If you’ve ever sat in front of your computer, staring at a blank screen, thinking, What on earth do I post today?—you’re not alone. Today, therefore, I’m sharing a post on social media for therapists that should help you out with ideas, strategies, and inspiration to make content creation easier.
If you prefer to listen, I also have a podcast that explores this topic. You can listen below.
If you would like to subscribe to the podcast, click here.
Many therapists find social media overwhelming, not because they don’t have valuable insights to share, but because they don’t have a simple structure to guide them. Without a plan, it’s easy to feel stuck, overthink every post, or avoid posting altogether.
By using a simple, repeatable content framework, you can ensure that your posts are relevant, engaging, and aligned with your therapy practice. This framework consists of four key content types, all beginning with the letter “E”:
- Education
- Encouragement
- Engagement
- Empowerment
Using this structure makes social media more manageable while keeping your content varied and valuable to your audience.
Let’s explore each category in more detail.
Social Media for Therapists: A Content Framework
1. Education – Sharing Your Knowledge
Educational posts provide insight, information, and guidance on topics relevant to your audience. They’re particularly useful for engaging people who don’t know you very well. These posts establish your expertise and help potential clients understand the issues they may be facing.
Aim to use these posts to help people who might be struggling with an issue and perhaps haven’t yet realised that therapy can help them. Over time, seeing you post on these subjects will help them to know you are trustworthy and encourage them to consider working with you.
Examples of Educational Posts:
✔️ “5 Signs of Burnout You Shouldn’t Ignore”
✔️ “How to Communicate with Teenagers”
✔️ “How Anxiety Affects Sleep (And What You Can Do About It)”
🔹 Tip: The best educational posts provide both awareness and solutions. Offer practical tips that people can use in their daily lives.
2. Encouragement – Inspire and Support Your Audience
Therapy is often about helping people feel understood and validated, and your social media content can do the same. Encouragement posts uplift your audience, provide reassurance, and remind them they’re not alone. They’ll show people that you understand them and help to make you approachable.
Examples of Encouragement Posts:
✔️ “To anyone feeling overwhelmed today: You are doing better than you think.”
✔️ “It’s okay to take things one step at a time. Progress not perfection.”
✔️ “An expert in anything was once a beginner.”
🔹 Tip: Personal reflections often resonate deeply. Your audience will love to get to know you and so a “behind the scenes” post sharing an aspect of your own journey can often inspire and draw people to you.
3. Engagement – Start Conversations and Build Community
Social media isn’t just about broadcasting information – it’s about connection. Engagement posts encourage your audience to interact, whether through comments, polls, or shared experiences. They work because you can get to know your followers and demonstrate your warmth and care.
Examples of Engagement Posts:
✔️ A “day in the life of a therapist” post with a question such as “what do you do to relax after work”?
✔️ “It’s “Love Your Pet Day”. Share a photo of your pet”
✔️ “What’s the best/worst thing about Mondays?’”
🔹 Tip: The more interactive your posts are, the more they will be seen. Social media platforms prioritize posts with higher engagement, so inviting responses can help expand your reach.
4. Empowerment – Guide Your Audience to Take Action
Empowerment posts help your audience take the next step to work with you. It might be expressing an interest, booking a session, or exploring available resources. These posts position you as a trusted guide and professional.
It’s helpful to include “Behind the scenes” posts here too. This can be you at the computer starting a new CPD or with your certificate. It could be a photo of you in your counselling space, you reading a new counselling book or attending a professional event.
Examples of Empowerment Posts:
✔️ “If you’ve been struggling with anxiety, therapy can help. Here’s how to get started.”
✔️ “Curious about working with me? Here’s what a first session looks like.”
✔️ “Need support? I have availability for new clients – click the link in my bio to book a free consultation.”
🔹 Tip: Many therapists hesitate to promote their services, but your audience needs to know how they can work with you. Empowerment posts aren’t just about marketing – they’re about helping people take action that benefits them.
Final Thoughts: Making Social Media Easier
By cycling through these four types of posts, you’ll always have a clear direction for your social media content. This approach keeps your posts balanced, engaging, and aligned with your goals – without the stress of constantly thinking up new ideas.
Check out the podcast for more on social media for therapists and details of awareness dates that will also support you in thinking of different themes for the framework – and remember, I share daily prompts with members of Therapy Growth Group
If social media has felt like a challenge, try planning your next few posts using this framework. Which type of post will you create first?