How to Grow Your Business on Instagram Without Sacrificing Your Mental Health
Feeling burnt out by social media? Here’s how to find some balance.
Business Instagram accounts are in their prime right now. With about 90% of people following these types of accounts, getting in on the action seems like a good move for business owners. But, as a therapist, that jump into the social sphere is trickier than it would be for say, a photographer or a personal trainer. While a business Instagram account can help you leverage the platform for growth and create multiple streams of income, the thought of staying in line with ethical standards and keeping up with the ever-changing Instagram algorithm are immediate concerns for therapists and emotional wellbeing practitioners.
Setting healthy boundaries between you and your followers is a vital standard to establish before you get started. The demanding nature of social media platforms, especially on Instagram, can lead to mental health repercussions like severe burnout. Establishing your boundaries early on is your best move. However, when you do set those boundaries and find your balance as a therapist on Instagram, your growth can be exponential.
Mary Beth Somich, LPC, helps therapists build their online platforms and she stresses that, “Virtual/online therapy is at its height and many people came to appreciate the value of therapy and the importance of their mental health during and post-pandemic. Now more than ever is the time to show up as a mental health professional on this platform, AND it’s also crucial that you don’t sacrifice your own mental health doing so.”
You can grow a business on Instagram without sacrificing your mental health; it just takes a bit of self-exploration and boundary setting to find a healthy balance. Consider these factors to avoid burnout while successfully growing your business on Instagram.
Know your “why”
We all do it - falling down the rabbit hole of endless scrolling on Instagram. While looking at other business professionals can be inspirational, make sure to avoid comparing yourself to others and questioning why your business might not appear to measure up.
These comparisons negatively impact your mental health and it’s ultimately useless because each therapist has their own ideal client and “why” for being on Instagram. Your “why” is your purpose for showing up and the fuel that inspires your work. What success looks like for you is going to look different than it does for other therapists. And it should; this is completely okay. Every mental health professional provides value to their clients and followers in different ways. Just as you have a different style with how you conduct therapy sessions, you will also claim that persona through your business Instagram. People will gravitate toward what resonates with them, so don't change your authentic approach to fit how you think you should perform on this platform (or any platform for that matter).
Before diving into growing your business on Instagram, you need to set your goals and intentions for being present on this platform. Mary Beth explains that you should “understand the opportunities available to you when you dedicate time [to Instagram] and develop a strategy for growth. Become clear on where you want to dedicate your energy—considering your values and setting realistic success metrics are also important foundational steps.”
The opportunity for growth on Instagram is exciting and intimidating all at once. It’s a great way to connect with a larger audience beyond your base group of clientele, but it can also cause negative emotional labor if you aren't careful.
Find your purpose in a healthy way. Show up and feed your “why” in a way that feels true to you without overwhelm.
Set your boundaries
Developing clear boundaries on social media platforms is such a necessary step to take when it comes to respecting your mental wellbeing. These need to be set early on to avoid certain pitfalls of being active on Instagram. Keep your “why” in mind and consider these terms when setting your boundaries.
Develop a clear identity
Setting up a clear identity on Instagram sets the tone for how you present yourself, interact and engage with followers. Knowing and planning this even before you start growing on this platform will relieve you of the pressure of how to grow, what you offer, and other considerations. Implement these identity-related checkpoints so you go into growing on Instagram prepared to avoid any confusion or stress.
Put your credentials in your bio. This shares your background with followers and lets them know you’re a reliable source, while also backing up the content you’re sharing. It will help you establish your business on Insta to initiate faster growth while also shutting down those that try to challenge the content you’re producing.
Establish what type of therapist you want to be on Instagram. Is there a theme to the content you’re creating? What niche of the mental health sphere are you hoping to step into? Do you want to share parts of your personal life, or keep it strictly professional? Do you want to show your face?
