01 Examples That Work
These accounts grew by doing specific things really well. Here's what they do and how it applies to you.
Judy's Family Cafe
facebook.com/judysfamilycafeJudy runs a small family restaurant and posts Reels that are genuinely funny — staff moments, customer interactions, behind-the-scenes chaos. She's not trying to be a comedian. She's just being real about what it's like to run a restaurant.
The result? Millions of views. Not because the food looks amazing (it does), but because people feel like they know her. They share her posts because they're entertained first, marketed to never.
Why This Works & How You Apply It
- Personality sells. People buy from people they like. A funny Reel about a patient saying "I barely did anything" while describing moving a couch? That's shareable. That's memorable.
- You don't need to be polished. Judy's videos aren't professionally shot. They're phone videos with personality. Your content can be the same.
- Entertainment first, service second. Nobody shares a post that says "We offer dry needling." Everyone shares a post that says "The face everyone makes when I needle the IT band."
- The goal: Make people think "I like this person" before they ever think "I need a chiro."
Vanja Moves
instagram.com/vanja.movesVanja posts mobility content that's simple, clean, and actually useful. Short Reels showing specific stretches and movement patterns. No fluff, no "10 signs you need mobility work" — just "here's a move, here's what it helps, try it."
Her content gets saved and shared because it's immediately actionable. Someone sees a stretch for hip tightness, saves it, tries it that night, and comes back for more.
Why This Works & How You Apply It
- Saveable content grows accounts. When someone saves your post, Instagram shows it to more people. Stretches and exercises get saved constantly.
- Specific beats generic. "3 stretches for sciatica when you wake up" performs better than "stretches for back pain." The more specific, the more saves.
- You can do this in your office. Film a patient doing a stretch (with permission), add text overlay explaining what it helps, post. 30 seconds of effort.
- The goal: Become the account people save for "when my back flares up again."
Moves Method
movesmethod.com/mobilityMoves Method sells paid mobility programs online — structured guides with daily routines, progressions, and video demos. They post free content on social media that leads people to the paid programs.
The free content is good enough to build trust. The paid content is structured enough to get results. That's the model.
Why This Works & How You Apply It
- Free content builds trust. Paid content builds results. You post free tips and stretches on social media. You sell a structured $17 guide for people who want the full plan.
- You have something Moves Method doesn't: a real practice. Someone buys their guide and that's it. Someone buys your guide and they can also book an appointment with the person who created it.
- The product sells while you sleep. Your social media content drives people to the guide. The guide drives people to your office. Both work 24/7.
- The goal: Free content → paid guide → booked appointment. Each step builds on the last.
Nourish Move Love
nourishmovelove.comNourish Move Love built an entire content library organized by type — mobility workouts, strength, stretching, etc. Each piece of content is tagged, categorized, and easy to find. Someone looking for "hip mobility" lands on a page with 15 relevant posts.
This is how you build a content library that compounds over time. Every post you make continues to work months later because it's organized and searchable.
Why This Works & How You Apply It
- Organized content compounds. Random posts disappear. Organized content builds a library people reference.
- Use Instagram highlights as your library. Create highlights for "Sciatica Tips," "Dry Needling Q&A," "Stretches You Can Do Today." New followers can binge your best content.
- Each post should be findable. Someone searching "sciatica stretches" should find your post. Use specific hashtags and keywords in captions.
- The goal: Build a content library so good that people share it with friends who have the same problems.
02 The Pattern Behind All of These
Every account above does the same three things. That's your blueprint.
🔬 Educate
Teach people something they didn't know. Explain why things hurt. Show them what actually works. This builds authority.
→ Your "Does This Work?" bucket
🏋️ Help
Give them something they can do RIGHT NOW. A stretch, a routine, a tip. This builds trust and gets saves.
→ Your "Try This Right Now" bucket
😂 Connect
Be human. Be funny. Show the real side of your practice. This builds the relationship that makes people choose YOU.
→ Your "Real Talk" bucket
You don't need all three every day. But every week should have all three. Educate on Monday and Wednesday. Help on Tuesday and Friday. Connect on Thursday and the weekend. That's the mix that grows AND converts.
03 Your 3 Content Buckets
Every post you make fits into one of these three categories. No more "I don't know what to post."
🔬 "Does This Work?"
Authority + Education
You're the expert. Show it. Explain conditions, bust myths, demo treatments. This is where dry needling and decompression content lives.
