October 17, 2025 • 25 mins
Ever feel like you’re spending more on ads and getting worse leads? You’re not imagining it. AI now decides who sees your content based on attention signals—scroll-stopping hooks, watch time, and real conversations—not on old-school likes and comments. We unpack a practical, repeatable system that makes Instagram your most reliable source of high-intent chiropractic leads, without handing your budget to an agency that can’t fix your content.
We break down the four content pillars that train Meta’s algorithm to reward you: educational posts that make complex ideas simple, relatable lifestyle clips that humanize your clinic, social proof that builds trust before the click, and engagement prompts that spark comments and DMs. You’ll hear exact examples for 30–45 second reels, why captions and first-two-second hooks matter, and how native, imperfect smartphone video routinely outperforms polished studio footage. Then we map a weekly cadence—five core posts plus auto-posts on weekends—that turns consistency into compounding reach and better lead quality.
Next, we show you how to turn organic winners into paid ads, stack your offer with real value, and retarget warm audiences like video viewers and engagers. Learn why an always-on awareness campaign at $1–$3/day quietly lowers your CPM over time, how to exclude existing patients from promos, and when a focused landing page beats leaky lead forms. The result: cheaper clicks, fewer tire-kickers, and more DMs from people ready to book. If your best post is your ad, you’re publishing wrong—flip the script and let your content lower costs before you ever open Ads Manager.
Want the posting plan and ad sequence we use? Subscribe, share this with a colleague, and leave a quick review telling us which pillar you’ll start with first. Your future patients are already scrolling—meet them with content they can’t skip.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:00):
Hey everybody, welcome to another podcast of
Marketing 101 for chiropractorsthis week.
Why are my leads sucking?
Or maybe you've tried a new adstrategy and the leads have
plummeted.
This conversation sounds likethe never-ending gerbil wheel,
rabbit wheel, gopher wheel, whatdo you guys put in there?
Uh gerbils, whatever.
(00:21):
Okay.
Hamsters, hamster wheels thatnever ends.
I've had this similar podcastback in 2023 saying if we don't
build a structural profile formeta, meaning Instagram and
Facebook, the ad quality willstart to dwindle when
competition starts to increasebecause your better content
creators will climb above youfor organic reach.
(00:43):
We talked about organic reach.
Now with the new AI models,which are all the algorithms now
on all social media sites, AI istaking charge.
They've literally fired a bunchof people that used to work at
Google, Meta, um, TikTok thatwere there doing content
strategy are gone because oftheir new AI algorithms.
They even put all their ads inthere.
(01:04):
So this podcast is going to beabout content creation, but the
the point of this podcast is toimprove your ad quality.
This is this is why.
So at the end of the tunnel,it's ad quality, but the whole
podcast is about contentstrategy to build your profile.
And it's the same rules.
You're gonna be you're gonna beshaking your head listening to
(01:25):
this, being like, I knew half ofthat.
But the other half is astructure that you can do right
now.
This will help improve your adgeneration, it will help improve
your reach, it will help improvethe right people by getting them
engaged into your um profile.
We used to call these likes andcomments and engagement.
The AI doesn't even care aboutthat anymore because now it can
(01:49):
literally use human behavior ofscroll stopping, and they can
tell if you're reading thatpost.
And I cannot confirm this, butthe the camera that's pointing
at you, they are scanning youriris and your pupils, and they
know exactly what part of thescreen you're looking at when
you're doing this.
And this will come out probablyin the blog pretty soon by Meta
(02:12):
and AI showing how they uhretinal scanning and pupil uh
following is the new coolscience that they're doing.
But really, I think they'vealready been doing this.
Google, I know, has been doingthis.
So they know where you'relooking on the screen and they
can track everything.
So they don't even need to, youdon't even need to like a
comment or or like a post or anad or anything.
They don't care about that.
They know if you stop, it'sgood.
(02:33):
If you scroll by, it's bad.
So, what do we got to do to stopthem to at least read our posts,
to read our engagement?
This is what's gonna improveyour ad quality.
If you don't do this, I think bythe end of 2026, you're gonna
give up on Facebook adscompletely.
For some of you, you're like,how would I get new patients?
(02:53):
And for the others, they'relike, Thank God, are we going
back to the dark ages?
So it depends who you are andwhere we're at, but you will you
will give up because of the costthat will go up and up and up.
You'll be spending two, threethousand dollars just on ad
spend, and the these agenciesare gonna just keep increasing
their prices.
So you'll be spending$6,000 amonth for one Facebook ad
(03:14):
campaign to go out just becauseof competition.
By the end of next year, ifthat's out of your budget now,
it's probably gonna be out ofyour budget next year because
you're not gonna grow yourpractice in the next 12 months
because you're lazy and umyou're not listening.
That's just I'm just beingtruthful.
Uh, so that so listen up andtake this to heart.
Meta rewards engaging content,not just the advertisers.
(03:38):
Yes, they want you to advertise.
Yes, they want to take yourmoney because they know you
don't know what you're doing,but they reward the engagement
out there.
Your posts have to engage theviewers, and that's how they
know you create content that isworth posting to more people.
That's the whole point,especially Instagram.
I want your focus to switch fromFacebook to Instagram.
(03:59):
You're still going to use Meta,but I want you to focus on
Instagram.
You're gonna get more leads andmore quality leads from
Instagram than you are fromFacebook.
A couple reasons for that,probably a podcast for another
day, but just focus on that whenyou're creating your content.
So shooting things horizontal,um, the long way up and down,
(04:20):
just so you can repurpose thisstuff properly for good
Instagram ads.
If your page has consistentorganic engagement like
comments, shares, video views,your ad CPMs drop and lead
quality improves.
Cost per marketing device.
