The “Trend” To Be Cautious Of On TikTok

There is a “trend” on social media, specifically on TikTok, that dentists should be aware of: the younger generations are exceptionally aware of misinformation. Millennials and Gen Z are skeptical of medical and health-related content because of years of unhealthy (and misleading) diets, trends and tips shared across social media channels. You’re probably noticing more life hacks and tips on your feeds, but deciphering useful information from misinformation isn’t always easy and can lead to backslash and reported posts if your content is false or controversial. This is why it is more important than ever to establish yourself as an oral health leader, expert and trusted source.

Many dentists wonder if they should be on TikTok, and if you’re looking to attract a younger audience then it may be a great fit. As you plan your content strategy and start recording videos, keep the scrutiny of health-related content in mind. Be mindful of topics like fluoride, which have led to controversial debates for years, and focus on highlighting team members and activities instead. Try to avoid discussing questionable techniques or tools, and instead showcase popular treatments like teeth whitening and clear aligners.

Here’s the thing: the dentists we know have nothing to worry about – they’ve built a respectful, loyal following that knows the information they post online is accurate and trustworthy. As you start on TikTok (or any social media channel) it’s important to establish your brand, practice and yourself as a knowledgeable leader in dentistry.

Remember: there are many brands and influencers willing to post content that contains shocking, controversial “facts” or opinions to increase reach and engagement. Set yourself apart from the rest right from the beginning by building a relationship with your followers and offering them value in all of your content.

Give Your Audience What They Want

Put yourself in the mind of your followers: would they be more interested in a dental implants before and after case, or being taken on a tour of your dental practice to upbeat music?

Hint: it’s probably the latter!

By considering your audience when planning your TikTok content, you can help create and drive a positive narrative for you, your practice and your team. Consider a few positive keywords to associate your practice with – like compassionate, approachable and authentic – and let those drive the posts you create and how you engage with your audience.

Don’t Hop On Irrelevant Hashtag Bandwagons

Be aware of how you’re promoting your content. Most people discover posts on TikTok on the For You page and hashtag searches, so use that to your advantage! Search common dental-related hashtags and keywords to include in your captions, but ensure they make sense with the content you’re posting. Skip the vague, irrelevant tags in hopes of going viral or attracting new followers – this comes off disingenuous and leads to a lack of credibility.

At the end of the day, being authentic on social media is the best way to attract a loyal following and to establish yourself as an expert in dentistry. Plan content you feel passionate about, that speaks to your practice’s philosophy and that offers value to your followers (both current and potential patients). The younger generation is savvy, knowledgeable and not afraid to ask questions, so prepare to educate in a positive way and you will continue to hold a positive, leading status on social media.