Instagram prioritizes your veterinary clinic’s video content!

“We’re no longer a photo-sharing app.”

Though it was back in July 2021, Instagram CEO Adam Mosseri shook up the internet when he dropped this major bombshell in a video posted to Twitter referencing Instagram’s new updates.

Instagram has changed the way users see content on their feed. Instagram’s algorithm now favors short and long videos over photo-based content, which can significantly benefit your veterinary clinic by attracting more pet owners to your social media posts.

Up until then, Instagram had been known for its consistently square photo grids and feed. This move away from prioritizing photo-based content responds to the popularity of other video platforms like TikTok and Youtube.

Another big change that can benefit your clinic’s online presence is Instagram’s new focus on ‘recommendations.’ You may have already noticed that more and more suggested posts have mixed their way into your feed, which also means pet owners will see more content on their feeds from accounts that they aren’t yet following. This shift in video focus helps to directly guide new or even existing clients to your clinic’s Instagram profile. Not only that, but a video-first algorithm suggests that your content creation strategy must also change from strictly appealing to your followers. Instead, you should now focus on creating content for a wider audience and boosting your opportunity to have your posts recommended to as many users as possible. 

So what do all these changes mean for you and your veterinary clinic? You’ll want to optimize your marketing strategy to make the most out of Instagram. With a complete change in the way content is being shown to users, your business is a great opportunity to reach an audience beyond your followers, attract users to visit your custom website, and increase online appointment bookings!

Since Instagram now prioritizes video content first, you should start uploading more videos to your clinic’s profile! We recommend building up a backlog of content throughout your work week and then dedicating a day to editing and scheduling your posts.

Creating video content can be just as easy as taking photos, so take a video of everything that pet owners will appreciate. The great news is that you likely have access to a stellar video camera built right into your smartphone. If you need to edit beyond the capabilities of your phone’s camera app, there are many free apps and software available for video editing. Once you’ve got the equipment, all you need to do is press record! There are so many different directions you could go when creating video content, but here are a few ideas to get you started:

• Record a video walk-through of your clinic. This will get clients excited to visit and give them more information about your practice before they even walk through the door.
• Host a Q&A session. Gather questions from your clients and respond to them on camera, or put together and answer a handful of frequently asked questions. This is a great opportunity to build up trust with current and future clients.
• Do a demonstration on camera. Showcase how your clinic performs routine procedures like microchipping or wellness exams. Videos like these posted on your social media feed and website are great resources for pet parents.
• Give tips on at-home pet care like administering medication to cats or applying flea preventative to puppies. Building up informational content on your social media channels will help you reach audiences searching for instructional content.

All of the videos you create can also be cross-utilized as content for your website and other social media platforms!

PetDesk can help with your veterinary social media!

 If you’re a PetDesk Agency customer (if you’re not, book a free demo with us today!), we can publish videos on your site and your social media for you. Simply send your videos to your customer success manager, and our expert team will handle the rest.

We take care of everything on your social media pages, from content creation and post scheduling to replying to all of your comments and direct messages. You and your team are too busy to worry about it, and that’s why we’ll be there to ensure you have an active presence on your social media pages. Learn more about our custom social media for veterinary hospitals like yours.