The Power of Instagram: Using Social Media to Grow Your Private Practice
Did you know that it’s possible to launch a thriving career in private practice therapy using Instagram? In this episode of The Private Practice Pro Podcast, host Kelley Stevens sits down with licensed therapist and business coach for therapists, Kelly McKenna, to show you how it’s done. With an impressive Instagram following of over 50,000, Kelly McKenna has established herself as an expert in her field online. However, her vision for her business extends far beyond accumulating a large number of followers. In this episode she explains how she utilizes social media for marketing, networking, and acquiring referrals – all while helping other therapists do the same. If you’ve ever considered leveraging social media as a platform for your career, this episode is a must-listen!
Are you a therapist looking to expand your private therapy practice and reach a wider audience? In the latest episode of The Private Practice Pro Podcast, I dive deep into the mind of licensed therapist and esteemed business coach for therapists, Kelly McKenna. With her extensive experience and an incredible Instagram following of over 50,000, Kelly has become a recognized authority in the world of online therapy. She generously shares her expertise, revealing secrets about how social media can be an effective tool for marketing, networking, and acquiring client referrals. Whether you are just starting out or already have an online presence, this episode will provide invaluable insights and practical strategies to take your therapy career to new heights.
We touch on a wide range of topics that are crucial for therapists looking to thrive in the digital age. From tackling the complexities of working with clients in multiple states to assessing mindset around rates and pricing structures, you’ll gain firsthand knowledge on overcoming common challenges therapists face in the online space. We also delve into the pros and cons of tech apps, group therapy practice, and private practice, helping you make informed decisions that align with your career goals.
If you’ve ever considered leveraging social media as a platform for your career, this episode is a must-listen! Tune in as we reveal the hidden potential of Instagram and show you how to effectively use it to grow your private practice.
Kelly McKenna is a licensed therapist and business coach for therapists. Kelly built her private practice totally on Instagram @sitwithkelly. By providing educational and relatable content and Reels about anxiety, she’s been able to help millions of anxious women. Kelly also coaches other therapists, helping them to find their voice online and grow thriving private practices @businessoftherapy.
Website: www.sitwithkelly.com
Instagram: @businessoftherapy @sitwithkelly
A Therapist’s Guide to Growing a Private Practice Online
Starting a private therapy practice is no small feat, especially in a world where therapists aren’t always taught how to build businesses. But what if your most powerful tool for growing your private practice was already in your pocket?
That’s exactly what Kelly McKenna, LCSW, discovered when she used Instagram to launch a thriving cash pay therapy practice. In just a few months, she transitioned from nonprofit management to a successful solo therapy practice. Instagram became her main marketing tool, and now she helps other private practice therapists grow their businesses with intention and ease.
Let’s break down her journey and how Instagram can help grow your private practice too. Whether you're starting out or looking to scale your existing private therapy practice, this guide is for you.
From Nonprofit Burnout to Private Practice Boss
Kelly McKenna holds both an MSW and an MBA, giving her a unique edge in understanding both mental health and business operations. After years of working in nonprofits, she felt disconnected from the client work that once inspired her. That’s when she began seeing therapy clients on the side.
Initially, she worked for a group therapy practice, but she quickly realized she could attract clients independently. “I was seeing clients from Psychology Today on my couch and giving half the income to a group practice,” she said. That experience sparked her decision to start a private practice on her own terms.
Going All In on Instagram
In October 2020, Kelly launched her Instagram page, @sitwithkelly, with the goal of attracting cash pay therapy clients. By December, she had 1,000 followers and booked her first client at $250 a session. By February, she had quit her full-time job.
Her secret was creating intentional content that spoke directly to her niche: anxious millennial women. Within months, she had a full private pay therapy caseload and a thriving solo therapy practice.
What began as a passion project quickly evolved into a full-blown private practice business and later, a coaching empire.
Niche Down and Stand Out
Kelly’s top advice to therapists is to get clear on your niche. Many therapists think casting a wide net will attract more clients, but the opposite is true. “You can't market effectively until you know who you're talking to,” she emphasized.
