EPISODE 402: IG Reels Update Show with Gage Winkels, DC
Hey, chiropractors. We're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie, where we discuss the latest in marketing strategies, contact marketing, direct response marketing, and business development with some of the leading experts in the industry.
[00:00:00] Hey docs, welcome to another episode of Modern Chiropractic Mastery. This is your host, Dr. Kevin Christie. And today I'm excited to bring on Dr. Gage Winkels, who is, uh, an associate chiropractor at our, at our practice. And we're going to dive into Instagram reels and some of the things that he's been doing since he's, uh, you Taking that over for our practice and some of the things we're doing also for MCM clients as well And we're going to dive into You know things from branding to the mechanics of instagram reels some strategy around it certain tactics.
We've learned, you know Instagram has changed Uh, quite a bit, and it really is putting a lot of emphasis on Reels because they're trying to keep up with TikTok. And so Reels is a, a really good way of marketing, and we're going to dive into the formats of that. You know, it's, it's video based and the difference between even Reels and posts and stories.
Uh, but we're going to give you a nice fresh update on what's going on. With Instagram reels. And he's done a great job [00:01:00] since he's been in our practice to grow our following on Instagram and to get a lot of, um, frankly, awareness and conversion into our practice. And so we're going to dive into that today and we'll keep you updated as we go along.
I think Instagram, just like marketing, just like anything, social media is always changing. And we are consistently trying to stay on top of that for you and give you the updates when we do. And so we have a great little IgE real update show for you here today. So without further ado, here is my interview with Dr.
Gage Winkels.
Dr. Kevin Christie: All right. Welcome to the show, Gage. It's a pleasure to have you on. I get to see you enough every day, but now we get to actually interview each other. So that's always fun, right?
Dr. Gage Winkels: Yeah, I appreciate it. Thanks for having me on, Kevin.
Dr. Kevin Christie: Yeah, absolutely. So before we dive into Instagram Reels, which you've done a great job of kind of revamping our practice for it, uh, tell us a little about yourself personally, professionally, and then we'll dive into it.
Dr. Gage Winkels: Yeah. So, uh, I'm Dr. Gage Winkels. I'm a chiropractic physician here at [00:02:00] HealthFit Chiropractic in Boca Raton, Florida. Um, also known as a Kevin's associate here for the listeners. So, um, I stem from a small town in Northern Minnesota, Grand Rapids, Minnesota, um, went to undergrad in, in Southern Minnesota there, and then did my chiropractic schooling at Northwestern Health Sciences University, uh, just South of Minneapolis there in Bloomington, Minnesota.
Um, before coming down and joining the practice here in Boca.
Dr. Kevin Christie: Yeah, it's been great. And then obviously on the clinical side and doing all that type of stuff that we've, uh, on boarded, you started with us in may, we're recording this in October, we'll probably come out a month or so after that, but, uh, The clinical, uh, onboarding has been good, but then the thing that you've really, uh, taken head on is, is marketing in general.
And I think that's something that I want to spotlight first for the young DCs that are coming out, whether you're, uh, going to be an associate, you're going to start your own practice is, is having an intrinsic motivation [00:03:00] and kind of an ownership mentality, uh, to, to get out there and, and realize that you're More than likely not going to be in a scenario again, whether you're working for someone or in a partnership or opening up your own practice where you can just hang a shingle, uh, you, you gotta, you gotta get out there.
You gotta get out there physically. You gotta get out there digitally. And you've been doing a great job of that. We're going to focus today on, on Instagram, but just for our audience. You've. Um, definitely done more. You've done a lot of the community outreach. You've done a lot of video in general and things like that.
Uh, when, at what point of whether it was in school or it was in the interview process where you had a really good preceptorship program that you were in, uh, or when you started working, did you realize like, yeah, I'm going to have to get out there? Uh, when, when did that occur to you?
Dr. Gage Winkels: Yeah, I would say, um, you know, when you're when you're in school, you always kind of know, like, oh, I want to want to run a clinic someday or, um, you know, be just be a small [00:04:00] business owner there.
Um, and then really, I felt like when I started my preceptorship in that last year of school. Um, I was lucky enough to join a practice, um, just southwest of Minneapolis there in Eden Prairie, Minnesota, and, um, it was two docs who were kind of starting from the ground up there. They were fairly new into taking over a practice.
They had both been associates themselves. Um, and so we were able to discuss a lot on that and just how. Um, how it's important to to get out in the community there. Um, and I think that was kind of the first time I realized like, you know, patients don't necessarily just just show up at your office and sign up for for care.
