Helping OT/PT/SLP & play based businesses create content & become more visible on social media.
As many as 3.6 billion people around the world are active on social media, and this number is only growing (Anwar 2022). Social media can be a powerful tool to help you reach potential clients and create visibility for your therapy business. Still, with so many different platforms available, it can be difficult to decide which one is right for you.
In the therapy business world, it's not just about people showing off their services — it’s about building relationships and communities. That’s why most therapists prefer to focus more on the engagement side of social media than the promotion side.
Let's take a look at some of the major social media networks that are currently popular and determine which one is best suited for your therapy business:
Facebook is a great platform for therapists because it allows you to create a profile and pages with
content tailored directly towards your target audience. You can also use the platform to host live events, share photos and videos, and post articles related to occupational therapy. The downside to Facebook is that it has become less useful as an engagement platform due to its algorithm changes, so you may want to focus more on content creation than interaction. However, a good knowledge of targeting and audience building can really help maximize your reach.
That being said, it has one of the largest user bases of any social media network, making it a great option if you want to reach a wide audience.
Instagram is known as the “visual” network, meaning it's all about creative visuals — from stories, posts, reels, and even IGTV videos. This makes it a great tool for therapists looking to engage patients in visual storytelling. The type of content you can share includes patient stories, inspiring quotes, tips for therapy, and more.
The downside to Instagram is that it’s hard to measure ROI due to its algorithm changes and lack of analytics tools. It also requires a lot of effort to create content and maintain an active presence on the platform. However, the engagement rates here are high, so if you’re willing to put in the time (or outsource), it can be a great option.
LinkedIn is a professional network that's been around for years and has become increasingly popular
lately. It's a great platform for therapists to build their personal brand and showcase their expertise. You can use the platform to write articles related to your therapy business, share resources with your connections, and even join relevant groups.
The downside of LinkedIn is that it’s not as widely used by clients as other social media networks - this is more of a business-to-business platform. That being said, if you are trying to connect with other businesses it’s still worth having an active presence on the platform because it can be beneficial in terms of networking and industry recognition.
Pinterest is a great platform for therapists because it’s all about visually appealing content. You can pin images related to your therapy business, including patient stories or tips, and even create boards that are specific to the field. The downside is that the engagement here can be low compared to other networks, so it may not be worth dedicating too much of your time unless you’re seeing high levels of engagement on your pins. This platform is great for selling activity treatment ideas OR if you want to send your clients to a platform with different ideas. Pinterest helps bring website or blog traffic as well - you can link your website/blog to a specific pin.
TikTok is by far the biggest and hottest market right now. It’s a platform that's all about fun, creative videos — which makes it great for therapists who want to reach out to potential clients in a more relaxed way. You can create content related to therapy and even engage with your followers through challenges or live streams.
The downside of TikTok is that you need to be consistent with your posts, as the algorithm here is quite punishing if you don’t stay active. Most people in TikTok are there for amusement rather than professional advice, so it may not be the best platform for therapists looking to engage with clients.
YouTube is known as the “video” network and it’s another great option for therapists who want to reach
a larger audience. You can create videos related to therapy topics, as well as host live events or interviews. The downside is that it takes more time and effort than other networks due to the long production process involved in creating quality content (could be great to outsource this if you don't have the time)
Snapchat is a fun, quick platform that's all about stories and engagement. You can use it to share quick tips and patient stories, as well as interact with viewers through polls or Q&A sessions. Snapchat is not my personal favorite social media platform - however it can work for your therapy business!
It really depends on where you want to spend your time, where you're getting the most traction, what type of content you want to share, and who your target audience is.
That being said - Facebook, Instagram, Youtube, LinkedIn, and TikTok are probably your best bets if you want to reach a larger audience and get more engagement. All of these platforms can be great tools for building your brand, so take the time to explore them and figure out which one is right for you. You don't need all of them - just use the ones that make sense for your brand and goals.
At the end of the day, there is no one-size-fits-all answer to which social media platform is best for marketing your therapy business. It really depends on where you want to spend your time, where you're getting the most traction, what type of content you want to share, and who your target audience is.
Each platform has its own strengths and weaknesses, so do your research and find out which one works best for you! It doesn’t hurt to test out the water! That being said - Facebook, Instagram, Youtube, LinkedIn, and TikTok are probably your best bets if you want to reach a larger audience and get more engagement. All of these platforms can be great tools for building your brand, so take the time to explore them and figure out which one is right for you. You don't need all of them - just use the ones that make sense for your brand and goals.
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