Social media isn’t just noise from influencers and big brands. For optometrists, it’s a practical way to stay visible and build trust.
From showcasing your latest eyewear to promoting back-to-school vision exams, social media helps you connect with local audiences in real time. And that’s more important than ever.
With the right strategy, you don’t have to trudge through hours of posting to see results. We’ll break down simple, high-impact ways to improve your optometry social media marketing in this blog post.
[Related: The Smart Business Owner's Guide to Social Media]
Why social media marketing is a must for optometrists today
Social media for optometrists is powerful. Platforms are where people scroll, search, and make decisions for 2.5 hours a day. And patients in your area often turn to social media when they’re looking for a new provider.
More than 75% of people have used social media to research healthcare providers. They scan your Facebook reviews, look at recent posts, and judge how professional and approachable you are.
That’s integral for optometrists. Patients consider many of your services (eye exams, lens upgrades, and more) low-urgency but high-trust. A consistent social media presence wears many hats. It:
- Reminds patients when it’s time to book
- Helps patients feel confident in your care
- Builds excitement about new products, like blue light lenses or sunglasses
- Keeps them informed about eye health
- Encourages visibility, credibility, and community
And if you’re not showing up in their feed, chances are your competitors are.
See how many people your Facebook ads could reach.
Organic posts vs. paid social ads
To be the most successful, you should approach social media marketing in two main ways: organic posts and paid social ads. You don’t have to choose one or the other. Most optometry practices get the best results by using both.
Organic posts are content you create yourself. That’s your digital word of mouth, where you stay top of mind with social communities. They’re your weekly updates, photos of new frames, team intros, wellness tips, and more.
Paid social ads help you reach new patients who haven’t heard of your clinic yet. They appear in local users’ feeds based on targeting criteria:
- Age
- Location
- Interests
- Life events (starting school, moving, etc.)
Social ads are ideal for growing your visibility fast, like when running a promotion or filling your calendar. And they work. The average return on ad spend (ROAS) for healthcare Facebook ads is 1.28. That is, $1 spent generates $1.28 in return as of summer 2025.
[Related: Everywhere your small business should have ads online]
The best social media platforms for optometrists
Every social media platform isn’t equally effective for optometry practices. Some work better for education, others for promotion. Here’s where to allocate your time and why.
Focus your Facebook (aka Meta) efforts on these post types:
- Reviews and testimonials
- Seasonal offers
- Reminders for exams or special hours
- Local paid ads
That’s not all. Post whatever professional content you want on your Facebook page — HIPAA-compliant Stories, bios, contests. With its massive reach of more than 3 billion monthly active users (MAU), it’s an obvious choice for marketing.
Instagram pairs with Facebook as part of Meta, so cross-post there. Visuals-focused, Instagram is great for showcasing your practice’s personality:
- Eyewear photoshoots
- Team and office tours
- Eye health tips in carousels
- Reels that bust common eye care myths
Use hashtags like #EyeCareTips or #GlassesStyle to reach wider audiences across Instagram’s 2 billion users.
[Related: Digital Marketing Musts That Most Local Businesses Overlook]
YouTube
Short-form YouTube videos work well if you want to engage younger patients or educate visually. Consider quick clips (aka Shorts) that answer questions like:
- “What age should my child get an eye exam?”
- “Are blue light lenses worth it?”
- “Why do my eyes hurt after screen time?”
- “What’s the easiest way to straighten crooked frames?”
YouTube marketing is a great next step after establishing your presence on other major platforms, such as Meta. You can always branch out into longer videos after getting comfortable with its features. No need to go viral — use the human touch, and tap into YouTube’s 2.85 billion users.
Tip: Don’t overwhelm yourself, but don’t limit your approach, either. If you can, get on Twitter/X, Reddit, Quora, or Tumblr. Even experiment with TikTok videos to aim for that tricky Gen Z demographic.
Google Business Profile (GBP)
Your business profile isn’t technically social media. Still, your GBP has a “Posts” feature that practices often overlook. Share regular updates via Posts to improve your optometry SEO. For example:
- Time-sensitive offers
- Public and private events
- Current photos
- Q&A entries
Posts appear directly in Google search results, which is prime real estate for local presence.
[Related: 11 Tips to Optimize Your Optometry Practice’s Google Business Profile]
| Platform | Audience | Best For | Pro Tip |
| Adults 30–65+ | Reviews, seasonal offers, ads | Run ZIP code ads for school campaigns | |
| Millennials, Gen Z | Practice branding, product imagery | Use Reels and hashtags for reach | |
| YouTube | Youth, visual viewers | FAQs, short-form videos | Start with Shorts to test engagement |
| Google Posts | Local searchers | SEO, hours, event updates | Post weekly for ongoing visibility |
See how you turn social media into social marketing.
Social media post ideas your practice can use today
Running out of things to post? You don’t have to reinvent the wheel.
Most high-performing optometry social media posts fall into three categories: educational, promotional, and personal. Mix and match categories to stay consistent and engage followers.