Um, and so it's, there's a few different ways to go at it. Um, and as we've discussed, it's, it's a good to have a blend, right? You want to be able to do a lot. Um, online with today's day and age and, and how relevant social media has become, but also, you know, there's still a lot of, a lot of value in becoming the guy or the person in your community.
They're getting [00:05:00] out, meeting people, showing face, things like that. So, um, it's been a little bit of a two headed approach there. And I think we've done a great job of it here, but, um, really for like the young DC out there, you know, it'll start to click. I think as you, whether it's in your preceptorship or.
Or when you get out into the real world there, that, you know, your schedule, just, it doesn't fill that first day in practice there, right? You got to put in some, some time, whether that be, uh, online or in person.
Dr. Kevin Christie: Yeah. And I think the key, and I've mentioned this before, is if you're going to. Uh, work for someone.
Uh, and then you have a goal of someday opening up your own practice. You don't want that someday to be the first time you're trying to build a practice or a patient base and getting out there. Uh, you'd like to get your sea legs underneath you maybe under someone else's time, uh, late, let them make that investment in it.
And so, uh, look at it as, because I think the The mistake I've seen a lot of young docs and I would even admit that maybe early on, I had a little bit of that thought process was that it's like, Oh, it's [00:06:00] like, like, I don't know, put all this effort into build a his or her practice type of thing. And it's not the way you want to look at it.
It's you're building up your chops, you're building up your patient list. And then even if you were to move. An hour away to open up your own practice. That was a very good experience, just like your clinical would be a very good experience. And so I commend you for taking that head on and, um, kind of segue a little bit.
Uh, one of the tricky parts about naming your company, modern chiropractic marketing is that everybody expects you to stay modern, uh, with all of the social media. And when you're as old as I am, uh, not that I'm that old, but my, Uh, we had a funny story about that, where I took you to an out, a community outreach event, and we had a young lady come up and chat with us.
She was a marketing person. Probably what was she? 25, 26, your age.
Dr. Gage Winkels: Yeah, somewhere in there.
Dr. Kevin Christie: And then she asked if I was your dad. So that was a hit to the ego. But when you get to my age, it's hard to keep up with all the modern marketing [00:07:00] things myself. Like I'm not on Tik TOK and in, frankly, our Instagram, uh, for the practice was not up to snuff because things change rather quickly.
And, uh, one of those big changes for Instagram has been trying to be like Tik TOK. And so they're really. emphasizing the reels and they're emphasizing short form video. Um, and, and that's where we had a blind spot and you've come in and, um, really took that on and learned a lot with that. Uh, what was some of the early, uh, learning, Processes for Instagram reels that you had to kind of undertake and what were you doing to, to learn that?
Dr. Gage Winkels: Yeah. I mean, I think some of the things early on is, is just, you know, first of all, I mean, you got to understand what an Instagram reel is, right? So it's, it's essentially for those who aren't currently making any Instagram reels, it's a, it's a short video. Um, can be up to, like, 90 seconds in length. Um, and and with the immersion of tick tock over the [00:08:00] last few years, um, you know, it's something that that attention spans, whether it be from tick tock or just content in general, the shorter, the better there.
Um, and so for us, it was something that. Um, I noticed that we were, we were doing a great job posting frequently, but however, we weren't necessarily posting a lot of these short term videos. We had the, um, you know, educational content through MCM and things like that are slide decks. Um, but I felt like we were lacking in that.
Um, kind of shortened content version. Uh, and so that's where we, we decided we were going to come up with a plan for that. Um, and we've had some, some great interns over the last 6 months or so here that have helped with that. And it's been kind of a fun little project there. Um, but there's definitely a learning curve with it.
Right. And we'll dive into, um, kind of how, how you can develop a social media plan through Instagram reels here. And some of the metrics you'll want to, um, track throughout the process there. But it is something [00:09:00] that that there's just a learning curve. It's like learning anything, right? There's there's trials and tribulations and.
For us, it was, it was to definitely keep those videos a little shorter. Some of the first ones we did, we're pushing that 90 second mark. Um, and then you see the average watch time on them is averaging 10 to 15 seconds. Right. And so it's okay. How do we, how do we still educate the public? How do we reach out to the community?
Um, you know, show that we're experts in conditions X, Y, and Z. Um, versus, you know, a longterm video and how can we do that kind of more concisely and effectively there.
