How Therapists Can Use Instagram to Attract the Right Clients
September 4, 2025 • Written by: Breksey
Running a therapy practice isn’t about becoming a content creator, but if your practice isn’t visible on Instagram, you’re missing one of the simplest ways to build trust before the first session.
Instagram isn’t just selfies and reels. It's where people go to learn, relate, and decide who feels safe to work with. If you’ve ever wondered why some therapists have waitlists while others struggle to fill their caseloads, their IG presence often plays a big role.
However, being on Instagram doesn’t mean you have to share your whole personal life. Therapists can (and should) draw boundaries. You can create content that educates, normalizes therapy, or shares quick insights without disclosing personal details. It’s about finding that balance: connecting with people while protecting your privacy
Here’s how to use Instagram the right way:1. Define Your Lane
Posting “mental health tips” is too broad. The more specific you are, the more memorable you become.
Instead of:
“I help with anxiety.”
Try:
“I help millennial women manage high-functioning anxiety in their careers.”
When people see themselves in your content, they’re more likely to reach out.
2. Mix Education With Connection
Yes, people want psychoeducation, posts like “3 grounding techniques” or “What burnout really looks like.”
But they also want to know you’re human.
Sprinkle in:
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A story from your week that clients might relate to
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A behind-the-scenes look at your practice
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A gentle reflection that feels like a conversation, not a lecture
Trust is built on authenticity, not just expertise.
3. Use Reels for Visibility, Carousels for Depth
Reels = reach. They help you get discovered by people who don’t follow you yet.
Carousels = connection. They let you expand on topics and give value people will save and return to later.
The balance? Aim for a mix: quick reels that hook attention and thoughtful carousels that build credibility.
4. Make Engagement Easy
Don’t just post and vanish. Your captions should invite interaction:
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End with a question clients actually want to answer
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Use polls or question boxes in Stories
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Reply to DMs in a timely, warm way
Every comment and DM is a mini-trust-builder.
5. Stay Consistent, Not Constant
You don’t need to post every day. What matters most is showing up regularly so people remember you.
Two posts a week + a few Stories is plenty to stay top of mind.
Remember: consistency builds familiarity, and familiarity builds trust.
Final Thought:
You became a therapist to support people, not to master algorithms. But Instagram can work for you if you treat it as an extension of your clinical voice: offering value, building relationships, and showing potential clients what it feels like to sit across from you.
