feedback about what’s capturing collective attention. The key is learning to distinguish between fleeting viral moments and topics with sustained engagement potential across multiple content formats.

Adapting Strategy Across Content Platforms

Different platforms reward different approaches to trend-based content, and understanding these nuances can dramatically improve your results regardless of where you create.
On short-form video platforms like TikTok and Instagram Reels, trends often center around formats—specific types of videos, popular audio clips, or viral challenges. The most successful creators don’t just copy these formats; they adapt them to showcase their unique perspective or expertise. A business coach might use a trending audio format to share productivity tips, while a designer might use the same trend to showcase transformational content.

YouTube rewards creators who can provide depth and value around trending topics. Quick reaction videos might capture initial interest, but tutorials, deep dives, and educational content around trending subjects often have a longer-lasting impact. The platform’s search functionality means that well-optimized content can continue attracting viewers long after the initial trend fades.

Instagram’s diverse content formats—posts, stories, reels, IGTV—allow creators to approach trending topics from multiple angles within a single platform. A trending topic might inspire a carousel post with educational slides, a reel demonstrating a technique, and stories sharing behind-the-scenes insights.

Written content, whether in blog form or long-form social posts, allows for the most strategic approach to trend integration. Rather than chasing every viral moment, successful content creators identify trending topics that they can address with genuine expertise. They also master the art of connecting trending topics to evergreen concepts, creating pieces that remain valuable even after the immediate trend passes.

The Authenticity Balance

The biggest mistake creators make when pursuing trend-based content is abandoning their authentic voice in favor of what’s popular. The most successful approach involves finding the intersection between trending topics and your unique perspective or expertise.
This means being selective about which trends you pursue across your content channels. Not every viral moment deserves your attention on every platform, and trying to jump on every bandwagon often comes across as desperate rather than strategic. Instead, focus on trends that you can genuinely add value to—where your experience, insight, or perspective brings something new to the conversation, regardless of whether you’re creating a 15-second TikTok or a 15-minute YouTube video.

The goal isn’t to become a trend-chasing machine across every platform, but to develop the instincts to recognize when a trending topic aligns with your content goals and audience needs. This selective approach helps maintain your credibility while maximizing the benefits of timely content, whether that’s through viral TikToks, engaging YouTube videos, compelling Instagram content, or authoritative written pieces.

Beyond the Hype: Building Long-Term Success

While leveraging trending topics can provide immediate visibility boosts across platforms, the most successful creators use these moments as stepping stones to build lasting audience relationships.

They understand that viral TikToks bring people to their profile, trending YouTube videos introduce new subscribers, and timely Instagram content creates engagement—but consistent, quality content across all channels keeps audiences coming back.

This means following up trending content with related pieces that provide deeper value across your content ecosystem. If a trending TikTok brings new followers, create Instagram content that serves their interests.

If a YouTube video gains traction, develop related content for other platforms that establishes your expertise. Use trending moments as opportunities to showcase your knowledge and personality across multiple touchpoints, not just your ability to spot what’s popular.

The creators who build sustainable success are those who master both sides of the content equation: the strategic timing that brings initial attention and the consistent value delivery that turns casual viewers into loyal followers.

The Content Creator’s New Playbook

The landscape of content creation has evolved beyond the “build it and they will come” mentality. Today’s most successful creators understand that attention is a finite resource, and the smartest way to capture it is by positioning yourself where it’s already flowing.

This doesn’t mean abandoning creativity or originality—it means being strategic about when and how you deploy them. Sometimes the most creative thing you can do is recognize a trend early and find a unique angle that others haven’t explored yet.

The next time you’re planning content, resist the urge to reinvent the wheel. Instead, look around for wheels that are already spinning and find ways to add your unique value to their momentum. Ask yourself whether you’re trying to create interest from scratch or whether you’re meeting interest that already exists.

