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Educational vs Selling: What Your Social Media Followers Actually Want to See

If your veterinary practice's social feed is starting to look more like the newspaper ads you get in the mail and less like your favorite puppy TikTok account, then you might be missing the whole point… and potential clients! Social media isn't just a billboard; it's a place where people connect, learn, and decide who they trust with their pets.

Social Media is a place where people connect

Sure, pet parents love a good discount or special offer, but that's not why they follow your practice. They feel connected, to experience the behind-the-scenes, to learn something new about their pup, and most of all, to feel like they've found the right place for their pet's care. That's where educational content comes in.

Let's dig into what pet owners really want to see, why education matters more than selling, and how you can strike the right balance that keeps your audience engaged and your appointment books full.

Education Builds Trust (Which Builds Bookings)

A new pet parent just brought home an 8-week-old puppy. They're sleep-deprived, overwhelmed, and Googling everything from "how often should my puppy poop?" to "what vaccines do dogs need?"

Then, they stumble across your Instagram Reel: A smiling tech walking through puppy vaccine timing, paired with a simple caption and a helpful chart.

You didn't pitch them a service. You took the time to provide clarity, reasoning, and an easy-to-save timeline for future reference.

That's the power of educational content; it meets pet owners right where they are, in the messy middle of worry and love. It shows that you're not just a business; they see a trusted guide who cares about their pet before they've ever walked through your door.

Educational content turns your practice into the go-to source before there's a crisis, and because of that, you're the first call when something does go wrong.

Sales Posts Have Their Place… Just Not First Place

We're not saying "don't sell." We're saying: sell with strategy. That means making promotional content about your clients' needs, not just your practice.

Instead of posting:
"We offer dental cleanings!"

Try:
"Did you know dental disease is one of the most common health issues in pets? Here's how cleaning can help your pet live longer and feel better."

See the difference? One is an ad. The other is a service wrapped in empathy and education. Promotional posts should highlight how your services support a pet's health, happiness, or quality of life. That's when your posts stop feeling salesy and start feeling helpful.

The 80/20 Rule: Lead With Value

The 80/20 Rule: Lead With Value

Here's a simple but powerful rule:
80% of your content should educate, empathize, entertain, or connect.
20% should promote your services.

When you lead with value, your audience leans in. Your followers start to expect good content from you. They pay attention. They remember your name. And when the time comes to schedule an annual exam, a dental, or an emergency visit, they know exactly who to call.

This kind of content balance makes your feed feel more like a conversation and less like a sales pitch.

What Educational Content Looks Like

You don't need a degree in marketing to create great educational posts. You just need to think like your clients. Ask your front desk, "What questions do we answer every week?" And turn those into educational posts your followers can relate to.

Here are a few evergreen educational ideas:

  • How to tell if your pet is in pain
  • Why annual exams matter (even for healthy pets)
  • Tips for safe summer walks
  • How to trim a cat's nails without losing a finger
  • Preventive care checklists by season or pet age
  • Behind-the-scenes: What really happens during a wellness visit

Pair these with a cute photo, a quick video, or a straightforward graphic, and boom, you've got scroll-stopping content that actually helps people.

GeniusTips: By asking your front office team what questions come up, it not only helps to make them feel included, but it could reduce the time they are on the phone answering these questions instead of getting extra puppy snuggles.

Why Pet Parents Crave Connection

Your social media is a digital extension of your practice

Your social media is a digital extension of your practice. If your feed is all discounts and service menus, it feels cold.

But if your feed includes smiling staff, real pet stories, quick tips, and kind words? That feels like home. That's the kind of feed pet parents come back to, the kind they recommend, and the kind they trust.

Mallory, our Social Media Manager, says it best: "Trust-building content does more for long-term growth. Pet parents want to see the real personality of your practice."

Your audience isn't just looking for services; they're looking for people. And education is one of the most powerful ways to show them who you are.

Show Up Like You Do in the Exam Room

You wouldn't walk into an exam room and immediately push a product or procedure. You'd start by listening. By educating. By showing that you care.

Your social media should do the same.

Want help building a content plan that strikes the right balance? Book a free Marketing Health Exam and let our team guide you toward content that clicks with clients and with your goals.