You Don’t Have to Use Social Media to Grow a Thriving Practice

When I started out, social media for therapists wasn’t really a thing yet. Looking back, I feel incredibly lucky on that front, because I learned how to build my therapy practice without relying on social platforms.

But fast-forward to now, and it can feel like being a therapist also means being a content creator, video editor, and full-time digital brand. If you’ve ever felt that pressure — the pressure to keep up, stay visible, and somehow entertain while staying professional — you’re not alone. So many thoughtful, skilled practitioners I meet feel drained and disheartened by it.

Remembering What Social Media Was Meant to Be

Social media started as a tool for connection — a way to share, communicate, and keep in touch. And when used with intention, it can still do that. You can absolutely use social platforms to build your practice if you want to. But you don’t have to.

For a lot of therapists too, social media can become a barrier to connection rather than a bridge. Figuring out algorithms, hashtags, trending audio, working out what to post — all of it can pull us away from the grounded presence that drew us to this work in the first place.

A Gentle Rebellion: Reclaiming Connection

A recent survey found that 78% of people are actively trying to reduce the time they spend on social platforms. More and more of us are being intentional about screentime, and seeking offline ways to connect, learn, and engage.

It’s not just the people around you who are making this change. Well-known public figures are stepping away for their mental health and peace of mind. Author Elizabeth Gilbert said of her decision to pull back from social media:

“It’s not good for my nervous system. It’s not how I want to spend my time. I want to live my life, not perform it.”

That line really stuck with me. I think a lot of us feel the same.

There’s a quiet shift happening—a move away from constant noise and toward something slower, more grounded. People want real connection again. Less polished, more human.

And when someone’s looking for a therapist, they’re not searching for perfect. They’re looking for someone who feels solid, present, trustworthy. A real person, not a performance.

So How Do You Grow Without Social Media?

Here are a few ways to build your practice that don’t require being online all the time:

• Referrals from current or past clients – People love to recommend services that have made a difference in their lives. Make asking for referrals a regular part of your practice, whether it’s after a successful session or at the end of a series of appointments. A simple, heartfelt request can go a long way.
• Professional partnerships – GPs, doulas, physios, yoga teachers, other practitioners — people who already have the trust of your ideal clients can become strong allies. Building mutually supportive relationships not only helps grow your practice but also strengthens your place within the wider community.
• Community talks or workshops – You don’t need to make them elaborate. Just sharing what you do and how you help in a small, in-person setting can create real impact. Even more so if you focus on practical information that directly addresses the issues your clients are struggling with or want to know more about — things like perimenopause, anxiety, stress management, or other topics that are currently in the news or on people’s minds. This positions you as someone with expertise, and shows how you work with the problems they care about.
• A Signature Programme – Something that captures your unique approach and helps potential clients understand your style of working, what to expect in terms of process and results. Offering something distinctive makes it easier for people to share what you do with others.
• Thoughtful systems behind-the-scenes – Make sure your client journey holds people with care and great communication, from their first enquiry to their final session. Client care that goes above and beyond is something that people talk about! It helps you become known for your support and professionalism.
• Start a Newsletter – A calm and connected way to invite your past, current, and future clients to learn more about what you offer, in their own time. It’s an opportunity to share helpful insights, personal reflections, and practical tips related to your work. 
• Well-timed articles or blog posts – A few thoughtfully written pieces can be more valuable than constantly posting online for the sake of it. Consider choosing a topic that your clients will find helpful and that’s having ‘a moment’ in popular culture. An example would be the growing mainstream recognition (finally!) of the menopause transition, or any condition or issue that’s currently celebrating its international day/month of awareness. Successful blog posts and articles will continue sending traffic to your website long after they are published.

Social Media for Therapists is optional

This isn’t about rejecting technology. It’s about making choices that align with who you are and how you want to work. If you like using Instagram and it feels like a natural extension of your voice, great — go for it. But if it’s been feeling like a ‘should’, know that there’s another way.

Because no amount of tech or smartly branded posts changes the simple, human truth at the heart of this work: people find their way to you because they trust you, they feel safe with you, and they hear from others that you’re someone who helps.

So take heart. Social media for therapists isn’t the only way to go viral. What’s more, you don’t actually need to reach everyone. You just need to make meaningful connections with the right people.

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More Calm. More Connected.

If this way of building your practice resonates with you, Pathway to a Full Practice might be what you’re looking for. It’s a programme that teaches you how to build a thriving, steady practice, without burning out or selling out.

You’ll be guided through the foundations of client attraction, reputation-building, systems, and sustainability — all with a generous amount of extra support, a kind ethos, and an ethical approach.

Come join us. Get all the details here.