Instagram Marketing 101 for Dentists

If you are a dentist with your practice and are looking for some guidance on how to do marketing on Instagram, you’ve come to the right place. Welcome to ‘Instagram Marketing 101 for dentists’!

In today’s digital age, marketing your dental practice goes beyond traditional methods.

With social media at our fingertips now, platforms like Instagram have become indispensable tools. They help you reach a wider audience, establish credibility, and engage with potential patients.

In this comprehensive guide, we’ll explore the essential elements of Instagram marketing for dentists.  By the end of this guide, you’ll know how to leverage this powerful platform to grow your practice.

But before that let me tell you about an amazing AI-based application,, that can help you generate highly customized images and videos for your Instagram. Not just this but you can also directly link your Instagram account to and schedule content through its inbuilt content calendar.

Why Dentists should market their services on Instagram?

If you’re wondering how much Instagram can really help you, let us clear your doubts.

Absolutely! Instagram offers a unique opportunity for dentists like you to showcase your expertise, build brand awareness, and connect with current and potential patients.

Here’s why Instagram is a valuable marketing tool for dentists:

1. To showcase expertise:

Instagram allows you to demonstrate your knowledge of dentistry. Share tips on oral hygiene, educate your followers about common dental problems, and provide valuable insights into your field

2. Building brand awareness:

With a well-crafted Instagram presence, you can make your practice more visible. A strong brand presence can attract new patients and make your practice a recognizable name in your community

3. Increasing your credibility:

Share success stories, before-and-after photos, and testimonials to build credibility and trust among your audience.

4. Create engagement

Instagram provides a platform for direct engagement with your audience. By default, everyone in your area becomes a potential patient.

Those who may not be geographically close might help with referrals! You can answer their questions, address concerns, and even schedule appointments through direct messages.

5. Connecting with patients

Instagram gives you the space to engage with your current and past patients, resolve their queries online, and remind them that they need their regular checkups!

Instagram Marketing 101 for Dentists: Key elements

Now that you’ve got the basics down, about how Instagram can really help you, let’s get into the technical details.

Here are some key elements to practice that will actually help you drive up your engagement!

Hashtags and captions

Hashtags and captions play a crucial role in expanding the reach of your Instagram posts. The pictures or videos you post on Instagram can really connect to your audience with the right captions. 

Here are some tips:

Use Fresh Hashtags: Avoid using overly popular hashtags with millions of posts.

Instead, opt for hashtags that are relevant to your niche but have a moderate number of posts. For example, use #dentalpractice instead of #dentist.

Use relevant hashtags for your post

Don’t Overdo It: Using too many hashtags can look spammy. Stick to a reasonable number, ideally between 5 to 10, per post.

Instagram stories

Instagram Stories are a fantastic way to connect with your audience. It will help you drive up engagement and also build a small community for starters!

Here’s how to make the most of them:

  • Office Tours: Offer short tours of your dental office to give followers an inside look at your practice.
  • Quick Updates: Use Stories for quick updates, such as changes in office hours, holiday announcements, or promotions.
  • Tutorials: Create short video tutorials on dental care practices or answer common questions your patients might have.
  • Use Story Tools: Use interactive features like polls, questions, and quizzes to engage with your audience.


Highlights are collections of your best Instagram Stories.

You can organize them to make your profile more informative and engaging. New users coming to your profile can see your highlights at any time. Consider creating highlights for:

  • Services: This will help solve all of your potential customers’ doubts about the services at your dental practice.
  • Tutorials: Keep some basic tutorials up on your profile, such as how to floss properly.
What to put in highlights for your page

  • Patient Testimonials: The first thing that potential clients look for is evidence of the service. Record 10-15-second videos of your clients giving honest feedback on your services.
  • Behind-the-scenes: Posting some behind-the-scenes footage for your practice can help your audience connect with you on a deeper level. It shows authenticity and helps build trust in your practice.


Instagram Reels are gaining more and more popularity on the platform. They offer a great opportunity to showcase your expertise.

Create short, engaging videos on topics like dental hygiene tips, interesting dental facts, or even a day in the life of a dentist.

Short and engaging reels.


Your Instagram bio is your digital business card. When users float onto your account, they often read your bio first. It’s essential to make it count.

Remember to follow these important pointers:

  • Clear Description: Use a concise and clear description of your dental practice in your bio.
  • Proper Link Usage: Utilize the website link in your bio effectively. It can be used to funnel inquiries, book appointments, or direct visitors to relevant content on your website.

How to market your dental practice on Instagram

Now that you have the basics down, let’s get into some important elements to always keep a note of as a dental practice on Instagram:

Know your audience

Understanding your target audience is the foundation of effective Instagram marketing.

Your posts should provide value to your audience, whether through informative content, entertaining posts, or solving common dental problems.

Use a business account

Switching to a business account on Instagram offers various benefits:

  • Access to Analytics: Business accounts provide insights into the performance of your posts and audience demographics, allowing you to refine your marketing strategy.
  • Contact Information: You can add business hours, your practice’s address, and phone number, making it easier for potential patients to reach you.
  • Instagram Marketing: Business accounts enable you to run Instagram ads and promote your practice to a broader local audience.

