Instagram and Oral Health: How Social Media Shapes Consumer Toothpaste Choices

Introduction
Instagram’s Growing Influence on Oral Health
Key Findings from the Study
- Promotional vs. Educational Content
- Who is Driving the Conversation? (Dentists vs. Influencers vs. Brands)
- The Misinformation Problem
Why This Matters for Dental Professionals
How We Can Leverage Instagram for Better Oral Health Education
Call to Action: The Role of Dentists in Digital Health
Conclusion: A Balanced Approach to Social Media and Oral Health

1. Introduction

Social media has transformed patient behavior. No longer do consumers rely solely on their dentist’s recommendations—many are turning to Instagram, influencers, and brand marketing for advice on oral care products, including toothpaste.

A recent study, “Instagram’s Impact on Dental Consumers: Analyzing Toothpaste Hashtags” (Frontiers in Oral Health, 2025), highlights the extent of this influence. It reveals a concerning trend: promotional content overshadows educational content, and misinformation spreads faster than factual, science-based advice.

As dental professionals, this should raise some important questions:

Are we doing enough to provide accurate, engaging oral health content on social media?
How can we counteract misinformation and guide patients toward evidence-based choices?
Can Instagram be used as an effective tool for oral health education?

Let’s break down the study’s findings and discuss the role we, as dental professionals, can play in shaping the conversation.

2. Instagram’s Growing Influence on Oral Health

Patients today trust social media influencers as much as (or sometimes more than) healthcare professionals when it comes to purchasing decisions—including toothpaste.

Instagram’s algorithm favors high-engagement content, meaning that posts with catchy visuals, bold claims, and marketing-driven messages reach wider audiences than those sharing scientific information. This has led to a situation where promotional content dominates, while fact-based oral health education struggles to get visibility.

The result? Patients are bombarded with conflicting and often misleading information, making it harder for them to distinguish between effective, evidence-based products and marketing hype.

3. Key Findings from the Study

This study analyzed over 1,054,985 Instagram posts related to toothpaste and found several trends that dental professionals should be aware of:

1. Promotional vs. Educational Content

61.1% of posts were promotional (product marketing, influencer endorsements, brand partnerships).
38.9% were educational (oral hygiene advice, ingredient breakdowns, dental professional recommendations).
Educational posts received significantly more engagement than promotional ones, indicating a demand for reliable information.

2. Who is Driving the Conversation?

Companies & influencers dominated promotional content.
Dentists and patients were more likely to post educational content.
Despite dentists’ involvement, they only accounted for 10.4% of the total posts—meaning the majority of toothpaste-related discussions happen without professional input.

3. The Misinformation Problem

66% of analyzed posts contained non-factual claims—often regarding fluoride, “natural” alternatives, and exaggerated product benefits.
Many influencers overemphasized the risks of fluoride or promoted DIY toothpaste solutions, leading to misconceptions about effective oral care.

This data suggests that patients are engaging with educational content, but they aren’t always getting it from the right sources.

4. Why This Matters for Dental Professionals

For years, oral health professionals have relied on traditional patient education methods—chairside discussions, pamphlets, and community outreach. But the digital landscape has changed.

Today, patients search for answers online before even stepping into a dental clinic. If they see a social media post claiming that fluoride toothpaste is harmful or that a “natural” alternative is superior, they may come into your office already skeptical of evidence-based recommendations.

This shift presents both a challenge and an opportunity:

The Challenge: If dentists don’t step up their presence on social media, patients will continue to get their information from influencers, brands, and marketers—many of whom do not prioritize evidence-based dentistry.
The Opportunity: When properly utilized, Instagram can be a powerful patient education tool, allowing dentists to engage directly with audiences, correct misconceptions, and promote proper oral hygiene practices.

The demand for factual, engaging oral health content is there—we just need to meet it.

5. How We Can Leverage Instagram for Better Oral Health Education

If educational content receives more engagement than promotional content, why aren’t more dentists creating social media content? Here’s how dental professionals can take action:

1. Increase Presence on Instagram

We can’t expect social media to fix itself. The more dentists, hygienists, and oral health experts contribute to the platform, the more balanced the conversation will be.

Post short, digestible oral health tips that correct common misconceptions.
Use infographics and videos—Instagram’s algorithm favors visual content.
Engage with patient questions in comments and direct messages.

2. Debunk Misinformation Proactively

Misinformation spreads when it goes unchallenged. Consider:

Responding to viral health trends with evidence-based explanations.
Creating content that fact-checks common dental myths.
Using before-and-after comparisons to showcase the effectiveness of professional treatments.

3. Collaborate with Influencers (Wisely)

Like it or not, influencers have massive reach. Instead of ignoring their impact, dentists should partner with credible health influencers to amplify science-backed oral health messages.

Work with influencers who prioritize factual health content.
Offer to review or endorse educational content before it’s posted.
Advocate for brand transparency in dental product marketing.

4. Advocate for Social Media Regulations

Dental organizations and public health institutions should push for stronger regulations on health-related content to prevent misleading marketing claims.

Platforms like Instagram should fact-check medical and dental claims—especially when related to consumer health products.
There should be clear guidelines for influencer partnerships with oral care brands to ensure responsible messaging.

6. Call to Action: The Role of Dentists in Digital Health

This study makes one thing clear: Patients are looking for oral health information on social media—but they aren’t always finding it from the right sources.

As dental professionals, we have two options:

Ignore social media and allow influencers and brands to dictate oral health messaging.
Step into the digital space and take an active role in educating and guiding patients.

If we want to maintain trust and authority in oral health, we need to adapt to the changing landscape and embrace social media as a legitimate tool for patient education.

7. Conclusion: A Balanced Approach to Social Media and Oral Health

Instagram is already shaping consumer behavior in toothpaste selection, whether we like it or not. The question is: Will dental professionals let misinformation dominate the conversation, or will we step up and use these platforms to educate and inform?

The data shows that patients respond positively to educational content—but we need to provide it. This isn’t just about correcting misconceptions; it’s about reclaiming oral health education in the digital age.

Next Steps for Dental Professionals:

✔ Start engaging on Instagram—your patients are already there.
✔ Prioritize short, impactful, educational content to combat misinformation.
✔ Work with trusted influencers to amplify evidence-based oral health advice.
✔ Advocate for social media policies that promote responsible health marketing.

Let’s make sure oral health education isn’t left in the hands of marketers alone. It’s time to take the lead.

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Frontiers | Instagram’s impact on dental consumers: analyzing toothpaste hashtags

Instagram and Oral Health: How Social Media Shapes Consumer Toothpaste Choices