What should therapists post on social media?

Because testimonials and outcome claims are constrained, credibility online comes from demonstrating understanding rather than showing results. That turns out to be the more useful signal anyway, since a prospective client is trying to work out whether you will understand them.

Two kinds of content do the work:

• Explanations of how therapy works. What a consultation call is, why the first session is mostly history, what to do if it does not feel like a fit, how long people usually come for. Most people have never done this and nobody has explained it to them.
• Content that normalizes a common experience without pathologizing it. "Feeling fine all week and falling apart on Sunday night is more common than people think" is safe, true and recognizable.

What to avoid: anything that reads as assessment or advice for a specific person, and anything that could be interpreted as a client statement about their experience.

On self-disclosure, a useful line is to share your perspective freely, your history rarely, and nothing you would not want a client to raise in session.

Two posts a week on one platform beats daily posting, and it protects you from the burnout risk of performing online while doing clinical work.