Let’s talk LinkedIn.
I know, it hasn’t always been the first platform therapists think of when it comes to marketing. But 2025 is shaping up to be a turning point. And if you’re a therapist who’s serious about growing a meaningful, aligned practice (without spending your life on Instagram), LinkedIn might just be your secret weapon.
So, what’s changed? What’s working right now? And how can you use LinkedIn as a therapist to actually attract the kind of clients you want to work with?
Let’s break it down.
Should You Be Using LinkedIn to Market Your Practice?
If you’ve been wondering whether LinkedIn is actually worth it for your therapy practice, you’re not alone. It’s easy to assume it’s all corporate speak and job updates but that version of LinkedIn is long gone.
In 2025, LinkedIn has become a space for thoughtful content, personal insights, and real conversations. And if your dream clients include professionals, creatives, coaches, or high-achieving women navigating the emotional weight of life, work, and relationships… there’s a good chance they’re already there.
Think:
- People aged 30 to 55, often juggling career and family
- Professionals and business owners who value self-awareness and are willing to invest in support
- Folks who are tired of burnout culture and looking for something deeper, more sustainable, and aligned
So, if your ideal client is the kind of person who’s already engaging in conversations about growth, mental health, or leadership on other platforms, LinkedIn could be a brilliant space to meet them where they already are.
And unlike other platforms, the reach on LinkedIn is still organic. That means you don’t need a huge following or paid ads to get seen. Just clarity, consistency, and content that speaks to the right people.
So, with that said…
What’s New on LinkedIn in 2025?
According to Metricool’s 2025 LinkedIn Study, engagement on the platform is rising across the board. Some standout stats:
- Clicks are up by 28% compared to last year, making LinkedIn a serious driver of website traffic.
- Interactions have grown steadily, especially for small to medium accounts (great news if you’re not aiming for influencer status).
- Video content is booming, with a 53% increase in use and a huge boost in impressions and engagement.
- Polls (yes, really) have 206% more reach than the average post, but hardly anyone’s using them.
- And perhaps most importantly? You don’t need a huge audience to make an impact. Small accounts (under 1,000 followers) saw a 22% rise in impressions. That’s big.
All this tells us that LinkedIn is evolving — fast. The old “CV and corporate updates” vibe? That’s out. In 2025, it’s a space for storytelling, connection, and thoughtful content that shows who you are and how you help.
What’s Not Working Anymore?
Gone are the days when you could get away with a plain text post and a hope for the best.
Text-only posts now lag far behind more visual formats. The data shows:
- Carousels (aka documents) have the highest engagement rate and interaction count.
- Video posts are seeing significantly more visibility.
- Text-only content still has a place, but doesn’t perform nearly as well on its own.
Also worth noting: while shares are down slightly (especially for smaller pages), that’s not necessarily a bad sign. People are still seeing and engaging with content — it’s just being distributed differently (thanks, algorithm).
So if you’ve been relying on basic updates or quotes with no clear purpose, it’s time to level up.
What Is Working in 2025?
✅ Carousels (especially value-packed ones)
Use them to teach, share insights, or tell a story in bite-sized slides. Think of them as a mini workshop your ideal client can scroll through. These posts are winning both engagement and clicks.
✅ Video (yep, even on LinkedIn)
The platform is pushing video hard right now. Share a short, insightful clip from a podcast or record a quick takeaway from your latest client session (without breaching any confidentiality, of course).
✅ Polls
Underused and overperforming. Polls are ideal for engaging your network, gaining insight, and boosting visibility. Try using them to ask thoughtful questions your ideal client might be curious about.
✅ Niche, helpful content
The data is clear. Posts that speak to a specific audience — rather than trying to appeal to everyone — build deeper trust and get better results. As a therapist, that’s your lane.
How Therapists Can Make LinkedIn Work For You
Here’s the good news. You don’t have to be posting every day or writing essays. You just need to show up with clarity and purpose. Here’s how to get started:
1. Know who you’re talking to
If you haven’t nailed your ideal client yet, go back to your foundation. Who are you excited to work with? What are they struggling with? What kind of content would help them feel seen?
(Hint: my Ideal Client Blueprint for Therapists can help with that if you’re feeling fuzzy.)
2. Optimise your profile
This is crucial. Your LinkedIn profile should read more like a helpful intro than a formal CV. Use your headline and ‘About’ section to speak directly to your ideal client. Make it easy for them to understand what you do and how you can help.
3. Use carousels, videos, and polls
Not all in one post — but mixing these formats throughout your month gives you visibility and value. And yes, you can repurpose content from Instagram or your website if you already have it.
4. Don’t worry about going viral
Focus on connection. Even if one person reaches out from a post you shared, that’s enough. LinkedIn is all about depth over vanity metrics.
5. Be consistent (but realistic)
Posting 2–3 times a week can be plenty. You don’t need to post daily if you don’t have the time/energy — you just need to show up regularly with content that speaks to the right people.
Ready to optimise your LinkedIn profile?
If you’re reading this thinking, “I know I should be using LinkedIn more, but I’m not sure where to start…”, you’re not alone. That’s exactly why I created The Audit.
It’s a quick, affordable way to get expert eyes on your LinkedIn profile, with personalised recommendations to help you stand out to your dream clients and feel more confident about how you’re showing up online.
You can book The Audit from just £99 and walk away with actionable changes that can make a real difference.
👉Book The Audit now and let’s make LinkedIn actually work for your practice.