The Truth About Social Media Marketing for Therapists

There are a ton of misconceptions about social media marketing when it comes to growing a private practice. As a result, I see therapists either doing it completely wrong—or avoiding it altogether.

But when done correctly, social media can be a powerful, sustainable strategy to help grow your private practice.

In this post, I want to set the record straight. By the end, you'll have a clear understanding of how social media can be used—effectively—to build a private practice (if you choose to use it).

Let’s dive in.

1. Social Media Can Work—But It’s a Long-Term Strategy

Social media isn't where you should start when launching a private practice. More immediate growth typically comes from directory listings, word of mouth, and even ads. But once you're ready to grow beyond the basics, social media can absolutely help take your practice to the next level.

Don’t expect to convert clients overnight with a single Instagram post or YouTube video. But if you commit to consistent output over time, results will follow.

2. You Don’t Need to Dance, Point, or Make Silly Faces

You can leave the trends to the “influencers”. That is not what we are going for.

Social media comes in many formats. YouTube, for example, is one of the world’s largest search engines. People go there for knowledge, not just entertainment.

Your goal should be simple: provide value to your ideal client. That might mean talking directly to the camera, sharing a thoughtful slideshow, or teaching a basic mental health skill. It doesn't have to be flashy. It just has to be helpful.

3. You Don’t Need to Be on Every Platform

Let’s be honest—no therapist has time to post every day on every platform.

The good news is, you don’t need to. Start with just one. Choose the platform where your ideal clients are most likely to spend time, and focus your energy there. I am a huge advocate for starting on YouTube!

Once you’re consistent on one platform, you can branch out if you choose to.

4. You Don’t Need to Post Every Single Day

More posting can be helpful—but it’s not required.

What matters most is consistency. If once a week is what you can manage, that’s great—as long as your content provides value and speaks to your ideal client.

Quality and consistency will always beat quantity.

5. Generic Content Isn’t Enough

Posting stock photos, quotes, or mental health infographics might make it look like you're “active” online—but that doesn't mean it's working.

I’ve seen plenty of therapists pay social media managers to post generic content. While it might boost your visibility slightly, it usually doesn’t lead to client conversion.

Every piece of content—even a 10-second reel—should be valuable to your potential client. Don’t post just to post.

6. At the Very Least, Activate Your Profiles

If social media isn’t your thing, that’s okay. You can absolutely grow a successful practice without it.

That said, having at least a basic presence—like an Instagram, Facebook, or YouTube profile with your location, services, and contact info—can still boost your online credibility and support your SEO.

Think of it as part of building your digital footprint.

7. Social Media Builds Trust with Potential Clients

Think of your social media like Costco’s free samples.

They give you a taste before you commit. Your content should do the same: offer value, educate, and give prospective clients a feel for who you are and how you work.

People are far more likely to reach out when they feel like they already know you.

8. You Don’t Need to Go Viral

Let’s be real—you're not trying to be Mr. Beast.

Even if you did go viral, you're still bound by licensing restrictions and can only serve clients in your licensed state. The goal isn't mass appeal—it's meaningful reach to the people you can help.

Sometimes that just means showing up online for your neighborhood or city. That’s more than enough to grow a solid practice.

Conclusion: Is Social Media Required for Therapists?

No. But can it be helpful? Absolutely.

If done intentionally social media can elevate your visibility, build trust, and help your private practice grow in a sustainable way.

If you’re looking for help figuring out how to do this, feel free to book a free 10-minute consultation so I can learn more about your practice and goals.