How Veterinary Professionals Can Use Social Media & Reels to Build Their Brand and Grow Their Practice

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Get Set Up Before We Begin

Before we dive in, take a few minutes to open the following tools and files. You’ll be using all of these throughout the workshop, so this is your time to get everything ready while I check in with the group.

Open These Tools in Separate Tabs

Make sure you’re logged in—or create a free account if needed:

✅ sheets.google.com – for your content calendar

✅ docs.google.com – for blog writing and brainstorming

✅ canva.com – for video editing (create a free Canva account if you don’t have one)

✅ chat.openai.com – for writing with ChatGPT

✅ answerthepublic.com – to generate content ideas (create a free account here too)

📁 Files to Access

✅ Download the 5 Pizza Video Clips
Click here to access the video files

Unzip and save these to your computer. You’ll upload them into Canva later.

✅ Set Up Your Content Calendar
Click here to open the Google Sheets Content Calendar

Instructions:

1. Open the link
2. Click File → Make a copy
3. Rename your copy (e.g., “My Vet Content Calendar”)
4. Save it to your own Google Drive

 

Introduction

If you’re a veterinary professional wondering how to actually use social media to grow your practice, you’re not alone. Between managing clients, staff, and patient care, the idea of filming videos or “building a brand” often feels like a distraction at best—and a waste of time at worst.

But here’s the truth: short-form video content like Instagram Reels and TikToks is no longer optional. It’s how people discover businesses, how they connect with your values, and how they decide whether to trust you with their pet. And the good news? You don’t need to go viral. You just need to be visible, clear, and consistent.

In this post, I’ll walk you through how social media fits into a modern veterinary marketing strategy—and why I believe short-form video is one of the highest-ROI tactics you can use to grow your practice, build trust, and stand out in your community.

In this guide, you won’t just learn the strategy behind social media for veterinary clinics—you’ll actually do the work. Along the way, you’ll:

• Brainstorm real content ideas your clients care about
• Write a blog post using ChatGPT (the right way)
• Create a featured image using AI
• Build a two-month content calendar filled with relevant, shareable ideas
• Learn how to categorize content using the 60/30/10 rule
• Explore real examples from successful veterinary creators
• Discover how to spot and adapt trends without chasing clout
• Practice editing a short-form video using Canva
• Get quick tips on lighting, filming, and choosing the right platform

By the end, you’ll have a complete system—from idea to execution—that you can replicate again and again.

Who Is This Guide For?

There are two ways you can approach this guide. The first is through the lens of managing social media for a veterinary clinic or business—building visibility, educating clients, and driving appointments. But if you’re not responsible for your clinic’s social media or want to take a different path, this framework also works if you’re building a personal content creator brand. You can apply everything here to grow your own following, establish authority in the veterinary field, and create content that showcases your expertise—whether or not you’re posting on behalf of a business.

What a Veterinary Practice Actually Needs for Digital Marketing

There’s no shortage of places a veterinary practice could put time and resources when it comes to digital marketing. In fact, a dedicated practice manager could easily spend 40 to 60 hours a week just managing the online presence—and still not feel caught up. The reality is, there are a dozen different tactics being pitched to clinics every day, from agencies, consultants, and tools promising the next big breakthrough.

Here are just a few digital marketing strategies that vet practices might be encouraged to focus on:

• Social media marketing
• Google Ads
• Local SEO and Google Business Profile optimization
• Email marketing and newsletters
• Blogging and content creation
• SEO
• Website design and conversion optimization
• Online review management
• SMS/text marketing
• Influencer or community partnership campaigns

But if I owned a veterinary practice, and I had to decide where to focus first—especially with limited time or budget—I’d prioritize the basics that drive visibility, trust, and conversion. In my experience, here is where I would put my marketing efforts in order of importance:

1. Google Business Profile – Your digital front door.

2. Website Design – The place people go when they’re serious about choosing you.

3. Content Marketing – What proves your expertise before a client ever calls.

4. Social Media Marketing – The way you stay top-of-mind and humanize your brand.

Everything else is just noise until these are dialed in. Every other tactic is still important and should be addressed eventually—but these four are where 90% of your results will come from.

Let’s Talk About Content: What Makes It Good, and Why It Matters

Today we’re focusing on social media—But before we get there, we need to talk about content marketing, because understanding what good content is (and why it matters) is what makes social media marketing work.

At its core, content marketing is about answering real questions your clients are already asking. And the most foundational form of that is the blog post. Blog posts are designed to attract people to your website by showing up in search results when they Google things like “Why is my cat vomiting?” or “What vaccines does my puppy need?”

