The Veterinary Social Media Playbook: Expert Q&A with the GeniusVets Team

If social media were a waiting room…

It’d be filled with scrolling pet parents. Some would be anxious, nervously thumbing through their feed after Googling “why is my dog shaking it’s head?” Others would be hopeful, looking at happy puppy videos after a tough day. Some would just be passing time, not even sure what they’re looking for until they stumble on something that feels… right. Familiar. Trustworthy. Human.

In a world where pet parents make decisions using their thumbs, not just their heads, your social media presence is more than a marketing task; it’s part of your care model. It’s a chance to build trust before the first exam room handshake. But we get it: you didn’t go to veterinary school to master the Instagram algorithm.

That’s why we brought in two of our in-house experts—our Social Media Manager and our Head of Client Success—to answer the most common questions clinics have about social media… with compassion, clarity, and a whole lot of practical wisdom.

With their answers, we have brought you The Veterinary Social Media Playbook so you can confidently show up on social media with the same knowledge hundreds of veterinary professionals are using across the country!

Why Does Social Media Matter for Veterinary Practices?

Social media tends to be the first impression a pet parent gets of your veterinary practice. By sharing your team culture, genuine interactions with animals, and real client experiences, you begin building trust through the content you are pushing out. This trust is a powerful reassurance for pet owners. It’s also a powerful tool for connection with current clients, potential clients, and your local community.

From safety tips and educational updates to hospital news, social media allows you to keep your online community updated and engaged in a meaningful way. At its core, it’s modern-day "word-of-mouth," helping to build credibility, strengthen relationships, and remind pet owners why your team is the right fit for their pet’s care.

Where Should a Veterinary Practice Begin on Social Media?

If you’re staring at a blank content calendar, feeling like you missed the social media memo, we totally understand, and you’re not alone. Many clinics haven’t had the time, staff, support, or experience to do this well.

Starting social media can feel overwhelming. Here’s how to break it down:

• Clarify your brand voice: Are you warm and friendly? Straightforward and clinical? Match your tone to your team’s personality.
• Set up or refresh your profiles: Use current photos, accurate contact info, and list out services clearly. Avoid using medical jargon.
• Start small and learn the basics: Focus on doing one or two platforms well before expanding. Understand what kinds of content to post, how often, and how to measure success.

And remember, done is better than perfect! Social media isn’t about polished perfection; it’s about being present, educating your audience, and building your online community.

What Platforms Should You Use?

You don’t need to be everywhere to make an impact. In fact, trying to manage too many at once can water down your message and burn out your team. The goal is quality over quantity. Choose the platforms that make the most sense for your clinic based on your audience, your content strengths, and your team’s comfort level.

• Facebook: Still king for community engagement.
• Instagram: Your visual storytelling hub (especially Reels).
• TikTok & YouTube Shorts: Great if your team is open to short-form video.
• LinkedIn: Gold for hiring and showcasing your clinic culture.

If the idea of managing multiple platforms sounds overwhelming, don’t worry. Start with one or two and do them well. Choose the platforms where your clients already spend time, and focus on showing up there consistently with content that feels true to your practice.

GeniusTip: Facebook and Instagram are linked, and easy to share content to both. You will still be touching two different audiences and can see what works best on what platform.

How Often Should You Post?

Frequency Isn’t About Algorithms. It’s About Trust. There’s no magic number, but consistency is the real key. We have found the best:

• 3–5 times per week is a solid goal.
• Post when your audience is active. For many clinics, early mornings or evenings work well.
• Avoid on-the-hour posts, try odd minutes like 8:53 a.m. to stand out from automated content.

Choose a rhythm that you can stick to week after week, even during your busiest seasons.

What Should Be in Your Content Calendar?

Think of your calendar as your treatment plan for engagement. A healthy mix of content keeps your audience interested and connected. You don’t have to go viral. You just need to be real.

Think in pillars:

• Preventive care tips (dental, flea/tick, vaccines)
• Behind-the-scenes moments (team laughs, snuggles with patients)
• Client spotlights or success stories
• Pet holiday shoutouts (yes, National Mutt Day counts!)
• Seasonal safety advice

Still stuck? Share what your receptionist hears on repeat. Those FAQs make excellent content.

Genius Tip: If you really want to perk up your content calendar, subscribe to our free monthly Social Media Toolkit. This resource is a goldmine of veterinary-specific content delivered straight to your inbox every month, featuring a calendar, caption ideas, graphics, and engagement insight.

Balance Promotion with Education: Lead with Value, Not Sales

You should aim for 80% of your content to educate, empathize, entertain, or connect with your audience, while the other 20% is focused on promoting your services.

Pet owners don’t just want to know what you offer; they want to see why it matters. So instead of saying, “We offer dental cleanings,” say, “Here’s how dental cleaning can help your pet stay healthy and stink-free.”

When you focus on your clients’ needs first, your promotions feel helpful, not pushy and that’s how you build absolute trust.

Getting Your Team Involved (Without Getting Resistance)

Let’s be honest, getting your veterinary team on board with social media can feel like herding cats. Not everyone is camera-ready, and that’s okay.

Start small and keep it simple:

• Assign one person each week to snap a few behind-the-scenes photos. No fancy lighting needed, just real moments.
• Create a quick video prompt for your team to answer on camera (ex: “What’s one thing every dog owner should know about hot pavement?”).
• Encourage your DVMs to step in front of the camera once a month for a trust-building moment.

The goal isn’t perfection, it’s to make a connection. Remind your team that these posts help pet owners feel more comfortable and build trust before they even walk in the door.

GeniusTip: Get the team comfortable in front of the camera by asking easy questions: “What is your favorite dog breed?” “How many pens are in your pocket?” “Are you wearing fun socks?”

Strategy Questions Every Practice Should Ask

When you tailor your strategy to your practice, your social media becomes more than a marketing tool, it becomes a reflection of who you are. There are a few important tactics to keep in mind.

• What happens if we don’t post consistently?
  You become invisible. Inconsistent posting signals inactivity, and potential clients will move on to a practice that’s actively connecting.
• How should you adjust based on the location or practice type?
  Urban clinics: Emphasize convenience, online booking, and advanced services.
  Rural clinics: Highlight relationships, local pride, and community.
  Specialty clinics: Focus on education, niche expertise, and case studies.

Your Next Step: Build Your Veterinary Social Media Game Plan

Social media isn’t about performance. It’s about presence. Show up in your feed the same way you show up in your exam room with compassion, clarity, and the kind of calm confidence that makes pet parents breathe a little easier.

We’ll help you figure the rest out.

Need help building your strategy, content calendar, or platform plan? Book a free Marketing Health Exam to chat with our Veterinary Marketing Consultants on how to strategically use social media to get social with your community.