In the attention economy, timing isn’t just important—it’s often the difference between content that changes your trajectory and content that disappears into the digital void. The market momentum is there, waiting for you to strategically position yourself within it. The question is: are you ready to leverage that advantage?

As of July 2025, Instagram introduced a game-changing update that could revolutionize how your chiropractic practice appears in online searches. For the first time, public content from professional Instagram accounts can now show up directly in Google search results, transforming your social media posts from temporary content into permanent, searchable assets for your practice.

Suppose you’ve been posting educational content about spinal health, patient success stories, or tips for natural pain relief. In that case, those posts now have the potential to attract new patients months or even years after you’ve shared them. This isn’t just a minor social media update; it’s a new pathway to patient discovery that smart chiropractors can leverage to grow their practices.

Why Instagram SEO is a Game-Changer for Your Chiropractic Practice

Think about how your ideal patients search for care. They might start by Googling “natural headache relief” or “chiropractor near me for neck pain.” If your Instagram content addresses these concerns with helpful, keyword-rich posts, you now have another chance to appear in their search results, even if they weren’t specifically looking on social media.

This update is particularly powerful for practices that have been building trust through educational content. Every post explaining how chiropractic care helps with specific conditions, every patient testimonial you’ve shared, and every behind-the-scenes glimpse of your practice could now work as evergreen content that continues attracting patients long after the initial post.

Turn Your Instagram Into a Patient-Attracting Search Engine

To transform your Instagram into a patient-attracting search engine asset, follow this systematic approach:

Step 1: Set Up Your Account for Search Success

Switch to a professional(Creator or Business) Instagram account if you haven’t already (More → Settings → Account Type and Tools → Switch to Professional Account). Then enable indexing by going to More → Settings → Account Privacy → Allow public photos and videos to appear in search engine results. Make sure your account is public; private accounts won’t appear in Google search results.

Step 2: Optimize Your Profile with Strategic Keywords

Update your Instagram name and bio to include location-specific terms your ideal patients search for. Instead of just “Dr. Smith’s Chiropractic,” try “Dr. Smith | Chiropractor in [Your City] | Back Pain & Headache Relief.” Include your phone number and website link to make it easy for potential patients to contact you.

Step 3: Research Patient Search Terms

Think like your ideal patient. What would someone type into Google when they’re experiencing the problems you solve? Create a list of phrases like “sciatica relief,” “prenatal chiropractor,” “sports injury treatment,” or “migraine help naturally.” These become your content keywords.

Step 4: Write Captions That Serve Both Audiences

Craft captions that engage your Instagram followers while including search-friendly language. Start with a hook for social media, then provide educational value using your target keywords naturally. For example: “Can’t turn your neck without wincing? Neck pain affects millions of people daily, often caused by poor posture or sudden movements. Here’s how chiropractic adjustments can restore mobility and reduce pain naturally…”

Step 5: Add Technical Elements for Better Visibility

Before publishing each post, add alt text describing your image with relevant keywords (More Options → Write Alt Text). Include location tags and use hashtags that combine your services with your location, like #DallasChiropractor or #BackPainReliefNYC.

Step 6: Create Searchable Content Categories

Develop regular content themes that align with common patient searches: condition education posts, treatment explanation videos, patient success stories, and wellness tips. This creates a comprehensive library of searchable content that addresses various patient needs and search queries.

How to Create Instagram Content That Converts Searches Into Patients

The most successful approach combines educational value with clear calls to action. When you post about common conditions you treat, explain not just what the problem is, but how your specific approach helps patients feel better. Share patient success stories (with permission) that demonstrate real results, and always include information about how potential patients can take the next step.

Consider the patient journey when creating content. Someone searching for “chronic neck pain solutions” might not be ready to book an appointment immediately, but they’re looking for trustworthy information. Your Instagram post could be their first interaction with your practice, so make it count by providing genuine value while establishing your expertise.

