How to Optimize Your Instagram Reels and TikToks as a Plastic Surgeon or Dentist
Short-form video content has been a major trend in the social media landscape over the last few years, with platforms like TikTok and features like YouTube Shorts and Instagram Reels experiencing rapid growth in usership—especially with millennial and Gen Z audiences. Indeed, demographic data reports indicate that TikTok has more than 150 million users in the United States, with roughly 80% of the user base being between the ages of 16 and 44.
As with every new online trend, the rising popularity of video shorts brings forward an essential question: how can healthcare practices best incorporate short-form video marketing into their social media strategies? One of the biggest keys is understanding how social media platforms use algorithms to decide what content gets included in users’ feeds. Our digital marketing specialists have extensive expertise using search engine optimization (SEO) strategies to improve website rankings in Google search results. We can help you apply similar SEO principles to boost the performance of your social media and video content.
Below, the social media marketing experts at Rosemont Media discuss helpful tips for optimizing your medical or dental practice’s Instagram Reels and TikToks.
1. Use Relevant Hashtags
Hashtags remain a useful tool for discovery, but they should now be seen as a supporting tactic rather than the main driver of growth. On Instagram and TikTok, hashtags help categorize your content and connect you with niche communities, but the platforms’ algorithms increasingly prioritize strong visuals, keyword-rich captions, and engaging formats like Reels. Both platforms recommend using hashtags sparingly—around 3–5 highly relevant tags per post. Focus on quality over quantity by selecting hashtags that are directly tied to your content and audience. Localized hashtags (e.g., #SanDiegoDentist or #NYCPlasticSurgeon) can be especially effective for reaching nearby users who are more likely to convert into patients.
2. Add a Descriptive Video Caption
Instagram allows up to 2,200 characters for descriptive video captions, while TikTok offers up to 4,000. The main point of these descriptions is to provide insight into what your video is about. However, when used properly, these captions also influence how the platform interprets and categorizes your content. In general, we recommend keeping your captions short but descriptive. It can also be helpful to research popular keywords relevant to your video (which you can do on-site via the respective platform’s search functions) and include them in the caption.
For instance, if you create a video where you talk about how to choose breast implants, incorporating the terms “breast augmentation,” “breast implants,” “plastic surgery,” and “plastic surgeon” into your video description ensures that your video is more easily discoverable by people searching for those keywords. It can also help the platform connect your content with users interested in those topics via the algorithm.
3. Explore Trending Audios
One of the more unique aspects of short-form video content is the incorporation of popular audio clips. When a specific song, recording, or sound becomes popular, both TikTok’s and Instagram’s algorithms are more likely to “feature” videos using that audio clip, potentially increasing your content’s reach. Using the in-app creator tools will typically allow you to view a selection of sounds that are currently performing well on the platform.
4. Use the In-App Editing Tools
Both TikTok and Instagram host fairly robust in-app editing suites for content creators. While everyone has different preferences when it comes to editing and preparing videos, research—and statements from the Instagram team—has indicated that using the provided in-app creative tools may have SEO benefits. This includes adding filters, text overlays, and other effects to your videos.
5. Add Text Overlays and Audio Captions
Utilizing tools like audio captions and image descriptions is an important part of ensuring your content is accessible for as many users as possible—and it also brings added SEO benefits. TikTok’s algorithm “analyzes” videos from multiple angles, including the descriptive text caption, the audio, and the text overlays added to the video itself. As such, adding closed captions to your video—or at least some form of descriptive text overlay describing what is happening—gives the platform more information about your content that can help ensure it is being shown to the right audience.
Most platforms now have a feature that will automatically generate closed captions, and this is certainly a viable option if you are short on time. However, taking a moment to write your own captions gives you greater control while also allowing you to ensure the highest levels of accuracy and SEO benefit.
6. Choose the Best Time and Day to Post
To maximize engagement on your Instagram Reels and TikToks, you’ll want to post when your audience is most active. Both platforms offer insights and analytics that allow you to track the times and days your followers are online. Use this data to schedule your posts strategically, aiming for periods of peak activity to increase the likelihood of your content being seen, shared, and interacted with.
Remember that timing can vary based on your target audience’s demographics, so it’s essential to regularly review these insights and adjust your posting schedule accordingly. Consistency is also key—posting regularly at optimal times can help you maintain visibility and foster a stronger connection with your audience.
7. Set up Paid Campaigns
Incorporating paid campaigns into your posting schedule can significantly boost your content’s visibility and help you gain more traction on social media. When setting up these paid campaigns on Instagram and TikTok, it’s important to adhere to each platform’s advertising guidelines. For instance, on Instagram, Meta’s ad policies do not allow graphic imagery or before-and-after photos, so those should be avoided to prevent ad account or page shutdowns.
On TikTok, the guidelines are even more strict, as they don’t allow the promotion of any medical procedures whatsoever. Instead, TikTok is best utilized for building brand awareness through content like answering FAQs, showcasing your team, or highlighting the unique aspects of your practice. By understanding and working within these guidelines, you can create effective campaigns that enhance your practice’s visibility while staying compliant with platform policies.On TikTok, the guidelines are even more strict, as they don’t allow the promotion of any medical procedures whatsoever. Instead, TikTok is best utilized for building brand awareness through content like answering FAQs, showcasing your team, or highlighting the unique aspects of your practice. By understanding and working within these guidelines, you can create effective campaigns that enhance your practice’s visibility while staying compliant with platform policies.