If you haven’t switched over to a business account, here’s how you can do it in 6 easy steps:

  1. Once you have your Instagram account open, tap on your profile picture or your profile icon at the bottom right corner of the screen to go to your profile.
  2. On your profile, look for the three horizontal lines or three dots at the top right corner of the screen. This is the menu icon. Tap on the menu icon to open the options.
  3. Within the menu, find and tap on “Settings.” This will open a new set of options.
  4. In the Settings menu, look for the option that says “Account” or a similar term. Within the Account settings, there should be an option labeled “Switch to Professional Account” or “Switch to Business Account.” Tap on this option.
  5. Instagram will ask you to choose the category that best describes your business. Select the category that fits your dental practice. After choosing the category, you may be asked to complete additional information about your business, such as contact details and business hours.
  6. Instagram will provide an overview of the features available with a business account. Review these and tap “Done” or “Next” to save your changes.

And there you have your Instagram business account!

Instagram business accounts come with additional features such as analytics, the ability to run ads, and contact buttons.

Take advantage of these features to enhance your Instagram marketing strategy. You can switch back to a personal account at any time by going to your account settings and selecting the option to switch back.

Set up the profile page

Your Instagram profile should make a strong first impression. Here’s how to create an appealing profile:

  • Visual Consistency: Make sure that your feed maintains a visually appealing theme. Archive old posts that don’t align with your new theme.
  • Highlight Covers: Customize highlight covers to make your profile more visually appealing and organized.
  • Bio Optimization: Craft a compelling bio that highlights your expertise and includes a clear call to action.
  • Website Link: If you have a website, use the link in your bio to direct visitors to key landing pages.
  • Profile Picture: Choose a professional profile picture, which can be your practice’s logo or your own photo.

Run Instagram ads

Instagram ads are a powerful way to target potential patients in your local area. Use high-quality photos or videos of your practice to create engaging ads.

Consider creating carousels to showcase the range of dental services you offer.

Follow the 80/20 principal

Adhere to the 80/20 rule: 80% of your content should focus on providing value, being informative or entertaining, while only 20% should be promotional.

This balance ensures that your audience remains engaged and doesn’t feel overwhelmed by advertising.

Maintain a theme

Consistency is key on Instagram. When people think of dentists, they think of clean people with white teeth and white coats.

Maintain a clean and visually appealing theme, using brand colors and aesthetics. For a dental practice, a clean and simple theme is often more effective than bright and flashy colors. 

A common theme on your instagram page, and use correct colors

Post consistently and regularly

Consistency is vital in Instagram marketing. Use Instagram analytics to determine the best times to post and create a posting schedule.

Consider using tools like to help you schedule and automate your posts, generate hashtags, and brainstorm content ideas.

Develop a content strategy

Diversify your content to keep your audience engaged. Create a content strategy that includes personal posts, educational content, case studies, behind-the-scenes glimpses, and more.

Consider using tools like’s Idea Lab to generate content ideas.

Predis AI tool to generate content ideas for instagram

Testimonials, patient reviews, achievements

Highlight your expertise and the satisfaction of your patients by sharing testimonials, patient reviews, and any notable achievements or awards your practice has received.

It will also allow your clients to build trust more easily with you.

Organize contests, giveaways, limited-time discounts

Give special deals to your patients.

To boost engagement and sales, consider running contests and giveaways.

Offering limited-time discounts during holidays and festivals can also attract more patients since that’s when they have time for dental visits.

Collaborate with influencers

Local influencers can help promote your dental practice to their followers.

Consider collaborating with influencers in your area, offering them a free dental service in exchange for an honest review and promotion.

Do’s and Don’ts of Instagram Marketing for Dentists

Before we close up this guide, we’ll give you a brief brush-up on what to do and what not to do once you begin Instagram marketing for your dental practice:


  • Use real photos of your practice and team instead of stock images for your practice.
Use real pictures instead of stock images

  • Highlight the members of your dental team to humanize your practice.
  • Reply to comments and respond to tagged photos promptly. It will your audience connect to you.
  • Encourage your patients to tag you in their posts related to your practice. This will help you expand your target audience 
  • Create a well-thought-out content strategy instead of randomly posting without a plan.


  • Avoid posting multiple times a day, as it can overwhelm your followers.
  • Posting photos of patients without their explicit permission is a big no. It can make your clients lose trust in you and violate their personal privacy as well.
  • Using hashtags is good, but don’t overuse them. 30 hashtags in a post can appear spammy.
  • Avoid using the same batch of hashtags for every post.
  • Don’t focus solely on promoting your practice. Aim to be engaging, informative, and even funny. Use Instagram to its fullest potential
  • Make sure you’re not posting irregularly. Consistency is key to making it on Instagram.


Marketing on Instagram offers a wealth of opportunities for dentists to connect with their audience, showcase their expertise, and grow their practice.

By following the strategies and tips outlined in this guide, you can truly make use of the power of Instagram.

Start building a strong online presence and attract new patients. You can also foster lasting relationships with your community.

Start your Instagram marketing journey today, and watch your dental practice thrive in the digital age!

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Tanmay Ratnaparkhe

Co-founder, 2X Entrepreneur, tech enthusiast, and SaaS expert, specializing in Instagram marketing and AI. With a knack for leveraging technology for marketing success, they share valuable insights and strategies to boost your digital presence and productivity.