The Bite-Sized Marketing Strategy Therapists in Canada Need
Jamie Letcher • September 25, 2025
The Sustainable Marketing Strategy for Therapists
Marketing a therapy practice can sometimes feel like a second job. Between sessions, paperwork, and the long list of admin tasks waiting for you, carving out hours to write blogs or produce polished videos every week isn’t always realistic. The good news? You don’t have to!
Micro-content
(short, focused pieces like Instagram Reels, TikToks, carousels, or quick LinkedIn posts) can be just as effective (and often more powerful) than longer formats. They’re approachable, quick to create, and give potential clients a chance to connect with you in ways that feel natural and authentic.
Why micro-content works for therapists:
- The algorithms love it. Short, engaging posts are more likely to be promoted and discovered on social platforms.
- It’s manageable. Recording a 30-second video or writing a quick caption is often more realistic than producing a long-form blog.
- It shows your personality. Therapy is personal. Micro-content helps potential clients get a sense of your approach and who you are before they ever book a consult.
- It builds consistency. Smaller pieces are easier to create regularly, which helps you stay visible and top-of-mind.
What micro-content can look like:
Instagram Reels or TikTok:
- “Three signs you might benefit from therapy”
- “A simple breathing technique for anxious moments”
- “One thing I wish more people understood about boundaries”
Carousels (Instagram or LinkedIn):
- “Five ways stress can show up in the body”
- “Anxiety vs. intuition: how to tell the difference”
- “Therapy myths and the truths behind them”
Short posts or threads:
- Share a reframe you often use with clients.
- Write a short reminder about rest, self-compassion, or resilience.
- Offer a general reflection on a theme you see often in your work.
Making it sustainable
The easiest way to stay consistent is to batch. Record a few short videos in one sitting, or draft several carousel captions in an afternoon. Repurpose what you already have: a blog post can become three Reels, a Reel can become a carousel, and a client-friendly handout can become a short post.
The goal isn’t to reinvent the wheel every time. It’s about sharing the knowledge you already have in formats that are easy for people to engage with.
And if design feels intimidating? Tools like Canva
make it simple. Pre-made templates paired with your brand colours and tone can give you posts that look polished and consistent without needing design experience.
The bigger picture
You don't have to go viral or become a social media personality for this to work. It’s just about showing up regularly, in approachable ways, so people start to feel familiar with you. Familiarity builds trust, and trust is often what encourages someone to finally reach out for support.
Another helpful strategy? Spend a little time in therapist communities online. Follow Canadian therapists, join professional Facebook groups, or pay attention to mental health conversations on Instagram, TikTok, and LinkedIn. Notice what types of posts are getting saved, shared, or commented on. You don’t need to copy anyone, but these insights can spark ideas for your own content and show you what resonates with clients right now.
Final thoughts
Micro-content is small by design, but it has a big impact over time. By sharing thoughtful, consistent posts, you make it easier for potential clients to connect with you and get a sense of what it might feel like to sit across from you in session.
If you’re a therapist in Canada looking for support with creating content like this, Wellnix is here to help. We specialize in supporting therapists like you can focus more on your clients, and less on stuff like this!
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