5 Creative Ideas for Optometry Social Media Posts
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Steal these ready-to-post ideas and caption templates to complement your optometry practice's patient engagement strategy.
Plus: a 30-day content calendar and HIPAA-safe checklist.
How Optometry Practices Can Use Social Media Marketing
The immense reach of social media offers a unique marketing opportunity for businesses that hope to grow their client base. 74% of people use social media to help them make a purchasing decision, whether that relates to consumer goods or healthcare services.
For optometrists, social media marketing offers a way to set themselves apart from the competition by building a trustworthy, relatable brand that patients prefer over other optometry clinics.
Social media marketing lets you connect directly with patients through videos, blogs, messages, and feedback buttons. This approach helps your patients understand how your practice operates, your level of expertise, and the type of care they will receive from your practice.
Picking a Platform for Optometry Marketing Campaigns
As of 2022, Facebook has 2.934 billion active users, making it the world’s most popular social media platform. In the United States, a whopping 239.15 million people currently use Facebook.
Social media competitors like Instagram and Twitter are not far behind. A 2022 survey by Pew Research found that 40% of the U.S. population uses Instagram.
As part of your optometry marketing strategy, you should plan to use top platforms like Facebook, TikTok, and YouTube to bring in new patients. Each outlet can help you market your optometry practice, but each has features that make it stand out as a good choice for your marketing efforts.
Facebook is a versatile option that allows users to create:
- A business page with hours of operation, photos, and videos
- Livestream videos to connect with your audience
- Ability to crosspost blogs or newsletters from your website
- Messaging system to answer patient questions
- Targeted ad campaigns for your patient demographic
You can do all this through a regular Facebook account; however, Facebook also has the Facebook Meta Business Suite, designed specifically for business owners looking to drive people to their establishments. With a Facebook Meta Business Suite account, you can post to Facebook and Instagram, track insights, and create and manage ads from one location.
TikTok
Using TikTok can be highly beneficial for optometrists looking to promote their practice. The platform’s vast and diverse user base allows optometrists to reach a wide audience, including younger demographics who are highly engaged with social media.
By creating short, engaging videos, optometrists can showcase their expertise, share eye care tips, and highlight the latest advancements in optometry. This not only helps in building trust and credibility but also makes the practice more relatable and approachable.
TikTok’s algorithm can amplify content, increasing visibility and attracting potential new patients.
Engaging with followers through comments and interactive content can further enhance patient relationships and foster a sense of community around the practice.
Instagram is a visual-first platform, making it ideal for showcasing everything from stylish eyewear to behind-the-scenes glimpses of your practice.
Its high engagement rates allow you to build stronger connections with both current and prospective patients through stories, reels, and photo posts. Plus, using relevant local hashtags (like #Atlanta or #NYC) and geotags can increase visibility within your community—making it easier for new patients to find you.
YouTube
YouTube offers a unique opportunity to educate and build trust with your audience through longer-form video content.
From explainer videos on eye health to virtual office tours and doctor introductions, YouTube allows you to provide valuable content that positions your practice as an authority.
With the added benefit of search engine visibility, SEO-optimized videos can drive traffic to your website and improve patient conversion over time.
Optometry Social Media Post Ideas by Goal
Education
- Eye exam basics — “What happens in an eye exam? Slide through to see each step & why it matters.” → CTA: Book an exam
- Contact lens care — “Contacts 101: clean, store, replace. Your eyes will thank you.” → CTA: Reorder online
- Blue light, myths vs. facts — “Blue light: what it is, what it isn’t, and when filters help.” → CTA: Ask about screen-time solutions
- Kids' eye exam timeline — “When should kids get exams? Ages & stages at a glance.” → CTA: Book pediatric exams
- Dry eye overview — “Burning, gritty, or watery? Dry eye can look like all 3. Here’s relief.” → CTA: Schedule a dry-eye consult
- Diabetes and vision — “Diabetes can affect sight before you notice changes: what to watch for.” → CTA: Book a dilated exam
Post tip: Use clear, branded carousels or short reels with captions. Avoid clinical jargon. Showcase staff and equipment to humanize posts.
Promotions
- Frames of the month — “Spotlight: [Brand] styles that fit every face shape.” → CTA: Try them in-store
- Sunglasses/UV protection — “Not just summer. UV protection matters year-round.” → CTA: See polarized options
- Annual contact supply — “Order a year’s supply and save (plus fewer trips).” → CTA: Reorder
- Second-pair bundles — “One for work, one for weekend: bundle & save.” → CTA: Explore bundles
- Benefits reminder — “Don’t leave vision benefits behind. Use them before they expire.” → CTA: Check benefits via portal
Post tip: Keep offer language compliant for your state/plan rules; add pricing ranges only if approved.
Community and Brand
- Team member spotlight — “Meet [Team member]: why they love helping patients.” → CTA: Say hi in comments
- Behind the scenes (lab/tech) — “Peek into our edging lab. Precision you can see.” → CTA: Ask a question
- Local partnership/charity — “Proud to support [Local Organization]. Here’s how you can help.” → CTA: Drop off donations
- ‘Ask the Doctor’ Q&A — “Dr. [Name] answers: ‘How often should adults get eye exams?’” → CTA:Comment your next question
- Office navigation — “Where to park & what to bring to your appointment.” → CTA: Confirm appointment
Post tip: Tag local partners; use candid photos; ensure accessibility with on-screen captions.