Whether you’re offering sliding scale therapy fees, out-of-network therapy, or focusing on teen therapy success, knowing your ideal client is the key to creating content that resonates.
Instagram Isn't Just About Followers
It’s easy to assume that social media is only helpful if you have tens of thousands of followers. But Kelly insists otherwise.
“Maybe 60 to 70 percent of my clients come directly from Instagram, but the rest are referrals from people I met through Instagram,” she shared. Networking with other therapists has opened doors for referrals, collaborations, and community.
So even if you’re just starting with a few hundred followers, you can still use social media to build a private practice, especially if you provide value consistently.
Social Media as a Tool for Ethical Growth
Instagram offers more than just visibility. It helps therapists present themselves authentically while educating potential clients. By sharing stories, answering questions, and offering relatable content, you can humanize the therapeutic experience and reduce the stigma around seeking help.
For those in solo therapy practice or private pay therapy, platforms like Instagram can level the playing field against larger clinics and insurance networks.
Don’t Let Licensing Hold You Back
Many therapists worry about limiting their reach to only the state or states they are licensed in. Kelly, licensed in New York, New Jersey, and Florida, notes that while multi-state licensure has its benefits, it’s not necessary to grow.
“You only need 20 clients to fill your caseload,” she said. “There are millions of people in your state. You don’t need to complicate your business with additional CEUs and paperwork.”
She recommends therapists focus on marketing and online marketing for therapists before thinking about additional licenses.
Setting Therapy Fees and Talking About Money
One of the most powerful takeaways from Kelly’s story is her transparency around money. She earned $250,000 in her first year of private practice and was initially nervous about sharing that.
“There’s this unspoken idea that you can either help people or make good money, but not both,” she said. But the truth is, private practice therapists can and should be fairly compensated for their work.
Whether you’re charging private pay therapy rates or using sliding scale therapy fees, it’s important to set boundaries that protect your income and well-being.
Be Cautious With Tech Therapy Apps
The rise of mental health tech apps has made therapy more accessible on the surface, but at what cost? Kelly warns against platforms that underpay therapists while profiting from their labor.
“If you’re making $25 per session on a tech app, you’re not running a sustainable business,” she said. Instead, she recommends exploring ethical platforms like Open Path or working with insurance through platforms like Headway or Alma, which pay closer to a livable wage.
Therapist-Approved Marketing Strategies That Work
If you’re overwhelmed with marketing, Kelly advises therapists to pick one strategy and commit to it. Whether it’s Instagram marketing for therapists, creating a therapy website, or SEO for therapy practices, consistency wins over complexity.
Instagram was Kelly’s platform of choice. But for others, it could be email marketing, podcasting, or blogging. The key is to become known in one space before trying to conquer all of them.
Use Instagram Tools to Simplify Content Creation
Kelly now offers a Reels membership where she provides audios, captions, and tutorials to help therapists create engaging content. If you’ve been hesitant to jump into Instagram, using therapist-specific tools can make the process easier.
Platforms like Canva, Plann, or Later can help you schedule posts in advance. Or if you're brand new, start by simply reposting insightful quotes or answering common client questions in your captions.
Building a Private Practice That Aligns With Your Values
Your therapy office doesn't have to look like anyone else’s. Whether you’re in-person, fully virtual, or using a hybrid model, the structure of your business should support your lifestyle.
Kelly sees all her clients virtually, which allowed her to relocate without losing income. Her therapy practice is portable, profitable, and aligned with her values.
Your Roadmap to Private Practice Success
If you’re wondering how to start your private practice or struggling to attract cash pay therapy clients, consider Instagram as more than just a social platform. It can be a roadmap to financial freedom, professional joy, and genuine client connection.
By getting clear on your niche, staying consistent with marketing, and setting ethical therapy fees, you can build a private therapy practice that works for you and supports the community you serve.
Whether you’re offering online therapy, building a group therapy practice, or simply looking for private practice tools for therapists, remember that success isn’t reserved for others. You just need the right strategies, and maybe a little help from Instagram.