The impact of dental photography in social media platforms on patients’ selection of dentists and type of treatment

Abstract

Background

Dental photography has many advantages such as improving professional communication, enhancing patient education, and facilitating treatment acceptance. This study investigated the impact of dental photography through social media on patients’ choice of dental care providers.

Methods

This cross-sectional survey-based study recruited a convenience sample of adult patients attending selected public and private dental facilities in Saudi Arabia. Data was collected using an online self-administered questionnaire. Participants received the link to the questionnaire through social media of their treating dentists.

Results

A total of 552 completed the survey of whom 289 (52.4%) aged 18–25 years, 291 (52.7%) were males, 336 (60.9%) were bachelors, and the majority 448 (81.2%) had a postgraduate degree. Snapchat was the most commonly used social networking application, n = 190 (34.4%). Females reported they were more likely to report that seeing the previous cases affect their choice of a dentist (2.025(1.253–3.274)) and that social media can affect their choice as well (1.787(1.219–2.621)). While those who never visited the dentist were less likely (0.622(0.395–0.978)) to support the use of dental photography and less likely (0.579(0.362–0.926)) to report that social media affect their choice of a dentist. Instagram was found to be a significant platform for selecting a dentist (OR = 1.132, range; 0.608–2.11) (p-0.05).

Conclusion

The presence of the dentist in social networking sites and sharing of their pre-post treatment cases can be an effective marketing tool especially among females and Instagram users.

Supplementary Information

The online version contains supplementary material available at 10.1186/s12903-025-05483-8.

Introduction

With the modern renaissance in the field of dentistry, many technologies have emerged that made life easier, whether in terms of health care providers, clinics, industry, or even patients. On top of these are social networking sites, which facilitate communication in all aspects [1], whether in terms of science, education, marketing, or even in terms of searching for a care provider. Before the propagation of social networks, patients used to search for dentists either through friends/relatives’ recommendations or through other dentists’ referral [2]. However, communication within the dental field has increased significantly in the social media era [2]. Nowadays, most dental practitioners have their professional accounts to share their cases, research, and to build reputation and confidence [3, 4].

In the digital age, social media has revolutionized the way individuals seek information and make decisions, particularly in healthcare [5]. Among the fields heavily influenced by visual content is dentistry, where platforms such as Instagram, Facebook, and YouTube play a significant role in shaping patient perceptions and choices [6]. Dental photography, featuring before-and-after images, procedural snapshots, and aesthetic transformations, has emerged as a powerful tool in dental marketing, providing potential patients with visual evidence of a dentist’s skill and the results they can achieve [7, 8]. As patients increasingly turn to social media for guidance on choosing dental professionals and treatments, the influence of these images cannot be understated [8].

Dental photography has become an integral part of modern dental practice, serving both clinical and marketing purposes [8–10]. Over the years, several studies have explored its use, benefits, and impact on dental professionals and patients alike. Dental photography allows for more accurate and objective comparisons of pre- and post-treatment conditions, which is crucial for treatment planning and evaluation. It also assists in legal documentation, peer consultations, and ensuring continuity of care, especially in complex cases involving multiple treatments [11]. Research has explored how dental photography enhances communication between dentists and patients [12], visual aids, such as before-and-after photos or images of dental issues, significantly enhanced patients’ comprehension of their oral health conditions and treatment possibilities. Patients were more likely to consent to recommended treatments when they could visually see the benefits or consequences of procedures [12]. On the other hand, dental photography, particularly in cosmetic dentistry, can both positively and negatively influence patient expectations. While it helps patients understand potential outcomes, it can also lead to unrealistic expectations if the images are not carefully contextualized [13].

This study explored the impact of dental photography on patients’ decision -making through the social media platform. Specifically, it aims to examine how visual content influences the selection of dentists and the types of treatments patients pursue. In addition to that we looked at demographic variables that influenced how patients perceive and use dental photography. By understanding the dynamics between dental photography and patient behavior, this research seeks to shed light on the growing role of social media in modern dental practice and its implications for patient trust, treatment expectations, and practice growth. The inference drawn from the current study can help dental care providers interact with the community more successfully by strengthening the usage of dental photography which considers several potential elements that have been determined to have a substantial impact on patients’ choices regarding his/her dental treatment.

