Mastering Social Media: The Psychotherapists’ Guide

Hey there! Are you a psychotherapist thinking about diving into the world of social media to boost your practice? Or maybe you’re already there, but feeling a bit overwhelmed or unsure if you’re doing it right. Well, you’re in the right place. Today we’re going to talk all about choosing the right social media platforms, the benefits and challenges of social media, and some best practices tailored specifically for psychotherapists like you.

First things first, let’s talk strategy.

Social Media Strategy for Psychotherapists

Psychotherapist reading with social media on screenBefore we do anything else, it’s important to note that social media is a part of marketing. It’s just one tool in your marketing toolkit, so before you start posting away, take a step back and think about how it fits into your overall marketing strategy. Consider your target audience, unique selling proposition, and how social media can complement your other marketing tactics.

Not sure what I mean by that? Here are the top 5 digital marketing tools every new business should have.

Now, onto the juicy stuff.

The Pros and Cons of Social Media for Psychotherapists

Like anything else, social media has its pros and cons. And psychotherapists will feel these in different ways than the average small business.

The Pros

Couple waving at laptop screen during psychotherapy sessionReach is One-to-Many

Unlike traditional referral methods, social media allows you to reach a larger audience. Your content can go viral, reaching people who may not have come across your services otherwise. Therapy can have a high turnover when it comes to clients, as many people choose to stop attending once they feel the main issue has been “addressed.” Reaching a large audience can lead to a continuous stream of potential clients for your practice.

Content Can Be Simple

Social media content doesn’t have to be complicated. It’s short, simple, and accessible, making it easy for you to share valuable information with your audience. Sounds like a dream, right? For busy psychotherapists trying to run a private practice, take care of administration, keep up with regulation, and so much more, knowing that social media doesn’t have to take a lot of time can be a huge weight off!

Reusable and Recyclable

Social media content can be repurposed across different platforms, increasing its effectiveness over time. Let’s say you want to share some Dialectical Behaviour Therapy tips. You think up 5 pleasurable activities that someone could do instead of engaging in self-destructive coping strategies. These can be made into a carousel on Instagram, then turned into a short article on LinkedIn. You can put a snippet of these on Facebook leading back to your website to read more, and turn them into a short video on TikTok. You have options!

Automated and Templated

With the right tools, managing your social media accounts can be a breeze. From designing content to scheduling posts and even analyzing performance, automation can save you time and effort. Here again, not having to become an expert in social media and using the tools available means that you can spend more time doing what you do best: helping patients.

The Cons

Public and Highly Scrutinized

Social media grid on phone screenSocial media is a public platform, meaning your content is open to scrutiny from a wide audience. It’s not like a therapy session where you’re speaking to one person or to a small group. Social media has also become the platform to raise very controversial issues and have sometimes incendiary discourse. As a therapist, it’s important to tread carefully, remember psychotherapy standards from your governing body, and maintain professionalism at all times.

Only a Brief Snapshot

Social media users have short attention spans, so your content needs to be bite-sized and engaging. Building rapport takes time, and first impressions are everything. If your content cannot be interesting and provide some value to your audience, it will not thrive on social media. So as a therapist, you need to make every interaction count.

Initial Setup Can Be Overwhelming

Setting up your social media presence requires careful planning and strategy. From choosing the right platforms to defining your tone and aesthetic, there’s a lot to consider. A marketing or brand strategist with a strong social media background can help you through this planning and strategy phase. Looking for help or have questions about this? I can help!

Best Practices for Psychotherapists on Social Media

Now that we’ve covered the basics, let’s talk best practices for psychotherapists on social media. While this list isn’t exhaustive, it’s a good starting point for thinking about social media in the broader context of your marketing strategy.


  • Do include links to your website in every post.
  • Do vary your calls-to-action to keep your audience engaged.
  • Do promote your most popular website pages on social media.


  • Don’t rely on social media to replace your website.
  • Don’t lead people straight from social media to a booking form.
  • Don’t make social media all about you. Focus on your clients’ concerns and needs.

Social Media in the Psychotherapy Marketing Toolkit

So there you have it. I hate to beat a dead horse, but remember: social media is just one piece of the puzzle. Your ultimate goal is to lead people back to your website where you have control over the relationship. Looking for recommendations for top website builders or a how to build your website? I’ve got you covered!

By following these best practices and staying true to your brand, you can leverage social media to grow your practice and connect with your audience in meaningful ways.

One last tip before you go…

Psychotherapist on tablet sitting at desk with cup and laptopAs a psychotherapist with a busy schedule, there’s nothing wrong with getting help with your social media. While you don’t need someone experienced with local psychotherapists to set up your brand on social media, you’ll require that expertise to ensure your content meets regulatory standards, like those set by the CRPO or the CCPA.

So, whether you’re just starting out or looking to level up your social media game, keep these tips in mind and watch your practice thrive in the digital age.

(Visited 4 times, 1 visits today)

Leave A Comment