If you’re working hard on your social media it can feel discouraging if you’re mainly followed by other therapists. After all, you’re trying to reach clients. So let’s discuss why that happens and what you can do about it – in particular, how fear of visibility and professional language may be influencing what you’re posting.
If you’d prefer to listen rather than read, this post is based on a recent episode of the Good Enough Counsellors podcast. You can listen to the full episode here:
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Why Therapists Attract Therapists on Social Media
Therapists are, by nature, reflective people. We think deeply, we notice patterns, and we enjoy content that invites us to pause and consider things from different angles. When you share thoughtful posts about emotions, relationships, or inner experiences, it makes sense that other therapists are drawn to that.
There’s also a very practical reason this happens. Many therapists follow each other deliberately, through things like the Good Enough Counsellors group’s Follow Friday posts, training groups, or professional communities. Over time, this can create what feels like a bit of a therapist bubble on social media.
Some people worry that this is a mistake, or that they should stop engaging with other therapists altogether. I don’t agree. Therapists can be a valuable source of support, encouragement and referrals. Being followed by colleagues doesn’t prevent clients from finding you.
But what it can tell you is that your content currently feels safest and most familiar to people who already speak the language of therapy.
How Fear of Visibility Impacts Therapist Social Media
One of the biggest factors that can shape your social media content is fear.
We can feel exposed, judged, or worried about saying the wrong thing. We might be concerned about boundaries, about oversharing, or about appearing unprofessional.
In response, many of us retreat slightly into a professional persona. We become careful, measured, and precise. We use language that feels safe to us, because it’s language we’ve learned, studied, and used for years.
All of this is understandable. Therapists are often thoughtful, sensitive people who care deeply about doing no harm. But this carefulness can sometimes create an invisible barrier between us and potential clients.
Therapist-facing Content vs Client-facing Content
Without realising it, many therapists create content that is primarily therapist-facing.
Therapist-facing content often includes:
- professional language or shorthand
- concepts we understand because of our training
- reflections that make sense within the therapy world
There’s nothing wrong with this kind of content. The issue is simply that clients haven’t had the same education or exposure. They don’t think in terms of theory or models. They think in terms of lived experience.
Clients are much more likely to follow content that sounds like:
- how they actually feel
- what they struggle with day to day
- the questions they ask themselves late at night
They aren’t looking to be impressed. They’re looking to feel understood.
Why Clients Follow Therapists on Social Media
People don’t usually follow a therapist’s account because of credentials or clever wording. They follow because something resonates.
Often it’s a moment of recognition: “That’s me.”
Clients are drawn to content that:
- puts words to feelings they’ve struggled to explain
- reassures them they’re not broken or failing
- helps them feel less alone
- feels warm, human, and grounded
When a post helps someone feel seen, it creates a sense of safety. Over time, that safety builds trust. And trust is what eventually leads someone to get in touch.
If your content currently attracts therapists, it doesn’t mean clients won’t follow you. It usually means your content hasn’t been shaped with clients in mind yet.
Nothing is Wrong With Your Content
This is the part I really want you to take in.
If you’re mainly followed by therapists, it does not mean:
- you’re bad at social media
- you’ve failed at marketing
- you need to start again
It simply means your content reflects your training, your care, and your desire to get things right. With a few gentle tweaks, it can also begin to speak more directly to the people you want to help.
Want More Support With Social Media for Private Practice?
Inside Therapy Growth Group, I offer practical training and ongoing support to help therapists create social media content that feels ethical, manageable, and effective – without trying to become influencers or post every day.
The training includes guidance on what to post, how to speak to clients rather than colleagues, and how to use social media as part of a wider private practice strategy.If you’d like support with this in a calm, thoughtful way, you can find out more about Therapy Growth Group here.