Materials and methods

Study design and setting

This was a cross-sectional survey-based study conducted in selected public and private dental practices in Saudi Arabia during the period of February - March 2023.

Study participants

The study included adult patients attending dental care facilities. The inclusion criteria were patients above the age of 18 years, patients who have previously visited the dentist, patients who use social networking sites, patients who can respond to the questionnaire either in Arabic or English. Those who are illiterate, mentally challenged, or visiting the dentist for the first time were excluded from the study.

Sample size and sampling technique

A convenient sampling technique was used to recruit participants for the study. A minimum of 384 participants were required for the study. Sample size was calculated using an online calculator [14] with a default equation assuming a population of one million, 5% margin error, 95% confidence level and a response rate of 50%.

Data collection tool

The survey consisted of 23 questions divided into the following four sections (supplementary file 1). The first section collected demographic data such as age, gender, marital status, location, socioeconomic status, etc. The second and third sections addressed questions related to photography and the relationship between the patient and their dentist on social media sites, such as the preferred social media site to follow a dentist on and the participant’s interest in evaluating his/her dentist and sharing his/her opinion. The team showed dental photographs from various specialties, including periodontics, restorative dentistry and oral medicine, with participants (as part of the survey) to explore their perceptions. The questions in the last section were about understanding the most important factors for the patient when choosing a dentist and the factors that are most important to him/her when viewing his/her dentist’s social media account. The questionnaire was pilot tested on 10 participants before the start of the study. Internal consistency of the questionnaire was calculated using Cronbach alpha and a value of greater than 70% was considered acceptable.

Data collection procedure

Data were gathered through a self-administered online questionnaire, which was distributed to participants via their treating dentist’s social media accounts. Before completing the questionnaire, participants reviewed an informed consent form outlining the study’s objectives. The questionnaire was based on prior research and customized to align with the specific goals of this study [15–19].

Ethical considerations

This study was approved by the Deanship of Scientific Research- Imam Abdulrahman bin Faisal University (IRB-2022-02-456). Participation in the study was voluntary and no incentives were offered to participate in the study to participants or to the dentists who distributed the survey to their patients. Participants were presented with an informed consent form with a preview of the study objectives.

Statistical analysis

The data was entered into Microsoft Excel and transferred to SPSS (Statistical Package for Social Science, IBM, USA) for analysis. Frequency and percentages were calculated as descriptive statistics. Person chi-square test was applied for qualitative variables comparisons and multiple logistics regression models were developed using demographic variables as independent variables and support the idea of photographing, choosing dentist, social media presence and finding a good dentist through social media were used as dependent variables. p-values ≤ 0.05 were considered statistically significant.

Results

A total of 552 subjects completed the questionnaire. Table 1 presents the socio-demographical characteristics of the participants and opinions on the use of dental photography. About half of the respondents (52%) aged 18 to 25 years old, 53% were male and about two thirds (61%) were bachelors. Interestingly more than 80% of the respondents were postgraduates with low socioeconomic status (less than 5000 SAR per month income) in 44% of the study subjects. Snapchat was the most commonly used social media application among the participants (34%) followed by X (formerly Twitter) (23%) and Instagram (21%). More than 70% of the participants agreed that seeing their picture before and after treatment would increase their trust in and satisfaction with the dentist. When respondents were asked if a picture of the treatment was taken, 58% of them agreed to pictures that show the difference and progress of the treatment while 27% preferred to have intraoral examination photos only.

Table 1.

