One of the questions you may have, If you’re a therapist in private practice, is how to reach more potential clients through social media. You may find you’re mainly followed by other therapists and this is not unusual. But how can you attract new clients without feeling awkward, exposed, or promotional?
This post continues a conversation I started last month in Social Media for Private Practice: Why Clients Don’t Follow You (1)
In this second part of my Social Media for Private Practice series, I want to gently extend the conversation. Because it’s not just about the words we use online. It’s also about the emotional experience our content creates for the people reading it.
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Summary
This article explores why therapists in private practice often struggle to attract clients through social media, even when they’re posting regularly. It explains how professional language, fear of judgement, and lack of emotional warmth can unintentionally create distance. It also shows how tone, consistency, and story-based content help potential clients feel safe enough to follow – and eventually reach out.
Why social media feels exposing for therapists in private practice
For many therapists, social media doesn’t feel neutral. It can feel exposing, awkward, and evoke difficult emotions.
I often hear therapists say:
- “I feel discouraged, I keep posting but it doesn’t seem to be working.”
- “I don’t know if anyone is really seeing this.”
- “I worry about what people will think – I’m scared of being judged or criticised.”
Particularly when we feel exposed, we tighten up. We might become more careful to sound professional
That’s completely understandable, especially if most of the people following you are other therapists. You share a language. You know the theory. You want to sound ethical and competent.
But that same care can unintentionally create distance between you and potential clients.
Why clients don’t follow therapists on social media
One of the most important things I’ve learned over time is this:
Clients don’t follow therapists because they’re impressed. They follow when they feel understood.
Potential clients aren’t looking for theory or clinical explanations. They’re looking for recognition. They want to feel that someone gets what they’re going through.
If your posts sound like they’re written for therapist peers rather than for people who are struggling, clients may scroll past – not because your content is wrong, but because it doesn’t quite land for them.
Tone matters just as much as language.
How story-based posts help therapists attract clients on social media
This is something I’ve noticed repeatedly in my own work.
Posts that include appropriate, thoughtful snippets of lived experience often create more connection than posts that explain or instruct.
It could be:
- A small story.
- A moment of reflection.
- Something human and relatable.
Story-based posts don’t feel like teaching. They feel relational. They allow people to get alongside you rather than feeling talked at.
For many potential clients, following a therapist on social media is part of a longer process of deciding whether therapy feels safe – and whether you feel like the right person. Story-based posts can really support them in trusting you.
How potential therapy clients decide who to follow on social media
Most people don’t follow a therapist and book straight away.
They might:
- Follow you while they’re thinking about therapy
- Check your social media after a recommendation
- Or simply decide to read your posts because they enjoy them.
Many potential clients follow therapists for weeks or months before taking any action.
They’re often questioning:
Do I feel safe here? Is this person trustworthy?
Being recognisably you matters more than saying the “right” thing from a therapist viewpoint. Consistency matters more than perfection.
Social media is more about relationships than selling and you’ll often find that people come forward because of who you are rather than a clever sales post.
How therapist self-doubt affects social media content
I want to be honest here – I’m not immune to any of this either.
I’ve had moments of wondering:
- Is this worth it?
- Is it having any impact?
- Have I said this wrong?
And I’ve noticed something important. When those doubts are loud, my writing tightens and it becomes more about proving myself than supporting my followers. When I’m calmer and more grounded, my language softens – and those posts tend to resonate more.
It’s really helpful to remember that people don’t need us to be polished. They need us to be present.
Getting clearer on who you’re trying to reach in private practice
Inside Therapy Growth Group, we use a simple roadmap to help therapists market their private practice without overwhelm.
Right now, we’re working on the section called Find Your Focus. This is all about:
- clarifying who you’re really trying to reach
- understanding what they’re struggling with
- learning how to speak to them in a way that feels human and ethical
This kind of clarity creates a strong foundation for social media and often makes everything else feel easier.
If you’d like support with this, you can find out more about Therapy Growth Group here.
Social media for private practice: a final reflection
If you’re mainly followed by therapists, it doesn’t mean you’re doing anything wrong.
It may simply mean your content hasn’t yet been shaped with potential clients in mind.
Small shifts in tone, warmth, and relatability can make a big difference over time.
You don’t need to perform.
You don’t need to be perfect.
You just need to be recognisably you.
Frequently asked questions
Why am I only followed by other therapists on social media?
This often happens because therapists naturally connect with professional language and shared experiences. It doesn’t reflect the quality of your work – it usually means your content is currently speaking more to peers than to potential clients.
How do therapists attract clients through social media?
Therapists attract clients by creating content that feels relatable, warm, and emotionally safe. Clients follow when they feel understood, not when they feel educated or impressed.
Does social media actually work for therapy private practice?
Yes, but usually over time. Many clients follow quietly before making contact. Social media supports trust-building rather than instant bookings.
Should therapists share personal stories on social media?
Appropriate, thoughtful self-disclosure can help clients feel connected and understood. It’s not about oversharing, but about showing your humanity in a way that feels safe and ethical.
What kind of social media posts work best for therapists?
Posts that use everyday language, reflect common struggles, and show understanding tend to resonate most