Deep-dive: Instagram
To be or not to be... an Insta Therapist
It’s August 2023… I set up my new business Instagram account using my business name (Natasha Psychotherapy). I’m excited, hopeful, and a little nervous…
How to use Instagram as a therapist
These are some options:
Verification - when someone finds you on a directory, they might look for you in other places e.g. your website, LinkedIn or social media. Having consistent information in all these places confirms to the client you are who you say you are.
Brand awareness - Instagram can be an extension of your presence online, and it gets your name/business out there. New people can find you, you can make new connections, and you can become associated with a certain niche.
Find clients - billions of people are on social media, a percentage of them are seeking therapy, so it makes sense some clients could be found on Instagram.
Let’s get started
2023
Early on, my posts on Instagram were mostly educational, with the occasional seascape. I was diligently following my content pillars, and I even had a grid pattern. I spent hours on Canva perfecting my carousels. My intention was to showcase my knowledge and support my online presence.
There are several therapists on Instagram who do a great job of showing up with great content, speaking to their ideal clients, and, according to their updates, becoming fully booked very quickly. It was all very attractive…
2024
I spoke to a successful Insta Therapist in early January, and I casually asked for feedback about my grid. They told me “it’s not 100% clear who you are talking to”. I was confused. I thought I was being clear. Time to evolve…
I attended a workshop in February, and it highlighted how therapists can best show up online to attract their ideal clients. Internal monologue:
I need my account to grow, I need to attract clients, I need to nurture them, I need to get them to like me, I need to get them to trust me, I need to post 3-5 times a week, I need to make my grid aesthetically pleasing, I need to make Reels, I need to post on stories, I need to show I understand their problems, I need to make them aware of problems they don’t even know they have, I need to tap into their desires, I need to be aware of their goals, I need to position myself as the solution, I need to have clear messaging, I need to be myself, I need to be consistent, and I need to make it a no-brainer for clients to contact me to start therapy.
I continued to follow my content pillars but most of my posts remained educational. It was a hard habit to break!
In March, I decided to commit 100% to my Instagram account and embrace it fully. I posted everyday as part of an Instagram challenge, I reached over 7000 people, and I won the challenge!
During the challenge, I learned a few things:
I was able to make Reels (I’d avoided them before this)
When I didn’t overthink my captions they were more authentic
Remix Reels were the best for reach
I enjoyed the engagement
But I also felt glued to my phone. If winning the challenge was a BOOM, I then experienced the BUST. Afterwards, I felt paralysed about what to post, and without the momentum of the challenge I struggled to get back into posting for several weeks. I didn’t want to post the wrong thing or waste my time on Canva. I wanted to be sure I was doing it right… hello perfectionism!
Overwhelm
You may have got the vibes by now I was overwhelmed. Overwhelmed and doggedly determined. I did more trial and error over the summer and I realised my Insta-perfectionism was still running the show. “Does it have to be this way?” I was asked. “No, I guess not”, I replied. Though, to be honest, it felt like the hard way or no way because the not-hard way felt like it wouldn’t get results. Which makes me smile now because the hard way wasn’t getting results either!
As I reached my business birthday in September, I reflected on my year online. I achieved my business goals for the year, and yet I felt somewhat deflated. I chatted it through with a friend who asked me what my goals were that I was disappointed I didn’t achieve.
I realised then I didn’t have specific goals for Instagram but I felt like I had failed anyway. I was disappointed I hadn’t ever had an influx of enquiries, my follower count had plateaued, and all the Insta Therapists on my feed were thriving.
I was in limbo telling myself Instagram didn’t matter and then asking myself why it hadn’t filled my caseload yet?
Confusing, right?
I was influenced and I wanted to become a successful Insta Therapist. It felt like an autopilot mission. I had mentoring and I was told “you’re nearly there”. I wanted to get... there!
The truth is I achieved my business goals despite Instagram not because of Instagram.
Taking a step back now, from an ROI perspective, Instagram is not worth my time. If there is a knack for being an Insta Therapist, at the moment, I do not have it. Kudos to everyone showing up daily on stories, posting regularly, and nailing your messaging.
What does matter
Looking after myself (I can’t pour from an empty cup!)
Showing up for my private clients + NHS clients
Being mindful of my capacity (I may want to do it all, but I am only human)
Sustainability (no more boom + bust, thank you!)
Finding what works for me in the time I have available
What next?
I’m in the process of re-evaluating how best to use my time this year to attract my ideal clients. I am currently having a break from Instagram. My intentions are for my marketing efforts to be calm, sustainable, and, importantly, aligned with my business goals. I heard
say this week that sometimes marketing is quiet; I think that will suit me much better. Stay tuned.Community question…
Ps I just liked your page!
Yeah it sounds like you put so much time in!