Introduction
Social media is everywhere—but does that mean you need to be on it to grow your therapy practice? The short answer: not necessarily. Used well, social media can help therapists expand their reach, build trust, and attract ideal clients. But it’s not a one-size-fits-all tool.

This post will break down what social media marketing is, how it works for therapists, and how to decide if it aligns with your goals, boundaries, and personality.

What Is Social Media Marketing?

Social media marketing is the use of platforms like Instagram, Facebook, LinkedIn, or TikTok to connect with an audience, share your voice, and build your brand. It’s not about becoming an influencer or going viral—it’s about showing up consistently, authentically, and professionally.

How Social Media Can Support Your Practice

1. Visibility

Many people scroll before they search. When your content appears in someone’s feed—even passively—it increases the chance that you’re top-of-mind when they need support.

2. Credibility

Posting thoughtful, relevant content (like tips for managing anxiety, boundaries in relationships, or how therapy works) positions you as a knowledgeable, compassionate expert.

3. Connection

Social media can humanize your practice. It gives potential clients a low-pressure way to get a feel for your tone, values, and style—especially helpful for those nervous about starting therapy.

4. Referrals & Networking

Colleagues often refer based on familiarity and trust. A consistent social media presence keeps you visible to peers and other professionals who may refer clients your way.

But... Is It Right for Your Practice?

Before you jump in, consider a few key questions:

✅ What are your goals?

• Do you want more clients? More private-pay clients?

• Are you looking to promote a group, course, or workshop?

• Or are you simply hoping to educate and advocate?

Your goals should shape your strategy. Not every therapist needs to market on social.

✅ Do you enjoy writing, teaching, or engaging online?

If the thought of posting regularly stresses you out, drains you, or distracts from your clinical work, social media might not be the best use of your energy. And that’s okay.

✅ Are your boundaries clear?

Social media marketing requires a strong container:

• No engaging with current clients

• No giving clinical advice publicly

• Clear disclaimers and ethical guidelines

If you struggle with blurred lines, it might be worth skipping or outsourcing your content strategy.

Best Practices for Therapists on Social Media

If you decide it’s the right fit, here are some therapist-friendly best practices:

1. Pick a Platform That Matches Your Audience

• Instagram is great for bite-sized content, quotes, or mental health tips

• Facebook is ideal for community groups and long-form posts

• LinkedIn works well for connecting with other professionals

• TikTok is creative and fast-paced but takes more content creation energy

Start with one platform and build slowly.

2. Post With Purpose

You don’t need to post daily. Aim for consistency over frequency. Focus on:

• Common questions clients ask

• Busting myths about therapy

• Practical coping tools

• Insights aligned with your modality (e.g., IFS, EMDR, somatic work)

3. Create a Content Boundary Plan

Plan your content in advance. Schedule posts. Know when you’ll check DMs—and when you won’t.

4. Keep It General and Educational

Never give personalized advice. Stick to general insights like:

“Many people struggle to set boundaries with family during the holidays. Here are three gentle scripts to try...”

Alternatives to Social Media

Social isn’t the only game in town. If you’d rather skip it entirely, here are other ways to market your practice:

• SEO-optimized website content (see: SEO for Therapists)

• Local directories like Psychology Today or TherapyDen

• Networking with other professionals

• Email newsletters

• Guest blog posts or podcast appearances

Conclusion: Do What Supports You

Social media is a tool, not a requirement. If it energizes you, it can be a meaningful way to connect and share your voice. If it feels like a burden, skip it and focus on other strategies that align better with how you work.

Whether you post once a week or never at all, what matters most is that your practice is visible somewhere, and that it reflects the care, clarity, and professionalism you bring to your work.

Want help clarifying your brand voice, planning posts, or writing non-cheesy content? Reach out—I help therapists translate their values into copy that connects.