Socio-demographic characteristics and background information of the participants (n = 552)

Socio-Demographic characteristics		N (%)
Age (in years)	18–25	289 (52.4)
	26–36	95 (17.2)
	36–55	126 (22.8)
	above 55	42 (7.6)
Gender	Male	291 (52.7)
	Female	261 (47.3)
Marital status	Married	196 (35.5)
	Single	356 (64.5)
Educational level	School Education	20 (3.6)
	Bachelor’s Education	84(15.2)
	Postgraduate	448 (81.2)
Location	Northern region	64 (11.6)
	Eastern region	304 (55.1)
	Southern region	23 (4.2)
	Western region	47 (8.5)
	Central region	114 (20.7)
Socioeconomic status	< 5,000 riyals/ month	240 (43.5)
	5,000–20,000 riyals/ month	235 (42.6)
	> 20,000 riyals/month	77 (13.9)
Visit dentist regularly	yes	132 (23.9)
	no	143 (25.9)
	Only when I feel pain	277 (50.2)
Most social media app used daily	Instagram	118 (21.4)
	X (Previously Twitter)	125 (22.6)
	Snapchat	190 (34.4)
	TikTok	113 (20.5)
	other	6 (1.1)

Table 2 summarizes the opinions of participants regarding dental photography and its usage on social media focusing on gender differences. The support for dental photography use was observed in both males and females (63% vs. 60%, p = 0.686). Female patients were more encouraged to choose a dentist based on viewing previous cases from the same dentist compared to male patients (85% vs. 75%, p = 0.004). Furthermore, 43% of the female respondents stated that they visited a dentist after seeing pictures of previous cases compared to 29% of male respondents (p = 0.002). In comparison to male participants (56%), female participants (70%), believed that social media presence was an effective way to find a dentist(p = 0.002). In addition, both male and female respondents believe that photography aids in disease diagnosis (77% vs. 79%, p = 0.54). Females also accepted if the dentist took pictures for them on different treatment stages (start, during, and at the end) (53% vs. 55%, p = 0.834).

Table 2.

Gender differences in opinions regarding social media and dental photography

Patients’ Opinion regarding social media and photography		Gender			p-value
		Male, n = 291	Female, n = 261
Social media app used daily	Instagram	18.2%	24.9%	0.0001*
	X (Previously Twitter)	29.9%	14.6%
	Snapchat	30.9%	38.3%
	TikTok	19.2%	21.8%
	other	1.7%	0.4%
In case the patient had a broken tooth. In your opinion, documenting the case and presenting it to you gives you the confidence in your dentist?	Yes	78.0%	80.1%	0.828
	Not interested	14.1%	13.0%
	No	7.9%	6.9%
Do you support the idea of photography before and after treatment?	Yes	63.6%	60.5%	0.686
	Not interested	21.6%	22.2%
	No	14.8%	17.2%
Does seeing the previous cases make a difference for you to choose a dentist?	Yes	74.6%	84.7%	0.004*
	No	25.4%	15.3%
Have you ever visited a dentist after seeing pictures of his/her previous cases?	Yes	28.9%	43.3%	0.002*
	Not interested	13.1%	11.9%
	No	58.1%	44.8%
In your opinion, is the dentists’ social media presence considered an effective way to encourage you for choosing them?	Yes	56.4%	70.1%	0.002*
	Not interested	17.9%	14.9%
	No	25.8%	14.9%
Do you think dental photography is a helpful tool in diagnosing of some diseases?	Yes	76.6%	78.9%	0.54
	No	23.4%	21.1%
In your opinion, is it annoying to you having multiple pictures during the appointment?	Yes, I just want to finish	33.0%	30.7%	0.834
	I’m not interested	14.4%	14.6%
	No, it is fine	52.6%	54.8%

*Statistically significant

Table 3 shows the social media elements that influenced the use of dental photography. As 70% of the participants agreed on the importance of social media when choosing their dentist (p < 0.0001). In their opinion, seeing photographs of cases before the treatment (68%) or even visiting the dentist (78%) provides more comfort to those who support dental photography of their own cases (p = 0. 001). The majority (67%) agreed that the accuracy of dental photographs is a primary factor in diagnosis or treatment (p = 0.001).

Table 3.

