Should I Create an Instagram Page as a Therapist?

One question we hear frequently from our Journey therapists is: "Should I be on Instagram?"

The world of social media for therapists can feel overwhelming, with various platforms each demanding different approaches, time investments, and content styles. If you're wondering whether creating an Instagram page is worth your time, you're asking the right question. Social media can be a powerful tool for private practice marketing, but it's not one-size-fits-all. We've sat with our social media manager, Hayley, and explored your options to help you make an informed decision that aligns with your practice goals and personal style.

Social Media for Therapists: Understanding Different Platforms 

Before diving into Instagram specifically, it's helpful to understand how different platforms serve different purposes in your therapy business strategy.

LinkedIn: The Professional Network

LinkedIn offers perhaps the most straightforward approach to building an online presence for therapists. Here, your thoughtful written insights paired with a professional image can go a long way. It's less about aesthetics and more about articulating your professional perspective.

Best for: Connecting with other professionals and clients who prefer a more traditional approach.

Time investment: Lower - posting 1-2 times per week with minimal editing is sufficient.

Content style: Written thoughts, professional reflections, and article sharing. Videos can be simpler and more straightforward.

TikTok: The Authenticity Platform

TikTok has emerged as a surprising contender for therapists looking to build an audience. It rewards authentic, unfiltered content that feels "real" rather than polished.

Best for: Therapists comfortable with speaking directly to camera and who prefer a more spontaneous approach to content creation.

Time investment: Moderate - videos can be longer (up to 3 minutes) and less edited, though understanding trends still takes time.

Content style: Talking head videos, authentic responses to mental health topics, educational content with a personal touch.

Instagram: The Visual Storyteller

Instagram for therapists combines visual appeal with educational content, making it perhaps the most comprehensive platform for therapist marketing ideas. It's also where potential clients often look first when researching providers.

Best for: Therapists wanting to build a strong brand identity and convert followers to clients.

Time investment: Higher - requires attention to visual aesthetics, captions, hashtags, and trends.

Content style: Polished graphics, edited videos, carousel posts with tips, and a cohesive feed that represents your practice values.

Here is some content I have shared there and its more around brand-persona storytelling:

Why Instagram Works for Therapy Practices

Visual showcase of your approach: Instagram allows potential clients to get a feel for your personality and therapy style before reaching out.

Multiple content formats: From Reels to carousels to Stories, you can vary your content to reach different learning styles.

Strong conversion potential: Instagram users often follow accounts with intention and engagement, making them more likely to convert to clients.

Community building: The platform allows for rich interaction through comments, DMs, and shared content.

Search functionality: With properly tagged content, potential clients can find you when searching for specific therapy approaches or specialties.

Making Your Platform Decision

So, which platform is right for you? Consider these factors when making your decision:

Your Comfort Level

The best platform is one where you feel comfortable creating content. If writing comes naturally but video feels intimidating, LinkedIn might be your best starting point. If you enjoy creating visual content and don't mind some editing, Instagram for therapists could be ideal. If you're comfortable being spontaneous on camera, TikTok might work well.

Your Ideal Client

Consider where your ideal clients spend their time online:

• LinkedIn: Professionals, typically 30-65

• Instagram: Diverse audience, strongest with 25-44 age range

• TikTok: Younger demographic, though growing with older adults

Your Available Time

Be realistic about how much time you can dedicate to social media for therapists: 

• LinkedIn: 1-2 hours per week

• TikTok: 2-4 hours per week

• Instagram: 3-5 hours per week (more if you're creating elaborate content)

Your Growth Goals

Different platforms support different goals:

• Building referral networks: LinkedIn excels

• Educating the public: All platforms work well

• Direct client acquisition: Instagram typically performs best

• Building thought leadership: LinkedIn or Instagram

The Bottom Line: Choose What's Sustainable

At Journey, we've seen therapists succeed on all these platforms, and we've seen many burn out trying to be everywhere at once. The key isn't choosing the "best" platform in absolute terms, but rather finding the one that aligns with your strengths, audience, and availability.

Remember that consistency on one platform will almost always outperform sporadic posting across multiple platforms. Start where you feel most comfortable, establish a sustainable routine, and expand your presence only when you're ready.

If Instagram feels like the best fit based on this assessment, we have good news: it's one of the most effective platforms for therapists looking to grow their practice. In our next article, we'll dive deeper into exactly how to implement an effective Instagram strategy specifically designed for therapist marketing.

At Journey, we help therapists navigate the digital landscape through expert-led workshops, including sessions with therapists who have built substantial followings across various platforms. Join us to learn how to get therapy clients and how to grow both personally and professionally in today's connected world.