Social media marketing for therapists

The benefits of social media marketing

Now more than ever, clients rely on the internet to find a mental health care provider. Creating profiles and posting content on social media offers more in-roads for potential clients to connect with you, so they ultimately reach out or schedule an appointment. To increase the chances of building your caseload quickly, you can market yourself across multiple platforms.

In addition, you can connect with potential referral sources by using social media to build relationships with and showcase your services and expertise to other therapists and medical providers who may refer patients to you.

5 social media marketing tips

As with any type of marketing, using social media as a tool to expand your business will work best with a bit of strategy.

1. Choose the right platforms

Understanding the basic ins and outs of the most popular social media platforms can help you connect with people and create content in more meaningful ways.

LinkedIn: A professional networking site, LinkedIn allows you to form relationships with fellow professionals who may refer clients to you. Try to follow and build connections with related clinicians in your area, from therapists to primary care providers and medical specialists.
Facebook: Along with creating a page for your business, you can use Facebook to join groups for therapists. These groups can be a source of personal and professional support, along with an opportunity to share referrals.
Instagram: On Instagram, you can post photos with captions — and short videos — that allow you to share general mental health information with followers. You can also use Instagram to expose potential clients to your experience and therapy style.
TikTok: Like Instagram, you can use TikTok — a video-centric platform — to showcase your knowledge and experience as a therapist.

2. Keep your profiles consistent

Do your best to make it easy for people to find and connect with you on all your social media pages. Keep your username consistent across your social media profiles, and use the same profile picture, business name, and biography, too. A bit of intentionality can go a long way in showing professionalism.

3. Plan content

Plan out your social media posts a week or month in advance when you can so you don’t drop the ball when life gets busy. Some social media platforms also allow you to schedule posts in advance. Set aside times, too, to interact with other posts on social media, which will help you build relationships and a following. For example, you could spend 10 minutes every day “liking” or commenting on posts from other therapists you follow.

4. Be consistent

Building a following, and seeing a return in your time investment, can take time. Be consistent with social media posts and interactions in the process. To see results faster, make it easy for people to find your website, directly connect with you for a consultation, or schedule an appointment straight from your profile.

5. Buy ads

If you want to invest financially in social media, you can buy ads on platforms like Facebook, Instagram, and TikTok. These ads are strategically shown to a demographic of your choice — for example, young adults in your city — who may be seeking therapy. You can also review analytics to be sure your ads are reaching the right people and make adjustments accordingly.

Setting social media policies

While social media is a great place to introduce yourself and your practice to new clients, it’s no replacement for therapy — and that’s something you should be clear about. As a best practice, consider adding boundaries or disclaimers to your social media platform, for example, “DMs closed” or “Instagram is not therapy.” You can also include resources, such as the suicide hotline (988), in your profile.

When you’re planning and posting content, try to keep it educational and broad. While it’s OK to share content that explains symptoms of a mental health condition, social media isn’t a place to diagnose or treat clients, or to share any client information unless you have the required client permission. Avoid posting information that’s too personal — for example, photos of your kids or your political views — so you don’t blur boundaries between professional and personal relationships.

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