Is the dash to Instagram marketing really worth it?
There has been an awful lot of commentary recently about Instagram and its use as an (apparently) excellent vehicle for marketing and new patient acquisition.
Dental marketing companies and business coaches have been jumping on the bandwagon and someone has even written a book about it!
There’s certainly a lot of interest around Instagram at the moment, but is it as useful as some are making out or just another channel to investigate and test? Let’s take a look at the pros and cons so you can make an informed choice before investing lots of time and resources.
What is Instagram?
Before we jump in further, let’s have a brief reminder of what Instagram actually is and how it might be of use for dentists.
Instagram is a social network which came into being in 2010 and allows users to upload images and videos and share them with followers or selected friends. It very visual and consequently it is relatively easy to see how a business/brand could utilise the service for promotional purposes. It is also free and easy enough to use – so far so good. Similar to Facebook and Twitter, Instagram users have a profile and also a newsfeed; so if you are familiar with some of those other platforms, using Instagram will be quite straightforward.
However this blog post isn’t intended to illustrate the mechanics of using Instagram, more about the things to consider before you plough lots of time and effort into using it.
Instagram was acquired by Facebook back in 2012 and this is one of the important factors to remember when considering if it is the right platform to use to promote your dental business; but more on that later.
In terms of demographics, Instagram is more popular with females than males, approximately 68% to 32% at the time of writing. Users also tend to be quite young with 90% of the current 150 million users aged under 35 – another important feature to remember. Research also suggests that the number of higher earning users of Instagram tends to fall away quite quickly as salary increases.
In summary, at the moment it’s fair to conclude that Instagram is used primarily by younger people, early on in their earnings progression and with over twice as many females as males. Data like this is very important when considering if Instagram is right for your dental practice promotion and if so, which treatments.