In 2025, social media marketing continues to evolve, but one thing remains true: most dental practices are still doing Facebook completely wrong.
We’ve been critical of Facebook advertising in the past, not because it’s ineffective, but because most dentists treat it like Google Ads. They throw money at generic “Happy Teeth, Happy Life!” ads and wonder why the phone doesn’t ring. The reality? Traditional Facebook ads often underperform in terms of ROI when compared to intent-driven platforms like Google Ads.
Google Ads targets people who are actively searching for a dentist—they have intent. Someone typing “emergency dentist near me” is ready to book. Facebook, on the other hand, is interruption-based. You’re catching people in the middle of scrolling through baby photos and cat videos. They’re not necessarily looking for a dentist at that moment.
But here’s the twist: organic Facebook posts, when done right, can be a surprisingly effective and low-cost way to connect with your community and attract new patients.
Why Most Dentists Fail at Facebook
Let’s be honest. Most dental Facebook pages look like this:
- A Valentine’s Day stock graphic with 2 likes (from your dental assistant and your office manager).
- A Thanksgiving greeting with zero engagement.
- A Women's Day post that nobody saw, liked, or remembered.
These posts are usually churned out by an agency or freelance marketer who’s just trying to check the “social media post” box. But here’s the problem:
When your posts get no engagement, Facebook stops showing them to people. It’s that simple.
The algorithm is ruthless. If you keep pushing out generic, low-quality content, Facebook buries your posts. Eventually, your audience sees nothing you post—even the good stuff.
What Actually Works on Facebook?
If you want engagement, you need authenticity.
Real faces. Real people. Real moments.
Here’s the kind of content that works:
Staff Celebrations: Birthdays, team milestones, fun behind-the-scenes moments.
Patient Spotlights: First appointments, Invisalign journeys, or a child’s “no-cavity club” moment.
Community Involvement: Fundraisers, school visits, local sponsorships.
If you’re not sure what to post, or you’re running out of ideas, we’ve put together a free eBook packed with practical tips and inspiration.
You can download it from here.
Pros & Cons of Organic Facebook Marketing
Pros:
- Builds trust and connection with your community
- Keeps your practice top-of-mind
- Completely free to do (except for your time)
- Makes your practice feel human and approachable
Cons:
- It’s a slow grind—you need to stay consistent
- Not every post will be a hit
- ROI isn’t always easy to track
- Takes time and creativity from your team
Best for: Family practices, pediatric offices, or any dental team with personality. If you’re in a suburban or rural area, people love seeing familiar faces in their feed.
Conclusion
Organic Facebook only works if you treat it like a conversation—not a billboard. Patients aren’t scrolling through Facebook hoping to see another generic “Happy Dental Month” post with stock photos. They want to get a feel for your practice—what it’s like to walk through your doors, who they’ll meet, and how it will feel to bring their kids or trust you with their smile.
When you showcase the real people behind your practice and the genuine moments with your patients, you build familiarity and trust. And when people feel like they already know you from your posts, they’re far more likely to book that first appointment. That’s the power of doing Facebook the right way.