There’s no doubt that we’re moving toward a more visual marketing world. Potential patients often prefer consuming visual content to reading text. In fact, Facebook users are uploading 300 million photos to Facebook per day, up 20% from earlier this year. Even usage of the photo-sharing tool Instagram, purchased by Facebook in April of 2012, has increased 1,179% in six months.
But as a dental practice, will catering to this new trend in visual content have a positive impact on crucial engagement via social media? Which includes Facebook Likes, comments, and potentially even link clicks to your website?
The Impact of Photos on Generating Facebook Engagement
A recent study revealed that photos on Facebook Pages received 53% more Likes than the average post. They also compared each businesses’ average comments-per-photo to their overall average comments-per-post and found that photo posts attracted 104% more comments than the average post!
This percentage difference is substantial, and it emphasizes a huge opportunity for dental practices to use photos and videos as a means to increase Likes and comments, and thus there Facebook visibility. The more ”Likes” helps increase ranking inside of Facebook, which can then cause a page’s content to appear in News Feeds more often, increasing visibility and exposure.
Just take a look at how much more prominently photo posts are displayed on a Facebook Page compared to a link-based post that pulls in just a small thumbnail image. And as you can see, you can include links in photo posts, too:
The Impact of Photos On Driving Patients To Your Website
It’s no wonder photo posts garner more attention from Facebook users! But at the end of the day, dentists care more about how their social network usage is affecting specific business goals (as they should!), such as generating patients from their website . So, visuals can be used to increase website traffic as well.
Did you know that photo posts received 84% more link clicks than regular posts?? This shows that dentists who are using interesting images to their advantage can increase traffic to their websites — just as long as they remember to include links!
What This Means for Dental Practices?
1) It’s time to increase the amount of visuals in your Facebook posts.
This means that you should be making a conscious effort to use high-quality, engaging images in the content you end up sharing on Facebook, including blog posts, website pages, etc. And feel free to get creative. Don’t be afraid to have fun with your photos!
2) Consider hiring a designer or visual content creator.
Visual skills are becoming incredibly crucial in the social world. If a new hire isn’t in your immediate future, perhaps invest in some design training for your team. You can always go to elance.com or fiverr.com and hire someone for really cheap to design things for you.
3) Don’t forget to include relevant links with your images.
Do you have a blog post, ebook, whitepaper, case study, or testimonial that is related to an image you’re posting to Facebook? Include a link to it in the image description. This will help ensure you’re driving solid traffic back to your website from your visual content efforts in social media.
If you want to learn how to get more patients from Facebook click here.