The Future of Social Media Marketing for Chiropractors

This update represents a shift toward social media platforms becoming more integrated with traditional search. As more people, particularly younger generations, use social platforms as search engines, having optimized Instagram content becomes increasingly valuable for practice growth.

The evergreen nature of searchable Instagram content means your investment in creating valuable posts pays dividends over time. A well-crafted post about managing lower back pain during pregnancy could continue attracting new patients months later when expectant mothers search for natural pain relief options.

However, success requires consistency and authenticity. As more practices recognize this opportunity, standing out will depend on creating genuinely helpful content tailored to your specific community’s needs rather than generic health tips.

Now more than ever, patients are searching for practices on their socials to validate the practice and review their engagement. This is a final validation check some patients will make before contacting you to book an appointment.

Where are my new patients coming from?

In terms of new patient traffic, your website still stands as the dominant source. This is why your website should be high-converting and strategically designed to attract and convert new patients, just like our favorite chiropractic website designs at Perfect Patients.

In reviewing data of over 32,000 internet users, we found over 89% of new patient traffic came through search engines like Google.

So, while social media may not be the primary channel to grow your new patients, it is a channel that more and more patients are “checking” as part of their research when on the hunt for a new chiropractor. It plays a very important supporting role in building trust with prospective patients.

At the end of the day, you want to maximize new patient conversion and to do this, you’re going to want to have a social media presence.

Now all this sounds well and good if you have the time to think of creative social media content, create graphics and write content, and then schedule it each day… But what if you don’t have the time?

Good news… Perfect Patients understands the struggle to come up with engaging content, so we recently launched our new and exclusive Social Media Content and Scheduling Platform.

It’s a unique platform where we create engaging posts for you and provide an easy scheduling tool. All you do is simply approve the posts and pick the day and time you want them to publish!

The best part – It’s effortlessly integrated with your Facebook AND Instagram accounts.

No need to jump between your phone and between platforms, you just hit the publish button and we take care of the rest.

See Our Social Content Platform in Action!

You can take advantage of our social media service included in our Premium Plan. Or, you can add it to your Essential Plan for a small fee each month.

Not a Perfect Patients client? That’s okay, you too can use our Social Media service from only $49 per month!

To maximize your new patient results, you should consider our website and marketing packages for a comprehensive marketing strategy including the social media service (in our Premium and Ultimate Plans).

How to Stand Out from the Crowd

As with any social media platform, there is a lot of competition, a lot of “noise” that your posts need to break through to get to your patients (and prospective patients). That’s why it’s important to have an Instagram marketing strategy and utilize the latest features available.

Here we’ll outline our top 3 chiropractic Instagram marketing tips and provide a few free graphics you can use to start reaching new patients today.

#1. Interact and Expand Your Reach with Stories

Instagram stories are a great way to interact with your followers, share casual updates or pictures, and potentially reach new patients. It’s a place to have fun and get a little creative.

If your stories are shareable or encourage some sort of action, you have the potential to reach new patients when your current patients share your post and tag you. For instance, this “This or that?” graphic gives your followers something fun to do, stories like this are very popular, and when they share it and tag you, their followers will be able to click to visit your Instagram profile.

Now all of their followers, many of whom are destined to be local friends and family, see them recommending you, their trusty chiropractor.

Another way to interact with patients in stories is to ask them to ask you questions.

This opens the door for questions like, “My knee has been bothering me. Is that something you can help with?” or “Do you have any appointments today? My back is really hurting.” Give it a try with the graphic above! (Just be sure to add the question sticker where indicated. Here’s a how-to.)

#2. Post Photos of Real People

You may have heard us preach the importance of including real photos of the doctor, office, and staff on your practice website. Well, the same rings true for Instagram. Because the platform is image-based, the quality of your images is critical. That doesn’t mean you have to be a professional photographer, just cognizant of the types of photos you’re posting and how they’ll stand out (or not) from the thousands of other photos in your patients’ feeds.

