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Struggling to figure out your niche as a therapist on Instagram?
You’re definitely not alone, friend!
When I first started marketing my private practice, I had NO idea who I wanted to speak to. I initially chose perfectionism, but quickly realized it wasn’t the right fit.
Once I shifted to anxious, high-achieving millennials, EVERYTHING started to click.
Within six months? I had a full caseload of private-pay clients!
And no, you don’t have to get your niche perfect on the first try. You just have to start somewhere!
In today’s episode, I’m talking about how to find a good niche as a therapist on Instagram.
Your passion MATTERS. I want you to be genuinely excited about the clients you’re working with. Otherwise, you’re not going to want to show up and market yourself!
The goal here? Get specific enough that your ideal clients feel like you’re speaking directly to THEM.
But I don’t want you boxing yourself into a niche that feels too restrictive.
You can also use your clients’ actual words in your marketing instead of relying on clinical language they might not understand.
If your ideal client has no idea what you’re talking about, they won’t be able to connect with you (or want to work with you).
This is exactly why I spend sooo much time helping therapists nail their niche inside PPA. When you nail your niche, literally everything gets easier!
Your Instagram content, ads, Psychology Today profile, website, and networking become more effective. People can tell exactly who you help!
Remember, there’s no “perfect” niche. Choose one that lights you the F up, start creating content, and don’t be afraid to evolve along the way!
In this episode, How to Find a Good Niche as a Therapist on Instagram, I cover:
- Why choosing a clear niche is essential for successful Instagram marketing
- Identifying the clients you’re passionate about working with
- Using your ideal clients’ language instead of overly clinical terminology
- Creating content that speaks to where clients are in their therapy journey
- Finding the balance between being specific and overly niche
- How a clear niche improves your Instagram content, ads, website & referrals
Resources & Links:
- ⭐️ This episode is sponsored by Jane – use code: KELLY2MONTH for a 2-month grace period
- ⭐️ This episode is sponsored by Alma, the financially rewarding way to go in-network
- ⭐️ Private Practice Academy Bundle (PPA)
- ⭐️ Reels Membership
- ⭐️ Business Coaching Waitlist
- ⭐️ Free training
- ⭐️ Caption Guide
Related Episodes:
- Episode 55: How to Audit Your Therapy Instagram to Get More Followers & Clients
- Episode 66: How to Stop Talking Like a Therapist So Your Marketing Actually Converts
- Episode 82: Is Hyper-Niching Dead in 2026?
More about the Business of Therapy podcast:
Are you a passionate therapist that’s burnt out and ready to transition to private pay? You’re asking yourself questions like “how do I build a business?”, “how can I effectively use Instagram to market myself” and “how can I scale a private practice?”
Welcome to the Business of Therapy podcast where we’ll answer those questions and more! Here you’ll find honest conversations about the good and the bad of being a therapist, tactical advice and best practices for marketing yourself on Instagram, and solidarity and community to find your own version of success as a therapist.
Join your host, Kelly McKenna, and her guests as they dive deeper into topics such as navigating burn out, mastering your mindset and boundaries, and tactics and strategies for marketing on Instagram, and more!
Kelly is a licensed therapist and business coach who grew her private practice on Instagram and has helped thousands of other therapists market themselves on social media, and effectively start and scale their private practice.
These episodes will leave you feeling empowered and equipped to take action towards your dream of a successful private practice.
Make sure to hit follow/subscribe so you never miss an episode!