So every time you put out an ad,your cost per we used to call it
(04:42):
cost per click, but the cost permarketing is going to drop and
the lead quality is gonnaimprove because you have more
engagement out there with yourstuff.
So you may notice this in yourfeeds as you go through and you
follow people, and especially inInstagram, you just see the same
people.
If you look at the top, it'lleither be an organic post.
(05:04):
So you're now just seeing thembecause you've directly follow
them, or if you don't followthem, you still see all their
stuff.
How does that happen?
Through their sponsored media.
And some of that is they get somuch, so many views that because
you've seen them before, they'reeven putting their organic media
in front of you again, eventhough you don't follow them.
You have to go up there andstrictly unfollow them or block
(05:25):
them to not see their contentanymore.
That's where this AI algorithmis all coming from.
Patients don't just buy your$57offer.
They buy trust.
Content builds authority beforethey ever click on your ad.
If your best post of the monthis your ad, you're doing content
wrong.
And I want you to just let'stake off from there, right
(05:46):
there.
That that comment right there.
We have to structure our contentinto a few pillars, three or
four pillars that I want you tofocus on.
The educational pillar.
Explain health concepts simply,your chiropractic complex uh
concepts, your subluxation compcomplex.
You can you just need to expresshealth topics clearly and
(06:09):
simply.
So, why poor posture causesheadaches?
The truth about spinal disks,why stretching and adjustments
matter?
Use analogies, visuals, or quickdemos.
And the ideal format is 30 to 45second real structures with
captions.
Use AI to do this, CapCut, um,Opus AI.
(06:33):
They'll put the captions in foryou.
So all you need to do is shootthat 35 second video and put it,
save it in your phone and getthis content.
Find the time to do this.
So educational, do this once ortwice a week.
Then we need relatable orlifestyle type posts.
Humanize your clinic.
You're not just a business,you're not just a revolving
(06:55):
door, you're not just apurchase.
We're we're a very purchasedsociety.
Amazon has turned us into thisclick and buy and never see
another human again, or evendrive to a place.
You have to be relatable andlifestyle oriented.
A day in the life of thechiropractor.
These posts are the some of themost engaging posts.
Even if you don't get a thousandlikes on your post or a hundred
(07:17):
likes or 10 likes, these are themost engagements.
These are the scroll shopstoppers.
A day in the life of Dr.
D.
Your followers want to see this.
Some random new people do wantto stop and see this.
Who the heck's this guy?
It creates it creates a littlebit of buzz.
A day in the life of thechiropractor, funny moments with
patients.
Make sure it's HIPAA compliantand safe.
(07:38):
Funny stuff that you go through,push on someone's lumbar spine
and they fart, joke about that.
These are relatable things.
These are things that, you know,people come in and they're like,
I, you know, I don't want thatto happen to me.
They're like, I've been to thechiropractor before.
I can relate to that.
They squeeze me, they bend me,they do side posture, and I feel
like I've got some gas.
(07:59):
It's going to be a badadjustment.
Use analogies, uh, and thenbehind the scenes clips, your
morning routine, the stafflaughs, the team huddles, the
jokes that you guys talk aboutin the back, the routine that
you do, preparing for the day,the work that goes into managing
clinic for the day.
People don't recognize thatthere's a lot of work that goes
behind this, and the things yougot to do, writing reports,
(08:20):
writing notes, x-rays, goingthrough behind the scenes can be
funny, it can be real, it can beserious.
These are great relatablecontent posts.
Do these once a week.
Social proof, showcase realresults.
That's why I love x-rays.
People don't know what they'reseeing, but they know what
they're seeing.
It's an x-ray, it's bones, theyget it.
And in chiropractic concepts,they get it too.
(08:41):
Showing a scoliosis can improve.
Uh, pretty good social proofthat chiropractic works.
So, video testimonials areabsolutely fantastic if you can
get them from your patients.
Before and after posture photos,success stories, do that.
Make it part of your exam totake posture photos.
You can just take a picture,just get their permission.
Say, hey, can I take a picturenow?
And in six months, can we takeanother picture?
(09:02):
Or in three months and show youjust posture in the regular
clothes that you're in.
Uh, posture pro, prosturescreen.
You save these into there, thoseare fantastic.
And then anything else that youuse, uh pre-impost scans,
whatever you want to show thatstuff.
You you you can reuse thiscontent in retargeting ads in
the future forever.
So it's not useless.
The funny jokes and the laughsthat you guys do may not be
(09:24):
recyclable, or maybe all contentcan be used on forever and ever
and ever again.
For everything we've said overthe last three years, if you
just listened a little bit,you'd have hundreds of pieces of
content saved on a on an uhexternal drive somewhere or your
Google Drive that just could beused re-over and over and over
again if you created a systemwith your team that can just
(09:45):
repost.
So um, social proof, reuse thecontent and retargeting ads, and
then engagement and community.
So we got four pillarseducational, relatable, or
lifestyle, social proof, and nowthe fourth pillar engagement
slash community.
Make people comment.
How do you do that?
People don't want to leavecomments.
(10:06):
Polls, myths versus facts.
Guess what this x-ray shows?
Can you see the anomaly?
Can you see what's the issuehere?
What's your biggest daily ache?
That's your post.
What's your biggest crick?
What's your biggest issue?
Um, what's your one thing youneed each day that you can't
(10:26):
live without?
Get comments once a week.
Get the algorithm in your favorwith something.
What's your favorite coffeeshop?
What's you know, let's let's getpeople engaged in there.
Uh, these posts feed meta'sengagement signal.
The algorithms have changed.
AI now uses this before beforethis AI takeover, it was
(10:51):
algorithmic mathematics.
So you had to have some type ofmaterial thing happen on the
newsfeeds in order for themathematics to add up to change
the equation, meaning clicks,likes, hearts, laughs, happy
signals, emojis, comments,shares.