Always posting a graphic with an inspirational quote or stock photo is going to get stale fast. Think authenticity and personality when creating your posts.

The team at PWC Chiropractic does a great job of this. Take a look at the variety and authenticity in their posts.

There’s a mix of staff pictures, patients, staff with patients, and text posts. The photos are good quality, not professional or stock, but not grainy or dark. Nice, clear images that their followers can connect with.

(*Note: Be sure to have all patients who appear in photos sign a waiver giving consent for their photo to be used.)

Take a look at the photos you’ve been posting and ask yourself the following:

• Are the images good quality?
• Is there variety in the images I’m posting?
• Do I showcase real people that my patients can connect with?
• If I were scrolling through my feed, would I stop to look at this?

If not, make it a priority to snap some new photos throughout the week and try to up your posting game.

#3. Instagram Ads for Chiropractors

Another way to make Instagram work for you is with Instagram ads. Instagram ads can appear as regular posts in the feed or in stories. This is a great way to target local Instagram users (aka. prospective patients) with special offers. The cost is reasonable compared to Google Ads and is a great way to increase your brand awareness.

Here’s an example of an Instagram ad we’re currently running for one of our clients:

Instagram is part of the Facebook ad network and included in our Facebook & Instagram Advertising service.

Instagram Marketing to Get New Patients

Don’t feel like you have to utilize every trendy feature Instagram has to offer. Just master the elements listed above and you’ll be able to stay engaged with your current patients while attracting new ones on one of the most popular social media platforms. If you want some assistance with your Instagram posts try Get Social, our in-dashboard social media content platform. It’s full of chiropractic content ready for you to share and is included as part of our premium service, or as an add-on with essential.

Plus, they’re fun!

This list will provide you with 25 specific contest ideas for Facebook and Instagram to help you get started, as well as point out a few best practices to make sure your contests are set up for success.

What Makes a Successful Facebook Contest?

It’s important that your contest is well thought out to avoid any confusion, a lack of entries, or disputes over the prize. You’ll want to make sure your contest post includes the following:

• A call-to-action (CTA)

A CTA is a phrase that tells the reader exactly what you want them to do (i.e. “Click here to enter” or “Comment below”). Don’t leave your followers guessing.

• Incentive

Your followers need a reason to enter your contest, so offer something that will be appealing to most people.

• End date/time

Set a specific end date and time for your contest so that your followers know how much time they have to enter and when a winner will be selected.

• Rules/regulations

To avoid any complications, make the rules and regulations clear from the start. For example, “Entrants must follow us on Facebook and comment on the post to be eligible. Winner must contact us within 24 hours of the announcement to claim the prize or another winner will be selected.” State what they need to do to be eligible to win and how and when to claim their prize. Also, refer to Facebook’s guidelines for running contests here.

The Best Chiropractic Facebook & Instagram Contests

1. HOLIDAYS

Is there a holiday coming up? Holiday-themed contests are always a good idea. Think: Halloween costume contest, ugly Christmas sweater contests, or “Guess how many Hershey’s kisses are in the jar” Valentine’s Day contests.

2. SHORT TIME-FRAME

Create a sense of urgency by running a contest with a short time-frame (i.e. “Contest ends in 48 hours!”). You might be surprised how many entries you get when the window of opportunity is short. Take a look at the engagement this doTERRA Essential Oils giveaway got that offered only two days to enter:


3. FOLLOWERS GIVEAWAY

Looking to grow your followers on Facebook or Instagram? Set a followers goal and give away an awesome prize when you reach it.

For instance, tell your followers that you will be giving away [INSERT SIZABLE PRIZE HERE] when you reach 2,000 followers on Instagram. To enter, they must share your contest post in their Instagram story and in their feed and tag you. Their friends will see the contest post and start following you so they can enter to win as well. Your following will grow and odds are, a good percentage of your new followers will be local friends of your current patients. Those are quality new patient leads right there!

