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The 8 Things Veterinary Practices Can Learn from Social Media Marketing World (SMMW) 2025

The GeniusVets team had the privilege of attending Social Media Marketing World 2025 from March 30–April 1, a revolutionary event packed with sessions on the latest trends in digital marketing. While most attendees were from agencies, traditional businesses, and influencer backgrounds, we couldn’t help but view every session through the lens of veterinary marketing. And here’s the exciting part: these strategies aren’t just relevant—they’re game-changing for veterinary practices.

Here are the key takeaways we brought back for veterinary teams ready to grow their online presence without sacrificing authenticity.

Engagement over follower

1. Engagement > Followers: Focus on Connection, Not Count

In the session “Build the Ultimate Dopamine Machine” by Brooke Sellas, the message was loud and clear: stop obsessing over how often you post or how many followers you have.

Instead, create content that makes people feel something- joy, laughter, care, and invites them to engage. And perhaps the biggest takeaway? User-generated content (UGC) is a goldmine. Ask your clients to share photos, testimonials, or pet stories. You can even collect this through a simple form on your website. This kind of content builds trust and community, and it performs better than self-promotional posts.

2. Use AI for Ideas, Not Automation

AI tools like ChatGPT can help generate caption ideas, suggest hashtags, or brainstorm blog topics. But here's the catch: you need to heavily edit to avoid sounding robotic. Social platforms are beginning to recognize and suppress “AI talk.”

Use AI for structure or inspiration, but always add your human (and veterinary!) voice. You can also use AI to repurpose ideas, like voice notes or journal entries, into content. Just keep it real.

3. Video Is Still Queen, and It Doesn’t Need to Be Perfect

Short-form video continues to rule all social channels. Whether you’re on Instagram, Facebook, or TikTok, people will binge quick videos, especially ones that feel relatable.

You don’t need a studio. You do need:

  • A steady phone or tripod
  • Clear audio (more important than video quality!)
  • A real story or moment, educational or entertaining
  • Mix it up! Not every video should be educational, add in some fun

Repurpose longer videos into bite-sized clips. Use tools or freelancers to edit if needed. Just remember: authentic > polished.

Authentic over polished

4. Email Isn’t Dead, It’s Just Getting Better

Email marketing is making a comeback, and your veterinary practice should absolutely be using it.

Here are some tips to boost open and click-through rates:

  • Use short subject lines, ideally 1–3 words with emojis that bookend the line.
  • Lead with curiosity or urgency: “? Itchy Dogs? ?” or “? Fleas Are Back!”
  • Use first-person CTAs like “I’m Ready to Help My Pet” instead of “Learn More.”
  • Don’t cram in too many topics.
    • One promo = One message.
    • Newsletters = Keep it to 3–4 sections max.
  • Use photos intentionally, dogs in the dog section, cats in the cat section, and treat your layout like a mini social feed. Too much copy and you will lose your audience.
  • Add a P.S. to the end with a conclusion or final tip.

Bonus tip: Send emails at off-peak times (like 10:13 AM vs. 10:00 AM) to avoid getting lost in inbox noise.

5. LinkedIn: A Hidden Opportunity for Recruiting & Authority

Only 1% of LinkedIn users are actively posting, but over a billion people use the platform worldwide, and 65 million are job seekers. This makes it a massively underutilized space for veterinary recruiting and branding.

Post content like:

  • Team member spotlights and interviews
  • Culture stories from inside your practice
  • Educational posts on pet care
  • Newsletters that build your reputation as a go-to expert

And yes, pet owners are on LinkedIn, too. Sharing stories can make a big impression, especially among local professionals.

6. Instagram Reels & Carousels Are Crushing It

In 2025, video and carousel posts are outperforming everything else on Instagram.

Some ideas:

  • Create a carousel from 5 cute puppy patients this week
  • Use Reels to showcase behind-the-scenes fun or before/after stories
  • Repurpose trending audio from TikTok into relatable vet humor Remember the fun “this or that” hallway polls (Chihuahua vs. Lab? Nail trim vs. anal glands?)

Your first 3 seconds are everything. Whether it's a Reel, a text graphic, or a static image, grab attention fast with movement, music, or bold visuals.

Be human

7. Be Human: Under the Lab Coat Is a Person

Veterinarians often feel pressure to be all business, all the time. But pet owners connect most when they see your human side. “Who is always losing their reading glasses?”

It's okay to be a little vulnerable, ask for patience, share a personal story, or show your team having fun. Mental health in the veterinary field is a serious issue, and showing your authentic self helps your clients see you as a whole person, not just a provider. Having a segment “Had a Ruff Day”, did your phones go down? Did you have a euthanasia that reminded you of your 1st pet?

And when clients connect with you as a human, they’re more loyal, more understanding, and more likely to refer.

8. Why GeniusVets Is Built for This Moment

At GeniusVets, we don’t just post on your behalf, we help you connect. We give you tools, ideas, and content that is written and reviewed by veterinary professionals.

Our social media and content are:

  • Inspired by current trends
  • Reviewed by real veterinary experts
  • Designed to be edited, personalized, and elevated by your unique voice

We also actively track industry and platform changes so you don’t have to, sharing updates through newsletters, one-on-one meetings, and custom recommendations. And our secret weapon? A team with 150+ years of combined veterinary experience, including a co-owner, Dr. Michele Drake, a 30-year veterinary practice owner.

P.S. (See what we did here)

Social media is constantly evolving, but your practice doesn’t have to play catch-up. With the right strategies, tools, and mindset, you can show up in meaningful ways, reach new audiences, and remind your clients why they trust you.

We’ll be diving deeper into some of the individual sessions we attended at SMMW soon, so stay tuned!

Ready to get your social moving in 2025? Meet with our consultants for a free Marketing Health Exam to find out if your marketing needs a treatment plan to meet your needs.