(11:14):
Shares were huge if the peopleshared it.
And you got bonus points forthat.
And it was put into themathematical algorithm.
Now it's data driven.
So it is AI going through notjust the 17 points that of math,
they are going through 177points of AI intelligence, like
the things I was telling youabout.
(11:35):
I'm not 100% sure about theeyeball thing, but I'm pretty
sure there's the eyeball thingwhere they're tracking your
eyeball on the screen, on yourtablet, on your phone, and on
your desktop.
So turn off those uh thingsmakes it a little bit
complicated, but you can't.
You literally cannot turn itoff.
If you decide to turn off theprivacy setting for the camera
on your Facebook, you can't usecan't you can't use the Facebook
(11:55):
app.
There's no way around it.
So um, so that's just the way itgoes there.
So they definitely are trackingall of that stuff there as well.
So create content that stopspeople.
There you go.
So here's a strategy for thecontent because we got to have a
strategy here.
Break your week up Mondaythrough Friday, and then
auto-post for Saturday orSunday.
(12:16):
You need to post at least fivetimes a week.
At least five times a week.
It's the bare minimum that makesit out once a day for the five.
And if you truly look at thestats, you don't want to know
what the number is.
It's actually three times a day,seven times a week, the true
number to build following andgrow and turn into like an
Instagram, um, what are theycalled?
(12:37):
Influencer or something likethat to grow views and do this.
We have a massage therapist whojoined us in our team who rents
room.
He started as a IC, then uh, youknow, 1099, and then he's like,
no, I want to just rent.
And he's busy.
And he rent he now rents tworooms because he's hired someone
else.
He's a small smart businessman.
He gets 10 to 20 million viewson his Instagram and his TikTok
(13:03):
on the stuff that he does.
He records it, he says it'sanother full-time job.
He works 30 hours a week doingposting, which is out of
control.
He does it himself, and heshoots uh video of people's feet
or or calves mainly or jaw.
That's his focus.
And it's the same thing over andover again.
He dubs it with moaning, likepain, like people going, ow, uh,
(13:28):
some of it's porn, uh, whatever.
But it he dubs it, and thisstuff gets 10, 20 million views.
Now you're gonna say, Well,Enrico, it's because it's feet
and dubbed with some weirdsounds.
What kind of creeps are likingthat stuff?
Fine, maybe a million, but theother nine million are viewers
from all over the place, though.
So they're not just localizedwithin a five-mile radius,
(13:48):
they're localized, they'reeverywhere, they're Europe, US.
But that traction, our phonerings every single day because
people confuse which number tocall.
They're calling us at Full LifeCairo to book a massage
appointment with him.
The guy has completely put me inmy place and has showed me what
is possible.
It's absolutely, and that's whyhe rents a room for me and he's
(14:10):
in my space because I'mlearning.
Uh, it's absolutely phenomenal.
He posts every day.
If you don't give up, you can dosome amazing stuff with that.
You just got to figure out whatit is.
He's got it figured out for usas chiropractors.
I would take pictures of peoplelying down face down on the
table and getting their torsofrom like maybe the mid of the
(14:30):
head to their belt, just apicture, or shoot a video, a
30-second video, just them lyingthere.
Then you put this onto yourphone and you superimpose
anatomy picture with transparentbackground on them of the spine.
And you just know where totouch.
And you just by by your hand,you're touching.
And then afterwards, you can belike the merrick chart, and you
(14:52):
can just put in captions sayingthese nerves supply thyroid and
immune system, these nervessupply lungs and respiration and
oxygen absorption, these onessupply digestion, these ones
supply sexual reproduction.
And you just, I mean, that'sthat's a great one.
Uh, just examples of what theydo.
Find these people on TikTok andInstagram, see how they're
(15:13):
getting millions of views, andthat's what you want to do.
Forget, forget the amount ofcomments they get.
It's half hate.
But all the hate comments arefeeding the algorithm.
It doesn't matter.
Like, oh, you're a quack, you'renot a real doctor, kinesiology
is not real.
You know, they get all the hate.
And he's like, Man, I get somuch hate.
I'm like, yeah, try being achiropractor.
We get the same thing.
He's like, really?
(15:33):
I'm like, yeah, totally.
Um, so these are the thingsthere.
So break it up.
Monday, educational.
Three morning stretches to fixlower back tightness.
Tuesday, a testimonial.
Sarah avoided surgery after fourweeks of decompression care at
our office.
Wednesday, lifestyle.
What our morning team huddlebefore patients arrive.
Thursday, engagement.
(15:53):
We do myth or fact, chiropracticcan fix scoliosis.
Yes or no.
Friday, offer$57 new patientspecial reminder with the link
that you used in your ad that'scurrently running in the
background on the sponsored for$30 a day.
You're running that one, and nowyou're putting a link on Friday
to the same offer so they can gostraight to the landing page or
(16:15):
straight to the form or linkright to your website's contact
us form to fill it out.
And they now get the$57 thingtoo.
For the people that have beenfollowing you on the sidelines
for all these years who havenever become a new patient.
That's your five.
Then I would do an auto post forSaturday and Sunday, maybe
another educational one andanother lifestyle one that your
team can just reuse andrepurpose over time.
(16:37):
That way you get the daily stuffgoing.
So this is how we get organicreach up.
We have to have a quick hook.
It's got to be fast.
In the first two seconds,there's got to be a quick hook.
So when you have that patient10-second video of their back
and it's superimposed with thespine floating over them, a
(16:59):
picture.
That's a hook.
They're like, what is happeninghere?
What is that?
Or you're starting with like aside, like a blair technique,
and I've got my my finger ontheir neck, and I do this twist
with my hand to set it.
Like I start and then we zoomout, and then bam, the table
drops.
Like that's that, those are mymost viewed videos.