Post 2x per week
🏋️ "Try This Right Now"
Value + Saves
Give people something useful. A stretch, a routine, a self-massage trick. This content gets saved, shared, and brings new followers.
Post 2x per week
😂 "Real Talk"
Personality + Relatability
Be the chiro people actually want to follow. Funny moments, hot takes, relatable pain content. This is where you go viral.
Post 1-2x per week
04 Dry Needling Content
This is your highest-ticket service. Your content should make people curious, reduce their fear, and make them want to try it.
Why dry needling content works so well: People are curious and slightly scared. The visual of a needle going into a muscle is hypnotic on Reels. Add a clear explanation and you get saves, shares, and bookings.
Educational Reels
"No, dry needling isn't acupuncture"
Side-by-side comparison in 30 seconds. Explain the difference simply. This myth alone could be 3-4 posts because people ALWAYS ask.
"Watch what happens when I needle this trigger point"
Close-up of needle insertion. Patient's muscle twitches, then relaxes. Voiceover or text overlay explaining what's happening. This is the content that makes people say "I need to try that."
"This one spot is why your neck won't turn"
Needle the upper trap. Show before/after range of motion. Simple, visual, undeniable proof it works.
"The needle that fixes tension headaches"
Suboccipital release. Patient exhales, instant relief visible on their face. Explain that tension headaches often come from muscles at the base of the skull.
"Dry needling for TMJ — here's where we needle"
Show the masseter needle. Patient reaction. Explain how jaw tension connects to headaches and neck pain. Huge audience for this one.
Educational Carousels
"5 conditions dry needling treats that you didn't know about"
One condition per slide. Brief explanation + who it helps. People screenshot and send to friends.
"What to expect at your first dry needling session"
Step-by-step walkthrough with photos. Reduces the fear that keeps people from booking. This is one of your highest-converting posts.
"How many sessions do you need?"
Timeline carousel showing typical treatment progression. Sets realistic expectations. People want to know "how long until I feel better?"
FAQ Posts Value
Questions People Actually Ask
- "Does dry needling hurt?" — honest answer + patient reaction
- "What does it feel like?" — patients describe it in their own words
- "How long until I feel results?" — realistic timeline
- "Is there downtime after?" — explain soreness, what to expect
- "Can I work out after dry needling?" — practical advice
Why FAQ Posts Convert
- They answer the exact questions people are Googling
- They reduce fear and anxiety about trying something new
- They position you as approachable and honest
- They remove objections before the person even calls
- Each one can be a Reel, carousel, or text post
Patient Stories
- "She came in with neck pain so bad she couldn't drive. Here's week 3." — patient story Reel or carousel (with permission)
- "He'd been dealing with tension headaches for 6 years. 4 sessions later..." — testimonial + treatment clip
- "My dentist referred me for TMJ. I wish I'd tried dry needling years ago." — quote + treatment demo
- "I thought I just had to live with it" — patient quote card with their story
05 Sciatica & Decompression Content
Sciatica is the #1 searched back condition online. Decompression is the service nobody knows exists. Your content bridges both.
The opportunity: Everyone with leg pain is Googling "sciatica" at midnight. Most chiros post generic content. You'll post content that makes people think "this person actually understands what I'm going through."
Sciatica Education
"Sciatica isn't a diagnosis — it's a symptom"
Explain what's actually causing it: nerve compression, piriformis, disc. Most people think sciatica IS the problem. Show them it's a signal.
"Why your sciatica gets worse when you sit"
Anatomy Reel showing pressure on the nerve when seated. Simple diagram or animation. This is the "aha moment" content that gets shared.
"Your sciatica isn't going away because you're treating the wrong thing"
Hot take: stretching alone won't fix it if the root cause is a disc issue or piriformis compression. Explain the difference between treating symptoms and treating causes.
Sciatica "Try This" Value
"3 stretches that make sciatica WORSE (and what to do instead)"
Show common mistakes first, then the correct alternative. This format gets massive saves because people realize they've been doing it wrong.
"The 2-minute routine when sciatica flares at your desk"
Seated exercises anyone can do at work. No equipment, no getting on the floor. Instant value for desk workers.
"Best sleeping position for sciatica"
Simple demo with pillow placement. This is one of the most-searched sciatica questions. Answer it once, it works forever.
"Morning routine if your sciatica is worse when you wake up"
4 moves, 60 seconds. Show the routine in real time so people can follow along.
"The tennis ball trick for piriformis release"
Self-massage tutorial. Show exactly where to place the ball, how to move, how long to hold. People love self-care tricks they can do at home.
