25 Social Media Post Ideas for Eye Care Practices
A practical list of social media content ideas for eye care practices, organized by content type and platform.
“What should we post?”
It’s the question that stalls social media efforts for countless eye care practices. You know you should be active on Facebook and Instagram, but every time you sit down to create content, you draw a blank.
Eye care is actually made for social media—especially visual platforms like Instagram. You’re literally in the business of helping people see. Frames are fashion. LASIK transformations are dramatic. Behind-the-scenes glimpses humanize your practice.
Here are 25 content ideas organized by type, ready to adapt for your practice.
Educational Posts (5 Ideas)
Educational content positions you as an authority and provides genuine value to followers. These posts get saved and shared.
1. “Signs You Need an Eye Exam” Carousel
Create a carousel post (multiple images that users swipe through) listing warning signs:
- Frequent headaches
- Squinting at screens
- Holding books at arm’s length
- Difficulty driving at night
- Eye strain during work
End with a call-to-action to schedule an exam.
Platform: Instagram, Facebook Format: Carousel (5-7 slides)
2. “What Happens During a Comprehensive Eye Exam”
Demystify the exam process. Many patients avoid exams because they don’t know what to expect.
Walk through each step: health history, visual acuity testing, refraction, eye health evaluation, dilation (optional), results discussion.
Platform: Instagram Reel, TikTok, YouTube Short Format: 60-90 second video
3. Blue Light: Myth vs. Fact
Blue light is a hot topic. Address it directly:
- Myth: Blue light from screens causes permanent damage
- Fact: No evidence of permanent damage, but can cause eye strain
- Our recommendation: [your balanced take]
Educational posts that take a nuanced stance build credibility.
Platform: Instagram, Facebook, LinkedIn Format: Carousel or single image with text
4. “Your Prescription Explained”
Patients leave with a prescription they can’t read. Explain what the numbers mean:
- OD vs. OS
- Sphere, cylinder, axis
- Add power (for progressives)
Position this as a service to help them understand their vision.
Platform: Instagram, Facebook Format: Infographic or carousel
5. Age-Related Eye Conditions Series
Create a series on common conditions:
- Presbyopia (can’t read up close anymore)
- Cataracts
- Glaucoma
- Macular degeneration
Each post explains what it is, risk factors, and when to get checked. Space them out over weeks.
Platform: All platforms Format: Single image with detailed caption, or short video
Behind-the-Scenes Content (5 Ideas)
People connect with people, not businesses. Behind-the-scenes content humanizes your practice and builds the “know, like, trust” factor.
6. Team Member Spotlight
Feature individual team members:
- Their role
- How long they’ve been with you
- Something interesting about them
- Why they love working in eye care
Rotate through team members over time.
Platform: Instagram, Facebook Format: Photo + caption
7. Office Tour
Walk viewers through your space. Show the waiting area, exam rooms, optical shop, any cool technology. Let the team’s personality come through.
Platform: Instagram Reel, TikTok, Facebook Format: Video (60-90 seconds)
8. “A Day in the Life”
Shadow a team member (optician, technician, receptionist) through their day. Real, unpolished moments resonate more than staged perfection.
Platform: Instagram Stories, TikTok Format: Multiple short clips
9. New Equipment Unboxing
Got new technology? Document the unboxing and setup. Explain what it does and how it benefits patients.
This works especially well for diagnostic equipment, frame shipments, or practice upgrades.
Platform: Instagram Reel, TikTok Format: Video
10. “How We Clean and Sanitize”
Post-pandemic, patients appreciate seeing your cleanliness protocols. Show how you sanitize equipment, frames, and spaces.
Platform: Instagram Stories, Facebook Format: Video or photo series
Patient Success Stories (5 Ideas)
Social proof is powerful. Seeing real patients with real results builds confidence in prospective patients.
IMPORTANT: Always get written consent before posting anything that could identify a patient. HIPAA applies to social media.
11. LASIK Transformation Testimonial
With patient consent, share their story:
- Why they wanted LASIK
- What the experience was like
- Their results
- Their quote about the experience
Video testimonials are most powerful, but photo + quote works too.
Platform: All platforms Format: Video (1-2 minutes) or photo + quote
12. “New Glasses Day” Celebration
When patients pick up new glasses and they’re thrilled, ask if you can share their photo. A genuine smile with new frames is great content.
Keep it simple: photo + “Loving her new [Brand] frames! #NewGlassesDay”
Platform: Instagram, Facebook Format: Photo
13. Before/After (Where Appropriate)
For LASIK or other procedures, before/after comparisons are compelling—if you can do them appropriately.
For LASIK, this might be: photo of patient in glasses before, photo without glasses after, with their testimony about the experience.
