When Instagram is used properly, it’s a powerful tool that can bring your brand a great deal of attention, but it’s also quite unique.

Unlike Facebook, it’s not used for sharing resources. Often most of the content you post will be generated by you. While this can be a great way to give your audience a more intimate look at you and your life, it can also be hard to be creative over an extended period of time and to find the line between “Self-Promotion” and posts that “add value”

But before we dive into the kinds of posts you can create and different tactics you can use to engage your followers, you must first answer some questions.

1. What makes you, as a therapist and a brand, unique?

What is it that’s going to set you apart from the competition? Your posts need to highlight that in the content you post.

2. Who is your audience?

You simply can’t appeal to everyone, but luckily you don’t have to. What clients are you most interested in working with? Millenials? Men? Women? Teens? Before you start really building your Insta, figure out who your content is going to be directed at, and keep that in mind whenever you post.

3. What do customers expect with your brand?

This question is important because depending on your answer, your strategies will change. Make a list of the good things you think clients expect, and then a list of the bad. The good column might include something like ‘helpful self-care tips’, so engage in #SelfCareSunday! What do you do on Sundays that help your mental wellness? Snap a shot and post it!

Contrastingly, the bad column might include, ‘posts about psychotherapy with too much technical jargon that’s unrelatable’. Stay away from long, drawn out technical posts that alienate your audience.

4. Are your competitors successful? If so, what works for them?

Check out other successful pages that relate to your field. See what they’re up to!

For example, Psychology Today has a whopping 70.8k followers, and yes that is partly because they’re a well-known institution, but they also have a visually pleasing feed that features quotes that their audience appreciates and can relate to:

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Answering these questions is crucial in finding your voice as an Instagram user. It will help you to outline the brand you want to promote and the message you’re looking to send to achieve the best results with your desired client base.