A New Approach to Veterinary Social Media in Today’s Algorithm-Driven World

By: Cheyanne Lovan

This blog post supports Podcast Episode 16 of The Veterinary Social Media Podcast with Cheyanne Lovan. You can listen to the full episode below or on Apple Podcasts, Spotify, or your preferred podcasting platform through this link.

Social media for veterinary clinics has changed — but many practices are still using strategies from years ago.

In this episode, I’m sharing a personal update, why I took a pause from the podcast, and more importantly, why the old way of approaching social media no longer works for veterinary practices. This episode sets the foundation for a new direction — one focused on intention, connection, and sustainability (not chasing followers or trends).

If you’ve ever felt frustrated, burned out, or confused by social media, this episode is for you.

🎙 Personal Update & Podcast Reset

After taking a step back from the podcast, I wanted to make sure what I was teaching actually matched:

• How social media has changed

• How people consume content today

• What veterinary professionals realistically have time for
  

I also got married (and changed my last name!), which gave me the space to reflect on how I want to serve you better moving forward.

This podcast is here to help you apply social media practically to your veterinary practice — not copy what another clinic or creator is doing.

🔄 The Biggest Shift in Social Media (That Clinics Are Missing)

Social media platforms haven’t just changed because they want to confuse you or make your life harder — they’ve changed because how people use social media has changed.

Today’s reality:

• People can get answers instantly via AI

• Educational content is everywhere

• Attention is limited, and information fatigue is real
  

Because of this, social media is no longer the place people go to learn everything — it’s where they go to:

• Be entertained

• Escape mentally

• Feel understood

• Share things that resonate
  

This means posting constant educational graphics alone isn’t enough anymore.

🚫 Why Chasing Followers Is Outdated Thinking

You no longer need to:

• Hit 10k followers

• Post every day

• Go viral

• Chase every trend
  

In fact, those goals can work against a veterinary practice.

Most clinics:

• Serve a local community (not a global audience)

• Don’t need mass visibility

• Can’t realistically support an influencer-level content schedule

Follower count does not equal reach anymore — content quality and resonance do.

✅ What Actually Matters Now: Shareable Content

Instead of focusing on followers, shift your mindset to:

“Is this content worth sharing or saving?”

Key engagement signals to focus on:

• Shares → connection & relatability

• Saves → value & usefulness

• Views (especially for short-form video)
  

Ask yourself:

• Would a pet owner send this to a friend?

• Would they save this to reference later?

• Does this make their day easier, clearer, or lighter?

When content resonates, the algorithm does the work for you.

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Are you looking for a community of other social media managers to brainstorm and share ideas with? Join my FREE Facebook group, Veterinary Social Media Managers, and become a member of our 3,000+ community today!

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🧠 Think Like a Pet Owner (Not a Vet Professional)

What feels like “common knowledge” to veterinary teams often isn’t common knowledge to clients.

Instead of posting from a clinical lens, try asking:

• What confuses pet owners?

• What do they forget?

• What would help them feel more confident caring for their pet?

• What would make them feel seen or understood?

Content that connects emotionally or practically is far more powerful than content that simply informs.

📅 You Don’t Need to Post More — You Need to Post With Intention

Good news:

• You don’t need to post daily

• You don’t need viral content

• You don’t need to chase trends to stay relevant

What you do need:

• Clear topics

• Intentional planning

• A system that fits your schedule

When content is planned with purpose, it becomes easier to create, easier to measure, and far less draining.

🔜 What’s Coming Next on the Podcast

This episode is the foundation. In upcoming episodes, I’ll dive deeper into:

• What types of posts get shared and saved

• How to plan content without burning out

• How to use Canva templates as a springboard, not a crutch

• Systems that support busy veterinary professionals

Each episode will focus on practical application, not theory.

🧰 Support Mentioned in This Episode

Vet Social Hub

Vet Social Hub is my creator-led membership designed specifically for veterinary professionals managing social media.

Inside, you’ll find:

• Monthly content playbooks

• Customizable Canva templates & caption starters

• A resource library with 1,500+ templates

• Planning tools & troubleshooting resources

• Creator guidance to help you adapt content to your practice
  

If you’re tired of guessing and want a system that actually works for veterinary clinics, you can learn more here.

Veterinary Social Media Managers Community Facebook Group

Join a community of like-minded veterinary professionals for inspiration, support, and knowledge here.

💭 Final Thought

Before you post, ask yourself:

Are we posting to be followed — or are we posting to be shared?

That mindset shift alone can change everything.

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About The Author

Author, Cheyanne Lovan

Cheyanne Lovan is the owner and founder of Hey Cheyanne, LLC.  

She is a former veterinary assistant turned veterinary social media coach and educator on a mission to use her experience and knowledge to help veterinary teams genuinely understand and use social media to market their practices.

Learn More Here