Dr. Kevin Christie: And one thing I've liked that you've done, because it's, you've been able to blend in, cause obviously the essence of what I try to, uh, coach, or we talk about at MCM is content marketing and educational content and being useful.
And you've done a good job of. Short format videos, but still providing a value and useful because I do, I do keep up with a lot of other chiropractors stuff. And, and I, [00:10:00] and I do think it's really good to sprinkle in some fun stuff and things that aren't educational, but I've seen too many where it's just all, it's all gimmicky stuff.
It's not providing a health education to the, to the practice. And you've done a pretty good job of doing that. What has been your thought process of trying to say, okay, I got 20 seconds to make this useful. Uh, how are you doing that?
Dr. Gage Winkels: Yeah, so like you said, it's it's a lot of clinics, you know, are, um, they either just follow trends, which there's nothing wrong with that.
And, and, um, I think there's benefit in that as well. Or it's the, um, one thing I see the most of and it's the Instagram page out there that has a happy 4th of July post. And then, uh, nothing for, you know, until labor day and then it's a office closed on labor day post and things like that. And, um, you know, it's, you gotta get content out there and you gotta, you gotta work that content to attract those, those patients or those people in the community there.
And so for us being, you know, a sports chiropractic [00:11:00] clinic primarily. And, um, that's something that we focus on is we want to take those videos and say, okay, we have, you know, 20 seconds, 30 seconds. What type of condition do we want to approach this with? Okay, tennis elbow. Okay. How are we, you know, treating that best clinically in practice here?
We're doing some ART, or obviously we're checking some joint motion throughout the kinetic chain there. And then we're doing some rehab and shockwave therapy. Perfect. Let's get a little clip of each one of those. Build our little collage video and post it out there. And and then we can also reuse those clips in the future, which has been something that helps improve efficiency with it.
So that's one way we've kind of approached it here and and brainstormed, you know, yourself, myself and our interns here have done a great job at kind of coming together at some of those conditions and how we can make a little collage video to attack that.
Dr. Kevin Christie: Yeah. And I just go over a little bit of the mechanics of it just for audience.
Um, that might be my age. Um, [00:12:00] there's, uh, when you Instagram, there could be a post, it's going to be your traditional posts that you might see. It might be an image that you're going to see. There's also stories and then there's reels. And then like when you go to actually post you on the, usually in the bottom, right, you'll see post story reel.
You're going to click on that reel. It's going to be video based, uh, essentially. And again, it's short format. And then within that, So once, let's just, I'm going to take you into it. We've clicked on that reel, we've selected the video that we're going to put on there from your phone. You got to do this or, or probably a pad, but typically from your phone, uh, what are some of the strategies within now that they've done that?
What are they looking at as far as let them know that they can edit the front and back of it and, you know, kind of the mechanics of it as they're hosting that.
Dr. Gage Winkels: Yeah, so, so, like you said, they're on Instagram. You have your standard posts. You can do kind of slide decks. Um, you can do your stories. Um, and then, you know, we want to focus on the Instagram reels there.
And so within an Instagram reel, [00:13:00] you can select multiple clips if you want, and then it will automatically play those in the order of selection there. It will then take you to kind of the editing platform on Instagram there. Um, and some real like basic things that I think you can do there is, um, you can obviously trim your videos.
So if you want, you know, if it's a 15 second video, but you just want to do two repetitions of an exercise, you trim that down to five seconds. Um, and then you, you can kind of play the collage of videos like that. Another one is transitions between videos. So, um, there's a transition button where between each clip, you know, the screen can.
Um, kind of fizzle away or it can swipe away in a direction. Um, that's some stuff that just makes it look more presentable. Right. And it also helps keep attention in there versus just these short choppy clips that get played over and over again. Um, and so the third thing I would say after, um, that would be, uh, captions.
[00:14:00] So I love using, you know, captions and text. Um, it kind of helps bring attention again to the screen. Cause. Get that hook in, right? You gotta, you gotta hook, um, that person who sees it on their explore page on why they should continue watching. Um, and then the fourth component I'd say is, is music. So, um, on Instagram, there's a plethora of sounds and, and things like that on their songs.
Um, and so what you can do is, is on those, um, they'll actually be a. upward arrow on sounds or songs that are currently trending. And so I always typically try and pick one of those sounds or songs there because that means that, um, that song or sound is getting a lot of plays on the app. So that's kind of a little insider tip there when you're, when you're looking at that.
