Overcoming the Fear of Social Media for Cash PTs

Are you feeling nervous about posting on social media? Maybe you're worried about saying the wrong thing, messing up, or getting judged. If that’s you, you are not alone. Every single clinician I’ve coached has had these same fears when they were first starting out—including me.

But here’s the deal: if you want to grow your cash-based practice, attract your dream clients, and build a life and business you actually enjoy, you have to put yourself out there. And that often means showing up online—even when it feels uncomfortable.

In this post, I want to walk you through some simple mindset shifts and practical tips to help you get over the fear of social media platforms so you can start marketing your practice confidently (even if you still feel a little awkward doing it). My hope is that by the end of this post you will feel confident in knowing how to start posting on social media.

It’s Normal To Feel Uncomfortable

When I first entered the realm of digital marketing and started posting about my brand-new practice, I felt so awkward. I was worried about what people would think, and honestly, it all felt kind of silly—like, who was even seeing these posts anyway?

But the longer I let that fear keep me quiet, the more my business stalled, preventing potential customers from finding me. Once I started showing up consistently—even if it wasn’t perfect—things began to shift. I got more clients, I felt more confident, and I built a practice I was proud of.

What was the biggest shift in my mindset? I stopped focusing on what I couldn’t control (like people’s opinions) and started focusing on what I could do each day. This one simple shift changed everything for me and the success of my business.

3 Common Fears About Posting

You don’t need to be perfect to start using social media channels to grow your practice. But you do need to start somewhere. When talking with our coaching students, there are often three major fears that new practice owners have when it comes to social media. So let’s talk about the three biggest fears I hear from new practice owners—and how to move through them.

“I don’t know enough to post.”

Impostor syndrome hits hard in the beginning when starting a cash based practice. You might be thinking, “I’ve only been a PT for five years. Who am I to post about this stuff?” This hang up of feeling inadequate can be common in multiple areas of business ownership, but putting yourself out there publicly may be one of the most significant ones.

Learn more about mastering imposter syndrome as a practice owner at the blog post here.

Here’s the truth: you know way more than you think. You’ve spent years learning how to help people, typically like 6 or 7 years plus. You’re qualified to treat patients. You’ve got a graduate degree, a doctorate at that! And just because certain info feels basic to you doesn’t mean it’s basic to your audience.

Start by answering FAQs you hear all the time in your content marketing. Or share common myths you successfully debunk during evaluations. You don’t need to be the world’s top expert—you just need to know a little more than your ideal client. That’s enough to help someone. That’s why your clients need you.

Not sure where to begin? Here’s a few topic ideas to start with when first creating content:

• “3 reasons your back pain isn’t getting better”

• “Why stretching alone won’t fix pelvic pain”

• “What to expect from your first PT session”

You already say these things in person—now you’re just saying them online.

“What if people judge me?”

Spoiler alert: some people will judge you. But most won’t. And even if they do? Those aren’t your people. Plus, being judged isn’t your business. It’s not your responsibility to worry about what others think of you.

The bottom line is that you have two choices:

1. You can put yourself out there, share your knowledge, and attract the clients who need you.

2. Or you can stay quiet, keep playing small, and let those clients never find you.

I know that sounds dramatic, but it’s the truth. There are people out there right now who need your help—and they don’t even know you exist yet. The only way to reach them is by showing up consistently, and sharing what you know, earning trust, and building relationships.

Learn more about building trust with your audience at the blog post here.

So yeah, someone might raise an eyebrow. But that one uncomfortable moment is worth it if it means helping someone finally feel better. That in itself is probably why most of us got into this profession in the first place.

“I’m not good on camera.”

Guess what? Neither am I! My early videos were rough. Like, blurry webcam, bad lighting, weird angles… all of it. But I showed up anyway because I knew I needed to.

Over time, I got better. My camera improved. My background got less chaotic. My confidence on camera grew. But none of that would’ve happened if I hadn’t been willing to start messy. Trust me, even to this day the raw footage of my YouTube videos has tons of bloopers, mess ups, and areas that need tons of editing.

Here are a few tips to make it easier:

• Use notes or a script if that helps you stay focused.

• Try a teleprompter app for short-form video content.

• Start with Instagram Stories—they disappear in 24 hours!

• Film in batches so you don’t have to get camera-ready every day.

And if you really hate being on camera? Start with text-based posts when posting to your social media accounts. You can share tips, write carousel posts, or repurpose your patient education into captions. But eventually, yes, video needs to be part of the plan—because people want to see you, hear you, and get to know you.

They don’t expect perfection. They just want to know you’re a real human.

Other Questions I Hear

Let’s rapid-fire through a few more questions I get from new practice owners:

What if I run out of things to post?

You won’t. You’re learning new things all the time. You can share patient education, research updates, case studies (with privacy in mind), and more. Plus, you can always repeat your best posts—no one remembers what you posted six months ago! Really, every PT should be doing content marketing. You can learn more about why at the blog post here.

What if I say something wrong?

It happens. If someone corrects you and they’re right, say thanks and create an updated post. If someone is rude, delete the comment. That’s it.

What if I sound awkward?

You probably will. And that’s okay! The only way to get better is through reps. You’ll sound less awkward the more you practice.

What if someone criticizes me?

Haters don’t pay your bills. Focus on helping the people who need you.

Start Where You Are

The very first post is always the hardest. But your future clients aren’t waiting for you to be perfect—they just need you to show up.

So here’s your homework:

1. Pick one simple topic you talk about with patients all the time.

2. Write it out as a caption or film a short video explaining it.

3. Post it. Don’t overthink. Don’t wait for it to be perfect. Just post.

Start with small reps. Text posts. Simple videos. Instagram Stories. The more you practice, the easier social media marketing gets. You don’t need to be the best—you just need to be brave enough to begin.

Final Thoughts

Your business doesn’t grow without visibility. And visibility starts with you showing up.

So even if your first few posts are awkward, even if your lighting sucks, even if your dog barks in the background—post anyway. Your future clients are waiting.

And if you’re ready for help building your practice, check out the DPT to CEO coaching program. We help cash-based clinicians like you go from “just getting started” to fully booked in six months—with mindset support, content marketing strategy, and a community that gets it.

Listen to this episode on my podcast!