Consistency is crucial. Across all ages, 90% of people use social media to keep up with events and trends. Steady posts let you show up in more people’s feeds and search engine results pages.
Educational content
If it knowledgeably educates followers about optometry, it’s fair game. Here are a few ideas:
- “Did you know?” posts, like “Did you know your child should get their first eye exam before starting kindergarten? Book today!”
- Infographics on topics like screen exposure, eye strain, or UV protection
- Myth vs. fact carousels, like “Sitting too close to the TV won’t ruin your eyes”
- Eye health tips tied to seasons or length of screen time
Promotional content
You obviously want to promote your optometry clinic, but you can do it in a way that readers enjoy:
- “Frame of the week” featuring new arrivals: “Our Frame of the Week is bold, bright, and 20% off through Friday. Try it on in-store or online!"
- Limited-time exam discounts or bundle deals
- Posts tied to back-to-school or insurance deadlines
- Specialty service promotions, like dry eye treatment or vision therapy
Personal content
These types of posts don’t have to be “personal” in relation to your daily life — but they can be. Give followers a look inside your practice’s culture:
- Staff spotlights, with a fun Q&A or “day-in-the-life” post: “Meet Brittany! She’s been helping you find your perfect fit for over 5 years — and knows every frame in the shop”
- Office pet cameos or themed decor (around holidays, local festivals, etc.)
- Behind-the-scenes reels of frame fittings or patient education
- Patient testimonials (with their permission) turned into graphics
Tip: Use AI tools to brainstorm fresh ideas, but always add your personal touch. No matter what you post, respond if someone comments; that’s key for 73% of social users. They’re more likely to opt for a competitor when you don’t.
[Related: Top 5 Digital Marketing Tools for Optometrists]
Social media promotions that work for optometrists
Social media promos are simple ways for your optometry practice to drive engagement and bring in new patients. The right promotion at the right time gives people a reason to stop scrolling and schedule.
Over half of consumers say they’ve made a purchase based directly on a social media ad. Unsure what to offer? These curated, patient-focused promotions perform well for optometrists.
Back-to-school specials are natural fits in fall:
- “$10 off kids’ eye exams this month only”
- Bundle pricing for exams + frames
- Use great timing for Facebook and Instagram ads targeting parents
Frame and lens BOGO or upgrade offers are always welcome:
- “Buy one pair, get 50% off your second”
- Free blue light upgrade with purchase
- Highlight stylish frames in photos or Reels
Tag-a-friend giveaways are fun and interactive:
- “Know someone who needs new glasses? Tag them below — you could both win a free frame!”
- Simple to run and great for organic reach
- Be sure to include clear rules and set a short entry window
New patient discounts entice on-the-fence followers:
- “New to our practice? Book today and get $25 off your first eye exam”
- Pair this with a paid social ad targeting your ZIP code
Tip: Always include a call to action (CTA) like, “Call now,” “Book online,” or “Message us to claim this deal.” People ignore promotions without next steps.
[Related: Social Media Management Tips for Small Businesses]
Should you hire a social media manager for your optometry practice?
Managing a consistent, interesting social media presence takes lots of effort and can be tough to keep up with. And let’s be real. You got your optometry degree to be an optometrist, not a 24/7 content creator.
A digital marketing partner can help you amplify what’s already working, especially through targeted social ads that reach new patients. It might be time to outsource if one of these statements hits home:
- You post on and off or haven’t posted in weeks
- You’re unsure what content actually works
- You don’t have the energy to track performance or reply to comments
- You want to run social ads but aren’t confident with targeting, investments, or budgets
About 34% of practices and businesses outsource digital marketing for a reason. A social media partner can help you show up regularly, stay on-brand, and maximize ROI.
[Related: How Smart Marketing Can Help You Do More With Less Staff]
Quick tips to improve your social strategy
Your social media strategy doesn’t have to be complex … just consistent (again).
Follow these five tips to stay visible and support growth:
- Post two to four times a week to stay top of mind without overwhelming followers.
- Tailor your content to your core audience, whether that’s parents, professionals, or seniors. Your digital marketing partner can help.
- Use clean, bright photos of your office, team, or frames. Smartphone shots work when well-lit.
- Keep language friendly and clear. Say “Need new glasses?” instead of “Comprehensive optical services available.”
- Track post performance using basic analytics. Repeat what works and adjust what doesn’t.
Top-performing practices follow a simple, strategic plan that they refine as they go.
Teams with a documented plan are 538% more likely to succeed than those without one. A digital marketing partner can help you craft and follow that plan — and free up your time.
[Related: Podcast: Hibu talks to Dr. Robert Moore about marketing your medical practice online]
Let Hibu amplify your optometrist social media marketing
Ready to grow your optometry practice without spending hours on social media? At Hibu, our social marketing solution makes it easy.
We create custom, targeted social ads that help your practice reach more local patients on platforms like Facebook and Instagram. It’s a fully managed social advertising service, so you stay visible while maintaining control over your voice and content.
Call 877-237-6120 or fill out our Get Started form to book your free consultation. We’ll discuss how Hibu’s social ads can grow your optometry practice.