Dr. Kevin Christie: Yeah. It's funny. Um, one of your early patients was a, an influencer model and she, uh, she gave you that secret and some other ones, right?
Dr. Gage Winkels: Yeah, she's, [00:15:00] she's, uh, she's helped us, uh, quite a bit there. She keeps us up on the latest trends and stuff. So being in South Florida here, you get, get some of that patient population and it's, uh, Hey, I mean, I'll take all the tips I can, right.
It's, uh, it's free advice and, and people like that who do it for a career. They, uh, they know a lot about it. So it would be, I'll take it any day of the week. That's for sure.
Dr. Kevin Christie: And it's safe to say you're not yet making the same amount of money off of, uh, holding like a Celsius drink or something like that.
Is that true?
Dr. Gage Winkels: Yeah. Yeah. We, you know, with our, our health page, we haven't got any brand ambassadors from, uh, athletic greens or Celsius or some of these companies that are maybe our patients have, um, but, but maybe someday it's not out of the cards yet. So we'll, uh, We'll just keep plugging away there.
Dr. Kevin Christie: Maybe it'd be a good hair product you can get. Just keep adding.
Dr. Gage Winkels: You know, I'll, uh, I'll take everything here, right? It's, it's, um, all the cards are in the deck there.
Dr. Kevin Christie: So, [00:16:00] um, it sounds like within the platform, You can just do so much. I think that's something I want to make sure that people understand is it's not that you have to use some other, uh, software.
I mean, I'm sure there are others that you could do more elaborate things, but within the actual platform of Instagram, you can do all the editing, even like certain things. Like if you're, you know, you might be the only doc in there and you shoot a video and it's like, you ought to clip out the fact that you were setting up to go hit the button.
And then you went to go shut the butt, the phone off. Um, you want to get that out of there. You can clip that, but you In the platform of Instagram, you can really produce this video essentially, right?
Dr. Gage Winkels: Yeah, absolutely. And so like we do, I mean, 99 percent of our, our editing, we just started to dabble with some other platforms there, but really all of our editing is within Instagram there.
And a lot of it is that, that rather basic editing, right? Like it's not complex, you know, it's going to take a long time to learn and steps to do like the app itself is fairly easy to use. Yeah. [00:17:00] And it can just be simple things like adding, um, you know, adding a trending song and clipping the video. So it doesn't start with.
You starting the camera and then walking in front to get get set up for the video, right? So it it really is efficient and it doesn't take a long time And I think one of the things that is beneficial too is as you create these clips You just keep them in in sort of a bank, right? You keep a cache of that and and so then down the road you can pull that old You know, that, uh, old clip you had for your favorite exercise for patellar tendonitis.
And you can combine that with a new clip of doing some, uh, grasping on the patellar tendon. And there's a new video right there without having to reshoot all these videos as well.
Dr. Kevin Christie: Yeah, it's cool. It's like, uh, you go back to your tennis elbow scenario. You could shoot a quick little video of you.
Assessing it, maybe a little bit of video of you doing something like air to your graphs, then a little video of a rehab exercise, a little video of shockwave. And then you've got different clips of that. And then you in the, [00:18:00] again, in the Instagram platform, you can combine it into one reel,
Dr. Gage Winkels: right? Oh, a hundred percent.
And I think that's a big challenge for a lot of DCs out there with Instagram is, is it's like that time commitment, right? Is your You're maybe you're a lone wolf dog or you're just you're busy. You're treating patients all day. You're doing, you know, backstage things like that in the practice. Um, and sometimes it might seem daunting to have to go create social media content, but you can keep those clips and reuse them and, and, you know, recollaborate them with new video and thing like that.
So.
Dr. Kevin Christie: Yeah, that's pretty cool. And then, um, you know, we've kind of talked about strategies, like, you know, what we just talked about with the tennis elbow would be kind of a strategy, uh, content in a short form, but educational content as a strategy. Then we mentioned some tactics like trending music as a tactic and, uh, certain things like that.
I know you put some overlay graphics sometimes on there. That would be kind of a tactic or production. That's cool as well. Now, um, on the metric side, what are some of the things [00:19:00] that you've been. Looking at and trying to improve on the, on the metric side, if you can just kind of run through some of those.
Dr. Gage Winkels: Yeah. So what we did is, is, um, after about a month or so that we started to really implement, um, consistent Instagram reels on our page, I thought we need a way to audit this, right? Just like clinically, uh, you need a way to audit. Audit, something that's going on with the patient. Um, and so why not audit, you know, metrics surrounding Instagram.