Knowing these answers will not only help you understand what type of content you will create, but it will also allow you to know your boundaries and keep a healthy distance between you and your followers. Understanding the ins and outs of your account and how much of yourself you want to give to your followers is a clear way to protect your mental wellbeing.
Limit engagement
Identify how much you want to give to Instagram and your followers. Setting boundaries early on for how you plan to interact and show up on this app is the most important boundary to set early on. This boundary can easily be crossed if you’re not firm in how you set it because it’s somewhat out of your control.
You will produce the type of content you want and publish it at the frequency that works best for your business. What you don’t have control over is how followers, or unfortunately even random trolls, will respond to you and your content. Don’t feel obligated to respond to every comment, positive or negative, with thoughtful advice and professional guidance—this is not a place to provide free therapy. Give in the ways that feel right for you that don't drain you and your mental health.
The comments, DMs, IG lives, stories, reels, and other content that reach followers don’t need your attention beyond exactly what they are intended for. You aren't responsible for the 800, 2k, 5k, 10k or however many followers that look to you for advice.
Establish how much you want to post, comment, engage, and be present on Instagram. Being aware of these specific boundaries will allow you to grow your business on Instagram at the speed you wish because nothing will get in your way, not your mental health or anything outside of your control.
Set disclaimers
Make your website available to followers in your profile so followers can learn more about your business away from your Instagram page. Include resources on your site to provide followers with help they may be looking for based on your niche.
You can also state disclaimers either in your highlights (and refer to them in your bio) and/or in specific posts. Followers need to know that the services you are providing them with aren’t therapy or a substitute for therapy. Guide them towards your website and be sure to include sets of general and emergency resources for followers to use if needed.
“Setting healthy boundaries with social media is crucial. This looks different for everyone. For me, it means that I don’t typically utilize my professional IG account over the weekend. I view it as part of my work and business, so I give myself time off from that on the weekends as a general rule, with very few exceptions. Boundaries to consider include time boundaries, energy boundaries, and social comparison boundaries. If you find yourself struggling in these areas it can be helpful to reconnect to your “why,” create automated systems, or consider outsourcing certain tasks to a virtual assistant who understands the unique ethical considerations of being a therapist on IG.” -Mary Beth
Outsource specific tasks
Take care of yourself by knowing when you need to ask for help. You hope to grow your business and be incredibly successful, and you will do that. But there comes a time when you’re going to need more than just your two hands on deck. With growth comes more tasks and the need for greater bandwidth. Implement some of these outsourcing techniques to help you get it all done while continuing your growth:
Find and hire a VA (virtual assistant). They are your right hand person for everything on Instagram. They can manage your posts, stories and keep you all-around organized on this platform.
Automate. Use planning tools to help you automate your social media content. Try Planoly, Rella, Creator Studio, or Later for all of your content management needs.
Thrive with Tabu Wellness. Leverage platforms such as Tabu Wellness (shameless self-promotion) to help you bridge the gap between your services, digital content, and Instagram - ensuring you can monetize what you do and at the same time, reach more people.
Ethical considerations as a therapist on social media
Many therapists and licensed mental health professionals are hesitant to dive into growing their business on Instagram due to ethical concerns. Mary Beth explains that, “There are special ethical and niche market considerations we must first understand about social media marketing (before diving in)—graduate ethics courses are doing us (and those we aim to help) a disservice by not addressing how we can show up ethically on Instagram. Sadly, this means some therapists may avoid a huge opportunity to connect and grow professionally, based in fear of failing to protect themselves, their clients, and their licensure.”
Don’t miss out on growing your business on Instagram. Reach out to therapists that are already growing to gain insight on how they’ve set their boundaries to grow successfully. Or take an “Ethics As a Therapist on Instagram” course with Mary Beth if you’re looking for further information that covers all of the ethical concerns you may be having about showing up on social media.
Find balance on Instagram
There are plenty of actionable steps to take to assure that you preserve your mental health while growing your business on Instagram. It’s all about finding what works best for you and honoring your “why” when it comes to setting those boundaries.