Factors associated with participants’ acceptance of dental photography

Questions		Total	You support the idea of photographing your case		p-value
			Yes	No
In your opinion, is the dentists’ social media presence considered an effective way to encourage you for choosing them?	Yes	347	70.6%	29.4%	0.0001*
	Not interested	91	42.9%	57.1%
	No	114	51.8%	48.2%
Does seeing the previous cases make a difference for you to choose a dentist?	Yes	438	68.0%	32.0%	0.001*
	No	114	39.5%	60.5%
Do you prefer having photographs after your treatment is done?	Yes	318	79.2%	20.8%	0.001*
	No	234	38.9%	61%
Have you ever visited a dentist after seeing pictures of his/her previous cases?	Yes	197	77.7%	22.3%	0.001*
	I’m not interested	69	46.4%	53.6%
	No	286	55.2%	44.8%
Do you ask the dentist to show you previous cases in the clinic?	Yes	184	76.1%	23.9%	0.001*
	No	368	55.2%	44.8%
Is the accuracy of photography a primary factor to clarify your condition as shown	Yes	465	66.7%	33.3%	0.001*
	No	87	37.9%	62.1%
			62.5%	37.5%

*Statistically significant

Table 4 summarizes the demographical factors associated with dental photography support and choosing a dentist on social media. Participants from 36- to 55-year-old were less likely to choose a dentist after seeing previous cases (OR = 0.0.449, 95%CI; 0.168–1.201–) (p > 0.05) whereas female participants were 2.198 times more likely to choose a dentist after seeing previous cases (P < 0.05). People who do not visit the dentist regularly (OR = 0.61, range; 0.39–0.94) (p > 0.05) were less likely to support dental photography before and after treatment. Female participants were 1.894 times more likely to agree with the social media presence when choosing a dentist compared to males (p < 0.05). While people who visit the dentist regularly (OR = 1.706, 95%CI; 1.076–2.701) (p < 0.05) were more likely to support social media presence when choosing a dentist.

Table 4.

Factors associated with participants’ perception of dental photography

Demographical Factors		OR 95% CI
		Do you support the idea of photographing your case before and after?	Does seeing the previous cases make a difference for you when choosing a dentist?	In your opinion, is the dentists’ social media presence considered an effective way to encourage you for choosing them?	As a result of finding a good dentist in social media, will you change your regular dentist?
Age	above 55	ref	ref	ref	Ref
	18–25	1.06(0.41–2.74)	0.762(0.235–2.471)	1.191(0.479–2.964)	4.497(1.639–4.497)*
	26–36	1.07(0.45–2.52)	0.77(0.251–2.361)	1.384(0.582–3.293)	6.198(2.356–6.198)*
	36–55	0.86(0.4–1.82)	0.449(0.168–1.201)	0.911(0.426–1.948)	2.521(1.039–2.521)
Gender	Male	ref	ref	ref	Ref
	Female	1.07(0.75–1.55)	2.198(1.39–3.474)*	1.894(1.306–2.748)*	1.11(0.77–1.11)
Marital Status	Single	ref	ref	ref	Ref
	Married	1.51(0.36–6.39)	1.338(0.656–2.731)	1.028(0.568–1.862)	1.536(0.849–1.536)
Educational level	Elementary, middle, and high school graduates	Ref	Ref	Ref	Ref
	Bachelor’s Education	0.78(0.28–2.17)	4.369(1.384–13.789)*	1.728(0.602–4.962)	4.889(1.422–4.889)*
	Postgraduate	0.71(0.28–1.8)	3.033(1.139–8.073)*	1.235(0.479–3.185)	3.194(1.008–3.194)*
Socioeconomic status	Low/ less than 5,000 riyals per month	ref	ref	ref	Ref
	Average: 5,000–20,000 riyals per month	1.13(0.74–1.72)	0.864(0.518–1.44)	1.02(0.667–1.561)	1.042(0.688–1.042)
	High: More than 20,000 riyals per month	1.56(0.86–2.83)	0.675(0.324–1.407)	0.768(0.417–1.414)	1.054(0.574–1.054)
Do you visit the dentist regularly	Only when I feel pain	ref	ref	ref	Ref
	yes	0.64(0.41-1)	2.104(1.191–3.716)*	1.706(1.077–2.701)*	1.393(0.893–1.393)
	no	0.61(0.39–0.94)	1.968(1.143–3.388)*	1.336(0.866–2.059)	1.374(0.895–1.374)

OR = Odds ratio, CI = Confidence interval

Interestingly, in both age groups participants 18 to 25 and 26 to 36 years old were more likely to change their regular doctor even after finding a good dentist on social media (OR = 4.497, 95%CI; 1.639–4.497), (OR = 6.198, 95%CI; 2.356–6.198) (p < 0.05) respectively.