Is people are catching that andthey're like, What just what did
(17:19):
he do to their neck?
Um, and then start videos withmovement or bold text.
So we want subtitles always.
Always have the subtitles ifthere's any narrating going on.
Most users watch their videosmuted.
That's why.
Uh, native feel, don'tover-edit.
Smartphone videos outperformpolished ones.
(17:42):
Okay.
First comment strategy (17:43):
add call to action or values.
Here's the stretch I mentionedbelow.
Now you are feeding the commentsection.
Engage in the DMs.
Meta tracks conversations.
More messages equals cheaper adslater.
Repeat, engage the DMs.
(18:06):
Meta tracks conversions, moremessages equal cheaper ads
later.
If you're running ads and you'regetting DMs, you're doing it
right.
You're doing it right.
If you're running ads and you'regetting zero DMs, messengers,
you're doing it wrong.
And it's costing you more, andyou're getting bad leads.
(18:28):
So linking organic content toads.
Best performing organic poststurn into paid ads.
So this is where you don't haveto figure out what to do for
your advertising.
When you have a post that justtakes off, and you're like, they
really love that post about theMerrick chart and the where the
nerves go.
That is now becomes your ad.
(18:48):
Now you can lengthen the adcopy, explain more about
chiropractic and the offer andwhat they're going to get and
value stack.
Come on in for$57.
Get your first posture screen,uh, you know, posture analysis,
x-ray, evaluation, doctor'sreport all for$57.
Normally$200.
And this now becomes an ad.
Run warm audience retargeting tovideo viewers and engagers.
(19:12):
This is where you can go toretargeting and say people who
like or commented on your page.
Now you can retarget them to theadvertising that you're doing.
Use testimonials as ad creativeand use educational posts as
soft awareness ads.
And remember, once or twice ayear, upload your patient email
list from your EHR into Facebookand omit it from your target
(19:36):
audiences because they'vealready become new patients and
they're not allowed to sign upfor the new offers that you put.
Smart retargeting option there.
Meta rewards, high engagementcontent with cheaper clicks.
Your organic feed is your adtesting ground, not the ad
manager section.
Meta literally tells you whichposts your audience loves, just
(20:00):
put ad dollars behind thewinners.
Okay, so improving our leadquality is by a few things.
Good content attracts informedleads.
People who already trust you aregoing to come from your
following.
(20:20):
Avoid only running discount ads.
Balance with brand content thatpositions you as the go-to
expert.
So typically, you want to startwith an awareness campaign first
with no offer.
Who we are, what we do, and Irun that.
I run my awareness campaign inthe background continuously for
one, two, three dollars a day,depending on what the budget is
(20:41):
for 30, 60, 90 bucks a month.
That's my awareness campaignbudget, is let's say$90 a month,
and we run it.
And as it builds the thousandsof views, then I rotate it with
the second promotional video.
Then I have a third one, and forand they're all set up there.
I only have to check that maybeonce or twice a year because
it's running for months.
And then I switch the video justso it keeps running.
(21:02):
And everyone that's seen it,when the frequency starts going
up above two, I change the videoand that's it there.
I know this is a lot ofinformation, and I know why you
default to agencies to help you.
I don't think there's anotheragency out there that does this,
that does this.
They don't do, they don't helpyou with this.
They just run your ads and theyknow that if you don't get
(21:24):
leads, you're gonna fire them atsome point.
So they want to try and get youleads, but then they get you the
leads and then they're crappy,and then they blame you that the
leads are crappy because you'renot calling them or you're not
doing this.
And the blame goes on to yourteam, and you're like, well,
this doesn't work, this doesn'tfit their system and how we do
it.
I only have one CA and it's me.
I don't have the time to chasedown these people this much.
(21:44):
I feel like we're doing a prettygood job calling them three
times, texting them three times,and emailing them a couple
times.
What else am I supposed to do?
I get the frustration.
Why?
Because I run my clinic justlike you do.
None of these bozos do that.
I do.
So, example, run an ad sequence,educational, testimonial, offer.
(22:04):
That's what you want to do withyour ad sequencing.
Try these strategies if you'vebeen frustrated with the ads.
And I know many of you are in2025 because of all the changes,
the lead quality has reallystunk.
We have to move towards more ofa landing page thing, more of an
educational.
There's got to be that step ofcatching the people who are
interested in the ad and themnot just automatically signing
(22:26):
up.
The the forms are also very easyfor them to make a mistake and
just fill it out just byclicking on the ad to learn
more.
They didn't learn more.
They popped up your inform andautomatically it filled and they
wanted to get out.
And they tried to get out, butit submitted it.
And now you thought you got anew lead.
You call them, they don'tremember you.
They're like, What are youtalking about?
I didn't sign up for you.
Like, dude, I got your firstname, last name, phone number,
(22:47):
and email.
Did you not sign up?
They're like, You're a scammer.
I don't know where the hell yougot my information from.
They literally do not rememberyou.
That's what's happening.
It's because the inform thingsbecome so easy and they've used
it for other things.
Maybe they signed up for anonline thing, they bought
something off Facebook.
Who knows?
So, your action steps for thisweek, right away, right away is
identify your four contentpillars that we talked about.
(23:10):
We talked about educational,relatable, social proof, and
engagement.
Plan five posts per week atleast.
30-minute batch planning.
Make time before your weeklyteam training, after your weekly
team training, one team traininga month where you guys spend 30
minutes as a team recording thefunny stuff or getting some of
(23:30):
the you can shoot on each other.
One of you can be a patient,your CAs can be patients.
It doesn't matter.
Uh, shoot short form reelsweekly.
Don't overthink this stuff.
Just shoot short form.
Remember, we said 30 to 45seconds.
Boom.
Engage with every comment andDM.
Do something with the comments.
Ha ha ha.
Thanks for the input.
