01 Examples That Work
These accounts grew by doing specific things really well. Here's what they do and how it applies to you.
Vanja 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 sells paid mobility programs online — structured guides with daily routines, progressions, and video demos. No office, no in-person visits. Just digital products that people pay for because they work.
This is proof that people will pay $17-47 for a movement program from someone they trust online. If a random fitness brand can sell mobility guides, a real licensed chiropractor with a real practice can absolutely do the same — with even more credibility.
Why This Matters for You
- The market exists. People are already paying for exactly this type of product. You're not inventing demand — you're filling it with a better offer.
- You have something they don't: a real practice. Someone buys their guide and that's it. Someone buys your guide and they can also book with the person who created it.
- Free content builds trust. Paid content builds results. You post free tips on social media. You sell a structured guide for people who want the full plan. The guide drives people to your office.
- The goal: Free content → paid guide → booked appointment. Each step builds on the last.
02 Content Styles That Work
Funny gets views. Funny WITH purpose gets patients. Here's how to combine both.
The sweet spot: Entertaining content that also teaches, connects, or sells. The accounts that blow up aren't just funny — they're funny and useful. Someone watches because it's entertaining, stays because they learned something, and books because they trust you.
Judy runs a small family restaurant and posts Reels that are genuinely funny — staff moments, customer interactions, behind-the-scenes chaos. Millions of views. But here's the thing: every video also shows the food, the atmosphere, or the experience of eating there. You're entertained AND you want to visit.
She's not just being silly for views. She's being entertaining while showcasing her business. That's the difference between content that gets likes and content that gets customers.
How This Applies to Your Practice
- Funny works — but funny with a hook works better. A Reel of a patient reaction is entertaining. A Reel of a patient reaction WITH a caption explaining what you're treating and why? That's entertaining AND educational.
- Every funny post should have a takeaway. "The face everyone makes when I needle the IT band" is funny. Add "here's why this spot hurts so much" and now it's funny AND informative.
- Reaction content performs. Film real patient reactions (with permission). People love watching someone's face go from "oh no" to "oh wow." Add a quick explanation and you've got a viral post that also builds trust.
- Behind-the-scenes content humanizes you. Setting up the decompression table. Prepping needles. Your morning coffee before the first patient. This stuff makes people feel like they know you before they ever call.
Reaction Content
Style to tryReaction content is one of the highest-performing formats on Reels and TikTok right now. Film someone's genuine reaction to a treatment, a stretch, or a result — then add context. The reaction hooks them. The context builds trust.
Reaction Content Ideas for Your Practice
- Patient reaction Reels: Film the moment someone feels relief from dry needling. The exhale, the "oh my god," the "that's so much better." Add text overlay: "Upper trap trigger point release — this is why your neck won't turn."
- "Watch their face" format: "Watch what happens when I needle this spot" — viewer watches the anticipation, the needle, the reaction. 15 seconds. Hook + payoff.
- Before/after reactions: "She couldn't lift her arm past her shoulder. Here's 30 seconds later." Film the reaction, not just the result.
- "I didn't believe it" format: Patient talks about being skeptical before trying dry needling, then shows their reaction after. Authentic, relatable, trust-building.
- The key: The reaction is the hook. The explanation in the caption or voiceover is the value. Both together = content that gets shared AND converts.
The Content Formula: Entertaining + Purposeful
❌ Entertaining without purpose:
- Funny video with no connection to your services
- Silly trend that gets views but nobody remembers you're a chiro
- Random humor that could be from any account
- Content that makes people laugh but doesn't make them think "I should book"
✅ Entertaining WITH purpose:
- Funny patient reaction + caption explaining what you're treating
- Relatable pain humor + "here's what actually helps"
- Behind-the-scenes personality + showcasing your services
- Content that makes people laugh AND think "I need to try that"
03 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.
04 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
05 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
06 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
07 Fun & Relatable Content
This is the content that goes viral. Be the chiro people actually want to follow.
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
08 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. |
09 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.