But blog posts do more than just bring in search traffic. They:

• Establish your clinic as a trusted source of information

• Keep your website fresh, which improves your overall SEO

• Give you material to repurpose across platforms—especially social media

This is where the two worlds connect: your long-form content (like blog posts) can fuel your short-form content (like Reels and TikToks). If you’ve written a helpful blog post, you’ve already got the raw material for multiple social media posts, video scripts, or carousel ideas. Understanding how content marketing works sets the foundation for making social media easier, more consistent, and more effective.

How to Come Up with Content Ideas

So how do you figure out what content to make?

Whether you’re writing a blog post or recording a Reel, the best content always starts with the same principle: answer real questions. The most effective marketing content doesn’t promote—it helps. And the fastest way to be helpful is to think like a client.

What are your clients constantly asking you?
What do they Google at midnight before calling your office?
What misunderstandings or fears do they bring into the exam room?

When you focus your content around answering those kinds of questions, you’re not only building trust—you’re also creating content that people actually search for, engage with, and share. In fact, if you’re ever stuck on what to post, just ask your front desk staff what the five most common client questions are. There’s your next week of content.

If you want to take it a step further, one of the best tools out there is AnswerThePublic.com. This free tool lets you type in a topic (like “puppy shots” or “flea treatment”) and see the exact questions people are searching for online. It’s like having a window into your clients’ brains.

Use those questions to guide everything from blog posts to Instagram captions to the first line of your next Reel. When your content starts with a real question, it’s more likely to feel useful, relevant, and personal—because it actually is.

 

 

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📝 Activity: Brainstorm Content Ideas for Blog Posts and Social Media

Step 1: Solo Brainstorm (5 minutes)
Think about your clients. What questions do they ask most often—during appointments, over the phone, or even in follow-up emails?
Write down at least 3–5 questions in  Google Doc  that could be turned into helpful blog posts or short-form videos.

Examples:

• When should I bring my dog in if he’s not eating?

• Is pet insurance worth it?

• What vaccines does my indoor cat actually need?

• What’s the difference between an annual exam and a wellness visit?

• How do I know if my senior dog is in pain?

Step 2: Group Share (5 minutes)
Let’s discuss some of the questions you wrote down.
Are there any themes or topics that come up frequently?
Write down a few new ideas based on what others share.

Step 3: Use a Content Tool (5–10 minutes)
Go to AnswerThePublic.com and type in a topic like “pet insurance,” “puppy vaccines,” or “dog limping.”
Pick 2–3 real search questions that you could realistically turn into a blog post, a Reel, or a carousel post.

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How to Write a Blog Post with ChatGPT (the Right Way)

Now that you’ve got content ideas, the next step is turning one into a blog post. But here’s the key—don’t ask ChatGPT to write you a 600-word article in one go. That’s almost guaranteed to produce something generic and forgettable.

Instead, I recommend writing the post in parts, using ChatGPT more like a writing assistant than a ghostwriter.

Step-by-Step Process I Use:

Let’s say your topic is:

“Is pet insurance worth it?”

Step 1: Outline the post structure.
You can prompt ChatGPT with:

“Help me create a blog post outline for a veterinary clinic answering the question: Is pet insurance worth it? The tone should be friendly and professional.”

You’ll typically get something like:

• Introduction
• What is pet insurance?
• Pros of pet insurance
• Cons or limitations
• When pet insurance makes sense
• Conclusion

Step 2: Write the post section by section.
For example, you might then say:

“Now write the introduction for this blog post. Keep it conversational and brief—2–3 sentences.”

Then continue:

“Great. Now write the section explaining what pet insurance is.”
“Now give me 3 pros in a bulleted list.”
“Now give me 3 common downsides.”
“Wrap it up with a short conclusion that reassures the reader and invites them to call with questions.”

Why This Works Better:

• It gives you control over tone and structure
• It avoids long-winded or repetitive AI content
• It keeps the content more relevant to your practice
• It’s easier to personalize each section as you go

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📝 Activity: Write a Blog Post Using ChatGPT

Instructions:
Choose one of the content questions you brainstormed earlier.

1. Use ChatGPT to create an outline for a blog post that answers the question.

2. Then, use ChatGPT to write the blog post one section at a time, not all at once.

3. Review and lightly edit the final version so it sounds like something your clinic would actually publish.

Keep this in your Google Doc.

