As a therapist, you have the incredible task of differentiating your services and meeting people where they’re at – and with over 1 billion monthly active users, chances are, they’re on Instagram. 

The past couple of years have seen a massive uptick in social media users discussing mental health, and more and more Instagram content creators and users are searching for relatable content.

While not a replacement for therapy, your Instagram content can educate and empower people, or steer them in the direction of the help and support they need. To reach the maximum number of people, it’s important to offer a combination of content in a variety of approaches as part of an overall social media strategy – each post type and feature serves a different purpose in helping you get your message out there. 

Let’s dive into 5 types of Instagram features you can use for your therapy practice.

The Main Instagram Features Explained  

With the ever-changing nature of social media and user preferences, social media platforms tend to add and remove features that engage audiences – so it’s time to use each to their greatest advantage to increase your visibility and attract new clients.


Regular Instagram feed posts can be single images or a carousel of graphics or images. Great for reaching existing and new audiences, they can be used to inspire or educate your ideal clients. 

Carousel posts are a particularly popular format for sharing educational content in 2022 – make them shareable for added reach!


Reels provide a fantastic opportunity to let people see the real you through a short (up to 90-seconds at the time of this writing) video. Reels can generate massive reach and boost brand awareness with potential clients, but also reaffirm it with existing ones as they scroll through their feed.


Instagram Lives are placed at the top of the page and at the beginning of the feed. This added visibility makes them a brilliant option if you have news to share or want to start a conversation with your existing followers.


Instagram stories stay on your profile for 24 hours and are the perfect format for behind-the-scenes and ad-hoc content – generating engagement and keeping you in the forefront of the minds of your current followers. Whether you’re sharing images, videos, quizzes, or feedback (or even competitions) they can encourage your followers to take immediate action. 

Story Highlights 

Contrary to short-lived stories, the Story Highlights feature allows you to save important info to your profile – such as an intro video, social proof, and disclaimers. Think of story highlights like a mini version of your website so visitors to your profile have all the information they need.

Direct Messages (DMs) 

You can use DMs (or Direct Messages) to welcome new followers and signpost them to your website, articles or booking form while still maintaining professional and ethical boundaries.  They’re also a great way to network with other therapists or professionals! 

Why use all of the Instagram features?

Consistency and variety are key to encouraging and engaging your Instagram community. Build trust with stories, story highlights, and going live, but don’t forget to post images, carousels, and reels to inspire and educate your audience and grow your following. 

Want a comprehensive social media strategy that just works for your therapy practice? Book a FREE discovery call with me to find out how I can help.