Social Media for Therapists: What Works and What to Avoid
As therapists, we know that connection is at the heart of healing. Social media, when used intentionally, can extend that connection beyond your office. It offers a space to educate, normalize mental health conversations, and gently invite potential clients into our work. But it also requires discernment. The online world moves fast, and it’s easy to feel overwhelmed or unsure about how to show up professionally and ethically.
We want to help you use social media in a way that feels aligned with your values, supports your practice, and protects your boundaries.
Know Your Audience
Start by identifying who you’re trying to reach. Your ideal client might be a young adult navigating anxiety, a parent managing burnout, or a professional struggling with perfectionism. Knowing their age, lifestyle, and core challenges helps you create content that speaks directly to their experience.
Choose Three Content Pillars
Consistency builds trust. Choose three themes that reflect your clinical focus and therapeutic style. For example:
- Quick Tips: Share bite-sized strategies in 3 to 5 slide carousels.
- Myth vs. Truth: Clarify common misconceptions about therapy or mental health.
- Inspirational Quotes: Pair with a reflective question to encourage engagement.
These pillars help you stay focused and make content creation more manageable.
Create Reels Without Showing Your Face
You don’t need to be on camera to make meaningful video content. Try:
- Voice-overs with animated text
- Writing on a whiteboard to demonstrate a concept
- Simple animations using Canva or InVideo
Reels are a powerful way to reach new audiences and share psychoeducation in digestible formats.
Keep a Simple Posting Schedule
Avoid burnout by sticking to a rhythm that works for you. A sample schedule:
- Monday: Carousel post
- Wednesday: Myth vs. Truth graphic
- Friday: Quote and question
- Daily Stories: Behind-the-scenes glimpses, reflections, or reminders
This structure helps you stay consistent without overcommitting.
Engage Organically
Social media is relational. Build community by:
- Commenting thoughtfully on related accounts
- Using 5 to 10 niche hashtags and 3 local tags
- Responding to comments within 24 hours
Engagement fosters connection and helps your content reach more people.
Track and Adapt
Use insights to monitor what resonates. Pay attention to reach, saves, and shares. If carousels or reels are performing well, lean into those formats. Let the data guide your strategy while staying true to your voice.
Consider Ads
If you're ready to invest in growth, ads can help you reach new clients. Start with a business account, create a clear and inviting bio, and budget realistically. Ads work best when paired with authentic, engaging content that reflects your therapeutic approach.
Use Tools to Stay Organized
- Canva for design
- Buffer or Later for scheduling
- Google Sheets, Excel, or even a handwritten list for planning and tracking
These tools can help you stay consistent without feeling overwhelmed.
Offering Personalized Advice
Keep your content educational. Avoid diagnosing or offering treatment in comments or direct messages. This protects both you and your audience.
Oversharing
It’s okay to be human online, but be mindful of how much personal information you share. Maintain boundaries that support your role as a therapist.
Ignoring Ethical Guidelines
Always follow your licensing board’s rules for online conduct. Protect client confidentiality and avoid anything that could be construed as clinical advice.
Following Every Trend
Not every trend aligns with therapeutic values. Choose content formats and topics that feel authentic and clinically accurate.
Overlooking Accessibility
Make your content inclusive. Use alt text, captions, and clear language so that your posts are accessible to a wider audience.
