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A straightforward actionable guide to social media for therapists

If you’re a therapist, counsellor, or Clinical Psychologist, you’ll likely already be aware of the importance of social media marketing. Social media is an effective way to build brand awareness, increase enquiries, and ultimately your roster of clients. 

However, using social media properly and effectively alongside your long list of responsibilities can understandably be overwhelming and time consuming. In this blog post, we’re going to tell you why you need social media marketing, but also how to do it with quick, actionable wins based on our years of experience. 

Do therapists need social media? 

The short answer is yes, therapists need social media. Here are some quick stats to reinforce that view: 

  • 92.1% of the UK adult population are considered ‘recent internet users’ (Office for National Statistics, source link). 
  • 74.1% of clients who found their therapist online had an increased perception of their therapist’s expertise, while 68.2% reported greater positive feelings about their therapist (Kolmes and Taube, 2016, source link). 
  • 51.2% of individuals research brands online before making a purchase (SproutSocial, source link).  

In a sentence: therapists need social media because their potential and existing clients are using it to research therapists, make a decision about which therapist to work with, and feel good about that decision. 

What social media platforms should therapists be on?  

If you’re limited on time, it’s always better to have a focused social media strategy for therapists. Our recommendation is to keep it simple. Choose one or two platforms which align with your preferred patient target market, and hone in on those. 

  • If you’d like to work with a younger demographic (18 – 25), focus on TikTok. Contrary to popular belief, you can post photos on TikTok and the app is even releasing a new photo sharing app, too. 
  • If you’d like to work with Gen Z and millennials, Instagram. 
  • If you’d like to work with corporate clients and professionals, LinkedIn. 

We always recommend investing time in your Google Business Profile. You can reshare your content from social media to your profile, and it will help to increase your website’s SEO and valuable actions like calls, clicks to your website, and clicks to find your address. 

What social media content should therapists post?  

As a therapist, the content you share on social media is likely to be relevant to your services and therefore mental health. As a general rule of thumb, people aren’t always willing to share how they’re feeling with all their followers. The key social media metric for therapists to track is Brand Awareness (Reach) and Engagement (Clicks to your website)/Conversions (Enquiries, calls). So, how can you create content as a therapist that achieves that? 

Here are three easy content ideas for therapists to share on social media: 

  1. Insights & Statistics  

As a therapist, you’ll know that humans like to know we’re not alone. Sharing insights and statistics, such as how many people in the UK struggle with anxiety, is a good way to do this. 

From a social media perspective, you can also tag the sources of the statistics, such as Anxiety UK in this case, on your posts. This has the added benefit of expanding organic brand awareness in relevant target markets. Ideally, the brand you’ve tagged shares the post to their story or page, too, but this doesn’t always happen. 

  1. Trending Topics 

You might have noticed that when the World Cup is on, or there’s a big finale, there’s lots of conversation happening online simultaneously. This often happens with TV shows like The Great British Bake Off, Big Brother, or a gritty drama that’s got the nation hooked. 

It also happens with social media – The Cuthbert versus Colin debate springs to mind, or the current Taylor Swift The Tortured Poets Department Album reactions. 

All of the above are Trending Topics, and as a therapist you can leverage the relevant ones to your advantage by sharing your professional insight on them.  

A few ideas to get you started: 

  • Why Christmas can be difficult for some individuals  
  • Why Valentine’s Day can bring up feelings of loneliness 
  • Why the cost of living crisis has impacted our mental health  

  1. Promotional Content 

Last, but certainly least is something that every business – not just therapists – need to incorporate into their social media efforts: Promotional Content. 

Promotional content doesn’t just have to be, ‘This is my name, this is what I do, and this is how much it costs.’ 

It can also be: 

  • Testimonials 
  • Questions to ask your potential therapist 
  • What does it mean to be BACP Registered? 
  • What your experience and qualifications are 
  • What happens during an initial session 
  • Where they can find out more information about you  

The key is to mix it up, test what works, and prioritise that. For our therapist clients, we aim to do 1 – 2 promotional posts a month. 

Quick social media tips for therapists  

  1. Boost your posts – Social media is tough. Boosting your posts to relevant audiences (think age and location) can help you build up a following filled with potential clients. 
  1. Create a bank of hashtags – Trying to come up with hashtags on the spot can be tricky, and if you’re a therapist, you’re unlikely to have lots of time to do hashtag research! Instead, make a list of hashtags you come across as you’re scrolling. We like to organise them by topic, e.g. Therapists / Location / Anxiety, etc. You can then pick and choose the relevant hashtags for your posts as you go. 
  1. Screenshots – If coming up with ideas is tough, we recommend screenshotting any posts you see that you’d like to recreate (perhaps a day in the life of a therapist?), or any that give you inspiration. You can then refer back to them when it’s time to create content. 
  1. Make sure the journey is easy – Unfortunately, people don’t want to search for how to get in touch with you. You need to make sure it’s really easy to do. This could be directing people with where to click a link or including your email address at the bottom of every post. 

Social media management for therapists 

We’re meaningfulmarketing, and we’ve been putting the soul back into the scroll since 2018. We’ve worked with numerous therapists, and we love that we’re able to use our expertise to make sure that there’s more good stuff on social media. 

One of our clients, Mike, is an anxiety specialist. Here’s what we did for him: 

1) We created a strategy that analysed what their competitors were doing, investigated their offering + made a list of content that their clients would actually find useful.

2) We started creating those posts. The best performing posts we boosted for £10 – £80 depending on how well they were performing. We tripled their social media audience within 3 months.

3) We leveraged Google My Business. We posted content that was conscious of what people would actually be searching. The posts that performed well, we created similar content.

From August 2023 – January 2024, we achieved: 

+328 followers

+430 website visitors

+44 phone calls

+240 requests for directions

If you’re a therapist, counsellor, or Clinical Psychologist that’s looking for a Social Media Agency that’s creative, conscientious, and cares about the relationship between you and your clients, please book a free consultation with our Director, Grace, by clicking here

Read more about meaningfulmarketing’s experience here.

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If Grace seems like a good person to have in your corner – and she really is – book a complimentary consultation call with her below.