How to Balance Connection vs Authority Content on Instagram (So You Actually Get Clients) [episode 92]
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If your Instagram isn’t bringing in clients, it’s usually not a consistency problem.
It’s a balance problem!
Most therapists lean too far one way - either constantly teaching OR constantly relating.
But you don’t get clients from just one. Connection builds trust, and authority drives decisions.
You need BOTH working together if you really want to fill your caseload!
In today's episode, I'm talking about how to balance connection vs. authority content on Instagram (so you actually get clients).
Connection content is what pulls people in. It’s the relatable, validating, “this is exactly how I feel” type of content!
The POVs, the skits, and the thoughts your audience has (but doesn’t always say out loud). THIS is what builds that know, like, and trust factor that is sooo important!
This makes your audience feel SEEN, and want to follow you.
For me, this type of content makes up about 95% of my content on my @sitwithkelly page. After all, connection is what attracts!
But connection alone doesn’t convert. That’s where authority content comes in.
This is your solution-based content. Think of the tips, the frameworks, and the “here’s exactly what to do instead” posts. Carousels are a HUGE player here (I recommend creating 1-2 posts/week).
This is the content that shows people you don’t just get them - you can actually help them!
Even if it doesn’t go viral, it builds trust in a deeper way. You may only get a few likes on a carousel post, but if you get more saves? THAT shows it was genuinely helpful for your community!
The magic is in the mix. Connection brings people in, and authority turns them into clients.
When you blend both (even within the same post), that’s when your content actually starts working for your business. You’re not just getting views, but clients!
If this episode clicked for you, DM me a piece of content you’ve created (connection OR authority). I would totally love to see it and cheer you on!!
In this episode, How to Balance Connection vs Authority Content on Instagram (So You Actually Get Clients), I cover:
Why you need BOTH connection + authority content on Instagram
Why leaning too far into one type hurts conversions
How connection content builds trust through relatable & personality-driven posts
How authority content builds credibility through solutions, tips + actionable guidance
How reels build connection and carousels build authority
Why authority content may not go viral + what it CAN lead to
Why strong content = connection AND authority
Examples of balancing both connection + authority on Instagram
How to keep content ethical & general
Resources & Links:
⭐️ SitWithKelly Connection Reel
⭐️ SitWithKelly Authority Post
⭐️ BusinessOfTherapy Connection Reel
⭐️ BusinessOfTherapy Authority Post
⭐️ 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:
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.
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