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Clubhouse, TikTok & Snapchat…Should You Be Using These to Market Your Practice?

Don’t be too quick to discount newer social sites. Imagine if we had written off Facebook as a fad?

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WHAT’S A TIKTOK? Where is this Clubhouse? How did “Snapchatted” become a verb? Most people know the basic social media platforms like Facebook and Instagram but newer platforms can seem as complicated as a foreign language. But don’t be too quick to discount newer social sites.

Using a wide variety of platforms to get your practice in front of different demographics is a good strategy. Your ideal patients could be waiting for you on an app you haven’t joined yet. So get creative, get social, and experiment with all the new media the app store has to offer!

CONNECT WITH CLUBHOUSE: Clubhouse is a non-traditional social media platform that uses audio only. Essentially, Clubhouse is the grown-up version of a chat room, but with speaking instead of writing. The platform is quickly becoming a place where influencers are establishing themselves in niche markets.

Clubhouse is the place to cement yourself as an authority on certain topics. Using this platform, you can run a weekly discussion about dry eye, or take virtual audience questions about LASIK.
Be sure to leverage your biography and profile on the app.

SNAP YOUR WAY TO SUCCESS: The Snapchat messaging app offers the ability to create geo-filters — custom-designed filters and effects based on location. What a great way to get people into your glasses, even if they’ve never set foot in your practice! Picture this: A Snapchat user is at the coffee shop near your office. They decide to take a few selfies. As they scroll through the available filters, they find one with a pair of snazzy virtual sunglasses. With the click of a button, those frames — and your practice logo — appear in their photo. They send it to their entire list of contacts.
Pretty easy way to show off new styles, and get your name out there right?

TIKTOK EYE DOC: TikTok, a social platform based on short-form videos, was the most downloaded app of 2021. A whopping 73% of users said they felt more connected to brands they engaged with on this platform, and 67% said it inspired them to shop, even when they weren’t planning on it. The videos are a great way to show off your optical collection or dry eye treatment technology. If your practice has a theme song — Eye of the Tiger anyone? — you can play it in the background.

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ALWAYS BE INTENTIONAL: Marketing on social media platforms can do more harm than good if you go in without a strategy.

Be aware of what you’re posting and when you’re posting it and be sure to add content regularly. Building an organic following takes time and consistency.

Just because new platforms demand non-traditional content doesn’t mean you need to break with your brand, either. If your tone and voice are clinical and serious, it doesn’t make sense for you to post an office-wide dance video.

GET SOCIAL, SOON: Tik Tok. That’s the sound of the time passing while you wait to join new social media platforms. And in that time, your patients are finding your competitors’ creative content online. Join them — it’s the only way to beat them. Snap your way to marketing success!

Kristy Koehler is a senior copywriter at Marketing4ECPs, where she crafts creative content for eyecare practices all over North America including social media posts, website pages, newsletters or marketing materials. Kristy is an em dash aficionado and when she’s not writing, she teaches wine appreciation courses, tests out vintage recipes, and dabbles in needle felting. You can reach her at marketing4ecps.com.

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