How Should Therapists Use Social Media for Marketing?

I remember talking to a new therapist who told me, “I feel like I have to be on Instagram, but I have no idea what I’m doing and honestly, I kind of hate it.” And if you’re anything like her, you’ve probably felt that same mix of pressure, confusion, and maybe even dread around social media.

As a private practice coach, I hear this a lot. Social media can feel like a big, noisy room where you’re not sure how to show up. You're trained to hold space, build trust, and offer real support. So, the idea of making content? Showing your face? Marketing yourself online? It can feel completely disconnected from the work you actually love doing.

But here’s the thing: therapist social media marketing doesn’t have to feel performative or fake. In fact, when done with purpose and clear boundaries, it can be one of the most powerful tools you have to grow your practice and reach the people who need you.

Let’s talk about how to make that happen.

You Don’t Have to Be Everywhere

The first myth I want to bust is this: you don’t need to be on every platform.

A lot of therapists think they have to juggle Instagram, Facebook, TikTok, LinkedIn, and maybe even YouTube just to stay relevant. But that’s not sustainable and, more importantly, it’s not necessary. I always tell my clients: pick one platform you can actually commit to, and do it well.

If you like writing and sharing thoughtful insights, Instagram might be a great fit. If you’re more comfortable with professional conversations and networking, LinkedIn could be your place. And if you’re into short-form videos, TikTok might be the way to go. The point is, your social media strategy should feel aligned with how you naturally communicate, not like a chore you’re constantly avoiding.

Think about where your ideal clients spend their time, and start there. It’s better to show up consistently in one space than to be half-present everywhere.

Purpose Comes Before Posting

I’ve seen therapists burn out fast on social media because they’re posting just to post. They see others sharing tips, memes, and carousels and think, “I guess I need to do that too?” But without purpose, it’s easy to lose steam.

Before you start making content, ask yourself: Why am I using this platform?

Is it to educate? Build visibility? Connect with potential clients? Support your peers? Promote your offers?

Your “why” will shape your content. If your goal is to attract clients, then your posts should speak to the problems they’re facing and how therapy can help. If your goal is to build authority, you might focus more on sharing insights or speaking to current mental health trends. Either way, purpose gives you direction. And direction takes the pressure off.

You don’t need to post every day or go viral. You just need to be clear, consistent, and intentional.

Set Boundaries Before You Need Them

This one is huge. Social media can blur a lot of lines if you’re not careful, and as therapists, protecting your energy and privacy is non-negotiable.

That means deciding in advance:
– What personal details are off-limits?
– Will you use a separate professional account?
– How will you handle DMs from potential clients?
– Are you comfortable being on video, or would you rather stick to graphics and writing?

You don’t have to show your face if you don’t want to. You don’t need to share vulnerable stories to build trust. Your boundaries get to guide how you use social media, not the other way around.

For most of my coaching clients, setting these boundaries early is what helps them stick with social media in the long term. They stop feeling like they’re “on call” 24/7 and start treating social media like the business tool it is.

You’re Not Marketing, You’re Connecting

I know the word marketing can feel gross, especially in a field rooted in ethics and trust. But hear me out: therapist social media marketing is less about selling and more about helping people feel safe enough to reach out.

Your social media presence is often someone’s first experience with you. Maybe they’re not ready for therapy yet. Maybe they’ve had bad experiences in the past. Or maybe they’re just unsure of what therapy even looks like.

When you post with care and clarity, you’re showing them: “This is who I am. This is how I help. This is what you can expect.” And that’s incredibly powerful.

Marketing doesn’t mean shouting “Book a session!” in every caption. Sometimes, it’s as simple as writing a post that says, “If you’re feeling anxious every Sunday night, you’re not alone.” That kind of message makes people feel seen, and that’s what starts the connection.

Even the data supports this: in “Social Media Marketing 101 for Therapists” (Talkspace), Elizabeth Keohan, LCSW-C, MSW, notes that social media can be an ethical way to build credibility and visibility, especially since an estimated 70% of U.S. adults use at least one social media platform. The article also highlights how trust is formed online, reporting that nearly half of people trust online reviews as much as personal recommendations, and 98% read reviews before deciding whether to trust a local business, which helps explain why a clear, consistent presence can make it easier for the right clients to feel safe enough to reach out.

Therapist Social Media Marketing Can Be Ethical and Authentic

Yes, you can market your practice and still stay true to your values. You can build a following without being performative. And you can grow your business without compromising your boundaries.

Here’s how:

• Stay informed about your licensing board’s rules around social media. (Each state is different!)

• Avoid giving clinical advice. Stick to general education or insights.

• Make it clear that your content is not a substitute for therapy.

• Keep your current clients’ privacy sacred, don’t use vague references or “inspired by” stories.

When you lead with ethics, your presence becomes even more trustworthy. And in a world where people are craving honesty and clarity, that kind of presence stands out.

Don’t Let Perfection Stop You

If you're waiting to start social media until your photos are perfect, your captions are clever, or your content plan is fully mapped out, you're going to be waiting forever. Perfection is the biggest blocker I see for therapists trying to grow online.

You don’t have to be a content expert. You just have to show up consistently and speak from a place of honesty. Some of the most impactful posts are the simplest ones, the ones that sound like a real human, not a polished ad.

Start where you are. Share what you know. And permit yourself to learn as you go.

You’re Allowed to Make It Work for You

There’s no single “right” way to do social media. What works for one therapist might feel totally wrong for another. And that’s okay.

Some of my coaching clients love showing up on video every week. Others prefer quiet posts with just a sentence or two. Some use social media mainly to connect with colleagues, while others focus on finding new clients. There’s room for all of it.

What matters most is that your strategy fits your schedule, your energy, and your voice. If it doesn’t, you won’t stick with it, and then it won’t work, no matter how “smart” the strategy is.

So ask yourself: What feels realistic for me right now? Start there. And build slowly.

Ready to Create a Social Media Strategy That Actually Works for You?

If you’re tired of trying to keep up with trends or staring at a blank caption box wondering what to say, you don’t have to figure it out alone. Social media doesn’t have to feel overwhelming, and it definitely doesn’t have to feel fake.

At The Private Practice Pro, I work with therapists to build simple, clear, and aligned strategies for therapist social media marketing. Strategies that actually support your goals and reflect your values. Let’s build a presence that connects with your clients and feels good for you, too.

FAQs

What social media platforms are best for therapists?

Instagram and LinkedIn are great for therapists because they support connection and education. Choose one that fits your style and where your audience spends time.

How can social media help with marketing?

It helps people find you, understand your approach, and feel connected before reaching out. Social media builds visibility and trust over time.

Should a therapist have social media?

No, it’s not required, but it can be a helpful way to connect with potential clients. If used intentionally, it can support your practice growth.

How do you advertise yourself as a therapist?

Use social media to share who you help, how you help, and what clients can expect. Clear messaging builds trust and brings in aligned clients.

What is the primary challenge with therapists using social media?

The biggest challenge is setting boundaries while staying consistent. Many therapists struggle with knowing how much to share or how to stay ethical.