Platform: Instagram, Facebook Format: Side-by-side image or carousel
14. Milestone Celebrations
“Sarah has been a patient for 20 years!” or “Today we saw our 1,000th LASIK patient!”
With consent, celebrate these milestones publicly.
Platform: All platforms Format: Photo + caption
15. Review Screenshots (With Permission)
If a patient leaves a glowing Google review, screenshot it (with their first name or initials) and share it. Thank them publicly.
This reinforces that reviews matter and encourages others to leave them.
Platform: Instagram Stories, Facebook Format: Screenshot with thank-you message
Optical and Frame Showcase (5 Ideas)
Your optical shop is filled with visually interesting products. Show them off.
16. New Arrivals
When new frame collections arrive, feature them:
- Unboxing video
- Styled shots of the new frames
- “Just arrived” announcements
Create anticipation for patients who love new styles.
Platform: Instagram, Facebook Format: Photo, carousel, or video
17. Frame of the Week
Pick one frame to feature each week. Show it from multiple angles, mention the brand, describe who it’s perfect for.
This consistent format gives you content every week and highlights your selection.
Platform: Instagram, Facebook Format: Photo with detailed caption
18. Styling Tips
Show how to choose frames for different face shapes, skin tones, or style preferences.
“Round face? Look for angular frames that add definition.”
This positions your opticians as style experts.
Platform: Instagram Reel, TikTok, carousel Format: Video or educational carousel
19. Staff Picks
Have each optician share their current favorite frame and why they love it.
“[Name]‘s pick this month: [Brand/Model]. ‘I love the way the acetate catches light.’”
Platform: Instagram, Facebook Format: Photo + quote
20. Seasonal Collections
Tie frame content to seasons:
- Spring: Bright colors, pastels
- Summer: Sunglasses focus
- Fall: Warm tones, tortoise patterns
- Winter: Holiday gift ideas
Platform: All platforms Format: Themed photo collections
Community and Team Content (5 Ideas)
Show that you’re part of the community, not just a business in it.
21. Community Event Participation
Sponsoring a local 5K? Volunteering at a health fair? Participating in a charity event? Document it.
This content shows you care about more than just business.
Platform: All platforms Format: Photos, video recap
22. Local Business Shoutouts
Collaborate with neighboring businesses. Feature the coffee shop next door, the boutique down the street, or another local business you support.
This builds local community and often results in reciprocal sharing.
Platform: Instagram, Facebook Format: Photo + tag
23. Holiday and Awareness Day Posts
Eye health awareness months (Glaucoma Awareness Month, Healthy Vision Month) provide ready-made content hooks.
Holidays (Thanksgiving gratitude posts, holiday hours announcements, New Year’s eye health resolutions) keep you relevant.
Platform: All platforms Format: Themed graphics
24. Team Celebrations
Birthdays, work anniversaries, certifications, personal achievements—celebrate your team publicly.
“Happy 5-year work anniversary to [Name]! We’re so grateful for everything you do.”
Platform: Instagram, Facebook Format: Photo + caption
25. Fun/Humor Posts
Not everything needs to be educational or promotional. Eye-related puns, optical illusions, funny observations about glasses life—these humanize your brand.
“That feeling when you sit on your glasses… 😬 (Don’t worry, we can help with that too.)”
Platform: Instagram, Facebook, Twitter Format: Meme-style or text graphic
HIPAA Considerations for Social Media
A note on compliance: social media doesn’t exempt you from HIPAA.
Never post:
- Anything that could identify a patient without explicit written consent
- Photos that show patient records or screens with patient information
- Before/after photos without a signed release
- Responses to comments that confirm patient relationships
Always:
- Get written consent for patient photos and testimonials
- Use a consent form specific to social media (different from general photo consent)
- Train staff on what they can and can’t share
- Review posts before publishing when in doubt
Building Your Content Calendar
You don’t need to post daily. Consistency matters more than frequency. Here’s a sustainable approach:
Weekly minimum:
- 2-3 posts per week
- Daily Stories if you’re active on Instagram
Monthly content mix:
- 2-3 educational posts
- 2-3 team/behind-the-scenes posts
- 2-3 optical/frame posts
- 1-2 patient stories (as available)
- 1-2 community/seasonal posts
Batch your content: Set aside a few hours once or twice a month to create multiple posts. Schedule them using tools like Later, Buffer, or Meta Business Suite.
Need Help With Your Social Media Strategy?
Creating consistent, engaging social media content takes time most eye care practices don’t have. At MedTech Consulting, we help practices build their social media presence with strategy and execution support.
Contact us to discuss your social media goals.
Related reading: Eye Care Marketing Services | Social Media Marketing for Medical Practices