Now, uh, with Instagram, it's extremely beneficial. There's a, um, a section on Instagram if you are a business account. Um, there's, there's two sections. One is the professional dashboard, um, and that's a fairly newish feature. And what that does is that can show you. best practices it's called. And so that's some of your best videos and how to remake those as well as it can.
It has an inspiration tab, so it can show you other reels that might give you ideas and things like that. Um, but the biggest thing with the Instagram [00:20:00] account is the insights page. So on Instagram, in your account, you can go to insights. Again, this is as a business account. Um, and you can go to the insights and within insights, You can see, I mean, dozens of metrics on there.
Everything from just how many views, um, you, you get on a post to, um, they have the, uh, average ages broken up onto the people who are viewing your content. They have the, the sex of the people viewing your content, the location, right? And that can be by country, city. I mean, there's so much insight there. I think a few of the, the biggest ones, um, that we like to see is, is obviously views.
Um, and that's that's great because that's just general exposure. Um, and then one that I think is really cool to track that we have is, um, you can look at your views or your interactions with your Instagram account as a follower versus non follower breakdown now. So as you post an Instagram [00:21:00] real. You'd love to see that non follower breakdown increase, meaning that you're getting into the algorithm.
You're getting on people's explore pages. You're reaching people who aren't already following you. And so you're getting that community outreach there. And so that's a huge one that we like to like to track there. I think one, one other one that we like to track here, and it's kind of fun to play around with is, um, it'll show you your busiest times for your followers on Instagram.
And that's by day of the week and time of the day. So we can see that, Hey, um, on, on Monday at noon to 3 PM, that's the best time for us to post on a Monday. And throughout the week, it's, you know, Monday, Wednesday and Saturday at times a, B and C. And so then we can target those times when, when our followers are most active on the platform.
Dr. Kevin Christie: That's really good. And then, um, one of the [00:22:00] things I also recommend is what we try to do is get patients to follow your Instagram, because you do want to obviously have some of your followers, um, watch it. And then if it's your patient even better, which is great, because one of the things we saw a benefit of is when we did get.
Shockwave therapy. And for you listening, you might get something else, but if you have a new service or a new doctor, uh, we did a lot of reels on shockwave and a good amount of our patients that were falling in RIG, it kind of helped, uh, prime them for that. And we had people that came in that were already kind of coming in on a regular basis, then ask about shockwave and they converted to that, or we had patients come in because of that.
And so you can, uh, you can really. Educate your patient population if they're following your Instagram, which has been nice.
Dr. Gage Winkels: Yeah, I mean, that was that was an awesome kind of turning point for us there. And even myself personally, like, joining the practice and starting up those Instagram reels fairly early on, um, [00:23:00] it was kind of cool to see, you know, patients coming through the front door here and meeting them.
And they said, oh, hey, I recognize you from that post or from that Instagram video. Um, and it helps bring familiar faces into the office. Right? And even with our interns, it's been nice to do that and helps helps us establish that care team here. Right.
Dr. Kevin Christie: It does. And I wanted to bring that up and I'm glad you did.
Um, what I noticed it did was a few things by you doing a lot of the reels for our practice. It, it helped them, uh, get that no like and trust quicker for you. Uh, it helped position you as an expert a little bit better. Like, Oh, like he really knows his shit. You know, that's good. And, uh, it also just gave them awareness that we had a new doctor here and that, um, You know, they may be seeing you.
So that was really good. And so I, I had a lot of patients that I was still treating say, Oh, I saw you got a new doctor. That's great. Uh, you know, and I think it did a great job of, uh, onboarding you into the flow of things, uh, with our patients. And then now that [00:24:00] I've kind of cut down to part time care, a lot of them have been fine seeing you and staying on your schedule, which has been pretty cool.
Dr. Gage Winkels: Yeah, and like, you know, the non, non follower versus follower breakdown is, is always great. But, uh, at the end of the day, we're all, you know, not all of us are going to go viral. Right? And, and that's not necessarily the goal, nor should it be the goal there. Um, we're not trying to, to hit the lottery here.
Um, but we want to establish that, that, uh, connection in the community. Um, a lot of that's with preexisting followers. And like you said, I think it's a great way, you know, we utilized it a lot with myself, but also with shockwave therapy. And so new, new modalities or new aspects people are bringing into their clinics.
