Impact of social media on aesthetic dentistry

Iveta Ramonaite, Dental Tribune International

Wed. 2. October 2024

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MADRID, Spain: Although the popularity of social media use in healthcare for health promotion, research, recruitment and marketing is increasing, there is limited scientific evidence analysing its impact on aesthetic dentistry. In this regard, a recent study in a young adult population found that social media can exert a powerful influence on those who are seeking aesthetic dental treatments by engaging users with visually appealing content and amplifying perceptions of beauty. This highlights its potential for promoting dental practices and increasing the demand for dental treatments.

Social media has a powerful ability to engage its users, altering their perceptions of reality and amplifying certain viewpoints. In the case of dentistry, this may translate to promoting dental businesses and improving the sales of various products or services. For example, research shows how social media has increased demand for cosmetic dentistry. Another study also demonstrated how social media posts can help evaluate patient satisfaction with clear aligner therapy. Interestingly, data suggests that younger individuals are more aware of dental aesthetics and are more likely to be influenced by social media and the appearances of public figures.

“In recent years, the use of social media has increased significantly. As a result, we found it relevant to explore the potential impact this trend could have on the field of dentistry,” lead author Dr Yolanda Freire Mancebo, associate professor in the department of pre-clinical dentistry at the European University of Madrid, told Dental Tribune International.

Social media as a valuable tool for disseminating oral health-related information

In the cross-sectional study, the researchers, who are part of the Transformative Research in AI and New Enhancements for Dentistry research group at the university, conducted a web-based survey among students over 18 years of age who were social media users and who had undergone aesthetic dental treatment. A total of 504 responses were included in the data analysis.

Nearly two-thirds of the respondents identified Instagram as their preferred social media platform, surpassing the number of respondents who chose Facebook, Twitter, LinkedIn, TikTok or Snapchat. Almost all of the participants reported using social media daily, especially at night. Just over one-third of the participants had used social media to obtain information for their last aesthetic dental treatment, and nearly a third indicated that social media had influenced their decision to undergo their most recent aesthetic dental treatment.

The researchers observed no significant differences in the influence of social media between men and women or across the different types of aesthetic treatments. However, they reported that time since last treatment had significantly influenced decision-making. Specifically, participants who had undergone an aesthetic dental treatment within the past year were more influenced by social media compared with those whose treatment had taken place over two years ago.

Regarding content type, the visualisation of aesthetic dental treatments in social media posts by dental clinics or dentists was found to be the most influential, followed by posts by influencers who had undergone treatments, common treatments posted on social media and social media advertising. “This result is particularly interesting because, among the vast array of aesthetic dentistry content on social media, the content produced by dental professionals should be considered the most trustworthy,” Dr Freire Mancebo commented.

She added: “This places a significant responsibility on dental clinics and professionals who post on these platforms. It is essential that the content they share is grounded in scientific evidence, complies with current legislation and adheres to the professional code of ethics.”

Leveraging social media’s potential in dentistry

Recognising social media’s ability to have an impact on patients’ decisions about pursuing dental treatments, the researchers urged dental professionals to delve deeper into its potential and consider expanding its use within their practices. “Given the increasing use of social media and the growing presence of dentists and dental clinics on these platforms, its influence is likely to expand. Therefore, it is important to further explore this trend to better understand the role of social media in shaping the demand for aesthetic dental treatments,” Dr Freire Mancebo said.

The researchers recommended that future research should examine social media use across more countries and include other age groups.

The study, titled “Social media impact on students’ decision-making regarding aesthetic dental treatments based on cross-sectional survey data”, was published online on 16 September 2024 in Scientific Reports.