I Audited 100 Therapist Instagram Pages — Here’s What You Need to Know
I’m in the midst of preparing for my Clients on Demand Challenge and I always like to use relevant and current info so I recently audited A TON of therapist Instagram pages. Now if you have an IG page that you have all but forgotten about, don’t sulk away in shame, because I have come with some helpful tips to make your page showcase how awesome you are. Check out these tips, with a few examples, to give your page a little freshening up.
Your Visual Identity Matters
When people see your posts in their feed, they should immediately recognize that it’s you. That means:
Consistent font + colors
A clear tone of voice
A cohesive look across your grid
Your feed doesn’t need to look like a magazine, but it does need to feel like your brand. Downloading random graphics or taking a template as is, will not help you grow your brand. It will guarantee that you fade into the background. Branding isn’t just the colors, it’s how people feel when they think about you or your organization. You want them to think, Raizy is about to give me a truth bomb, so they will read, comment or DM you once and for all. Instagram scrollers tend to be a bit more stingy with likes and comments so they need to be motivated to take action.
Repetition is Your Friend
Instagram moves fast. Your best post can “die on the vine” if your audience wasn’t scrolling that day. That’s why it’s smart to repackage your strongest content in multiple ways.
For example: if a post about trauma and feeling stuck gets great engagement, don’t stop there. Share it again as a Reel, a carousel, or a story with a voiceover. Use AI tools (yes, even ChatGPT) to rewrite the caption 7–10 different ways. People won’t think you’re repetitive if they see the post more than once, they’ll think you’re the expert. And currently, people need as many as 21 touch points of content to take action so the more the better.
Think About Your First Nine Posts
Most people won’t scroll far back. That means your top nine posts should:
Introduce you or your practice
Highlight who you help and how
Include at least one direct call-to-action (consultation, group program, etc.)
Pin three “evergreen” posts across the top line so your profile always speaks to the right audience.
Don’t Be the Boring Professor
Therapists love to educate, but too much can make your page feel like a lecture hall. Mix it up with posts that show your personality.
One creator I loved did a carousel: “Things I wish I could say to my clients vs. what I actually say.” It was funny, relatable, and helped potential clients relax about what therapy would actually feel like.
Pictures Don’t Have to Be Perfect
Yes, professional photos are great, but you don’t need to spend $1,000 on a shoot. Well-lit iPhone photos with natural backgrounds can be just as effective. Budget for pro photos when you can, but don’t let it stop you from posting now.
Video Builds Trust
Video lets people see you as a real human, not just a talking head with clinical language. Your personality shines through on camera, and it helps new followers feel connected before they ever book a call. Videos can be talking head style, b-roll or even some quick clips of a recent event strung together with a trending audio. Start with these 5 video ideas and work your way up to being a pro.
Use Content Across Platforms
Don’t just keep your content on Instagram. That same post could work on Facebook, TikTok, LinkedIn, or YouTube Shorts. AI clipping tools like OpusClips or Riverside make it easy to repurpose long-form videos into 30+ short clips.
Keep It Simple, Sister
If posting feels overwhelming, you’re overcomplicating it. KISS the complicated content calendars goodbye. Try batching content:
Record a handful of videos in one day
Snap some casual office/home shots
Add captions, graphics, or voiceovers later
Aim for 2–3 pieces of content per day (if you’re strapped for time or interest, focus on Reels and Stories). Posting consistently matters more than posting perfectly. If you want to copy my step-by-step 15 minute or less system to simplify this, join my upcoming Clients on Demand Challenge.
Borrow Bigger Audiences
Engaging in the comments of larger creators in the mental health or self-help space can help Instagram “connect the dots” and show your content to their audience. Do it authentically, not spammy, and you’ll start attracting aligned followers who are potential clients.
Get Them Off Instagram
The biggest mistake I saw? No bridge to connect with you off-platform. Not everyone will jump straight from Instagram to booking therapy. Give them a step in between:
A freebie (download, meditation, mini-course)
A low-cost resource (ebook, workshop, group)
An invitation to a live event, either free or paid
I loved seeing one counselor drop into a Mother’s Day Out group with a short resource talk, it built community credibility and created a Reel that reached beyond her regular audience.
The Bottom Line
You don’t need to go viral to have a thriving practice. You don’t need thousands of clients, you just need the right 25–50 at any given time. Even if only 1% of the people who see your content become clients, that’s enough to keep your caseload full, and for the most part, social media is still free and that fits into anyone’s budget.
The key is consistency and a system that works for you. If you’re not sure where to start, join my Clients on Demand Challenge where I’ll walk you through creating a simple, repeatable strategy for attracting clients, without burning yourself out. Plus you’ll get the chance to have me give you specific feedback on your content so you walk away with answers instead of questions.