Rocket Chiropractic Marketing Podcast
Episode 458: Top Chiropractors On Instagram | My Overview & Observations
Release Date: March 6, 2024
Host: Dr. Jerry Kennedy

Introduction

In Episode 458 of the Rocket Chiropractic Marketing Podcast, host Dr. Jerry Kennedy delves into an insightful analysis of chiropractors' presence on Instagram. Drawing from his comprehensive article, "Top Chiropractors on Instagram: What We Can Learn," Dr. Kennedy explores the strategies and content that make certain chiropractors stand out on one of today's most influential social media platforms.

Methodology

Dr. Kennedy embarked on a detailed exploration to identify the top chiropractors on Instagram. His approach involved:

• Identifying Leading Accounts: He sought out chiropractors with substantial follower bases and high engagement rates.
• Data Collection: Analyzing metrics such as follower count, average likes per post, and interaction rates.
• Content Categorization: Classifying the type of content shared into seven distinct categories: Treatment, Education, Shock, Inspiration, Celebrity Promotion, and Humor.

“I ended up with 23 people on my list... the average number of followers was 174,000, with a range from 27,000 to 887,000” (12:45).

Findings & Observations

Follower Statistics

• Average Followers: The chiropractors analyzed had an average of 174,000 followers.
• Range: The follower count varied widely, from 27,000 to 887,000. Notably, the account with 887,000 followers stood out as a significant outlier.

“The range went from like, hold on, let me look here real quick. I have it in front of me. The range went from 27,000 to 887,000, which honestly blew my mind” (14:30).

Content Categories

Dr. Kennedy categorized the Instagram posts into seven types:

1. Treatment: Demonstrations of chiropractic adjustments and therapies.
2. Education: Informative posts about spinal health and wellness.
3. Shock: Content with unexpected or provocative elements to grab attention.
4. Inspiration: Motivational messages and success stories.
5. Celebrity Promotion: Featuring well-known personalities who endorse chiropractic care.
6. Humor: Light-hearted and funny posts to engage followers.

Key Insights:

• Dominance of Treatment Videos: 20 out of 23 top chiropractors featured treatment videos, making it the most prevalent content type.

  “Treatment videos are by far the most popular of all the top chiropractors. 20 out of the 23 had treatment videos” (20:10).

• Limited Use of Humor and Shock: Contrary to expectations, few chiropractors relied heavily on humor or shock tactics to attract followers.

  “I see a lot of dumb chiropractor videos online... I really didn't” (24:55).

Interaction Rates

Dr. Kennedy examined how engagement (likes) correlated with follower counts:

• Average Interaction: The analysis considered the ratio of likes to followers to gauge community engagement.

• Followers per Like: The lowest ratio was 71 followers per like, indicating high engagement for specific accounts.

  “The lowest number that I had, let’s see, followers per like I think the lowest number was 71” (18:20).

“Interaction could be measured in shares and comments and I didn't look at those either... it's going to be a rough number” (17:05).

Personality Diversity

One of the most encouraging findings was the diversity of personalities among top chiropractors on Instagram:

• Variety in Communication: Some chiropractors were more talkative and interactive, incorporating education within their treatment videos. Others focused solely on demonstrating their techniques without verbal explanations.

  “I saw different types of personalities... some talked a little bit more, they talked a little bit more, they had a little more interaction with the patient” (33:40).

• No Single Personality Blueprint: Success on Instagram isn't confined to a specific personality type. Both outgoing and more reserved chiropractors can cultivate substantial followings by leveraging their unique strengths.

  “You don't have to be a certain personality type to have a big following on Instagram... there are funny people and not funny people... there was a variety of different personalities” (28:15).

Conclusions & Takeaways

Dr. Kennedy's analysis underscores several critical points for chiropractors aiming to enhance their Instagram presence:

1. Focus on Treatment Videos: Demonstrating chiropractic techniques remains the most effective way to engage and grow a follower base.
2. Authenticity Over Gimmicks: Attempting to use humor or shock value can be counterproductive. Authentic, informative content resonates more effectively with audiences.
3. Embrace Your Unique Style: There is no one-size-fits-all approach. Chiropractors should leverage their individual personalities and strengths to connect with their audience.
4. Engagement Metrics Are Multifaceted: While likes provide a snapshot of engagement, considering other forms of interaction such as comments and shares can offer a more comprehensive understanding.

“I was expecting to see more silly videos... I was expecting shock value and that being the popular thing... It just isn’t” (26:50).

Recommendations

For chiropractors looking to bolster their Instagram strategy, Dr. Kennedy offers the following advice:

• Start with Treatment Demonstrations: Share high-quality videos showcasing your chiropractic techniques to attract and educate potential patients.
• Maintain Authentic Engagement: Be genuine in your interactions. Whether you're talkative or more reserved, consistency and authenticity can build trust with your audience.
• Diversify Content Types: While treatment videos are essential, incorporating educational posts and inspirational stories can keep your content varied and engaging.
• Avoid Unnecessary Gimmicks: Focus on providing value rather than chasing viral trends that may not align with your professional image.

“If you want to make progress on Instagram, I think the easiest low hanging fruit way to do it is start posting treatment videos” (22:05).

Final Thoughts

Dr. Jerry Kennedy's exploration into the Instagram strategies of top chiropractors reveals that success on social media hinges more on authenticity and valuable content than on flashy gimmicks. By understanding the dynamics of follower engagement and embracing diverse communication styles, chiropractors can effectively leverage Instagram to grow their practices and reach a broader audience.

For those interested in a deeper dive into the data and additional observations, Dr. Kennedy directs listeners to his comprehensive article available at RocketChiro.com/IG.

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