TikTok, the popular video sharing platform, is known as an app for filming viral dances. However, according to Dr. Jeremy Coleman, it can also be an effective tool for veterinary professionals and business owners to communicate with clients.
Dr. Coleman, a comparative medicine resident at Tulane University in New Orleans, says the app can help connect with new and prospective pet owners. He discussed the power of TikTok to grow businesses during the “TikTok, Doc, and Unconventional Methods of Veterinary Teaching” session this summer at the 2023 AVMA Convention in Denver.
With over 1.7 billion users And 66% of them are under 30 years oldUsing TikTok features a variety of short-form user videos and recommends a stream of videos to users based on their activity on the app.
![TikTok Document](https://www.avma.org/sites/default/files/inline-images/basic/AVMANews20231006-TikTokDoc-620x413.jpg)
The #VetMed hashtag on TikTok already has 6.8 billion views, indicating that there is a community of users looking for content from veterinarians and veterinary technicians.
During the presentation, Dr. Coleman explained the structure of creating a successful post – called “TikTok” – and looked at how to make “unconventional” social media work for veterinary professionals.
“Your personal brand matters,” Dr. Coleman said. “Your brand is your reputation.”
Making TikTok work for you
Dr. Coleman encouraged veterinarians to use social media to continue to interact with clients outside of the clinic and further gain their trust rather than relying solely on annual or routine appointments to communicate with clients.
Reaching customers and a wider audience requires some planning, however.
Dr. Coleman explained that the key elements of a TikTok include the video and audio itself. Captions, hashtags and keywords also play a vital role. The caption gives the audience an overview of what the video is about while hashtags allow other users to find the content. Keywords help add the video to the ongoing conversation and can make the difference between one or a thousand views, he said.
Dr. Coleman suggested that the videos follow the BAR acronym:
- Bright: Use natural lighting and keep videos bright. People are more likely to watch videos that are easy to see and well lit.
- Alert: Have energy, exude confidence and look alive. Attract viewers by being someone they can relate to. Avoid relying on technical or pharmacological terms, because the audience hopes to see you as someone they would want to spend time with, Dr. Coleman added.
- Responsive: Creators should aim to start a trend or contribute to an existing discussion. Engaging with other TikTok creators and participating in relevant conversations adds credibility.
When deciding between recording an original video or creating a version of something already trending, Dr. Coleman said an original video may be more unique but might attract less attention. A trending video will trigger the algorithm to show the post to more users.
Dr. Coleman highlighted Drs. Kristopher Vigne And Jessica Edmeier as examples of veterinarians creating quality content on TikTok and following the BAR method.
Building a brand
A veterinarian, veterinary technician, or other veterinary staff can use the TikTok platform to post original content and then share it through other social media channels, such as Facebook or Instagram, where they may already have dedicated followers .
“Your brand on social media becomes your reputation in real life,” Dr. Coleman said. For this reason, a creator’s brand must reflect their true identity and be transparent.
Relevant videos can attract new customers, and existing customers want to feel like they’re part of the conversation, too.
“Performing a physical exam only happens at a specific time,” Dr. Coleman said. “Give customers the opportunity to learn from you.”
You do not know where to start ? Dr. Coleman suggested creating simple tutorials such as “How to Trim Your Pet’s Nails” and “How to Count Your Pet’s Heart Rate” and then moving on to more complex topics.
He warned against making videos complaining about the behavior of a colleague or client.
Creating videos is a great opportunity to bond among staff and can help build morale. It also gives users the opportunity to interact with their audience and form meaningful connections, Dr. Coleman explained.
“Going viral isn’t always the goal, but growing your brand and practice is,” Dr. Coleman said.