8. Have Content Ideas Ready
Coming up with fresh video concepts on a regular basis can be challenging, but having a list of go-to ideas can make it easier to stay consistent and creative. Here are some short-form video ideas tailored specifically for plastic surgeons and dentists that can help you engage, educate, and connect with your audience:
- Before-and-After Transformations – Showcase results in a tasteful, HIPAA-compliant way (with patient consent), using smooth transitions to reveal the outcome.
- Procedure Walkthroughs – Give a quick, step-by-step overview of a treatment—such as a dental crown placement or facelift—using simplified, patient-friendly language.
- “Day in the Life” Clips – Offer a behind-the-scenes glimpse of what happens at your practice on a typical day.
- FAQ Spotlights – Answer common questions in 15 to 30 seconds (e.g., “Do BOTOX® Cosmetic injections hurt?” or “How long does Invisalign® take?”).
- Myth-Busting Videos – Debunk common misconceptions, such as “Dental cleanings damage enamel” or “Plastic surgery always looks unnatural.”
- Technology Features – Highlight advanced equipment like 3D imaging, laser dentistry tools, or surgical planning software.
- Recovery & Aftercare Tips – Share quick tips for healing and maximizing results after a procedure.
- Staff Introductions – Let your team’s personality shine by featuring short bios or fun facts about staff members.
- Seasonal Reminders – Create timely videos, such as sunscreen tips before summer or holiday oral care advice.
- Patient Testimonials – Capture short, heartfelt stories from happy patients (with consent) to build trust with potential new patients.
Having a variety of content types not only keeps your feed interesting but also allows you to appeal to different segments of your audience—whether they’re seeking education, entertainment, or reassurance.
9. Refine Your Strategy with Analytics & Iteration
Posting videos is only half the battle—the real growth happens when you analyze performance and refine your strategy. Both Instagram and TikTok offer built-in analytics tools that can help you understand how your audience is engaging with your content and what’s driving the most visibility.
- Key Metrics to Monitor – Pay attention to watch time (how long viewers stay engaged), likes, comments, shares, saves, and profile visits. A high watch time signals that your video is keeping people interested, which can boost its reach through the algorithm.
- Identify Top-Performing Content – Look for patterns among your most successful videos. Are certain topics, formats, or styles consistently generating more engagement? Use this insight to guide future content creation.
- Experiment with Variables – Try changing one element at a time—such as posting time, caption style, or use of trending audio—to see how it impacts performance. This makes it easier to pinpoint what’s working.
- Leverage Audience Insights – Review demographic data like age, location, and active times to fine-tune your posting schedule and topic choices.
- Repost or Repurpose High-Performers – If a video performs exceptionally well, consider re-editing and reposting it with slight changes to reach new viewers without reinventing the wheel.
- Track Over Time – Analytics are most valuable when viewed in context. Compare results month over month to spot trends, seasonal changes, and long-term growth.
By regularly reviewing analytics, you can refine your short-form videos and boost the chances that each new post outperforms the last.
10. Address Compliance & Patient Privacy in More Depth
When creating short-form videos for Instagram Reels or TikTok, it’s essential to remember that medical and dental professionals are subject to specific regulations designed to protect patient privacy. Adhering to these rules not only keeps you compliant with the law, but also builds trust with your audience. Always obtain written consent before featuring any patient in your video—whether it’s for a testimonial, procedure demonstration, or before-and-after result. A signed media release form should clearly state how and where the footage will be used.
Even if a patient’s face is not shown, be careful to avoid identifiable details without permission, as tattoos, unique jewelry, or background conversations can inadvertently reveal their identity. Compliance with HIPAA guidelines is also critical. These regulations require safeguarding any personal health information, including spoken comments, visible medical charts, or on-screen text displaying patient names. When it comes to procedure footage, avoid showing graphic or sensitive visuals that could violate platform guidelines or discourage viewers. For educational purposes, animations, diagrams, or models can be effective and compliant alternatives.
It’s equally important to understand each platform’s policies—Instagram and TikTok both have advertising and content restrictions that may limit what you can share. Familiarizing yourself with these rules helps prevent content removal or account penalties. Finally, make sure your entire team is trained on privacy protocols, consent procedures, and best practices for filming in a healthcare setting. By prioritizing compliance and patient privacy at every step, you can protect your practice from legal issues while reinforcing your reputation as a trustworthy, ethical provider.
Optimize Your Social Media Videos with Rosemont Media
Diving into the world of video marketing can be a daunting task, but it can also yield big rewards. Fortunately, the social media marketing specialists at Rosemont Media are here to help. We offer a range of services designed to help both social media veterans and those just starting out optimize their content strategy and make the most of their marketing efforts. Contact us today to learn more.
Editor’s Note: The original version of this post was published August 9, 2023.