From Therapist to Influencer: Using Social Media Marketing to Build a Brand on Instagram

Are you emotionally exhausted from providing therapy and need to do something different? Perhaps you are simply looking for extra ways to make money outside of therapy. 

A growing number of psychologists, licensed therapists, psychiatrists, and advocates in the mental health field use social media to share information and educate their audience. Many also use social media as a source of income. 

Creating content can also be quite profitable, especially if you have a sizable audience, as some social media influencers do. In fact, mental health is one of the most profitable niches for social media creators. But you don’t need to have millions of followers to make money as a creator. A small but engaged audience can result in a decent payout. Social media marketing for therapists is the tool that can help you build that audience. 

Can a Therapist Be an Influencer?

Yes, there is nothing wrong with therapists being influencers as long as they do it ethically. Brené Brown, who has over 5 million Instagram followers, is one of the most well-known mental health influencers. She is also a highly regarded professor and researcher at the University of Houston. 

Therapist creators can help reduce the stigma of mental illness and encourage people to seek treatment. Research indicates that they can play a significant role in both help-seeking and mental health literacy. 

How Do Mental Health Influencers Make Money?

Therapists, psychiatrists and other mental health professionals can make money on social media in a number of ways. 

• Brand partnerships - Partner with brands to promote products or services. Mental health influencers have had partnerships with Essence, Facebook, Walmart, eHarmony, and Free People. 

• Marketing services -  Dr. Courtney Tracy (@the.truth.doctor) uses social media to promote her California treatment center. She has also written a book, partners with brands, and does speaking engagements. 

• Speaking engagements - Companies that have partnered with mental health influencers for speaking engagements include AT&T, Inc., PBS, Adobe, Dell, NASA, and Southwest Airlines. 

• Affiliate income - Creators sometimes generate income by promoting products through affiliate links. Mental health affiliate programs include Talkspace, Calmerry, and Audible. 

• Write books - Many mental health social media creators also write books. Dr. Nicole LePera has written at least three books that she promotes via Instagram. 

• Courses - You can develop courses on any number of topics, including friendships, personal development, dating, and more. 

• Products & merch (both digital & physical) - There is a wide variety of products you can sell. For example, Brené Brown sells mental health posters and quote cards on her website. 

How Much Money Can Therapist Creators Make?

In the United States, the average salary for most full-time therapists is less than $85,000 a year. However, mental health content creators can make much more. @TherapyJeff, who is a famous TikTok therapist with more than 2.8 million TikTok followers, told The Cut that he can make nine times that amount on social media. His income comes mostly from audience subscriptions, brand sponsorship deals, and merch. 

Dr. Alex George (@dralexgeorge) is another highly paid mental health influencer. Dr. George provides mental health education and advocacy on Instagram, TikTok, Threads, and other social media platforms. He makes an estimated $5,800 per sponsored post.

Clinical psychologist Dr. Julie Smith has more than 2.1 million followers on Instagram.  She pulls in over $5,300 per sponsored post. She focuses on toxic friendships, burnout, relationships, loneliness, and more. 

How To Become a Mental Health Content Creator

To make money, you have to create content and develop an audience. Let’s talk about how to do that. 

Create Amazing Social Media Content 

Most mental health content creators share resources, advice, and tips on things related to mental health. Some influencers focus on specific areas of expertise, such as Dr. Nicole LePera (@the.holistic.psychologist), who focuses on trauma. 

You have to have killer content. Your content needs to be about your reader. Your stories (content) need to relate to, benefit, or help your audience. It should spark curiosity, grab attention, and keep your audience coming back for more! Storytelling can help you do that. Storytelling is one of THE most effective forms of content. People want to engage with stories.  We *remember* and pay attention to stories, and it also has to do with SCIENCE — our brains release endorphins when we hear a good story. 

Also, it’s crucial to put out trustworthy content. If your content is not accurate, your audience will call you out on it pretty quickly, as you can see happening with this post by the International Bipolar Foundation. Followers currently pointed out in the comments how some of the information is not correct. 

Social media marketing for therapists can help with content creation as well as engaging your audience. 

Maintain Consistent Branding 

All of the major mental health content creators have consistent branding. Branding helps to build trust with your audience. It makes your brand easily identifiable across all social platforms. It also differentiates you from other creators. 

Every post you create should SCREAM your brand. Your fonts, colors, and visuals should all be consistent. But there’s more to branding than visuals. Branding is also about the voice, tone, and words you use. 

Use Social Media Marketing for Therapists

Want to grow on socials? This is the key. Social media marketing experts know how to navigate the algorithms to make posts go viral. They know how to create amazing thumb-stopping content. Consider an agency that specializes in mental health advertising.

Establish Authority 

Almost all of the big mental health content creators have established authority as mental health experts. Part of that has to do with credentials. Another factor is your content. It should be credible and trustworthy and establish you as a mental health expert and thought leader. 

Getting published on sites like ABC News, Prevention, CNBC, and VICE can help. By taking a look at her website (Featured In section), you can see Nedra Glover Tawwab has done this.  So, how do you do this? Public relations is the answer. PR firms can help you connect with the media, who are frequently looking for quotes from mental health experts. 

Tips for Success 

• Consistently interact with your audience: Respond to questions and comments. 

• Be transparent: Disclose brand sponsorships and deals. 

• Include a disclaimer: Always post a disclaimer stating that you are not providing medical advice. Here’s an example of a great one by Nedra Glover Tawwab. 

• Always remember ethics when posting on social media: Maintain confidentiality. Share trustworthy information without misleading or diagnosing people. 

• Avoid stigmatizing language: Use language that promotes empathy and understanding. 

• Don’t do it alone: Posting regularly and staying engaged with your audience can be quite time-consuming. It is a good investment to consider social media marketing for therapists. 

Want to discuss how social media marketing for therapists can grow your brand on Instagram, TikTok, or Facebook? Reach out and let’s talk. We understand your audience and what they are searching for. We also know how to create amazing mental health content.