Discussion

The use of dental photos on social media has changed many aspects of daily dental practice, especially patient communication, case presentation, and discussion. This study investigated the impact of social media’s dental photography on choosing dental practitioners in the Kingdom of Saudi Arabia. Females were more likely to choose a dentist who shares his/her cases on social media and were more likely to choose a dentist based on social media presence. Instagram users were also more likely to build their choice of a dentist on viewing previous cases. On the other hand, younger individuals were less likely to change their dentist based on the popularity on social media.

Having a social media account as a dentist has become an integral part of the profession, in terms of practice marketing, building a reputation, and even public awareness [3]. The effectiveness of social media in dental practice was one of the significant factors that our study aimed to investigate. Both females and males agreed that social media presence is an effective way to encourage them to choose their dentist with 70.1% and 56.4% respectively. Seeing pre and post cases after treatment may give an idea about the dentist’s expertise and may therefore influence patients’ selection of a dentist [3, 7]. In the same context, most of the participants agreed that viewing pre-post photographs also increased their trust in the treating dentist. Dentist photography, particularly in the realm of showcasing aesthetic results and clinical cases, can have a significant impact on building patients’ trust [19]. In the digital age, visual content is a powerful tool for healthcare marketing, and for dental practices, photography can serve as a compelling medium to establish credibility, demonstrate expertise, and build a rapport with patients [20].

With all the newest developments in dental treatment and the various specialties that evolved over the past decades, the modern-day patient has so much to choose from. It is important to understand the criteria a patient uses to select their dental care providers. This knowledge will enable dental professionals throughout the world to improve or change for better service to their patients [21]. Social media has become an essential tool for dental practices to connect with patients, market services, and enhance brand visibility. By using platforms like Instagram, Facebook, TikTok, and YouTube, dental practices can effectively engage with their target audience, educate them on oral health, showcase their expertise, and build a strong online presence [22]. Marketing is another major reason why a dentist uses social media because social media marketing is a cost-effective means of reaching hundreds of potential new patients seeking a dentist’s expertise and services. Many participants in the current study were influenced by social media in their selection of a dentist or in changing one. This finding was in line with a previous study conducted in Saudi Arabia [3] but contradicts what was reported by Parmar and colleagues [18] that social media did not play a significant role in their patients’ decision-making process when choosing a dental practice, but they valued recommendations from friends and family.

Factors influencing dental care utilization have been investigated over the years. Gender, age, education, income, geography, and overall health were some of the proposed factors that impacted the usage of dental services [23]. Females typically reported more frequent dental visits than males [24, 25] and this difference was explained that women are more likely than men to believe that their oral health affects their well-being, appearance and quality of life [26–28]. In the current study females used social media more than males and were more likely to be affected by the social media in their choice of a treating dentist similar to the findings of a previous national study [17]. These significant differences between men and women in the way they use social media are believed to be due to gender-normative social roles, gendered peer group cultures, and the type of content, features, and communication styles that different platforms offer [29]. Additionally, it has been postulated that women use social media platforms for emotional reasons more than men, while men are more likely to be inspired by skills to obtain general information [30]. Gender differences were also observed regarding the type of social media they used and its impact on them. Snapchat was most used social media especially among females. Females’ choice of a dentist was depended more on seeing previous cases and they believed that social media presence is an effective way in choosing a treating dentist.

This study highlighted that older individuals were less likely to be influenced by dental photography showing pre and post cases of dentist on social media and were also less likely to change their dentist based on popularity on social media. Previous studies have shown that younger age groups were more likely to use social media to view dental aesthetics compared to older age groups [31]. Cross-sectional analyzes of Internet use patterns in older adults and that Internet use rates are lower with greater physical and memory difficulties. However, it is not clear how age cohorts differ in their Internet use, as physical and memory difficulties increase over time. In addition to factors such as increasing accessibility and social influences, the expansion and cognitive complexity of the functions performed by Internet-enabled devices over time could also influence Internet usage patterns [4]. Dentists using social media as a marketing tool, should therefore consider the simplicity, clarity and cost when targeting older individuals. Differences in how younger and older groups use social media to explore dental aesthetics are shaped by technological proficiency, aesthetic priorities, and engagement styles. By tailoring marketing strategies to these differences, dental practices can effectively reach both demographics. For younger audiences, visual and trend-driven content, influencer collaborations, and interactive marketing can attract engagement, while older audiences respond to educational, practical content and testimonials emphasizing both aesthetic and functional benefits.

