Whether you’re an established DC looking to elevate your online presence or just starting your practice, this article covers best practices for using social media effectively in 2025.
Whether you’re an established DC looking to elevate your online presence or just starting your practice, this article covers best practices for using social media effectively in 2025.Social media remains one of the most powerful tools a DC can use to increase visibility, engage with the community and attract new patients. However, the digital landscape has evolved. With algorithm changes, increased content saturation and rising competition, adopting a strategic, consistent and patient-centered approach to social media is no longer optional; it’s essential.
If your practice isn’t showing up where people spend their time, you’re missing out. A staggering 92% of people with internet access have a social media account, adding up to more than 320 million users in the US and 5.1 billion worldwide. This is where your patients (and future patients) are searching for you and deciding whether you’re the practice they want to trust. Yet, a recent study found nearly 40% of practices post to social media only a couple of times a month, leaving a massive opportunity on the table.1 Your social channels aren’t just about promotion; they’re an extension of your practice, a place to showcase who you are, what you do and the results you deliver. It’s time to make sure they find you and love what they see.
1. Know your ideal patient before you post on social media
Before crafting content or choosing a platform, you must know who you want to reach. Are you targeting busy professionals, athletes, parents, seniors or a mix of these groups? Understanding their pain points, goals and online behaviors allows you to tailor your message.2 The way you communicate with an athlete is much different than the way you communicate with a mom. So understanding your audience will help you build your plan and ensure your messages resonate.
2. Choose the right social media platforms for your practice
Not all platforms are ideal for every practice. In 2025, DCs are seeing the best return on investment (ROI) on:
- Instagram and Facebook: Great for local reach and engagement.
- TikTok: Ideal for short, educational videos and trends.
- YouTube shorts: Good for evergreen content.
- LinkedIn: Useful for professional outreach and corporate wellness.3
3. Create content that educates, entertains or inspires
Use the educate, entertain, inspire (EEI) method: Examples include posture tips, relatable memes or patient success stories.4
4. Be consistent (but not robotic)
Post three to five times per week using a mixture of formats. Use tools such as Buffer or Meta Business Suite for scheduling.
5. Use video as your primary content format
Short-form video continues to perform best. Think in-office clips, tips and behind-the-scenes looks.5
6. Localize your social media content to attract nearby patients
Use local hashtags, geo-tagged posts and location mentions. Consider boosting posts to local ZIP codes.
7. Engage like a human, not just a brand
Reply to comments, follow local accounts and interact genuinely with your community.1
8. Make it easy to book an appointment
Use strong calls to action, such as “Click the link in bio” or “DM us to book.” Be sure to act on those booking requests promptly.
9. Use testimonials and social proof (follow HIPAA rules and regulations)
Share video testimonials, progress updates or screenshots of reviews to build trust. Ensure you have a HIPAA-compliant signed consent and release form before using any testimonials.
10. Track what works and adjust
Review analytics monthly and tweak your strategy based on what resonates.
Bonus tip: Involve your team
Feature your staff and encourage them to contribute content to humanize your brand.
Final thoughts on social media in 2025
In 2025, social media success boils down to three things: being visible, valuable and trustworthy. Show up regularly, share content that matters and focus on building genuine connections, and your next patient could be just one click away. No matter which platform you choose, keep it fun and relatable. People connect with people, not faceless brands. Remember, your audience is on social media to relax, learn and be entertained, not to sit through endless sales pitches.
As a DC, one of your biggest strengths is the personal bond you create with patients. Make sure the same warmth, authenticity and trust you build in your practice shines through in every post, comment and story you share online.
Kristi Hudson is a certified professional compliance officer (CPCO) and vice president of business relationships for ChiroHealthUSA, a discount medical plan organization (DMPO), where she has helped educate DCs and CAs to establish simple, compliant financial policies. She also serves as chair of the Chiropractic Future Strategic Plan Leadership Board. Contact her at Kristi@chirohealthusa.com or via chirohealthusa.com.
References
- Social media marketing for your chiropractic clinic. ChiroUp. February 2024. [Article]. https://chiroup.com/blog/social-media-marketing-for-your-chiropractic-clinic. Accessed August 12, 2025.
- Wittman K. How to identify your ideal client: The guide for service-based businesses. April 2024. [Blog]. https://kellywittman.com/. Accessed August 11, 2025.
- Which social media platforms should you use for your business? Digital Marketing Institute. July 2024. [Blog]. https://digitalmarketinginstitute.com/blog/which-social-media-platforms-should-you-use-for-your-business. Accessed August 11, 2025.
- Sales content: How to create and distribute sales content that educates, entertains and inspires your prospects and customers. Faster Capital. April 2025. [Article]. https://fastercapital.com/content/Sales-content–How-to-create-and-distribute-sales-content-that-educates–entertains–and-inspires-your-prospects-and-customers.html#Educate–Entertain–and-Inspire.html. Accessed August 11, 2025.
- Dodds D. Short-form video content: Capturing attention in the digital age. Forbes. March 2024. https://www.forbes.com/councils/forbesagencycouncil/2024/03/19/short-form-video-content-capturing-attention-in-the-digital-age/. Accessed August 11, 2025.
