A Chiropractor’s Guide To Social Media In 2020

Is your chiropractic practice on social media?

It should be! According to recent statistics, an incredible 3.2 billion people use social media. That’s 42% of the world’s population.

While social media has evolved a lot in recent years, it remains one of the most powerful ways to connect with new and potential clients, as well as with your fellow community of health practitioners. At Blitz Digital Media, we know the power and importance of these platforms for your business.

In this guide, we hope to give you the insight you need to figure out which social media platforms you should use, and why. Before we get into the detail…

Should my practice be on every platform?

Not necessarily. Each platform has its own pros and cons, and each requires individualised strategies for their successful use. Choose whichever platforms suit your approach and your potential clientele best and be ready to commit to ensuring there is a regular stream of content and community interaction on each platform you select.

• Facebook

With 2.45 billion active monthly users, Facebook remains a tried and true social media platform for business. 51% of people aged 50-65 use Facebook, and 34% of those over 65. Most industries have a presence here, although recent algorithm changes have meant that it is now a little trickier to use for business posts. This is due to changes in the News Feed, where business posts get less distribution than in previous years. However, Facebook is still great for joining or creating groups, or using live video which can bolster engagement and help demonstrate your expert knowledge. This builds trust in your practice, and helps potential clients get to know your unique style. 

Recommendations: Have a Facebook business page set up at the minimum. Fill this with information about what your practice stands for, and where and how clients can get in touch. Blitz Digital Media can help you get started and keep your content both useful and relevant to your audience.

• Instagram

One of the fastest growing platforms (and still going strong!), Instagram is a fantastically visual platform with 1 billion active users each month. Its users are mostly Millennials and Gen Xers, with an even split between male and female users. 67% of people aged 18-29 use the platform, with 47% of those aged 30-49. The average user also spends almost twice as long per day on Instagram than on Facebook.

This is a platform of inspiration and creativity, where product-based businesses, influences and health coaches thrive. If you’re keen to help promote a better lifestyle for people everywhere (and we know you are!), this is a great platform to build trust and promote the core values of your practice. Since 2018, it’s been possible to shop straight from Instagram, so if you have products you’d like your practice to partner with, you can sell these directly to users via the app.

Recommendations: Create a visually delightful Instagram page with the help of Blitz Digital Media. Keep posts value-driven and shareable for added reach and engagement.

• Twitter

With 330 million active monthly users, Twitter is more adept at serving fast-paced businesses in entertainment, sports, politics or marketing. It can work for chiropractors, if you’re confident in creating a clever and personable voice for your tweets or want to be able to answer customer queries quickly. However, this can be time-consuming, as things move quickly on Twitter and it requires someone to be on the lookout often. It is also less likely to serve your local audience, making engagement quite diffuse as people from anywhere could stumble across your posts.

Recommendations: If you’re hoping to give one platform a miss, this one might be it. Think about how much time you have to dedicate to your social media and whether your business is personality-driven – if so, this platform might help get the word out!

• LinkedIn

The professional networking tool, LinkedIn has 303 million active monthly users. It’s less likely to assist with finding new patients, and more likely to help you connect with other professionals in practice.60% of people aged 25-34 use the platform.  It’s a great way to find fellow partners, investors, or key decision makers, and discover more about what is happening at the forefront of your industry. There is also the potential to share your expertise and cement a place amongst the trusted within the chiropractic profession.

Recommendations: Share the most professional advice and articles under your belt. Connect with key organisations and practitioners.

• YouTube

Considered one of the most utilitarian platforms, YouTube has 2 billion monthly active users and performs well with all age groups – 81% of people aged 15-25, 71% of those aged 26-35 and approximately 60% of all people aged 36 and older. That means its appeal is really broad. It’s a great place to really show your expertise, answer questions, and provide valuable insight into healthier living. Your practice can reach anyone who is interested in chiropractic care and may even help educate those who are unsure or on the fence. Bring value to anyone who comes across you on this platform and you’ll find great success in forming a community online.

Recommendations: Create information-driven videos that answer the needs of your clients. Use your personality and expertise to help drive users to your practice and educate the world on the value of chiropractic care.

• TikTok

TikTok is quite a new platform, and largely dominated by Gen Z users. It’s used mostly to share humorous videos, though there are some very quick informative videos in the mix. This might also be a tricky platform to use for your practice – it’s time-consuming, and requires a lot of creativity and engagement in the challenges and viral trends that dominate the app. However, the potential for organic reach with new and diverse users is there, and even with no following at all, it’s an easy platform on which to be seen and discovered.

Recommendations: Only use this platform if you’re passionate about finding younger clientele, and potentially if you’re keen to bring a lighter side to your business’s brand!

We hope this guide gets you started with thinking about your social media presence. Use the platforms that suit your business best, and spread the word about your practice!

Whichever platform you decide best suits you and your practice, the most important thing to remember is to always be authentic online and always provide value, 2 things that come very easy to chiropractors.

Which platforms are you putting your energy in to? And where should you be putting more energy? Let us know below in the comments. 👇

If you would like to book a Blitz Digital Media Audit, then click the button below and complete the contact form, I will respond with in 24 hours.

Thank you for taking the time to read this post and have a great day!!

Lee