Yeah, this, like anything, justleave a comment.
(23:53):
Um, track the top performingorganic posts and promote them.
Consistency beats creativity.
Don't have to be creative withthis.
It's about consistency.
Look at these top influencersthat get million.
Look at the kinesiology guy inmy office.
It's not perfect, it's notreally that creative.
It's just consistent.
(24:13):
Consistent.
The chiropractor who posts dailywins.
Not because they're the mostoriginal, but because their
community sees them as present,real, and trustworthy.
And that can be you too.
Go out and get them.
If you need any help, I'm alwayshere for you.
Info at enrico d.com.
Reach out to me.
I'll send you my tech.
I'll send you my cell phonenumber.
(24:34):
You can text me.
Whatever you need help with,reach out.
I'm here for you.
Go get them.
Hey everybody, welcome to another podcast of
Marketing 101 for chiropractorsthis week.
Why are my leads sucking?
Or maybe you've tried a new adstrategy and the leads have
plummeted.
This conversation sounds likethe never-ending gerbil wheel,
rabbit wheel, gopher wheel, whatdo you guys put in there?
Uh gerbils, whatever.
(00:21):
Okay.
Hamsters, hamster wheels thatnever ends.
I've had this similar podcastback in 2023 saying if we don't
build a structural profile formeta, meaning Instagram and
Facebook, the ad quality willstart to dwindle when
competition starts to increasebecause your better content
creators will climb above youfor organic reach.
(00:43):
We talked about organic reach.
Now with the new AI models,which are all the algorithms now
on all social media sites, AI istaking charge.
They've literally fired a bunchof people that used to work at
Google, Meta, um, TikTok thatwere there doing content
strategy are gone because oftheir new AI algorithms.
They even put all their ads inthere.
(01:04):
So this podcast is going to beabout content creation, but the
the point of this podcast is toimprove your ad quality.
This is this is why.
So at the end of the tunnel,it's ad quality, but the whole
podcast is about contentstrategy to build your profile.
And it's the same rules.
You're gonna be you're gonna beshaking your head listening to
(01:25):
this, being like, I knew half ofthat.
But the other half is astructure that you can do right
now.
This will help improve your adgeneration, it will help improve
your reach, it will help improvethe right people by getting them
engaged into your um profile.
We used to call these likes andcomments and engagement.
The AI doesn't even care aboutthat anymore because now it can
(01:49):
literally use human behavior ofscroll stopping, and they can
tell if you're reading thatpost.
And I cannot confirm this, butthe the camera that's pointing
at you, they are scanning youriris and your pupils, and they
know exactly what part of thescreen you're looking at when
you're doing this.
And this will come out probablyin the blog pretty soon by Meta
(02:12):
and AI showing how they uhretinal scanning and pupil uh
following is the new coolscience that they're doing.
But really, I think they'vealready been doing this.
Google, I know, has been doingthis.
So they know where you'relooking on the screen and they
can track everything.
So they don't even need to, youdon't even need to like a
comment or or like a post or anad or anything.
They don't care about that.
They know if you stop, it'sgood.
(02:33):
If you scroll by, it's bad.
So, what do we got to do to stopthem to at least read our posts,
to read our engagement?
This is what's gonna improveyour ad quality.
If you don't do this, I think bythe end of 2026, you're gonna
give up on Facebook adscompletely.
For some of you, you're like,how would I get new patients?
(02:53):
And for the others, they'relike, Thank God, are we going
back to the dark ages?
So it depends who you are andwhere we're at, but you will you
will give up because of the costthat will go up and up and up.
You'll be spending two, threethousand dollars just on ad
spend, and the these agenciesare gonna just keep increasing
their prices.
So you'll be spending$6,000 amonth for one Facebook ad
(03:14):
campaign to go out just becauseof competition.
By the end of next year, ifthat's out of your budget now,
it's probably gonna be out ofyour budget next year because
you're not gonna grow yourpractice in the next 12 months
because you're lazy and umyou're not listening.
That's just I'm just beingtruthful.
Uh, so that so listen up andtake this to heart.
Meta rewards engaging content,not just the advertisers.
(03:38):
Yes, they want you to advertise.
Yes, they want to take yourmoney because they know you
don't know what you're doing,but they reward the engagement
out there.
Your posts have to engage theviewers, and that's how they
know you create content that isworth posting to more people.
That's the whole point,especially Instagram.
I want your focus to switch fromFacebook to Instagram.
(03:59):
You're still going to use Meta,but I want you to focus on
Instagram.
You're gonna get more leads andmore quality leads from
Instagram than you are fromFacebook.
A couple reasons for that,probably a podcast for another
day, but just focus on that whenyou're creating your content.
So shooting things horizontal,um, the long way up and down,
(04:20):
just so you can repurpose thisstuff properly for good
Instagram ads.
If your page has consistentorganic engagement like
comments, shares, video views,your ad CPMs drop and lead
quality improves.
Cost per marketing device.
So every time you put out an ad,your cost per we used to call it
(04:42):
cost per click, but the cost permarketing is going to drop and
the lead quality is gonnaimprove because you have more
engagement out there with yourstuff.
So you may notice this in yourfeeds as you go through and you
follow people, and especially inInstagram, you just see the same
people.
If you look at the top, it'lleither be an organic post.
(05:04):
So you're now just seeing thembecause you've directly follow
them, or if you don't followthem, you still see all their
stuff.
How does that happen?
Through their sponsored media.
And some of that is they get somuch, so many views that because
you've seen them before, they'reeven putting their organic media
in front of you again, eventhough you don't follow them.
You have to go up there andstrictly unfollow them or block
(05:25):
them to not see their contentanymore.
That's where this AI algorithmis all coming from.
Patients don't just buy your$57offer.
They buy trust.
Content builds authority beforethey ever click on your ad.