4. EXTRA ENTRIES FOR TAGGING FRIENDS

Ask your followers to tag their friends in the comments of your contest post as a way to earn extra entries. More people seeing your contest post, means more opportunities for new followers.

5. POST A PHOTO IN THE COMMENTS

Get your followers really involved by asking them to post a photo of something specific to be entered in the contest. For instance, a picture of their crazy hair for a chance to win a gift certificate to a local salon. Or a photo showing why they’re stressed for a chance to win a free massage.

6. DRIVE TRAFFIC TO YOUR WEBSITE

Create a landing page on your website with the contest details and an entry form. The traffic boost to your site sends good signals to Google. And if you really want to take it to the next level, you could use that traffic to build an audience for Facebook retargeting ads. Take a look at this chiropractor who did just that:


7. PHOTO WITH BRANDED HASHTAG

Ask your followers to post a photo to their Instagram feed with a particular hashtag. You can see who enters by clicking on the hashtag. For example, ask your followers to take a photo with the doc the next time they come in for an adjustment, post it with the contest hashtag, and tag the practice Instagram account. Your practice gets free advertising and your patients have a chance to win something. It’s a win-win! (*Note: make sure your hashtag has not been used before by searching for it ahead of time)

8. MULTI-BUSINESS GIVEAWAY

Partner up with other local businesses to do a multi-business, multi-prize giveaway. These are very popular on Instagram. Several businesses will offer up a prize, each one posts about the contest, and to enter, a person must like your post, then go to the profile of the next business, follow them, like their contest post, then go to the next business, and so on until they’re back where they started. These contests are fantastic for getting your brand in front of more local eyes and cross-promoting with other local businesses. Here’s an example of a family-owned strawberry farm that partnered with a couple of other small businesses to do an Instagram giveaway:



9. REWARD ACTIVE PATIENTS

“Every time you come in for an adjustment in the month of July, you will get one raffle ticket to enter in our [INSERT PRIZE] giveaway! Winner will be drawn August 1st, announced on social media, and contacted via email.” Post a photo of the prize and boost the post to your followers to make sure it’s seen by more people.

(*Note: Add a disclaimer to your raffle tickets or on a sign near the raffle box that states winner’s first name and last initial will be announced on social media and entering a ticket in the drawing counts as permission to share their name in the event that they win, just to be mindful of any patient privacy concerns.) 

10. PROMOTE NEW SERVICE/PRODUCTS

Build excitement around a new service you’re offering by doing a giveaway. Just added a massage therapist to the practice? Give away a 60-minute massage. The post could be as simple as, “We’re excited to announce that we now offer massage therapy! Help us welcome [INSERT THERAPIST’S NAME] to the practice by saying hello in the comments below and be entered to win a 60-minute massage. Winner will be randomly selected on [INSERT DATE/TIME].”

You could do something similar with any new products you start selling, such as pain relieving creams or hot/cold packs.

11. BUILD EXCITEMENT FOR AN UPCOMING EVENT

If you host webinars, in-person events, or sponsor any community events, let your followers know by doing a giveaway based on the event. If it’s a paid event, offer up free admission to the winner. Want more people to attend the event? Let your social media followers know that all attendees will be entered to win a special prize and provide the details on how they can sign up to attend.

12. REGULAR GIVEAWAYS FOR CONSISTENT ENGAGEMENT

Keep your followers engaged by doing consistent giveaways. By holding a contest every month, for instance, your followers will know to look forward to it and the amount of engagement you get will gradually increase over time.

13. CELEBRATE A MILESTONE

The doctor’s birthday, the anniversary of the practice, or an employee’s work anniversary – all reasons to celebrate and all great excuses to hold a contest!

Let’s say your CA is celebrating 5 years with the practice. Play a game with your followers by asking them a question about the CA (“Where was [INSERT CA’s NAME] born?” or “What college did [INSERT CA’s NAME] graduate from?”). First person to guess correctly wins a gift card to your CA’s favorite local restaurant.