The current study has some limitations that should be taken into account. Since the study is initially a cross-sectional study, it can only show connections and not cause-effect relationships. Second, the non-probability sampling strategy and the use of a self-administered questionnaire are subject to recall bias, social desirability bias, or participants’ interpretations of survey questions. Participants who actively follow their dentist on social media may already have a favorable opinion, skewing the results towards a positive perception of dental photography’s impact. Another limitation relates to the method by which relevant information is collected through an electronic survey and limited platform representation. It is possible that a large part of the target group either did not respond to electronic surveys or did not use such a communication method. The study used a convenience sample from public and private dental facilities, which might not represent the broader population of Saudi Arabia. This approach limits the generalizability of findings to different demographics, regions, or populations that do not access these specific facilities. Additionally, the findings may not be applicable to individuals from different educational, cultural backgrounds or those living in low-income countries, as their responses could vary significantly.

Conclusion

The results of this study showed that pre-post photos and social media presence were the most important factors influencing the choice of a dentist, especially among women and younger people. Therefore, it might be beneficial to take necessary measures that facilitates raising awareness about usefulness of dental photography on social media when searching for a treating dentist among society, especially the elderly. The dentist’s presence on social networks and the right interaction are helpful in inviting new patients and strengthening rapports with existing ones. Social media provides dental practices with a powerful platform to market their services, educate patients, build trust, and engage with the community. By leveraging visual content, interactive features, targeted advertising, and authentic patient experiences, dental practices can attract new patients, retain existing ones, and establish a strong brand presence. The key to success lies in consistency, authenticity, and focusing on patient-centered content. There is need for future studies that investigate further the observed gender differences. Additionally, longitudinal studies and research implementing a qualitative methodology can help in gaining in depth analysis and insights into why patients feel influenced by dental photography and as such deepen the understanding of patients’ perceptions. Future studies might also explore the influence of other platforms such as Facebook, TikTok, or LinkedIn on patients’ choices.

Clinical implications of the study

1. Enhanced Patient Trust and Satisfaction: Visuals like before-and-after images can build trust in dentists and encourage patients to accept treatments.

2. Effective Marketing Tool: Social media, especially Instagram and Snapchat, attracts younger patients and females.

3. Improved Patient Engagement: A strong social media presence helps dentists connect better with potential patients.

4. Tailored Communication Strategies: Understanding audience preferences lets dentists customize their marketing to engage effectively.

5. Education and Awareness: Dental photography can help inform patients about treatments and set realistic expectations.

6. Targeting Different Demographics: Older patients prefer straightforward content, while younger ones enjoy engaging visuals.

Electronic supplementary material

Below is the link to the electronic supplementary material.

Author contributions

YG, NF, KM, and RM conceptualization and design of the study, acquisition of data, and writing the first draft of the manuscript. KK acquisition of data and critical revision of the manuscript. FF and BG data analysis and interpretation, and critical revision of the manuscript. All authors revised and approved the final version of the manuscript.

Funding

This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

Data availability

The data can be provided by the corresponding author upon reasonable request.

Declarations

Ethical approval

This study was approved by the Deanship of Scientific Research- Imam Abdulrahman bin Faisal University (IRB-2022-02-456).

Consent to participate

Participation in the study was voluntary, and no incentives were offered to participate in the study to participants or to the dentists who distributed the survey to their patients. Participants were presented with an informed consent form with a preview of the study objectives. Data collection was performed in accordance with relevant guidelines and regulations of Deanship of Imam Abdulrahman bin Faisal university.

Consent for publication

Not applicable. Photos used in the survey were collected from a faculty social media account after their approval.

Competing interests

The authors declare no competing interests.