Top Strategies for Creating Engaging Social Media Content for therapists
- Avivit Fisher
- Feb 10
- 5 min read
What are some strategies for creating engaging social media content for my therapy practice?
Social media can feel like a giant, noisy room—especially when you're trying to promote your therapy practice in a way that feels authentic, not salesy. With new trends popping up every day and endless platforms to choose from, it’s easy to feel overwhelmed. But here’s the good news: you don’t need to do it all. The key is finding what resonates with your audience and feels natural to you.
As a therapist, your content should do more than just fill a feed with motivational quotes or mental health tips—it should foster real connections. One of the most powerful ways to do this is through storytelling. Sharing relatable experiences, insights, and even small behind-the-scenes glimpses can create an authentic presence that encourages engagement and builds trust.
Beyond storytelling, interactive content—like polls, Q&A sessions, or thought-provoking prompts—can turn your social media from a one-way broadcast into a space for meaningful conversations. Your goal isn’t just to post; it’s to create a community where support, understanding, and connection thrive. With the right approach, your social media presence can become an extension of the work you already do—helping people feel seen, heard, and supported.
Understanding Your Audience
Creating engaging social media content starts with knowing who you’re talking to. If you don’t understand your audience, your content can feel like shouting into the void. Instead of guessing, take a more intentional approach—paying attention to demographics, common struggles, and, most importantly, real conversations happening in my comments and DMs.
For example, if a big portion of your audience is young individuals, lean into topics that matter most to them—things like anxiety in the workplace, relationships, or self-care that actually fits into a busy schedule. If stress management keeps coming up in your interactions, it’s time to create content around practical coping strategies.
The best way to really get to know your audience? Engage with them. Don’t just post and disappear. Respond to comments, answer DMs, and pay attention to the types of therapy topics people are curious about. And when you're not sure what’s resonating, turn to analytics. Tracking engagement (likes, shares, and saves) can gives you a clear picture of what’s working so I can refine my content strategy over time.
Choosing the Right Platforms
Not all social media platforms are created equal—each has its own vibe and audience. Instead of trying to be everywhere, focus on the platforms that make the most sense your my practice and where your ideal clients are already hanging out.
Instagram is perfect for visual storytelling—think infographics, reels, and bite-sized mental health tips.
Facebook is great for community-building through groups and deeper discussions.
LinkedIn is where I share insights with other professionals or reach corporate clients.
TikTok can be a great place to connect with younger audiences through quick, engaging videos.
When choosing a platform, pay attention to what’s working for other therapists in my niche. What’s engaging their audience? What’s missing that I could bring to the table? A little competitive research goes a long way in making sure my content stands out.
Incorporating Video Content to social media for therapists
Video is one of the most engaging types of content on social media, and it’s a powerful way for therapists to connect with their audience. Short-form videos, like Instagram Reels, TikToks, or YouTube Shorts, allow you to share bite-sized mental health tips, behind-the-scenes glimpses of my practice, or even quick mindfulness exercises.
For longer content, use YouTube or IGTV to dive deeper into topics like managing anxiety, setting boundaries, or debunking mental health myths. Live video is another great tool—you can host Q&A sessions, share insights in real time, and create a more personal connection with your audience.
The key is keeping videos approachable, authentic, and valuable. They don’t need to be overly polished—sometimes, a simple, candid video resonates more than a highly produced one. The more you show up on video, the more my audience gets to know and trust you, which ultimately strengthens engagement and credibility.
Storytelling Techniques
Once you know who you're talking to and where you're reaching them, the next step is making content that actually connects. Here’s how to keep it engaging:
Storytelling That Feels Personal
People connect with stories, not just facts. That’s why I weave storytelling into my posts—whether it’s sharing anonymized client scenarios (with permission and privacy in mind) or talking about my own experiences as a therapist. Stories help people see themselves in the content and feel understood. Important: Your stories should never include confidential client information.
Eye-Catching Visuals
Let’s be real—social media is visual. A long block of text might be helpful, but if it’s not packaged well, it’s easy to scroll past. I use infographics to break down complex mental health topics, short videos to explain therapeutic techniques, and quote graphics to inspire conversation.
Interactive Posts That Spark Engagement
Social media isn’t a one-way street. You can make my content interactive by:
✅ Running polls on topics like self-care habits
✅ Hosting live Q&A sessions to answer mental health questions
✅ Asking open-ended questions to encourage discussion in the comments
The more interactive your content is, the more it turns into a conversation rather than just a broadcast.
Building a Content Calendar
Consistency is key—but that doesn’t mean you need to post every day. Instead, create a content calendar to helps you stay organized and intentional with your posts.
Scheduling with Purpose: Post when your audience is most active, so your content gets more visibility. Tools like Buffer or Later make scheduling easy.
Mixing Up Content Types: Keep things fresh with a mix of educational posts, personal stories, interactive content, and visual elements like videos or infographics.
Adapting Based on Engagement: If your audience is loving a particular type of content, lean into it more. Tracking engagement metrics will help you fine-tune your strategy over time.
Collaborating with Other Professionals
Collaboration is a game-changer. By teaming up with other experts—nutritionists, fitness coaches, financial wellness advisors—you can provide a more holistic approach to mental health.
Guest Features: Invite other professionals to share insights on your page, whether through guest posts, live Q&As, or podcast-style discussions.
Cross-Promotion: When collaborating, tap into their audience while offering fresh perspectives to yours—it’s a win-win.
Building Credibility: Partnering with respected professionals will strengthen trust with your followers and position you as part of a well-rounded support network.
conclusion
Creating engaging social media content as a therapist isn’t just about posting more—it’s about posting with purpose. By truly understanding my audience, choosing the right platforms, and using storytelling, visuals, and interactive content, you can create posts that resonate.
With a solid content calendar and a willingness to adapt based on engagement, your social media presence will stay dynamic and valuable. And by collaborating with other professionals, you'll expand your reach while offering even more value to your audience.
At the end of the day, social media is about connection. When done right, it becomes an extension of the work you do as a therapist—helping people feel seen, heard, and supported.