14. BIGGEST FAN CONTEST

To enter, followers must post a picture of themselves wearing practice swag or holding a sign that says “I ❤️ my chiropractor” and tag your practice in their post. 

15. BIG TICKET GIVEAWAY

To really get people’s attention, give away a big ticket item. For example, Trailhead Family Chiropractic set a goal to reach 10,000 followers on Instagram. To reach this goal, they announced they’d be giving away a $2300 Peloton bike! Here’s the original contest post with details:



If you’re afraid you wouldn’t see a return on that investment, consider this: the industry average for the lifetime value of a new patient is about $2,500. So you’d need just one of the new followers you get from the contest to become a new patient to break even, two or more to come out ahead financially.

16. CAPTION CONTEST

Post a silly photo and ask your followers to caption it. Your office staff can vote to choose the best caption.

17. EASY, LAST-MINUTE CONTEST

“Comment below with your favorite (easy weeknight recipe/way to destress at the end of the day/at-home workout/etc.). One winner will be randomly selected to receive a ____ at 5pm tonight.”

Shake Up Your Marketing Routine with Facebook Contests

Add a fun new element to your marketing strategy by implementing social media contests. Your existing patients are sure to love them (you may even see an uptick in reactivations) and you’ll attract new patients at the same time. 

Looking for an easier way to share content on Facebook? Learn how our social media content platform Get Social can help. It’s an all-in-one dashboard full of chiropractic content for you to share and schedule.

If you haven’t considered YouTube marketing for your chiropractic practice, 2019 should be the year. In this post we’ll give some basics on how to create and upload a YouTube video as well as how to promote your video to prospective chiropractic patients.

How to Create a YouTube Video

Depending on the topic of your video, you will need varying levels of production. Most chiropractic YouTube videos can be produced just using your smartphone – along with a couple professional tips to take production up a notch.

How to Create a YouTube Channel

Once your video is filmed and edited, it’s time to upload it to YouTube. If you don’t already have a YouTube account, here’s a walkthrough article on how to create a channel with your business name.

In the beginning, your channel will be assigned a random URL. Note that you can (and should!) apply for a custom URL when your channel meets the eligibility requirements:

• Have 100 or more subscribers
• Be at least 30 days old
• Have an uploaded photo as channel icon
• Have uploaded channel art

Treat your YouTube channel like you would your other business social media accounts:

1. INTRODUCE YOURSELF

Create an intro video with a little paragraph statement in the description about you and your practice and pin it to your channel.

2. CREATE A COVER PHOTO

These usually include a note about what types of videos you post and how often or why. (Canva is a great tool for this)

3. POST REGULARLY

If you want to grow your chiropractic YouTube channel and following, then start by posting once or twice a week.

How to Pick Topics for Chiropractic YouTube Videos

Coming up with a topic for your video is much like coming up with a new blog post idea. Think about what people are searching for online, the questions your patients ask most often, and the expertise you can bring as a chiropractor.

Another idea is to partner with other natural health practitioners in your area. For example, you could come together for a series of videos on how nutrition and chiropractic health work together – complete with meal plan and exercise suggestions.

How to Promote Your YouTube Videos

Hitting “Publish” on your new YouTube video is just the beginning. Don’t let the hours of work creating your video fall flat by not promoting it.

Post your video link on other social media platforms. Include it in your email newsletter. Note: it’s okay to post about your video more than once!

Create a promotional system so that every time you publish, the video is also shared across your other marketing channels.

YouTube marketing is an exciting element to add to your chiropractic marketing efforts. Video marketing allows prospective patients to get to know you in a whole new way before coming into your office. Not to mention, it’s a powerful tool for building trust.

Google is by the far the largest search engine. No other platform comes close. However, social networks like Facebook are underestimated for their search engine abilities.

