A Guide to Social Media for Massage Therapists

AMTA recently discussed how having an effective and engaging website is important for a thriving massage therapy practice. In our digital age, building a strong online presence is vital to growing and sustaining your practice, and this includes utilizing social media as well. By developing your social media presence, you can connect with clients, showcase your expertise, and grow your practice.

Here’s a helpful guide—especially for those new to social media—with tips and tools to help you get started confidently.

Think of Social Media as a Marketing Tool

Just like your website, social media is an essential part of your overall marketing strategy and should be a reflection of you and your practice. Platforms like Facebook, LinkedIn, Instagram, and X (formerly Twitter) give you space to share your voice, build relationships with clients, and reach new audiences.

For many people, social media is the first impression they’ll have of your business, so it is worth taking the time to create a thoughtful, appealing presence that reflects your values and services.

Helpful Tip: Think about your social media profile as an extension of your massage room—welcoming, professional, and centered on care.

Start with Consistency

With multiple platforms available, it’s important to create a consistent look and message across each one. This consistency will help ensure potential clients have a clear sense of who you are and what your practice offers, increasing your credibility as a provider.

While your tone may shift slightly to suit different audiences —LinkedIn might be more professional, while Instagram can be relaxed and visual—your core message and personality should stay the same.

• Use the same profile photo and business name on all platforms
• Include a short, clear description of your services
• Link to your website or booking page

Find a Posting Rhythm That Works for You

There’s no one-size-fits-all schedule when it comes to posting. What matters most is finding a realistic and sustainable rhythm. You don’t need to post every day—in fact, quality always matters more than quantity.

Pay attention to what your followers respond to. Do they engage more with educational posts? Photos of your treatment space? Wellness tips? The aim is to stay present in your followers’ minds without overwhelming them with content; it is a delicate balance, so find what works for you and your audience

Helpful Tip: Start with a simple goal, like posting once a week, and adjust based on what resonates with your audience.

Encourage Engagement

Social media isn’t just about broadcasting—it’s about conversation and connection. Boosting engagement means encouraging your followers to interact with your content through likes, comments, shares, or clicks.

Here are a few ways to increase interaction:

• Ask simple questions in your captions (“What’s your favorite way to relax after work?”)
• Use relevant hashtags so new users can discover you
• Respond to comments to keep conversations going
• Run small giveaways or promotions to generate excitement
• Share behind-the-scenes content or client testimonials (with permission)

Helpful Tip: Don’t worry about going viral—focus on building a loyal, local following that trusts you.

Use AMTA Tools to Get Started

Not sure where to begin? AMTA has you covered. We offer practical, easy-to-use resources to help massage therapists build a successful social media presence:

• Social Media Tools and Tips – Get ready-to-use templates and content ideas
• Smart Marketing with Social Media CE Course – Learn best practices and strategies for success
• Free downloadable assets – Make your posts stand out with professional visuals

Whether you are brand new to social media or looking to strengthen your efforts, AMTA’s tools are designed with your time, goals, and unique voice in mind.

Start Small, Stay Genuine, and Grow Your Reach

Social media might be the very first interaction a potential client has with your practice—so make it count! With a little planning and consistency, it can become one of your most effective tools for connecting, educating, and growing.

You don’t need to be a social media expert to make an impact—just be yourself, be helpful, and be visible.