How to Promote Your Private Practice on Social Media
If you run a private practice - whether you're a therapist, coach, acupuncturist, dietitian, or another type of provider - chances are, social media isn’t your favorite part of the job.
But here’s the truth: It doesn’t have to be overwhelming or sales-y.
When done right, social media can become one of your most powerful tools for building trust, educating your audience, and generating consistent referrals.
You don’t need to go viral or spend all day making reels. You just need a social media strategy that works for your bandwidth and connects authentically with the people you're trying to help.
Here’s how to make it happen.
5 Tips to Promote Your Private Practice on Social Media
1. Start by choosing the right platform(s)
The first step is choosing a platform where your ideal client actually spends time.
If you’re serving high-achieving professionals, LinkedIn might be a better fit than TikTok. If your audience is primarily women in their 20s and 30s, Instagram is probably the move.
Start with one or two platforms max. Consistency matters more than being everywhere.
Ask yourself:
Where do my clients hang out online?
What kind of content do I enjoy creating (video, writing, images)?
What platform feels sustainable for me to show up on at least weekly?
2. Share content that educates, empowers, and normalizes
One of the most effective ways to promote your private practice is by offering free value.
When you share knowledge that makes people feel seen and understood, they trust you - even before they’ve met you.
Here are a few content categories that work well:
Educational posts: Explain common challenges your clients face. (“What actually is burnout?” or “Why do anxious thoughts spiral at night?”)
Myth-busting: Break down misconceptions in your field. (“No, therapy isn’t just talking about your childhood.”)
Behind-the-scenes: Show what it’s like to work with you. What happens in the first session? What’s your intake process?
Client wins or anonymous testimonials: With permission and care for privacy, share stories of transformation (or post general examples).
Personal insights or values: People want to know you, not just your credentials. Why do you do this work? What do you stand for?
A combination of these builds trust and positions you as a relatable expert—not just another face on the internet.
3. Use calls to action (CTAs) that feel natural
Your audience won’t always know the next step to take unless you tell them.
That’s where clear, low-pressure calls to action come in.
Here are some examples of good call-to-actions:
“Curious what working together could look like? My DMs are open.”
“I’ve got two client spots open in April - book a free intro call through the link in bio.”
“Sign up for my newsletter for more tools like this.”
You don’t need to push hard. Just make it easy for someone to reach out when they’re ready.
4. Be consistent, not perfect
One of private practitioners' biggest mistakes is overthinking their content or disappearing for months when things get busy. Here’s the thing: imperfect consistency beats perfect silence every time.
Here are a few tips to stay consistent:
Batch content when you can. Set aside a couple of hours a month to create and schedule posts.
Repurpose: Turn one blog post into three Instagram graphics and a reel.
Use templates for posts you repeat regularly, like client openings or Q&A.
Even one post a week can build momentum if you stick with it.
5. Engage like a human, not a brand
People follow people. So don’t be afraid to show up authentically - reply to comments, engage in DMs, and support others in your niche. You don’t need a massive following to make social media work for your practice. You just need genuine relationships.
And if you’re stuck thinking, “Why would someone choose me?”
Remember, it’s often who you are and how you make people feel that turns followers into clients. Not a fancy website or a viral video.
Need help building a simple, effective social strategy for your practice?
That’s exactly what we do at The Boutique COO.
Whether you’re brand new to marketing or looking to scale your client base, our team can help you show up confidently online and grow your business—without burning out.