Prior to 2013, Facebook’s search function only returned results based on existing pages. There wasn’t much logic in the algorithm.

Then the network made refinements. It took pages, categories, and people and put them into a revolving wheel of filters that was heavily personalized to each searcher.

In 2014, Facebook took a giant leap forward by adding keyword search functionality. This allowed users to pull results based on keywords from their friends, people their friends have interacted with, and pages they like.

Why is all this important?

Because Facebook has become more and more like Google in that its algorithm is using keywords to rank businesses.

Now, Facebook is very secretive about its algorithm. Not to mention, the platform doesn’t provide search analytics. But we can take an educated guess… A more active, popular page (with a fully optimized profile) will likely have a better chance of ranking above its competitors.

All in all, viewing Facebook as a search engine is something small businesses and marketing professionals need to start thinking about.

This is what social media advertising can do.

Maybe you’ve dabbled on social media and have yet to see results. But one month of Tweets and Facebook updates isn’t going to attract a swarm of new patients. It’s the culmination of creating engaging content, building patient community, and running optimized ad campaigns.

Traditional advertising – such as direct mail, magazine ads, and billboards – are becoming less and less effective. And while these old-school marketing tactics can still attract new patients, they typically do so with a much lower ROI.

Moreover, social media advertising gives you transparent tracking, where you can determine the precise cost per new patient converted.

Targeting With Facebook Ads

While there are a number of platforms that support social media advertising, we recommend Facebook. Its vast targeting options allow you to hone in on your ideal patients.

For example, we could market to young mothers by targeting 23 to 30 year-old females who live within 20 minutes of your practice. Or we could run an ad for prospective geriatric patients by targeting older people.

The opportunities are endless.

Learn more about Facebook Ads here.

To get started, all you need is a personal Facebook account. However, there’s a difference between having a dull, cookie-cutter social media presence and having a social media presence that keeps patients engaged with your practice.

You don’t need a degree in creative design. Nor do you need to be an expert in computer programming. But there are some necessary ingredients to build a chiropractic Facebook page that engages current patients and entices prospective patients.

Below, you’ll learn how to do so in five steps.

1. Create Your Page

To begin creating your page, visit the Facebook Business Page Creator. Your first step is to choose a category. Choose the first option, labeled “Local Business or Place.” After making your selection, you’ll fill out your practice address, phone number, and other general information about your practice.

Important: Be sure that your Facebook practice details match what is listed on your website and other directory listings.

Next, you’ll need to name your page. This is more important than it may seem. Giving your page a generic name, or stuffing the title with keywords, can put off an unprofessional or spammy appearance. Moreover, your official page name determines the URL of your account, which should be clean and easy to remember.

3. Make Your Page Visual

A personalized Facebook page helps differentiate your practice. Impressive visuals are essential to make your page stand out from the crowd. There are two places to showcase your visual branding: your cover photo and profile photo.

Your profile photo is the smaller image that appears at the top left of your page. We recommend using one of two options for your profile photo:

• For single-doctor practices, use a headshot of the doctor
• For multi-doctor practices, use your practice logo

After uploading your profile photo, you’ll need to add a cover photo. This is the large rectangular image that spans the top of your page. To reinforce branding, look at the homepage of your practice website. Replicating a similar look and feel will strengthen the recall of your brand when patients see your practice on different marketing channels.

Here are the dimensions Facebook recommends for photos:

• Profile photo: 400 x 400 px
• Cover photo: 828 x 315 px
• Shared images: 1200 x 900 px

5. Create Compelling Content

Your Facebook page is now complete. At least, the setup process is. Now is where the real work begins – creating content.

Building an engaging social media presence requires a strategy.

What it’s not about? Posting random thoughts on your page whenever something pops in your head.

What it is about? Building a structured publishing schedule that provides useful content that patients get excited about.

A thoughtful social media strategy includes scheduling a variety of content – a mixture of “salesly” content and entertaining content. The best way to do so is to build a weekly calendar.