I think it's a great way to get exposure to that. And, um, it was really cool to see, you know, the benefits of that start to pick up where. Um, I still remember like, uh, you know, we had a patient who, um, came in, shoulder complaint and, and she suggested she wanted to try the shockwave before we even had mentioned it, you know, and implementing it into her care plan because she, uh, saw a [00:25:00] video that we had posted.
So, um, that's something that, that can be really beneficial for the practice as well.
Dr. Kevin Christie: Yeah, absolutely. Um, another one that something we used to do, uh, because we had to do it this way. We, we called it the IG takeover. And it was like, if you went to another, uh, facility and then you would actually give them your login credentials and they would shoot video or whatever, uh, you using your plan, your Instagram.
And it was cool, but you know, a little riskier. We'd have to change the password afterwards. Uh, then I was at a, I worked one of the, we worked this, obviously this tennis Academy, they have a tournament every weekend and I worked the one Saturday and there's an influencer there and, um, they're going to like the, the brother, or not the Not the brother, the guy that wants to be like, Oh, take a, take a picture, blah, blah, blah, and do the whole thing.
And then she's like showing me all this stuff that I had no idea about. And it was a collaboration. So it was like our health fit account collaborating with her account, which had a lot more followers. Uh, [00:26:00] so now you don't have to necessarily do the IG takeover strategy. You can do this collaboration thing and you can also do it with reels.
Can you explain that a little bit for our audience and the benefits of that?
Dr. Gage Winkels: Yeah, so, so the collaboration piece of Instagram is, is awesome. So it's, it's when you're out there boots on the ground in person, right? You're, you're working a community event. You're, um, you know, interviewing someone in the community.
You're, you're doing marketing events, things, community outreach like that. Um, it's a great way to expand that following. And so what it is is, um, by you doing a post on Instagram or a real, you can then, um, add another account on Instagram as a collaborator. And so then that post will appear on all the. Um, pages that follow, you know, the, the other site or the other page there, as well as your clinic page.
So, um, a lot of the docs out there who are doing, you know, things like with gyms in the community, or, um, like, we do tennis academy, right? Run [00:27:00] clubs, things like that. Um, that's a great way to get more exposure to that area. And I think with that too, you build, you know, like you said, you build some credibility of, you know, hey, this gym or these trainers or, you know, this provider in the community also works with HealthFit over there.
Uh, you know, if they trust those guys, I'm going to trust those guys. And so it's a great way to do that. And it's, it's really easy. You can just add collaboration. Type in the account and go from there.
Dr. Kevin Christie: Yeah, I really liked that. And it's cool. It's like a, it's like an old school meets new school. You know, you're out doing the old school in person, uh, networking or community outreach, but then you utilize a new school technology and you exponentially.
Get that out there. And so like you said, if that, if that gym has 5, 000 followers and you do a collaboration reel with them, not only is that getting in front of your following, but also theirs. So you increase your audience size of like minded people. And then, yeah, it's a, it's [00:28:00] a, um, social proof type of thing like, oh, okay, this must be a place to go to if they recommend them.
So I love that strategy. I think it's something that chiropractors need to, to double down on for sure.
Dr. Gage Winkels: Yeah, and it's something, you know, you, you sit down in the office and you say, you know, Hey, what community outreach events do we have coming up in the next month or two? Um, and, and then would they, you know, could we ask them, you know, Hey, if we put this on Instagram here, can we add you as a collaborator?
And, uh, and then it'll just appear on your feed and, you know, you can also share it to your story or whatever. Because you got to think to them, then they're getting the collaboration on their end from your clinics following as well. So it really is a win win situation there. Um, and we haven't had any issues with with anyone denying that or anything.
And, um, it's something we hope to continue to going forward with other community events around us here.
Dr. Kevin Christie: Yeah, no, it's, it's awesome. And then, uh, the last one little topic I have, and then I'll see if I didn't ask anything that our audience needs to know, [00:29:00] but, um, we've been messing around trying to, uh, we're doing it for our practice a little bit, but also trying to be able to offer this to our, uh, coaching clients that we do their marketing for them.
And that is, uh, and I've mentioned it on the podcast before, but Opus clip, uh, where you could, if you, you know, if you're Uh, practice and you've got a bunch of YouTube videos and they're longer format, three minutes, 10 minutes, five minutes, whatever, uh, you can run it through this Opus clip and it'll spit out, uh, reels for videos.
So, uh, explain to our audience what that is and some of the details of it and how you're leveraging that.
