An optometry practice should post 3–5 social media posts a week, and most of them should be real photos from inside your office: your team, your frame wall, your exam rooms and the questions patients ask every day. You don't need to be clever. You need to be consistent, local and recognizable, so a patient scrolling Facebook, Instagram or Google sees a practice they'd feel good walking into.
Why does social media matter for an eye care practice?
Before someone books an eye exam, they usually check you out. They look at your Google listing, tap over to your Facebook or Instagram and see if anything's happened there lately. If the last post is from 2023, it raises a quiet question: are they still open? Are they still taking new patients?
Fresh social media posts answer that without you saying a word. They show the lights are on, the team is friendly and the office is a real place down the road, not a faceless chain.
What should an optometry practice actually post?
Here's a mix that works for most independent eye care offices. Rotate through it and you'll never stare at a blank screen.
Meet the team. A photo of your optometrist, an optician or the front desk, with one or two lines about them. Patients like knowing who they'll see before they show up.
New frames on the wall. When a shipment comes in, snap a few photos. Frames are visual, and this is the easiest post you'll make all month.
What happens during an eye exam. A photo of an exam room or a piece of equipment, with a plain-language note about what it's for. Lots of people put off exams because they don't know what to expect. Take the mystery out of it.
Seasonal reminders. Back-to-school eye exams in late summer. Sunglasses and UV protection when the North Texas sun turns up. Dry eyes when the heater kicks on. Tie it to what's happening right now.
Common questions. "How often should my kids get an eye exam?" "Do you take my insurance?" "Can I get contacts the same day?" If your front desk hears it every week, it's a post. Keep any health advice general and point people to book an exam for their own situation.
Behind the scenes. Your office decorated for the holidays, a team lunch, a staff birthday. These posts often get the most likes because they feel human.
Should you use stock photos or your own?
Use your own whenever you can. Stock photos of a smiling model in glasses look like every other practice in the country. A slightly imperfect phone photo of your actual optician helping an actual patient (with their permission) looks like you.
A good habit: once a week, have someone on the team take 5–10 photos around the office. Frames, the waiting area, the team, the outside of the building. That's enough raw material for a full week of social media posts.
How often should an optometry practice post?
Three to five times a week is a solid target. Less than once a week and your pages start to look quiet. More than once a day and it's hard to keep up without the quality slipping.
Consistency beats volume. Three good posts every single week will do more for you than ten posts one week and nothing for the next two months.
Which platforms matter most?
For most local eye care practices, focus on three places:
- •Google Business Profile. This is what shows up when someone searches "eye doctor near me." Posts here keep your listing looking active.
- •Facebook. Still where a lot of parents and older patients look up local businesses.
- •Instagram. Great for frames, team photos and anything visual.
You can post the same photo to all three with small tweaks to the caption. Pick those three and do them well before you think about adding anything else.
What if nobody on your team has time for this?
That's the most common problem we hear, and it's a fair one. Your team is busy with patients, insurance and the phones. Social media slides to the bottom of the list.
That's exactly what we do at 298Digital. You send us your own photos, and we turn them into 3–5 social media posts a week on Facebook, Instagram and Google Business Profile. We can also build you a new website with a 24/7 assistant that answers patient questions and helps them book, even after the office closes. We're based in Melissa, TX, serving North Texas and beyond, and it's month to month.
FAQ
How many social media posts a week should an optometry practice make?
Three to five is a good target. Consistency matters more than volume.
Can we post photos of patients?
Only with their written permission. Many practices keep it simple and stick to team, frames and office photos.
Do Google Business Profile posts matter?
Yes. They keep your listing looking active to people searching for an eye doctor nearby.
Do we need to post videos?
No. Photos are plenty to start. Short videos are a nice add-on once you're posting consistently.
Want help keeping your practice's pages fresh every week? Book a 20-minute call: https://298digital.com/book