For example, here’s what a typical week might look like:

• Monday: Inspirational quote
• Tuesday: Link to a blog post on your practice website
• Wednesday: Useful health tip or chiropractic fun fact
• Thursday: Invitation to schedule your next appointment
• Friday: Fun fact, funny photo, or “Happy Friday” message

Social media users have become increasingly visual, so when building out your social media calendar, think about what images you could attach to your posts. For specific post ideas, read 29 Chiropractic Facebook Post Ideas to Make You a Social Media Genius.

When refining your social media strategy, it’s also important to manage your expectations. You might hear about all the benefits Facebook has to offer. The more followers you have, the more patients you get. Right? Well, this isn’t necessarily the case.

Of course, this doesn’t mean social media isn’t useful. It can be very useful, specifically in these two roles

• Enhances the likelihood of reactivations: By posting regularly on social media, you stay at the top of patients’ minds throughout the year. Your posts serve as a reminder for patients to schedule their next appointment.
• Encourages patient referrals: Have you ever seen a friend ask for a recommendation on Facebook? Something like, “Hey, I’m looking to have my basement finished? Does anyone know a good contractor?” An active social media presence increases the likelihood that patients will vouch for you.
• Improves brand awareness: Are you a subject expert in sports chiropractic? Educating patients on your areas of expertise shows you are an authority in the field. This helps to improve brand awareness of your practice.

Why People Follow You

In addition to keeping your followers engaged, it’s important to find ways to gain new followers. Again, to do so you need to know what chiropractic patients look for.

According to the Sprout Social survey, here are the top seven reasons people follow a brand:

• 73.4% – Interested in their product/service
• 58.8% – Interested in promotions
• 51.3% – They’re entertaining
• 42.2% – Offered an incentive
• 41.5% – Interested in their industry
• 25.1% – To communicate with the brand
• 21% – Friends follow/like their content

Thus, they must be interested in your practice, or at least have some kind of incentive to follow you. However, they may also follow you if they find your content interesting. This requires injecting personality and entertainment into your social strategy.

Social media is a balancing act. It’s about making your social pages interesting, while at the same time reminding patients that you’re the go-to chiropractor in their area.

1. Pose a question

People enjoy talking about themselves, especially on social media. Pose a question on your Facebook page and ask patients to like, comment, or share your post. Take a look at the example below. By ending this post with a question like, “What are your favorite exercises?” you encourage patients to engage with you and other patients who follow you.

2. Provide a statistic

Maybe you found an interesting fact, story, or video that the average chiropractic patient might find interesting. Just be sure the post doesn’t include too much jargon. Make sure it addresses the typical person who is, or might be, interested in chiropractic care. For instance, the example below speaks directly to someone who might be seeking treatment for neck pain.

3. Be inspirational

As you’ve probably observed on your own news feed, motivational messages are a hot topic on social media. And for many users, it’s hard to scroll past an inspirational quote without liking it or sharing it with their friends. Inspirational messages like the one below help build community and engagement on your Facebook page.

Make Your Social Content Visual

Social media used to be simple. You’d sign up for a Facebook business page, add your logo and bio, and you’re good to go. Every few days, you type out a sentence or two and click “publish.”

Those days have passed. People now have much higher expectations. They want to see professional social media profiles that represent the brand they’d like to learn more about. Text-only posts that simply say, “Schedule an Appointment!” will get scrolled past within a fraction of a second.

It’s not just about what you post on social media. It’s about what you do to make your posts more engaging. Visual content attracts more views than text-based content. Furthermore, visual content is 40 times more likely to get shared on social media than text-based content.

Ever watch someone flip through their feed? It’s almost always images (of people) that get their attention. As much as you can, be sure to include an image on each new post you publish.

Social media can be an amazing tool for increasing patient retention and stimulating referrals. By keeping your followers engaged, you’re able to remind patients about their health.