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Using ChatGPT to Create a Featured Image for Your Blog Post

Once your blog post is finished, you’ll want a clean, professional-looking featured image to go with it. You can do that right inside ChatGPT using the “create image” feature—no need to open another tool.

Just describe the image you want and make sure to include the word “horizontal” so it’s formatted correctly for a blog layout.

Step 1: Generate Image Ideas

Ask ChatGPT:

“Based on the blog post you just helped me write, give me 5 featured image ideas for a wordpress website that would visually match the content.”

This will give you a short list of image concepts that relate directly to your article topic.

Step 2: Create the Image

Choose your favorite idea (e.g., idea #1), then prompt ChatGPT again:

“Create a horizontal image based on idea #1. Include the blog post title in the image using Bebas Neue font.”

You’ll get a featured image that fits your layout, reflects your topic, and includes your title in a clean, bold style—ready to upload to your blog.

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📝 Activity: Create A Featured Image For Your Article Using ChatGpt

Now that your blog post is done, use ChatGPT to create a horizontal featured image that fits your article.

• Ask ChatGPT for 5 image ideas based on your article.

• Choose the one that best represents your post.

• Generate a horizontal image using that idea, and have ChatGPT include the blog title in Bebas Neue font.

• Download your image and set it as your blog’s featured image.

That’s it—simple, fast, and fully customized to your content.

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Once your blog post is complete, take a moment to scan it for two or three key points that could easily be repurposed into short-form video content. These might be tips, quick takeaways, or answers to common client questions. For example, a single bullet point from your blog could become a 15-second Instagram Reel or TikTok using a voiceover or on-screen text—turning one long-form piece into multiple, engaging social posts with minimal extra work.

Building a Content Calendar

Now that you’ve created a blog post, generated a featured image, and started to understand how to come up with helpful content ideas, it’s time to zoom out and look at the bigger picture: how all of this fits into your ongoing social media strategy.

Blog posts are a great foundation, but they’re just one part of your content mix. The next step is to take that long-form content and break it down into social-friendly formats—like Reels, short tips, client FAQs, reminders, and educational posts—and organize it in a way that’s actually manageable. That’s where a content calendar comes in.

Over the next few steps, you’ll build a two-month content calendar filled with real, relevant content for your clinic—using your own blog ideas, important business dates, seasonal themes, and even some trending holidays. This calendar won’t just help you stay consistent—it’ll also make content creation feel a lot less chaotic.

A good content calendar:

• Keeps your posting consistent without needing to post every day

• Helps you balance different types of content (educational, promotional, entertaining)

• Makes it easier to delegate tasks to your team

• Ensures you never run out of ideas—or scramble last-minute to post something

By the end of this section, you’ll have a fully built calendar you can copy, reuse, and build on month after month.

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📝 Activity: Start To Build Out Your Content Calendar

Let’s start filling in your calendar with some easy, high-engagement content.

1. Open the content calendar
   Download this content calendar and then go to Google Sheets and import the excel into Google Sheets.

2. Add 3–5 pet-related awareness days
   These social media-friendly holidays (like National Dog Day or Adopt a Shelter Pet Day) are great for simple, low-pressure posts that still get good engagement. Think: a team photo, a patient shout-out, or a quick tip tied to the day.

3. Use these sites to find upcoming days:

   • Day Of The Year – June

   • National Today

   • Holiday Insights
4. Add National Holidays (July 4th)
5. Add Dates Important to your business (5 years in business etc.)

 

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Now Let’s Add a Mix of Content Types

With your calendar starting to take shape, it’s time to think about what kind of content you’re going to post. Not every post should be a call to book an appointment—and if every post sounds like a commercial, people will scroll right past.

Think of your social media like a TV channel. Your audience is happy to stay tuned if the content is interesting, helpful, or fun—but they’ll change the channel if it feels like one long ad. That’s why we use a proven approach called the 60/30/10 content cadence to plan your content mix.

Here’s how it breaks down:

60% Value-Based Content

These posts are meant to educate, inspire, or entertain your audience. Think of this as the “know, like, and trust” content. It’s not about your services—it’s about serving your audience.

Examples:

• Pet care tips (e.g., “How to tell if your dog is overheating”)
• Seasonal reminders (e.g., “July 4th fireworks and pet anxiety—what to do”)
• Memes or light-hearted jokes pet owners would relate to
• Behind-the-scenes photos of your staff or clinic pets
• Inspirational quotes with veterinary-related context
• Infographics about pet health
• Blog snippets repurposed into carousels or Reels

30% Informational Content

This content still provides value, but it’s more focused on your clinic—your services, your people, your expertise. It tells followers what you do, without directly asking them to take action.

