What Should You Be Posting on Social Media?

It’s no secret that social media posts are key to getting more eyes on your practice. While you already know you should be posting regularly, you might be wondering what kinds of posts you should create. The truth is, all content (from videos to infographics to articles) serves a purpose and can benefit your marketing in different ways. The key is discovering which mix works best for you and your audience. 

To help, let’s explore the different types of social media content and how they can enhance your online presence.

Articles & Blogs 

Articles and blog posts are especially useful in the audiology and healthcare world. They allow plenty of space for educating your audience, demonstrating your expertise and building credibility. They’re also helpful for targeting search keywords to help boost your rankings and improve your website’s SEO.

It takes a lot of time, energy and creativity to write articles and blog posts. To better manage your written content, try brainstorming a bunch of topics at once and creating a schedule for writing and posting. Facebook and LinkedIn are great places to promote your articles since you have space in your post to tease information and entice your readers to click. 


Photos play well on all forms of social media. They’re (relatively) easy to capture and post, tend to be more digestible and engaging, and can help humanize your practice by putting a face to your brand. People love getting exclusive “sneak-peeks” and glimpses of what goes on behind the scene. These days, smartphone cameras make it easy to capture high-quality photos on the go. 

While Instagram is the most photo-driven platform, Facebook, LinkedIn and Twitter are great places to share photos as well. Try amplifying engagement by writing a caption that prompts your audience to leave a comment. 

Video & Stories

While high production quality videos require expensive cameras and editing software, you can still create and share relevant video content with a smartphone! Short and sweet “how-to” tutorials, product demonstrations and informational updates can help drive traffic to your website when paired with a compelling call-to-action. 

Platforms like Instagram and Facebook are great for sharing short video content, especially if it’s around a minute or less in length. Youtube works well for longer videos with more information and educational content. Pro tip: If you’re struggling to come up with a video idea, try taking content you’ve already written for a blog post and translating it into a video script!


The healthcare world is packed with jargon, data and statistics, and it can be challenging to convey complicated information to the average social media user. Infographics leverage visuals to help explain complex concepts in an engaging, digestible way. 

Infographics are not easy to create and require the expertise of a graphic designer and writer. Once created, however, you can typically get a lot of content marketing mileage out of them. They perform well across most platforms, and can even be made into downloadable PDFs for building an email list. If your infographic is on the longer side, you can fill out your content calendar by breaking it up into multiple posts.

Building a Social Media Strategy

As we mentioned earlier, all types of social posts have their benefits and drawbacks. Ultimately, the best approach to posting is sharing a mix of content and seeing what resonates with your audience. If you’re looking for guidance on building a content strategy, our marketing experts can help! Book a free consultation with us here to learn more.

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