Dr. Gage Winkels: Yeah. I mean, Opus clip has been something we've kind of. Come on to, um, over the last few months here. And it's something that I think, um, has some great opportunities for clinics in general, and especially for clients of MCM in the future here, where, um, essentially you can put in a video, um, of really any length.
Um, and so we've uploaded a few of your speeches that you've given that are in our [00:30:00] duration. Um, and you can upload it into, uh, it's a website platform there. It's AI generated. Um, and it will essentially process that video. You can select, um, you know, you want clips spit out from that at zero to 30 seconds, zero to 60, all the way up to three minute long clips.
Um, and it will go through, analyze that video. It will put in those clips. Those captions that are coming up, it will add B roll clips, which are like little side clips that'll come in and interrupt the video in the middle of it. Um, it will do all of that for you. And then it also, it provides a written description of what's being said during those clips or of the clip itself.
And then what's kind of cool is, um, it's in a beta mode right now for the website, but, um, it, it'll essentially grade things like. Um, how capable this is of joining a trend, how well the hook is on this video, um, how well, you know, the, the phrasing is of this video, things like [00:31:00] that. You get graded on six or seven metrics there and it ranks those, so it will spit out these clips and your top clip will be, you know, it has an a hook and, and it has a minus for ability to catch a trend and things like that.
And, um, all of that is, is processed by AI. You just plug in the video. Um, it's a subscription based based website there. But yeah, it's, it's awesome. I've enjoyed really, really working with it and we're diving into it, you know, head first here and really, really seeing what the capabilities of that could be in the future here for.
Um, for clinics in general and especially MCM clients here.
Dr. Kevin Christie: Yeah. What do you think is the, um, ideal, like taking into consideration that these are chiropractors, these aren't marketing specialists and plenty of time on their hands outside of patient care. What would, what would be a good frequency of posting reels, uh, on, on Instagram?
Dr. Gage Winkels: Yeah, I mean, I think, I think if you could post, um, [00:32:00] you know, as a, as a standard clinic there, and you're not, you know, Mr. Social or Mrs. Social Media Influencer there, um, honestly, I think one reel a week would be a good, a good thing there. So it'd be for a month. Right. I think that would be a good frequency there because on top of that, you can always post your standard posts.
You can post stories. You can, you know, post other video. Right. This is just one more component. And it's just tailored to, uh, the type of content that society's enjoying the most right now is that short form video content. So I really think a frequency of, of once a week, a week or four posts a month would be great.
Um, kind of a great starting point for a lot of clinics and be really beneficial. Um, and that's, I mean, we didn't, we didn't start here posting, you know, seven reels a day every day from week one. So you gotta start somewhere. And I think that would be a really good frequency about about four a month there.
So one a week.
Dr. Kevin Christie: Love it. And then, uh, is there anything I didn't ask or we didn't [00:33:00] discuss that could really help the chiropractor get started with Instagram or even just improve? Maybe they already are doing it, but, but some strategies improve or anything.
Dr. Gage Winkels: Um, I mean, I think I'll just briefly go over here.
You know, one thing that we kind of did, um, early on there is, is we broke up, you know, how we're going to attack social media into three components. Um, those three components would be brand audience and plan. Now, under brand, it's, you know, who are you as the provider? What, what's the clinic like? What's the vibe, values, mission statements, things like that, um, under the audience, like on Instagram and those insights, you can see, you know, where, where people are from, where they're viewing your content.
Obviously, a lot of that's going to be local there so you can kind of know like, hey, the content, you know, social media stuff I would post in the hometown I grew up in is going to be different than what I'm going to post down here in South Florida, right? I'm not going to talk about golfer's elbow in [00:34:00] January in northern Minnesota as much as I would in South Florida here in January.
Um, and then that third component of it would be developing a plan, and that's just, you know, what type of post do we want and and a frequency and then let's find a way to kind of track some of these metrics. So I think, you know, brand audience and plan and just going over that with with either yourself or as a clinic would be a great way to kind of come up with with something to get started with Instagram.
It can be daunting and social media in general can be. Um, a bit overwhelming. And so, you know, why not develop a good solid plan and just follow that and track some metrics and see what you can get, um, over, you know, we're doing 90 day time periods with ours. So, uh, give it three months and kind of see where you're at there.
Dr. Kevin Christie: Yeah. And the other cool feature on there is you can schedule it out. So you can, um, you know, if you've got an hour a week to sit down and do it, you can, you can schedule that out for the month or however much you want.