If your best post of the monthis your ad, you're doing content
wrong.
And I want you to just let'stake off from there, right
(05:46):
there.
That that comment right there.
We have to structure our contentinto a few pillars, three or
four pillars that I want you tofocus on.
The educational pillar.
Explain health concepts simply,your chiropractic complex uh
concepts, your subluxation compcomplex.
You can you just need to expresshealth topics clearly and
(06:09):
simply.
So, why poor posture causesheadaches?
The truth about spinal disks,why stretching and adjustments
matter?
Use analogies, visuals, or quickdemos.
And the ideal format is 30 to 45second real structures with
captions.
Use AI to do this, CapCut, um,Opus AI.
(06:33):
They'll put the captions in foryou.
So all you need to do is shootthat 35 second video and put it,
save it in your phone and getthis content.
Find the time to do this.
So educational, do this once ortwice a week.
Then we need relatable orlifestyle type posts.
Humanize your clinic.
You're not just a business,you're not just a revolving
(06:55):
door, you're not just apurchase.
We're we're a very purchasedsociety.
Amazon has turned us into thisclick and buy and never see
another human again, or evendrive to a place.
You have to be relatable andlifestyle oriented.
A day in the life of thechiropractor.
These posts are the some of themost engaging posts.
Even if you don't get a thousandlikes on your post or a hundred
(07:17):
likes or 10 likes, these are themost engagements.
These are the scroll shopstoppers.
A day in the life of Dr.
D.
Your followers want to see this.
Some random new people do wantto stop and see this.
Who the heck's this guy?
It creates it creates a littlebit of buzz.
A day in the life of thechiropractor, funny moments with
patients.
Make sure it's HIPAA compliantand safe.
(07:38):
Funny stuff that you go through,push on someone's lumbar spine
and they fart, joke about that.
These are relatable things.
These are things that, you know,people come in and they're like,
I, you know, I don't want thatto happen to me.
They're like, I've been to thechiropractor before.
I can relate to that.
They squeeze me, they bend me,they do side posture, and I feel
like I've got some gas.
(07:59):
It's going to be a badadjustment.
Use analogies, uh, and thenbehind the scenes clips, your
morning routine, the stafflaughs, the team huddles, the
jokes that you guys talk aboutin the back, the routine that
you do, preparing for the day,the work that goes into managing
clinic for the day.
People don't recognize thatthere's a lot of work that goes
behind this, and the things yougot to do, writing reports,
(08:20):
writing notes, x-rays, goingthrough behind the scenes can be
funny, it can be real, it can beserious.
These are great relatablecontent posts.
Do these once a week.
Social proof, showcase realresults.
That's why I love x-rays.
People don't know what they'reseeing, but they know what
they're seeing.
It's an x-ray, it's bones, theyget it.
And in chiropractic concepts,they get it too.
(08:41):
Showing a scoliosis can improve.
Uh, pretty good social proofthat chiropractic works.
So, video testimonials areabsolutely fantastic if you can
get them from your patients.
Before and after posture photos,success stories, do that.
Make it part of your exam totake posture photos.
You can just take a picture,just get their permission.
Say, hey, can I take a picturenow?
And in six months, can we takeanother picture?
(09:02):
Or in three months and show youjust posture in the regular
clothes that you're in.
Uh, posture pro, prosturescreen.
You save these into there, thoseare fantastic.
And then anything else that youuse, uh pre-impost scans,
whatever you want to show thatstuff.
You you you can reuse thiscontent in retargeting ads in
the future forever.
So it's not useless.
The funny jokes and the laughsthat you guys do may not be
(09:24):
recyclable, or maybe all contentcan be used on forever and ever
and ever again.
For everything we've said overthe last three years, if you
just listened a little bit,you'd have hundreds of pieces of
content saved on a on an uhexternal drive somewhere or your
Google Drive that just could beused re-over and over and over
again if you created a systemwith your team that can just
(09:45):
repost.
So um, social proof, reuse thecontent and retargeting ads, and
then engagement and community.
So we got four pillarseducational, relatable, or
lifestyle, social proof, and nowthe fourth pillar engagement
slash community.
Make people comment.
How do you do that?
People don't want to leavecomments.
(10:06):
Polls, myths versus facts.
Guess what this x-ray shows?
Can you see the anomaly?
Can you see what's the issuehere?
What's your biggest daily ache?
That's your post.
What's your biggest crick?
What's your biggest issue?
Um, what's your one thing youneed each day that you can't
(10:26):
live without?
Get comments once a week.
Get the algorithm in your favorwith something.
What's your favorite coffeeshop?
What's you know, let's let's getpeople engaged in there.
Uh, these posts feed meta'sengagement signal.
The algorithms have changed.
AI now uses this before beforethis AI takeover, it was
(10:51):
algorithmic mathematics.
So you had to have some type ofmaterial thing happen on the
newsfeeds in order for themathematics to add up to change
the equation, meaning clicks,likes, hearts, laughs, happy
signals, emojis, comments,shares.
(11:14):
Shares were huge if the peopleshared it.
And you got bonus points forthat.
And it was put into themathematical algorithm.
Now it's data driven.
So it is AI going through notjust the 17 points that of math,
they are going through 177points of AI intelligence, like
the things I was telling youabout.
(11:35):
I'm not 100% sure about theeyeball thing, but I'm pretty
sure there's the eyeball thingwhere they're tracking your
eyeball on the screen, on yourtablet, on your phone, and on
your desktop.
So turn off those uh thingsmakes it a little bit
complicated, but you can't.
You literally cannot turn itoff.
If you decide to turn off theprivacy setting for the camera
on your Facebook, you can't usecan't you can't use the Facebook
(11:55):
app.
There's no way around it.
So um, so that's just the way itgoes there.
