When someone shares your post, they’re making a statement. They’re saying, “This represents me.” And in the noisy world of social media, that’s a big deal.
For therapists, understanding the psychology behind why people reshare or repost content isn’t about chasing virality. It’s about creating messages that genuinely resonate, build trust, and spread ideas that help people. The goal is alignment and impact, not manipulation.
So, let’s take a deep dive into why people share, what’s happening in their brains when they do, and how you can design your content to be share-worthy while staying true to your values.
Why People Share: The Psychology Behind the Click
Humans have been sharing stories, ideas, and messages for thousands of years. Social media is just the latest campfire. But the reasons haven’t changed much.
- Identity expression
Sharing is a form of self-presentation. When someone reposts a quote, infographic, or reel, they’re curating a version of themselves for others to see. In psychology, this ties to self-concept, the way we see ourselves and want to be seen.
If your post helps someone say “This is who I am” or “This is what I believe,” it’s instantly more shareable.
- Social currency
From a social psychology standpoint, sharing is a way to gain approval, strengthen bonds, or maintain status within a group. This is related to social exchange theory, people share when they feel it will bring them value in return (likes, comments, appreciation, or simply the feeling of being “in the know”). - Emotional arousal
Studies show people are more likely to share content that sparks high-arousal emotions, whether positive (awe, amusement, hope) or negative (anger, fear). For therapists, we’re not looking to provoke outrage, but we can tap into moments of deep recognition, inspiration, or relief. - Altruism
Some sharing is purely prosocial, the classic “I thought of you when I saw this.” In fact, the altruistic motivation to help others feel better or be informed is especially strong among audiences who value care and connection (hello, therapists and your networks). - Belonging and connection
Sharing strengthens social bonds. Social Identity Theory tells us people align with in-groups — communities they identify with — and share messages that reinforce that membership.
How This Applies to Your Therapy Practice Marketing
As a therapist, you’re not creating content just to get more eyes on it, you’re sharing insights, reframes, and resources that genuinely help people. But if you want your message to spread, you need to create content that feels repostable to your audience.
Here’s how to do that, rooted in the psychology above:
1. Speak to identity, not just information
When you post, don’t just teach, articulate a belief, value, or perspective your ideal clients hold. Make it easy for them to think, “This says exactly what I believe”.
2. Create “social currency” content
Think about posts your audience would feel proud to put on their own feed. These are the insights that position them as thoughtful, compassionate, or informed.
3. Use emotional resonance
The most shareable therapy-related posts evoke emotion without sensationalising pain. Use language and imagery that tap into:
- Recognition (“That’s me”)
- Relief (“I’m not alone”)
- Hope (“This can change”)
4. Make it easy to consume and share
A great post can fail if it’s hard to read or understand at a glance.
5. Invite the share
If you’d like a post to be reshared, say so!
The Ethics of Encouraging Reposts as a Therapist
For most content creators, a reshare is just a metric.
For therapists, it’s part of a bigger ecosystem of trust, boundaries, and responsibility.
A reshare doesn’t just amplify your content; it amplifies your voice, your values, and your role as a mental health professional.
Here are some deeper considerations that go beyond the obvious:
- Think about the context shift.
When someone reposts your content, it’s removed from your original caption, your feed, and your tone. It may appear in an entirely different space, one where your intentions aren’t obvious. Ask yourself: If this post were screenshotted and shared with zero context, would it still represent me well and be ethically sound? - Avoid emotional shortcuts.
High-arousal content gets shared more, but using anger, fear, or guilt without care can feel manipulative, especially coming from a therapist. Aim for resonance and recognition, not provocation for provocation’s sake. - Prioritise safety over stickiness.
A post that’s memorable because it’s insightful will always have more value than one that’s memorable because it hit a raw nerve. Before publishing, consider: Could this be triggering without offering a path to grounding? If yes, reframe or add context. - Be clear about what it is and what it isn’t.
Once your content leaves your page, it might land with people who have no idea you’re speaking generally, not to them personally. Subtle disclaimers or framing like “This is general information, not a substitute for therapy” can prevent confusion without killing the vibe. - Make sure the share aligns with your role.
If someone shares your post, they’re associating their own professional or personal identity with your message. Ensure what you put out is something you’d be happy to see, not just in your feed, but on theirs.
In Summary: The Shareable Sweet Spot
The sweet spot for repostable therapy content sits at the intersection of:
- Emotional resonance
- Identity alignment
- Easy consumption
- Ethical intention
When your content is clear, values-led, and makes your audience feel seen, you’re not just increasing your reach, you’re sparking conversations that matter and empowering others to spread messages that genuinely help.
When someone shares your post, they’re essentially inviting you into their professional or personal identity.