Sharing orthodontic content on social media

The most influential social media platforms currently include Instagram, Facebook, Tiktok and Twitter, all of which engage millions of users daily. The most responsive users on Instagram are a similar age to many of the patients we treat, and they are significantly influenced by content they see online. Social media has thus become a useful tool for both patients and for professionals,¹ especally as these sites can provide users with a useful platform for communication regarding professional advice and support.²

Increasingly, patients are turning to social media for information to support decision-making and improve their awareness of treatment options³. ‘Keep Britain Smiling’ is an example of a nationwide campaign started in 2018 that gained significant momentum. From there, regional campaigns such as ‘Keep Chesterfield Smiling’ among many others were set up to engage users and, most importantly, to promote oral and dental health. Social media can also be used to showcase patients’ journeys through transformation posts and testimonials. ‘Keep Stoke Smiling’ is a well-developed and thriving social media account that regularly reaches between 4K and 8K accounts, and in April 2020, on Facebook alone, it reached 12K individuals, with engagement figures of 7.4K.