Social Proof (with consent where required)
- Review highlight — “⭐️⭐️⭐️⭐️⭐️ ‘[Customer Review]’ —[Initial].” → CTA: Share your review
- Unboxing new frames (patient) — “That first look in new frames 😍.” → CTA: See the collection
- Before/after frame styling — “Which look do you love more: A or B?” → CTA: Get styled by our opticians
- Google review milestone — “We hit [Number] Google reviews. Thank you, [City]!” → CTA: Leave a review
Asset tip: Obtain written authorization for any identifiable patient image or testimonial. Never include PHI.
Seasonal and Timely
- Allergy eye relief — “Itchy, watery eyes? Try these proven tips.” → CTA: Book if symptoms persist
- Sports eyewear safety — “Protect those eyes! Recommended specs for every athlete.” → CTA: Get fitted
- Winter glare & sunglasses — “Snow + sun = serious glare. Polarized lenses help.” → CTA: Try them this week
- Screen-breaks (20-20-20) — “Reset your eyes with the 20-20-20 rule.” → CTA: Ask about blue-light options
30-Day Optometry Social Media Calendar
Download this free 30-day social media calendar for optometry offices.
5 Creative Post Types
If you’re ready to get started on social media posts for your optometry practice, explore the following five creative ideas to highlight your practice, boost web traffic, and attract new patients.
1. How-to Posts
As an optometrist, you have valuable information about eye health that can benefit the public. Make the content of your How-to posts easy to read. Break large text sections into short paragraphs and include quick stats and facts that will grab people’s attention and stop them from scrolling on to the next post.
Consider using images in your How-to posts. Facebook posts that include a photo get 39% more engagement than text updates.
2. Patient Spotlight
Highlight a patient’s success story with a patient spotlight post. The ideal patient spotlight includes a picture of the patient, text that sums up why you chose the patient for the spotlight, and a catchy quote, preferably from the patient about why they love your optometry practice. Video testimonials and user-generated content also work well for patient spotlight posts.
Patient spotlights can be a uniquely effective way to market over social media, as many people connect with faces more than words. A patient spotlight should be personal, but you can still allude to your service offerings, company culture, and success rate. Always ensure that you get written consent from your patient to publish this information.
3. Take a Poll
People love to share their opinions, so get them involved by taking a poll. You can ask a question that will yield valuable information for your practice, such as, “Have you had your eye exam this year?” Or choose something related to optometry, like, “Who wore the glasses best?” or “Does your eye color affect what you wear?”
You can easily create and post a poll on your Facebook story, company Facebook page, Instagram story, YouTube, and even LinkedIn and TikTok.
4. Share Educational Information
Social media offers optometrists a valuable opportunity to share accurate educational content. This content can raise awareness about the importance of proper eye care and regular optometry visits. Share facts about how often people should visit the optometrist and what services, like virtual eye care, set your practice apart.
Blow away the competition with health-related hashtags that increase traffic to your post, like #eyehealth, #eyedoctor, or #yearlyeyeexam. General hashtags will draw an audience, while specific hashtags help people with targeted eye health questions find accurate information.
5. Hold a Contest or Giveaway
Contests and giveaways create massive buzz for your practice. Hold your social media contest on the platform most used by your target demographic. For example, a Facebook giveaway might work for a millennial and Generation X audience, while TikTok or Instagram drawing may attract a younger demographic.
The contest prize should showcase your optometry products or services in some way. If feasible, offer a free eye exam, check-up, or item that features your practice branding, like a t-shirt or tote bag. You could also create a care package with eyecare-inspired items like relaxing eye masks or carrot-shaped stress balls.
HIPAA/FTC Tips
- Obtain written authorization for any identifiable patient image or testimonial.
- Never share PHI (appointment details, diagnoses, etc.).
- Follow FTC Endorsement Guides for reviews and disclosures; avoid misleading claims.
FAQs: Optometry Social Media
What should optometrists post on social media? Mix education (eye exam basics, dry eye, kids’ vision), social proof (reviews with permission), community (team spotlights, local partners), promotions (second-pair bundles, UV protection), and operations (how to book). Use ready-to-post captions and a monthly calendar to stay consistent. Keep every post HIPAA-safe and focused on patient value.
How often should a practice post? A sustainable cadence is 3–5 feed posts per week, plus lightweight Stories/Reels as time allows. Consistency beats volume: batch content, reuse ideas across platforms, and schedule posts from your 30-day calendar.
Which platforms are best for optometry practices? Choose by audience: under-30 patients often engage on Instagram and TikTok, while adults 30–64 commonly use Facebook and YouTube. Lead with concise video or carousel explainers, then link to online booking or messaging.
What HIPAA/FTC rules apply to patient photos and reviews? Get written authorization before posting any identifiable patient image or testimonial, and never include PHI (diagnoses, appointment details, insurance info). Clearly disclose relationships or incentives and follow the FTC’s Endorsement Guides for reviews and testimonials.
See How RevolutionEHR Supports Practices
When you implement an effective optometry digital marketing strategy with social media posts, you generate brand awareness to appeal to new patients. To ensure your practice runs smoothly and offers an excellent patient experience, use a cloud-based optometry EHR and practice management system like RevolutionEHR.
RevolutionEHR is an all-in-one platform designed with optometrists in mind. The cloud-based system offers customizable templates so you can quickly fill out patient SOAP notes. It also uses integrated billing and insurance processing, so payments and reimbursements go smoothly. RevolutionEHR also has built-in scheduling features and patient communication capabilities to stay connected with your patients through all stages of care.
Schedule a demo with RevolutionEHR today to learn how our platform gives you the freedom to focus on patient relationships and streamlines your practice workflow.
Backed by deep expertise in optometry and a commitment to the success of eye care practices, RevolutionEHR offers insights and perspectives designed to help providers streamline operations, enhance patient care, and thrive in a changing healthcare landscape.