So they definitely are trackingall of that stuff there as well.
So create content that stopspeople.
There you go.
So here's a strategy for thecontent because we got to have a
strategy here.
Break your week up Mondaythrough Friday, and then
auto-post for Saturday orSunday.
(12:16):
You need to post at least fivetimes a week.
At least five times a week.
It's the bare minimum that makesit out once a day for the five.
And if you truly look at thestats, you don't want to know
what the number is.
It's actually three times a day,seven times a week, the true
number to build following andgrow and turn into like an
Instagram, um, what are theycalled?
(12:37):
Influencer or something likethat to grow views and do this.
We have a massage therapist whojoined us in our team who rents
room.
He started as a IC, then uh, youknow, 1099, and then he's like,
no, I want to just rent.
And he's busy.
And he rent he now rents tworooms because he's hired someone
else.
He's a small smart businessman.
He gets 10 to 20 million viewson his Instagram and his TikTok
(13:03):
on the stuff that he does.
He records it, he says it'sanother full-time job.
He works 30 hours a week doingposting, which is out of
control.
He does it himself, and heshoots uh video of people's feet
or or calves mainly or jaw.
That's his focus.
And it's the same thing over andover again.
He dubs it with moaning, likepain, like people going, ow, uh,
(13:28):
some of it's porn, uh, whatever.
But it he dubs it, and thisstuff gets 10, 20 million views.
Now you're gonna say, Well,Enrico, it's because it's feet
and dubbed with some weirdsounds.
What kind of creeps are likingthat stuff?
Fine, maybe a million, but theother nine million are viewers
from all over the place, though.
So they're not just localizedwithin a five-mile radius,
(13:48):
they're localized, they'reeverywhere, they're Europe, US.
But that traction, our phonerings every single day because
people confuse which number tocall.
They're calling us at Full LifeCairo to book a massage
appointment with him.
The guy has completely put me inmy place and has showed me what
is possible.
It's absolutely, and that's whyhe rents a room for me and he's
(14:10):
in my space because I'mlearning.
Uh, it's absolutely phenomenal.
He posts every day.
If you don't give up, you can dosome amazing stuff with that.
You just got to figure out whatit is.
He's got it figured out for usas chiropractors.
I would take pictures of peoplelying down face down on the
table and getting their torsofrom like maybe the mid of the
(14:30):
head to their belt, just apicture, or shoot a video, a
30-second video, just them lyingthere.
Then you put this onto yourphone and you superimpose
anatomy picture with transparentbackground on them of the spine.
And you just know where totouch.
And you just by by your hand,you're touching.
And then afterwards, you can belike the merrick chart, and you
(14:52):
can just put in captions sayingthese nerves supply thyroid and
immune system, these nervessupply lungs and respiration and
oxygen absorption, these onessupply digestion, these ones
supply sexual reproduction.
And you just, I mean, that'sthat's a great one.
Uh, just examples of what theydo.
Find these people on TikTok andInstagram, see how they're
(15:13):
getting millions of views, andthat's what you want to do.
Forget, forget the amount ofcomments they get.
It's half hate.
But all the hate comments arefeeding the algorithm.
It doesn't matter.
Like, oh, you're a quack, you'renot a real doctor, kinesiology
is not real.
You know, they get all the hate.
And he's like, Man, I get somuch hate.
I'm like, yeah, try being achiropractor.
We get the same thing.
He's like, really?
(15:33):
I'm like, yeah, totally.
Um, so these are the thingsthere.
So break it up.
Monday, educational.
Three morning stretches to fixlower back tightness.
Tuesday, a testimonial.
Sarah avoided surgery after fourweeks of decompression care at
our office.
Wednesday, lifestyle.
What our morning team huddlebefore patients arrive.
Thursday, engagement.
(15:53):
We do myth or fact, chiropracticcan fix scoliosis.
Yes or no.
Friday, offer$57 new patientspecial reminder with the link
that you used in your ad that'scurrently running in the
background on the sponsored for$30 a day.
You're running that one, and nowyou're putting a link on Friday
to the same offer so they can gostraight to the landing page or
(16:15):
straight to the form or linkright to your website's contact
us form to fill it out.
And they now get the$57 thingtoo.
For the people that have beenfollowing you on the sidelines
for all these years who havenever become a new patient.
That's your five.
Then I would do an auto post forSaturday and Sunday, maybe
another educational one andanother lifestyle one that your
team can just reuse andrepurpose over time.
(16:37):
That way you get the daily stuffgoing.
So this is how we get organicreach up.
We have to have a quick hook.
It's got to be fast.
In the first two seconds,there's got to be a quick hook.
So when you have that patient10-second video of their back
and it's superimposed with thespine floating over them, a
(16:59):
picture.
That's a hook.
They're like, what is happeninghere?
What is that?
Or you're starting with like aside, like a blair technique,
and I've got my my finger ontheir neck, and I do this twist
with my hand to set it.
Like I start and then we zoomout, and then bam, the table
drops.
Like that's that, those are mymost viewed videos.
Is people are catching that andthey're like, What just what did
(17:19):
he do to their neck?
Um, and then start videos withmovement or bold text.
So we want subtitles always.
Always have the subtitles ifthere's any narrating going on.
Most users watch their videosmuted.
That's why.
Uh, native feel, don'tover-edit.
Smartphone videos outperformpolished ones.
(17:42):
Okay.
First comment strategy (17:43):
add call to action or values.
Here's the stretch I mentionedbelow.
Now you are feeding the commentsection.
Engage in the DMs.
Meta tracks conversations.
More messages equals cheaper adslater.
Repeat, engage the DMs.
(18:06):
Meta tracks conversions, moremessages equal cheaper ads
later.
If you're running ads and you'regetting DMs, you're doing it
right.
You're doing it right.
