Using social media to grow your private practice is often regarded as an essential marketing strategy for therapists. But it can feel pointless when you’re posting on social media and your content doesn’t seem to be reaching anyone. The silence feels disheartening. But visibility isn’t always loud. Some of the people who contact me for support have never liked or commented on a single post. They’ve been quietly reading. And that might be the case for your potential clients too.
In this blog, we’re going to explore how to create content that connects with your audience – so that your posts can start doing the quiet, consistent work of building trust, even when it feels like no one is watching.
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.
Why Your Content Matters
It’s easy to feel like social media is a waste of time when engagement is low. You wonder if it’s worth spending time creating posts if they’re not reaching anyone.
But many people read without responding. That doesn’t mean they’re not taking it in.
Your posts will also be there if potential clients find you via another route, for example, a directory entry, and then decide to look you up on social media. A bank of previous posts – particularly around a niche – will demonstrate your relevance to them beyond what you’ve said on your profile.
Think of your posts like seeds: they won’t all sprout immediately, but they’re still being planted.
Create a Content Mix that Grows Your Practice
If you’re using social media to grow your private practice, your content needs to do more than just fill space – it needs to connect. A simple, effective structure to follow is:
- 50% engaging – shareable or relatable posts that spark recognition or conversation
- 30% informative – helpful tips, psychoeducation, or insights that position you as a trusted professional
- 20% promotional – clear invitations showing how people can work with you
This balance helps you stay visible without feeling like you’re constantly selling. It also builds the trust and familiarity that encourages potential clients to reach out – even if they’ve never liked or commented on a post.
Create Connection Through Relatable Content
One of the most effective ways to use social media to grow your private practice is by creating content that helps people feel understood. Relatable posts build connection – even when followers don’t hit like or leave a comment.
Think about the kinds of things your potential clients might be experiencing. Could you post something that makes them think, “That’s exactly how I feel”?
You don’t need to share deeply personal information to connect. A small story – like a moment from a dog walk or a thought you had while waiting for the kettle to boil – can reveal something about how you see the world. Framing these everyday moments through a therapeutic lens can make your content more human and more powerful.
Ask yourself:
- What kind of post might make someone feel seen today?
- Is there a small story I can share that offers a gentle insight?
When people relate to what you’re saying, they’re more likely to follow, remember you, and eventually reach out when they’re ready for support.
If you’d like more support with creating content that connects, Therapy Growth Group can help. Inside the group, you’ll find training on how to create impactful posts and social media prompts for every day of the year – so you’re never stuck for what to say.
Boost Visibility with Hashtags and Simple Visuals
If you want your social media content to reach more people, hashtags and visual cues can be surprisingly useful. These small tools can make a big difference in helping your private practice get seen online.
Use 3-4 hashtags on Facebook and up to 10 on Instagram. Instead of using the most popular ones (which are often overloaded), aim for hashtags with between 10,000–50,000 uses. If you use hashtags with millions of posts, you’re likely to get lost in the noise.
And what about emojis? AI-generated content tends to overuse them but don’t let that stop you. Using a well-placed emoji can actually help your post stand out. It might draw attention to a key message, break up a block of text, or emphasise a call to action. Just make sure you understand the meaning (Emojipedia is a handy tool if you’re unsure).
These quick tweaks can make your posts more engaging and quietly increase your reach.
Use Reels and Video to Connect
Short-form video content like reels is one of the most effective ways to boost your reach on social media. But it doesn’t need to be complicated or time-consuming. A quick video of you stroking your cat, making a cup of tea, or simply being in your counselling space – with a short message on top – can engage people.
It’s not about high production values. It’s about showing up. When people see your face, they begin to feel like they know you. And that sense of familiarity can build trust long before they ever get in touch.
Tried making one? I’d love to see it.
Measure Success by Engagement, Not Just Likes
When you’re using social media to grow your private practice, don’t fall into the trap of chasing likes. Instead, pay attention to meaningful engagement. Did someone comment, share, or send a DM? Did someone click through to your website?
Those small moments matter. If 30 people engaged with your post, that’s the equivalent of a full room of people pausing to hear what you have to say. Celebrate those wins – they’re signs your content is working, even if you’re not going viral.
Final Thoughts
Content is your foundation. It’s how people begin to know, like, and trust you. Even if it’s quiet now, keep going. You never know who’s watching silently, waiting for the right moment to reach out.
In future blogs, we’ll look at consistency and community – but for now, focus on creating content that feels like you. You don’t have to shout to be heard.
Want help putting this into practice?
Therapy Growth Group gives you the support and structure to make social media easier. With training on how to create content that connects, daily post ideas, and guidance on things like imposter syndrome and self-disclosure, you’ll feel less alone – and more confident showing up online.