Dr. Gage Winkels: Right, [00:35:00] right. And as that clip cache, you know, builds and things like that, I mean, now it takes us, you know, not even 10 minutes to pick a few clips, throw a video together, schedule it out for two weeks from now on Tuesday afternoon, because that day works best for us.
And that's the time our followers are most active and you set it and forget it.
Dr. Kevin Christie: Awesome, man. Well, this has been great. And I know there's a lot to it and we could probably do a part two and three and a four. Um, but, uh, yeah, we're, we're continuing to learn from it as well. And in monitoring our metrics, uh, what's your, what's your, uh, your next goal with, with Instagram of like one of the metrics or something that you want to achieve.
I know you and, uh, uh, one of our interns, Matthew was, uh, kind of competing with each other a little bit there. What do you want to hit? What do you want to do?
Dr. Gage Winkels: Yeah, I mean, I think one thing for us is, um, we're coming up on our, our second 90 day metric here. Um, the first one we, um, our, our interactions or our impressions there, we had hit, uh, 27, 000, which is kind of crazy to [00:36:00] think by just doing a few extra Instagram reels a month, you, you impact 27, 000 people.
Um, our goal was, was 35, 000 and we're looking like we're going to beat that there. Um, I'd love to hit that 50, 000 mark. So that's, you know, 50, 000 views over 90 days, um, would be sweet. And, and overall followers too, right? Just building that community, um, establishing that connection in the community, and we're coming up on, on 1600 here and, um, In the next, you know, 90, 90 days or so, if we could stack on another 50 or 100 there, um, that'd be awesome.
So all those metrics you can track and, and it'll show you, um, the percent growth on those and things like that. So that's something that I think will be a good goal for us going forward into the end of the year here.
Dr. Kevin Christie: Yeah, I just, I'll leave, uh, the audience with a couple of things. One is, uh, Ashley Jordan, one of our associate coaches, they've implemented in their practice where they, every Friday they, um, they just follow new patients and a lot of time to get follow back, [00:37:00] which is different than friend requesting someone on Facebook.
That's a little bit probably, you know, maybe not going to do that when patients come in, but following patients, uh, on Instagram. could get more people following you back. Or if you, you know, all the things that all the entities that you reach out to in a community, like say you go and connect with that gym or that coffee shop or that, um, tennis academy, you, you name it, you follow their business.
A lot of times they follow you back. And so that works out. One thing that I've also done is, uh, we sponsor a group that's called Boca Raton triathletes. And I went onto there Instagram. And I started looking at some of the people that I knew from that group and I followed some of them and I got followbacks with air.
So there's some strategies to increase your followers where it's more manual. Like you got to go in and, and, and try to, uh, siphon that a little bit more. Uh, but I, I just wanted to, to, to leave it at that as far as, um, growing the audience.
Dr. Gage Winkels: Yeah, absolutely. And I think, you know, one last [00:38:00] thing is, is don't get discouraged.
Like I said, we're not all all going to go viral. Um, that shouldn't be the goal. But if you host a lunch and learn and 15 people show up, you might consider that a win. And you can post an Instagram real on a condition you enjoy treating or feel like you have a good grasp on and maybe 200 people will see that.
And so you can look at it that way as well. So, yeah, absolutely. Just, uh, don't get discouraged. Social media can be a bit daunting, but, uh, we're all in it together here. So
Dr. Kevin Christie: do you have any haters yet? Like I have haters.
Dr. Gage Winkels: I don't yet. I'm still in the young DC category there. So I feel like I'm, I'm avoiding it as of now.
Um, but we'll see as we grow this thing and stuff, it's, you're not going to appeal to everyone. I mean, I'm sure some of our, our videos and, um, Things, you know, around the evidence based world wouldn't appear to everybody, but, uh, we'll just, we'll just keep plugging away here. So there you go.
Dr. Kevin Christie: Can I have a thick skin?
No, I'm just kidding. Obviously, you know, if you're, if [00:39:00] you put it, if you're a chiropractor, they're listening, you're putting out good content. You're not going to get the haters. Uh, it's when you do dumb shit. So just don't do dumb shit. Yeah. Well, Gage, this was awesome, man. Thanks for, for everything you've been doing.
And it's exciting to see the growth of, of everything that you are Doing and thanks for sharing that.
Dr. Gage Winkels: Yeah, absolutely. Thanks for having me on and I'm excited to see you know Where where people can go with this and where we can go with this as our clinic as well