If you're running ads and you'regetting zero DMs, messengers,
you're doing it wrong.
And it's costing you more, andyou're getting bad leads.
(18:28):
So linking organic content toads.
Best performing organic poststurn into paid ads.
So this is where you don't haveto figure out what to do for
your advertising.
When you have a post that justtakes off, and you're like, they
really love that post about theMerrick chart and the where the
nerves go.
That is now becomes your ad.
(18:48):
Now you can lengthen the adcopy, explain more about
chiropractic and the offer andwhat they're going to get and
value stack.
Come on in for$57.
Get your first posture screen,uh, you know, posture analysis,
x-ray, evaluation, doctor'sreport all for$57.
Normally$200.
And this now becomes an ad.
Run warm audience retargeting tovideo viewers and engagers.
(19:12):
This is where you can go toretargeting and say people who
like or commented on your page.
Now you can retarget them to theadvertising that you're doing.
Use testimonials as ad creativeand use educational posts as
soft awareness ads.
And remember, once or twice ayear, upload your patient email
list from your EHR into Facebookand omit it from your target
(19:36):
audiences because they'vealready become new patients and
they're not allowed to sign upfor the new offers that you put.
Smart retargeting option there.
Meta rewards, high engagementcontent with cheaper clicks.
Your organic feed is your adtesting ground, not the ad
manager section.
Meta literally tells you whichposts your audience loves, just
(20:00):
put ad dollars behind thewinners.
Okay, so improving our leadquality is by a few things.
Good content attracts informedleads.
People who already trust you aregoing to come from your
following.
(20:20):
Avoid only running discount ads.
Balance with brand content thatpositions you as the go-to
expert.
So typically, you want to startwith an awareness campaign first
with no offer.
Who we are, what we do, and Irun that.
I run my awareness campaign inthe background continuously for
one, two, three dollars a day,depending on what the budget is
(20:41):
for 30, 60, 90 bucks a month.
That's my awareness campaignbudget, is let's say$90 a month,
and we run it.
And as it builds the thousandsof views, then I rotate it with
the second promotional video.
Then I have a third one, and forand they're all set up there.
I only have to check that maybeonce or twice a year because
it's running for months.
And then I switch the video justso it keeps running.
(21:02):
And everyone that's seen it,when the frequency starts going
up above two, I change the videoand that's it there.
I know this is a lot ofinformation, and I know why you
default to agencies to help you.
I don't think there's anotheragency out there that does this,
that does this.
They don't do, they don't helpyou with this.
They just run your ads and theyknow that if you don't get
(21:24):
leads, you're gonna fire them atsome point.
So they want to try and get youleads, but then they get you the
leads and then they're crappy,and then they blame you that the
leads are crappy because you'renot calling them or you're not
doing this.
And the blame goes on to yourteam, and you're like, well,
this doesn't work, this doesn'tfit their system and how we do
it.
I only have one CA and it's me.
I don't have the time to chasedown these people this much.
(21:44):
I feel like we're doing a prettygood job calling them three
times, texting them three times,and emailing them a couple
times.
What else am I supposed to do?
I get the frustration.
Why?
Because I run my clinic justlike you do.
None of these bozos do that.
I do.
So, example, run an ad sequence,educational, testimonial, offer.
(22:04):
That's what you want to do withyour ad sequencing.
Try these strategies if you'vebeen frustrated with the ads.
And I know many of you are in2025 because of all the changes,
the lead quality has reallystunk.
We have to move towards more ofa landing page thing, more of an
educational.
There's got to be that step ofcatching the people who are
interested in the ad and themnot just automatically signing
(22:26):
up.
The the forms are also very easyfor them to make a mistake and
just fill it out just byclicking on the ad to learn
more.
They didn't learn more.
They popped up your inform andautomatically it filled and they
wanted to get out.
And they tried to get out, butit submitted it.
And now you thought you got anew lead.
You call them, they don'tremember you.
They're like, What are youtalking about?
I didn't sign up for you.
Like, dude, I got your firstname, last name, phone number,
(22:47):
and email.
Did you not sign up?
They're like, You're a scammer.
I don't know where the hell yougot my information from.
They literally do not rememberyou.
That's what's happening.
It's because the inform thingsbecome so easy and they've used
it for other things.
Maybe they signed up for anonline thing, they bought
something off Facebook.
Who knows?
So, your action steps for thisweek, right away, right away is
identify your four contentpillars that we talked about.
(23:10):
We talked about educational,relatable, social proof, and
engagement.
Plan five posts per week atleast.
30-minute batch planning.
Make time before your weeklyteam training, after your weekly
team training, one team traininga month where you guys spend 30
minutes as a team recording thefunny stuff or getting some of
(23:30):
the you can shoot on each other.
One of you can be a patient,your CAs can be patients.
It doesn't matter.
Uh, shoot short form reelsweekly.
Don't overthink this stuff.
Just shoot short form.
Remember, we said 30 to 45seconds.
Boom.
Engage with every comment andDM.
Do something with the comments.
Ha ha ha.
Thanks for the input.
Yeah, this, like anything, justleave a comment.
(23:53):
Um, track the top performingorganic posts and promote them.
Consistency beats creativity.
Don't have to be creative withthis.
It's about consistency.
Look at these top influencersthat get million.
Look at the kinesiology guy inmy office.
It's not perfect, it's notreally that creative.
It's just consistent.
(24:13):
Consistent.
The chiropractor who posts dailywins.
Not because they're the mostoriginal, but because their
community sees them as present,real, and trustworthy.
And that can be you too.
Go out and get them.
If you need any help, I'm alwayshere for you.
Info at enrico d.com.
Reach out to me.
I'll send you my tech.
I'll send you my cell phonenumber.
(24:34):
You can text me.
Whatever you need help with,reach out.
I'm here for you.
Go get them.
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