If you’re a therapist, coach, or healer, you’ve probably felt the pressure to show up on social media to attract clients. Maybe you’ve been told that you must have an Instagram strategy, post videos regularly, or keep up with ever-changing trends if you want to grow your practice. For many, this expectation feels exhausting, overwhelming, and even inauthentic.
As both a therapist and coach, I want to share some guidance on how to navigate this pressure in a way that honors your energy, values, and long-term goals.
1. Social Media Is a Tool, Not a Requirement
It’s easy to feel like social media is the only way to grow your practice, but it’s not. Plenty of therapists and coaches build thriving practices through word of mouth, professional referrals, speaking engagements, networking, or SEO friendly websites. Social media can be a path, but it’s not the only one.
When you view it as an optional tool, you give yourself permission to decide if, when, and how to use it in a way that feels right for you.
2. Get Clear on Your Why
Before you post another reel or story, pause and ask yourself: Why am I on this platform?
- Is it to genuinely share your message and connect with people?
- Is it because you feel like you “should”?
- Is it to build credibility, or just because you don’t want to fall behind?
If your why doesn’t align with your deeper values, social media will quickly feel draining. When it does align, it becomes a much more sustainable practice.
3. Protect Your Energy and Boundaries
Therapists and coaches are especially prone to burnout when social media starts to blur the lines between personal and professional life. Here are a few ways to protect your energy:
- Set boundaries around when and how often you engage.
- Batch create content so you’re not constantly in “post mode.”
- Decide what’s off-limits to share so you don’t feel exposed or overextended.
Remember, your well-being is more important than the algorithm.
4. Choose What Fits Your Strengths
Not everyone needs to dance on TikTok or share their private life on Instagram stories. If you love writing, maybe blogging or LinkedIn posts are a better fit. If you enjoy speaking, a podcast or workshops might feel more natural.
Play to your strengths instead of forcing yourself into a format that feels inauthentic. The right clients will connect with you through the medium that best reflects your voice.
5. Define Success on Your Own Terms
It’s easy to measure success in likes, views, and followers. But those metrics don’t always translate into meaningful connections or paying clients. Instead, consider other markers of success:
- Did someone reach out saying your content resonated with them?
- Did you feel proud of the way you showed up online?
- Did your content reflect your authentic voice and values?
Your success isn’t defined by numbers. What’s right for you is as unique as you are.
Final Thoughts
Using social media to attract clients can be a helpful tool, but it’s not the only way to grow. More importantly, it should never come at the expense of your authenticity or mental health.
As a therapist and coach, I help professionals like you create strategies that feel aligned, sustainable, and true to who you are. If you’re tired of the pressure and want support in building your practice in a way that feels good. Building a practice doesn’t have to mean burning yourself out or bending to strategies that don’t fit you.
If you’d like gentle guidance in creating a business that aligns with who you are, I’d love to support you. Join my mailing list for ongoing tips and encouragement, or book a free consultation when you’re ready to explore the next step.