Decompression Education
Most people don't know spinal decompression exists. Your job is to educate — then they'll ask for it.
"What spinal decompression actually does to your disc"
Animation or diagram showing negative pressure pulling the disc back. Simple explanation of the mechanism. This is the "I didn't know that existed" content.
"Watch a real decompression session"
Film the table in action. Patient relaxed, explain the pull/rest cycle. Show that it's comfortable, not scary.
"Decompression vs. surgery: what you should try first"
Honest comparison. Not anti-surgery — pro-options. Show what decompression can do before going under the knife.
"How decompression helps sciatica"
Connect the dots: disc compression → nerve pressure → sciatica → decompression relieves it. This post sells decompression to every sciatica follower you have.
The Combo Play
The real money is in showing how services work together. This is how you increase what each patient is worth.
Cross-Service Content:
- "Why I use dry needling AND decompression for sciatica" — needling releases the muscle, decompression relieves the disc
- "The treatment plan for stubborn sciatica" — timeline showing both services over 6-8 weeks
- "She came in for dry needling. Here's why I added decompression." — case study carousel
Why This Matters:
- Patient who gets dry needling only: $300-700 LTV
- Patient who gets dry needling + decompression: $600-1,400 LTV
- Content that shows the combo = patients who ask for both
- One post can double a patient's value to the practice
06 Fun & Relatable Content
This is the content that goes viral. Be the chiro people actually want to follow.
This is where Judy's Family Cafe energy lives. Funny, real, relatable content that people share because it's entertaining — not because it's educational. This is what gets you in front of people who've never heard of you.
Dry Needling Comedy
Patient Reaction Content
- "When the patient says 'I have a high pain tolerance' and then..." — funny reaction Reel
- "POV: You're about to get dry needled for the first time" — patient perspective, comedic timing
- "Things patients say before dry needling vs. during" — before/after text overlay
- "The face everyone makes when I needle the IT band" — relatable, shareable
Chiro Life Content
- "My favorite muscle to needle (yes I have one)" — show it, explain why, personality-driven
- "Things I hear every single day as a chiro" — compilation Reel
- "The sound my table makes at 7am vs. 5pm" — office humor
- "When someone asks what I do and I say 'I stab people for a living'" — dry humor
Sciatica Comedy
Relatable Pain Content
- "When your sciatica decides to flare up at the worst possible time" — bending to pick something up, getting out of car
- "POV: You sneezed and your sciatica said 'absolutely not'" — comedy Reel, high share potential
- "The walk everyone with sciatica does after sitting too long" — the stiff-legged shuffle
- "Your back going out putting on socks is a canon event" — meme format
Hot Takes & Rants
- "Things people with sciatica are tired of hearing" — 'have you tried yoga?' 'just stretch more'
- "When someone says 'just stand up more' and you have a herniated disc" — eye-roll Reel
- "Your posture isn't the problem. Your 11 hours of sitting is." — hot take
- "Stop sleeping on your stomach. I'm begging you." — direct, funny, shareable
07 Post Formats
Not all formats are equal. Here's what works best and when to use each one.
| Format | Best For | Reach | When to Use |
|---|---|---|---|
| 🎬 Reels | Demos, reactions, funny moments | Highest | Your primary format. 4-5x per week. |
| 🎠 Carousels | Education, step-by-step, comparisons | High | 2-3x per week. Great for saves. |
| 📸 Static | Quotes, hot takes, patient stories | Medium | 1-2x per week. Quick to make. |
| 📖 Stories | Behind-the-scenes, polls, Q&A | Low | Daily. Keeps you visible to followers. |
08 Weekly Schedule
Seven posts per week. Here's what goes where.
| Day | Bucket | Format | Example |
|---|---|---|---|
| Monday | Reel | Dry needling myth bust or treatment demo | |
| Tuesday | Value | Carousel | Sciatica stretches or morning routine |
| Wednesday | Reel | Decompression explainer or combo treatment | |
| Thursday | Funny | Reel | Patient reaction, relatable pain, hot take |
| Friday | Value | Reel | "Try this weekend" stretch or routine |
| Saturday | Value | Static | Quick tip or "what NOT to do" post |
| Sunday | Funny | Story | Poll, Q&A, or behind-the-scenes |
Batch your content. Film 3-4 Reels in one session (20 minutes). Design carousels in Canva on Sunday. Post Stories daily from your phone in 30 seconds. Don't create content every day — create once, schedule the rest.