What Social Media Platforms Should Veterinary Practices Use? (And Why)

Imagine you’re throwing a community event to showcase your veterinary practice. Would you host it in an empty field with no signage… or set it up in the town square, right where pet parents are already gathered?

That’s the core idea behind choosing the right social media platforms for your practice. You don’t need to be everywhere; you need to be where your audience already is. Social media is by far one of the most powerful ways to connect with pet owners and grow your practice. But not all platforms are created equal, and different clinics will benefit from other strategies. Let’s break down the most popular social media platforms, what they’re best for, and how your team can make the most of each.

Facebook: The Local Town Square

Best for: Community engagement, announcements, client stories, general updates
Ideal for: General practices, mixed animal practices, rural and suburban clinics

Facebook is still the champ when it comes to reaching local pet owners. With billions of users and robust community tools like check-ins, reviews, and groups, it’s the digital equivalent of the town square.

Pet owners often turn to Facebook to find nearby services, read reviews, and ask friends for recommendations. That makes it a fantastic place to share updates, introduce your team, post patient success stories, and build a familiar, welcoming presence. Facebook has a broader age range, from as young as 25 to 65+, so take that into account when preparing your content.

Instagram: Your Visual Storyboard

Best for: Storytelling, aesthetics, visual content, Reels
Ideal for: Urban practices, feline-only clinics, boutique or specialty practices

Instagram is all about visuals and in veterinary care, you have no shortage of adorable, heartwarming, or inspiring moments to share. It’s the perfect platform for showcasing your clinic’s personality and culture in a polished-yet-approachable way. Instagram appeals to the younger generation of consumers, 18-34, and is a fan favorite by young adults.

The magic lies in Reels and carousels. These content formats let you share tips, highlight team members, celebrate pet holidays, and educate your audience in digestible, visual ways.

Genius Tip: Use local hashtags to improve your reach, and keep your tone friendly, helpful, and real. A quick “3 Signs Your Dog Has Dental Disease” Reel or a carousel spotlighting your reception team can go a long way in building engagement and trust.

TikTok & YouTube Shorts: Where Personality Shines

Best for: Short-form video, behind-the-scenes moments, trends
Ideal for: Clinics with a younger demographic or a team excited to get creative

If your team is open to video, TikTok, and YouTube Shorts are powerful tools to expand your reach, especially to younger pet parents. These platforms thrive on authenticity, humor, and trends, making them a great way to show the human side of your practice. And don’t forget, TikTok is Gen Z’s hub for everything, so have a little fun with your content.

Content that performs well includes:

• “A Day in the Life of a Vet Tech”
• Puppy’s first visit (with a cute voiceover)
• Vet reacts to viral pet TikToks
• Safety myth-busting (with props or humor)

Genius Tip: Don’t overthink it. Use your phone, shoot vertical video, and keep clips under 60 seconds. Let your team’s natural personalities and passion for animal care shine.

LinkedIn: Showcasing Culture and Recruiting Your Top Talent

Best for: Hiring, professional networking, industry thought leadership
Ideal for: Practices looking to recruit or build a strong internal culture

LinkedIn isn’t where you’ll book appointments, but it is where you can build your clinic’s professional reputation. Use it to highlight your team’s career growth, celebrate staff milestones, and share your practice’s values.

This platform is beneficial if you’re hiring or want to attract top veterinary talent. Show the workplace environment behind the scenes, emphasize work-life balance, and share why your team loves working with you. While LinkedIn may be the spot for new employees, it is still full of pet owners, an untapped market for many veterinary practices.

So… Which Platforms Should You Choose?

You don’t have to use every platform. In fact, trying to juggle too many can dilute your message and burn out your team. Start by asking:

• Where do our clients already spend time?
• What kind of content do we feel comfortable creating?
• What are our goals: more appointments, better client education, or improved recruiting?

Then, choose one or two platforms and commit to showing up consistently. Quality matters more than quantity.

The Content That Works Best

No matter what platform you choose, remember this golden rule: Pet owners want content that is short, visual, and human-centered.

Here’s a cheat sheet of formats to focus on:

• Photos: Great for Facebook and Instagram. Post real pets, team moments, or behind-the-scenes snapshots.
• Reels & Short Videos: Ideal for Instagram, TikTok, and YouTube. Keep them light, fun, or educational.
• Carousels: Perfect for Instagram when you want to break down steps (e.g., “How to Brush Your Dog’s Teeth”).
• Text Posts & Articles: Use sparingly on Facebook or LinkedIn for updates, hiring posts, or client shoutouts.

The Best Platform Is the One You Use Consistently

There’s no one-size-fits-all approach when it comes to veterinary social media. What matters most is choosing platforms that align with your team’s strengths and your practice’s goals and then showing up with authenticity and heart.

Whether you’re posting a funny moment from surgery prep or educating clients on the importance of flea prevention, your voice matters. And with the right platforms in play, your message will reach the pet owners who need it most.

Ready to choose your platforms and make your social media a client magnet but not sure where to start? Let’s get a free marketing health exam on the books so we can make sure you feel confident in getting social on social media.