Some people hop on TikTok for the dance challenges and viral trends; others are there to confirm whether their favorite celebrity got veneers. Whatever your personal flavor is, one thing is certain: America is obsessed with TikTok, and with teeth.

The fixation on perfect pearly whites hasn’t faded since the days of Hollywood icons like Marilyn Monroe and Elizabeth Taylor. Instead, it has morphed into contemporary beauty standards that favor neatly arranged teeth with a milky hue. When this is not the case, many people will do everything they can to take matters into their own hands, or at least to spectate others doing just that.

And there’s no better way to drill into other people’s teeth than on TikTok. Even as the app’s future in the US remains uncertain over concerns about data security and privacy—on January 19, a looming national ban lasted approximately 14 hours before it was temporarily lifted—TikTok still reigns supreme for fast-tracking viral content, with more than 2 billion active users worldwide according to data reporting company DemandSage.

Especially since the days of COVID-19 lockdowns in 2020, many dental professionals have taken to the app to connect with potential patients and showcase their work. Some have fun with dance challenges and voiceovers, displaying both their personality and practice. But most important, TikTok has made it much easier for them to reach potential patients, some of whom are now flying across the country to visit their favorite TikTok dentist. 

Dr. Richard Lam of Refine Dentistry in Stafford first dipped his toe into the TikTok waters at the cusp of the pandemic with no robust marketing intent, just inspiration from other professionals on the rapidly growing platform. Nearly five years and more than 420,000 followers later, he’s keeping it fun and participating in trends with his entire office team.

“It shows patients that the dental office isn’t such a scary environment,” Lam says. “It’s nice to show the fun side of the office—that it’s approachable and we’re like a family.”

While platforms like Instagram and Facebook are mostly set up for content to be seen by someone’s followers, the algorithm on TikTok works its magic by pushing engaging content to people’s “for you” pages. Lam’s first viral video back in 2021 shows him creeping into the office with food for the female workers whose menstrual cycles had synced. The video got nearly 4 million likes, with some comments calling him the “best boss ever!”

“On TikTok, it’s possible to go viral so you can expand your audience,” Lam adds. “I’ve got a good patient just out of social media.”

Dentistry requires close interaction and fostering a caring environment. The job is, genuinely, to make people smile—and, according to dental professionals, the relationship with patients is the best part of it.

“Dentistry is so personal,” says Dr. Tasneem Mahmood of Gloss Dentistry at Greenway. “We’re all up in your personal space. Whether you’re the nicest dentist in the world or the meanest, everyone feels scared and judged when you’re looking into their mouths. I try to make it as comfortable as possible.”

Mahmood also created her TikTok account in 2020, showing facets of her lifestyle, her motherhood journey, and some dentistry. One of her videos, about how cavities can be contagious, went viral in a little over 24 hours, catching the attention of major news outlets like Daily Mail and The Guardian. So she just kept on doing it.

“I offer some specialized services—laser gum contouring, laser gum bleaching—that not a lot of dentists offer in the US, so I’ve been getting a lot of patients flying to me,” Mahmood says. “The parasocial relationship you build when you follow someone and you get to see their personalities is huge.”

For those proud of their skill, TikTok can be an avenue to showcase professional dental work. Dr. Terri Alani, endearingly known as the “Texas Tooth Lady,” has been a frequent guest on Great Day Houston and Houston’s Morning Show. She also has a successful YouTube channel and Instagram account where she educates and showcases her work. Some of her videos have well over a million views.

Thanks to her presence on social media, including her TikTok account, she gets about five or six new patients every day—many traveling in from all over the country. “You don’t have to sell them dentistry,” she says. “They’re there because they want a procedure and they think you do a great job.”

Alani’s personal brand is raw and spontaneous. None of the content is planned, she says, and it often showcases her work in real time—from laser recontouring to tartar removals, veneers, bonding, and more. “I like the way it exposes your practice and gives people insight into what you do in a real and authentic way,” she adds.

Dentists navigating this digital space must lean into their creativity. To make it in the troughs of social media—whether it’s dancing, cleaning, or extracting—you must put your artist’s hat on and post regularly. “Anyone can get started,” Lam says. “The hard thing is being consistent.”

Don’t worry, these professionals aren’t going away anytime soon. If we ever actually say goodbye to TikTok, you can watch out for them on YouTube Shorts.