TikTok Therapists: Maddie Spear on Why More Therapists Should Create Content

Click here to learn Maddie’s best tips and advice on creating digital courses, engaging with clients online, and using social media to grow your practice.

In my most recent episode of The Private Practice Pro Podcast, I speak with Maddie Spear, LCSW, Owner of Flourish Wellness PLLC, about all things social media, content creation, and online courses. Aside from her work in direct trauma care, Maddie has been using Instagram and TikTok to grow her private practice and bring mental health tips worldwide. That makes her the perfect guest to break down the pros and cons of creating therapy content and growing your online presence.

Both of us agree that too many private practice therapists won’t create therapy content on social media because they think the market is too saturated. But is that actually true? We think NOT! In fact, therapists are truly the new kids on the block when it comes to social media. There’s never been a better time for us to put ourselves out there, (ethically) connect with our target market, and sprinkle some psychoeducation on the people who need it most. 

Plus, one of the best perks of growing your social media presence is that it will grow your private therapy practice and your revenue! Yes, you can make an income on TikTok.
If you’re ready to get out of your own way, gain confidence in the value you provide, and get creative with your marketing, tune in because it’s your time to shine!

Marketing for Therapists: How TikTok Helped Me Grow My Private Practice

Starting a private practice is one of the most rewarding and daunting steps a therapist can take. You’re suddenly in charge of your schedule, your therapy office, your fees, your systems, and of course, your marketing. One of the biggest hurdles? Learning how to actually get clients.

For many therapists, especially those venturing into solo therapy practice or building a cash-pay therapy practice, traditional marketing tools may feel outdated or impersonal. In today’s digital age, therapists must meet clients where they are, and increasingly, that’s on social media.

For Maddie Speer, a licensed clinical social worker specializing in trauma and anxiety, TikTok became more than just a fun distraction; it turned into a key part of her private practice marketing strategy.

The Leap Into Private Practice

Maddie’s story mirrors the experience of many mental health professionals. After working in community mental health, she reached a point of burnout. “I loved the work I did, but I was overworked and underpaid,” she shared. “It got to the point where I needed to step back and figure out how to make my therapy career sustainable.”

That’s when Maddie started seriously planning to open her own private therapy practice. She gave her agency a 90-day notice, set clear intentions, and used the time to build a foundation, including a marketing presence.

One of the most important steps she took? Using TikTok to market her therapy practice.

Embracing TikTok as a Therapist

Like many therapists, Maddie was initially skeptical about using TikTok for business. “At first, it was just quarantine fun,” she admitted. “I was posting silly videos with my family. But then I made a mental health video as a joke, and it took off.”

That first post, a short video busting a common therapy myth, went viral. From there, Maddie realized that there was a hunger for accessible, relatable mental health content. And TikTok was a surprisingly effective way to provide it.

Through regular posting, storytelling, and sharing clinical insights (all while maintaining appropriate professional boundaries), Maddie began growing a dedicated audience. That audience, in turn, became a key referral source for her private pay therapy practice.

Building a Cash-Pay Therapy Practice Online

Maddie quickly saw that TikTok wasn’t just about dancing and trends; it was a platform for authentic education. And best of all, it was free.

By focusing on client-facing content, she attracted new clients who resonated with her style and values. “I get messages all the time from people who found me on TikTok,” she said. “About half my current clients discovered me that way.”

For therapists looking to build or grow a cash-pay therapy practice or out-of-network therapy business, having a direct marketing channel is crucial. Platforms like TikTok and Instagram allow therapists to bypass insurance directories and reach potential clients organically.

Ethical Marketing for Therapists

One of the biggest concerns therapists have when diving into content creation is ethics. What’s appropriate to share? How do you maintain client boundaries? What about HIPAA?

Maddie built her marketing guide for therapists on intentional, ethical engagement. She avoids direct client communication on social media, includes disclaimers in her intake forms, and creates content that’s educational, not therapeutic advice.

“I always ask myself: Is this helpful? Would I be okay with a client seeing this? Would it impact their therapy with me?” she explained.

These are important questions for any therapist exploring online marketing, especially those building a private practice roadmap that includes digital content as a growth strategy.

Creating an Online Course as a Therapist

After seeing success on TikTok and growing her practice, Maddie decided to take things a step further by creating an online course specifically for therapists: a step-by-step guide to TikTok marketing.

“There’s so much potential for therapists to use TikTok, but it can feel overwhelming,” she said. “This course breaks it all down: how to pick a niche, use hashtags, build brand partnerships, and even make money.”

This therapist-approved marketing strategy is a great example of how therapists can diversify their income streams beyond 1:1 client sessions. Creating digital products, courses, and resources can make your therapy practice more sustainable and more scalable.

Tools for Therapists: Combining Practice and Content

Running a therapy office today often involves juggling multiple platforms: EHR systems, email, social media, website maintenance, and more. Maddie emphasizes the importance of using the right tools for therapists to stay organized.

In her own practice, she leverages:

• SimplePractice for scheduling and documentation

• Psychology Today for referrals

• Canva for social media design

• TikTok and Instagram for marketing

These tools help streamline the business side of private practice so therapists can focus on what they do best: helping clients.

Sliding Scale Therapy Fees and Online Reach

Marketing on TikTok has also allowed Maddie to expand her reach while still maintaining accessibility. “I can’t see everyone in my caseload, but I can offer free tools and insights through my content,” she said.

This is particularly important for therapists who offer sliding scale therapy fees but want to balance that with financial sustainability. By offering free, value-packed content on platforms like TikTok, you’re still serving the community even when your schedule is full.

Group Therapy Practice and Content Creation

While Maddie currently runs a solo therapy practice, her success has laid the foundation for future expansion, potentially into a group therapy practice. “I’ve thought about it,” she said. “The demand is there, especially with so many people finding me online.”

Therapists looking to grow a group private practice can benefit immensely from consistent content marketing. A strong online presence can position your practice as a trusted resource in your niche, whether it’s teen therapy, trauma, or mental health education.

Final Thoughts: Grow Your Therapy Practice Authentically

Maddie’s story is proof that growing your private practice doesn’t have to follow a rigid formula. Whether you’re just starting a therapy practice or you're looking to scale an existing one, showing up authentically online can make a huge difference.

Social media, especially TikTok, allows therapists to market ethically, creatively, and effectively, reaching clients far beyond their local zip code. It's not just a platform for teenagers anymore. It’s a viable, therapist-approved marketing strategy.

“There’s so much room for therapists in this space,” Maddie said. “Mental health isn’t oversaturated. People need support. They need us. And we have to be willing to show up.”

So, whether you're setting therapy fees, designing your therapy office, or brainstorming marketing ideas for therapists, remember: you don’t need to be everywhere. You just need to start somewhere.