What Social Media channels should you be on for your practice?

What Social Media channels should you use for your practice?

In today’s fast-paced digital world, social media isn’t optional for healthcare practices - it’s essential. Whether you're a physiotherapist, wellness coach, psychologist, osteopath, or any other kind of practitioner, having a strong presence on the right platforms can help you build trust, attract new clients, and grow your practice sustainably.

But with so many social platforms out there, how do you know which ones actually move the needle for your business?

The answer: not all platforms are created equal, and not every channel will be right for your goals. The key is to focus your time and energy on the platforms your ideal clients already use.

Let’s break down the top social media channels, what they’re best at, and how your practice can use each one strategically.

Instagram: The visual powerhouse for wellness and healthcare brands

Instagram is a must-have social platform for any business, especially if you're looking to build a visually engaging brand. With its focus on images, stories, and video content like Reels, Instagram is perfect for showcasing your services, client testimonials, behind-the-scenes looks, and educational content.

Instagram’s emphasis on visuals makes it ideal for industries like healthcare, beauty, fitness, and any practice where you can share photos or videos of your work. It’s an excellent space for connecting with a broader audience, especially younger generations who engage heavily with short-form videos and stories.

Use Instagram’s various features to your advantage:

• Instagram Reels: Great for short-form video content to engage users.
• Stories: A fantastic tool for showing real-time updates and personal interactions.
• Posts: Share photos and carousels to show your work, client transformations, or important updates.

With over 1 billion active users, Instagram offers immense potential for building brand visibility and engagement.

Pro tip:

Use Reels to highlight what makes your practice unique. Show a treatment in progress, answer common client questions, or demonstrate a technique in under 60 seconds.

Instagram is ideal for: Physiotherapists, dermal clinicians, osteopaths, personal trainers, dietitians - any practice that can show the results.

LinkedIn: Build authority and trust in the professional world

LinkedIn is the platform for professionals. If you’re running a practice that relies heavily on professional credibility and networking—like consultants, accountants, lawyers, or therapists—LinkedIn should be a key player in your social media strategy. It’s a platform designed for business professionals and offers a great space for sharing thought leadership, industry insights, and professional milestones.

On LinkedIn, you can:

• Share long-form content and articles that demonstrate your expertise.
• Connect with other professionals in your industry.
• Engage in relevant groups and discussions to establish credibility.
• Use LinkedIn Ads for targeting a professional audience with specific needs.

While Instagram is perfect for engagement and visuals, LinkedIn is your go-to channel for networking, building relationships, and establishing authority in your field.

LinkedIn is ideal for: Therapists, psychologists, executive coaches, or anyone focused on professional clientele and reputation building.

TikTok: go viral with short-form, high-impact content

TikTok has taken the social media world by storm, and for good reason. It’s the platform where short, engaging videos reign supreme. Whether you’re a chiropractor, a personal trainer, or a wellness coach, TikTok is a fantastic place to create fun, quick videos that resonate with a younger demographic.

The beauty of TikTok lies in its viral potential. If you create content that catches the eye, you could see your reach skyrocket. The best part? You don’t need high-budget production—TikTok thrives on authenticity and creativity.

How to use TikTok for your practice:

• Create fun, educational videos: Share quick tips, explain concepts, or demonstrate techniques.
• Leverage trends: Use popular sounds and challenges to make your content more discoverable.
• Showcase transformations: Whether it’s client progress or behind-the-scenes processes, TikTok is great for visual storytelling.

For practices with a younger audience or those looking to boost their brand visibility quickly, TikTok is a fantastic choice. Just make sure your content is engaging, authentic, and aligned with your brand.

TikTok is ideal for: Chiropractors, physios, NDs, nutritionists, and any practitioner who can speak confidently and create value fast.

X (Formerly Twitter): Real-time updates and thought leadership

X is a great channel if you want to stay visible in industry conversations or share timely updates. It’s less about curated images and more about voice, personality, and relevance.

Post short tips, clinic updates, event announcements, or respond to trending healthcare topics.

Also consider:

• Using relevant hashtags like #AlliedHealth or #MentalHealthAwareness
• Live tweeting from health conferences or community events
• Engaging with thought leaders in your niche

X is ideal for: Practices that want to join healthcare discussions, share news, or build visibility through commentary.

Facebook: Still a giant for local clinics and community practices

Yes, Facebook’s audience skews slightly older - but that’s a good thing if your clients are adults seeking long-term care, families, or seniors. It also remains one of the best platforms for:

• Sharing blog posts or health articles
• Promoting workshops and webinars
• Running location-based ads
• Creating a community via Groups

If you run a multi-disciplinary clinic or serve a broad demographic, Facebook’s flexibility makes it a solid choice.

Facebook is ideal for: General practices, allied health clinics, family therapists, and local service providers.

Final thoughts

You don’t need to be everywhere. In fact, spreading yourself too thin on every platform often leads to inconsistent content and burnout.

Instead, choose 1-3 channels that align with your strengths, your audience, and your goals. Create content tailored for those spaces, track what performs well, and adjust accordingly.

Whether you’re sharing clinic updates on Facebook, tips on TikTok, or expertise on LinkedIn, the goal is the same: connect, build trust, and grow your practice.