Examples:

• Staff spotlights or “Meet the Team” posts
• Explaining a service in plain terms (e.g., “What is a wellness exam?”)
• A day-in-the-life post from a vet tech or receptionist
• “Did you know?” educational posts about less common conditions
• Client testimonials or pet success stories
• Blog post links with a brief summary or highlight
• Photos of new equipment or updates to your facility

10% Conversion Content

These are your “commercial break” posts—the ones that ask people to take action. They should be clear, direct, and not overused.

Examples:

• “Book your pet’s dental exam this month and get 10% off”
• “Call us today to schedule your senior pet check-up”
• “Click the link in our bio to request an appointment”
• Seasonal promotions or event announcements
• Limited-time service reminders (flea/tick prevention, vaccinations)

See It In Action: Content Inspiration from Real Accounts

Now that you understand the types of content to include in your calendar, let’s take a look at some accounts that are actually doing it well. Studying successful creators and businesses is one of the easiest ways to generate new ideas, spot what’s working, and find formats you can adapt for your own clinic.

We’re going to look at a mix of veterinary professionals and content creators who are using Reels, TikToks, and short-form content to build trust, educate their audience, and grow their brand—all without needing a huge production setup.

Take note of how they use humor, storytelling, education, and behind-the-scenes content to keep things fresh and engaging.

Midwest Animal Hospital – @midwesthospital on TikTok

• A clinic-based account doing exceptionally well with short-form video
• Their posts include team humor, patient highlights, trending audio, and pet-owner education
• Great example of how to consistently stay visible without being overly polished

Dr. Evan Antin – @dr.evanantin on Instagram

• Known for strong personal branding and storytelling
• Uses visual storytelling, short clips, and an on-camera presence to connect with viewers
• Focuses on education and personality-driven trust

Dr. Lisa Lippman – @drlisalippman on Instagram

• Blends veterinary advice with lifestyle content
• Her content is educational, accessible, and relatable to everyday pet owners
• Excellent use of captions and trending formats without losing credibility

Vet Ranch (Karri Miller) – @vet_ranch on Instagram

• Focuses on animal rescues and treatment journeys
• Leans into emotional storytelling with a purpose-driven message
• Video content often follows a “before/after” structure that performs well on social

Dr. Boaz Man / Boca Midtowne Animal Hospital – @bocamidtownevet on Instagram

• A clinic-based account that consistently delivers educational Reels
• Covers FAQs, quick tips, and visual explanations of services
• Great model for how a clinic can build an online following without going viral

As you explore these accounts, ask yourself:

• What types of content are they posting most often?
• What formats or topics are driving the most engagement?
• Which ideas could you easily adapt to fit your own practice?

Let’s Talk About Trends

When people think of TikTok or Reels, trends are usually the first thing that come to mind. But for most veterinary professionals, the idea of dancing in scrubs or lip-syncing with a syringe in hand doesn’t exactly feel on-brand. The good news? You don’t have to chase every trend to be relevant. You just need to understand how trends work—and how to adapt them to fit your voice.

What Counts as a Trend?

A trend doesn’t have to mean viral. It usually falls into one of three categories:

• Audio – Popular sounds, music clips, or voiceovers people are using in creative ways
• Format – A structure or visual style (e.g. split-screen reactions, “day in the life,” captioned stories, text-on-screen lists)
• Theme – Recurring content ideas that spread quickly, like “unpopular opinions,” “a mistake I see all the time,” or “things I wish clients knew”

How to Find Trends

You don’t need to spend hours scrolling. Just do this:

• Search hashtags like #VetTok, #PetTips, or #AnimalHospital on TikTok or Instagram
• Use the Reels tab on Instagram to explore trending audio or formats
• Visit accounts like @midwesthospital or @dr.evanantin and look at their most recent, high-performing posts
• Look for repeating sounds, styles, or video formats across multiple creators

You’ll start noticing patterns fast—and that’s your cue that something is trending.

How to Adapt a Trend (Without Selling Out)

The trick with trends is not to mimic them exactly, but to make them your own. If you see a trending format or audio, ask:

• Can I tie this into a common pet question we get?
• Can we use this structure to highlight a staff member, a success story, or a clinic moment?
• Would this trend feel natural coming from our team?

You don’t need to dance or be over-the-top. Some of the best trend adaptations come from simply pairing a popular format with helpful information or a relatable clinic scenario. Use the trend as a container—then fill it with your voice.