How the Facebook Algorithm Works for Vet Clinics in 2025

Facebook remains one of the strongest tools for veterinary practices to connect with pet owners, but the way your posts are shown has changed dramatically. In 2025, the Facebook algorithm prioritises content that sparks authentic interaction and increasingly shows posts from clinics and businesses that pet owners don’t yet follow but are likely to care about. 

Did you realise that on average, less than 5 % of your followers are seeing each post? That means even your most loyal clients may be missing your messages, and potential new clients might never know you exist.

In this article, I’ll walk you through how the Facebook algorithm works today, show you what types of content perform best, and share practical strategies vet clinics can use to get found beyond their current followers.

If you’ve ever felt frustrated because your carefully crafted posts about services, offers or pet-health updates barely gained traction - you’re not alone. But here’s the catch: it’s not random. Every post’s reach is determined by the Facebook algorithm.

The algorithm decides what appears in each user’s feed based on relevance, engagement and recency. When you understand these rules, you don’t just reach your existing clientele; you can also put your practice in front of entirely new local pet owners. That means more eyeballs, more trust and ultimately more appointments.

Facebook rewards posts that encourage real conversations. A client who comments on your dental awareness post might push that content into their friends’ feeds, even those who aren’t yet clients.

Longer viewing times, such as someone watching a puppy vaccination video to the end, also help your content rank higher.

Get your colleagues, friends and clients engaging with your posts - liking, commenting and sharing (the latter gives more boost to your post).

Tip: Ask questions like “When was the last time you checked your pet’s teeth?” or run polls (“Do your pets love or hate bath time?”). These spark replies and shares, which fuel visibility.   And another extremely effective strategy is to have a relevant CTA for good posts, 'share this, if you have friends with dogs - as most people don't know this.'

One of the biggest changes in recent years is that more than half of a user’s feed now shows content from pages they don’t follow.

For vets, this means your posts could be shown to local pet owners who have interacted with animal rescue pages, pet product brands, or other animal content. Imagine your heartworm awareness video being seen by a whole network of local dog owners you’ve never met.

If your content is relevant and engaging, Facebook will do the work of finding new audiences for you.

Some types of content spread faster because Facebook gives them more weight:

• Reels and short-form video: A 30-second clip showing a “day in the life” at your clinic or a story about a pet who came in with a tick can spread quickly.
• Live streams: Perfect for Q&A sessions like “Ask the Vet: Summer Pet Safety.” Real-time engagement earns priority in feeds.
• Stories: Behind-the-scenes updates, staff introductions, or pet-of-the-day features perform well thanks to their casual, interactive feel.

Static images and text still matter; a gorgeous puppy photo never fails. But video-first content is where the algorithm really leans.

The algorithm prioritises clinics that post regularly. A post about desexing awareness might have a strong run for a day or two, but if you’re only posting once a month, you’ll quickly fade from feeds.

Aim to:

• Post at least two to three times a week.
• Repurpose blogs into Reels or Stories.
• Maintain a steady rhythm, rather than short bursts followed by silence.
• Mix up your content: entertaining 50%, educational 30%, promotional 20%
• Repost past popular posts

Keywords are subtle but powerful. If you’re a vet in Melbourne, using terms like “cat vaccinations Melbourne” or “puppy preschool Brunswick” helps Facebook categorise your content and show it to the right people.

Hashtags play a smaller role on Facebook than Instagram, but a few relevant ones (#pethealth, #dogsofsydney) can support discoverability.

Pet owners are highly active in Facebook groups. By contributing genuinely in local community groups or pet-owner groups, your clinic can get noticed by people who might never otherwise see your page.

For example, answering a quick question in a “Sydney Dog Owners” group about ear infections could position your clinic as the trusted expert. This builds authority while driving more eyes to your business page. 

Top Tip: Find out what breeder groups are in your area, and join them.    Get your Vets with their own local community groups, to join them and participate online when something relevant pops up.

Don’t just post on your page and log out. Engaging with other relevant pages, local shelters, breeders, groomers, or pet clubs signals to Facebook that your clinic is active and relevant.  Even interacting on Reddit assists as well.  This can lift your visibility while also positioning you as part of the broader pet community.

Boosting posts still works in 2025, but it’s not about boosting everything. It’s about boosting the right content, for the right reasons.

Choose posts that are already performing well organically, such as a video with strong early engagement or a seasonal promotion (e.g. discounted senior pet health checks). Always make sure the post links to something useful, like your booking form, a service page, or an offer with a clear call to action.

Set goals first (awareness, website clicks, or appointment bookings) and track the results. If something underperforms, stop the boost and adjust. Boosting is best thought of as fuel for posts already moving, not a magic wand for posts with no traction.

When a client comments “Thank you for looking after Bella today!” on your post, that comment can appear in their friends’ feeds. If a friend likes or replies, the post can snowball to a wider local audience.

This is why replying to every comment matters. A quick “Bella was a star patient!” not only builds goodwill but also increases your visibility far beyond your page followers.

•  
• Post consistently,  aim for three to five times per week.
• Mix formats but lean into Reels, Stories, and Lives.
• Use local and service-based keywords in your captions.
• Share real patient stories (with owner permission).
• Get involved in community groups to build visibility.
• Boost posts selectively with clear CTAs and tracking.
• Encourage comments and always reply promptly.
•  

In 2025, Facebook is no longer just about reaching your clinic’s followers. With the rise of interest-based recommendations, it’s now a discovery platform that can put your content in front of thousands of local pet owners who may never have heard of you.

By focusing on authentic engagement, regular posting, and video-first content, vet clinics can work with the algorithm, not against it to build trust, attract new clients, and strengthen relationships with existing ones.

At Vet Marketing Services, we help veterinary clinics determine whether Facebook paid campaigns are the right fit for their goals. When done strategically with the right audience, compelling creative, and clear calls to action.  Facebook advertising can deliver a measurable lift in new enquiries, repeat visits, and local visibility.

If you’d like to explore whether Facebook advertising could work for your clinic, reach out for a chat. Together, we’ll map the best approach to get real results for your practice.