NEW YORK—There’s no question that maintaining a great social media presence is invaluable for any small business, ECPs included—but there’s also no question that social media can be tricky, fickle and frustrating. Things online are constantly changing, from trends to algorithms to follower counts, and it can feel next to impossible to stay on top of it all. But embracing change doesn’t have to be hard or scary, and sometimes it can lead to fun, exciting new discoveries or hobbies for small business owners.

Recently, news broke that Instagram will begin to prioritize and push video content on users’ feeds. In an update, Adam Mosseri, head of Instagram, said that the app is particularly focused on video content right now, and many users have noticed that their feeds are full of Reels (Instagram’s answer to TikTok’s short form video content) and IGTV (which accommodates longer video content).

It seems that video content gets a larger reach than just photographs—meaning, the algorithm prefers video content, puts it at the top of more followers’ feeds, and, as a result, it is seen by more people.

With that in mind, many Instagram creators big and small are leaning into the change, and upping their video output (others are protesting this change, refusing to give in to what the algorithm wants. What you do is up to you, of course) and ECPs are no exception. Making video content for your practice might seem tricky or unusual at first, but it can be really valuable and even fun, once you get the hang of it.

This week, we’re taking a look at how some indies are using video content on Instagram to promote their practices, share information about eye health and more. Take a look at the screenshots below, but make sure to head to the link to watch the videos with sound, too—oftentimes, the music makes all the difference.

Jen Wademan, OD, who practices in California, has mastered the Instagram Reels game. In this Reel, she teams up with her daughter to share some signs that a child may be experiencing vision troubles. Image via drjenwademan on Instagram.

Another Dr. Jenn—Jenn Chinn, OD, who practices in San Diego, is also an avid user of the Reels feature, sharing both educational and entertaining content alike. Here, she has some fun with something very relatable—being on hold with an insurance company. Image via dr.chinnchinn on Instagram.

The team at Logan Eye Care in Lake Mary, Florida, used Reels to show off some of their gorgeous La Font frames. The video format is great for allowing followers to really see the way a frame looks in different lights and from different angles. Image via loganeyecare on Instagram.

At Metro Optics in New York City, your frame choices are endless—as this fun Reel perfectly showcases. Image via metrooptics on Instagram.

In New Braunfels, Texas, the Local Eyes Optometry team used Reels to show off their Maui Jim stock—paired with Weezer’s song Island in the Sun, this Reel is perfect for the tail end of summer. Image via localeyesod on Instagram.

Finally, optometry student Kashifa A. used Reels to show how to remove contact lenses with longer nails, something much easier to explain in a video tutorial than an image. Image via futuredr.k.ansari on Instagram.