Chapter 6: Building Engagement and Community

How to Increase Engagement on Posts

Engagement on social media refers to actions such as likes, shares, comments, saves, and direct messages. These interactions are essential because they not only strengthen your relationship with followers but also help improve the visibility of your posts on social media platforms. The more engagement your content gets, the higher the chances it will appear in others’ feeds. Here are key strategies for increasing engagement

Post High-Quality Visual Content

Images, videos, and graphics are far more engaging than text-only posts. As an orthodontist, visual content offers an excellent opportunity to showcase your work, whether it's before-and-after transformations, happy patients, or your office’s ambiance.

• Patient Transformations: Before-and-after photos or videos that demonstrate your treatment results often spark engagement. These types of posts create an emotional connection and encourage your followers to comment or ask questions.
• Video Content: Videos, particularly short-form videos (e.g., Instagram Reels or TikTok), capture more attention than static images. Create engaging videos showcasing behind-the-scenes footage, treatment tips, or a day in the life at your practice.
• Infographics: Share educational content in the form of easy-to-understand infographics. For example, a post on how Invisalign works or tips for brushing with braces can inform your audience while encouraging them to engage.

Use Hashtags Wisely

Hashtags increase the discoverability of your posts. Use a combination of popular, niche, and local hashtags to expand your reach.

• Local Hashtags: Include city- or region-specific hashtags to target your local audience. For instance, if your practice is in Chicago, use #ChicagoOrthodontist or #ChicagoBraces.
• Trending Hashtags: Keep an eye on trending hashtags, especially those related to health, dental care, or orthodontics. Participating in these conversations can increase visibility.

Ask Questions and Encourage Interaction

Encourage your audience to engage by asking open-ended questions.

• Patient Stories: Ask your followers to share their orthodontic experiences in the comments, like “What’s the one thing you wish you knew before starting braces?” or “What’s your favorite part of your Invisalign journey?”
• Polls and Quizzes: Interactive content like polls or quizzes are great for engagement. You can create a simple poll on Instagram Stories asking followers which orthodontic treatment they prefer or whether they’re team braces or team Invisalign.

Post at Optimal Times

Engagement is higher when your posts go live at times when your audience is most active. While the best times to post will depend on your audience, here are some general guidelines

• Morning (8 AM - 10 AM): People check their phones in the morning, especially before heading to work or school.
• Mid-Afternoon (1 PM - 3 PM): Lunchtime is another prime time for social media use.
• Evening (7 PM - 9 PM): After work hours, people are more relaxed and likely to engage with social media.

Use insights from your social media platforms (Instagram Insights, Facebook Insights) to fine-tune your posting times and maximize engagement.