Psychologist experiences of Instagram use as a mental health influencer

With mental health awareness on the rise, a growing number of psychologists are using Instagram as “mental health influencers.”

They share insights, advice, and resources, aiming to educate, reduce stigma, and make mental health support more accessible.

This raises ethical questions about boundaries, self-disclosure, and the potential impact on both the influencers and their audience.

White, E., & Hanley, T. (2025). “What I share is not the same as therapy”: Psychologist experiences of Instagram use as a mental health influencer. Psychology and Psychotherapy: Theory, Research and Practice, 00, 1–19. https://doi.org/10.1111/papt.12585

Rationale

The study is justified by the increasing use of social media by psychologists to share therapeutic knowledge and the lack of comprehensive guidelines for professional use, particularly for those with an influencer presence.  

Existing research primarily focuses on personal social media use by psychologists, with limited guidance on professional use, especially as MHIs.

This study addresses this gap by exploring the experiences of psychologists using Instagram as MHIs, providing valuable insights into the challenges and motivations associated with this growing trend.  

Research question: What are practitioner psychologists’ experiences of Instagram use as a MHI?

Method

• Sample size: 12 UK-based practitioner psychologists (11 females, 1 male) with an Instagram account and a minimum of 1000 followers.  
• Recruitment: Participants were recruited through purposive homogenous sampling and snowball sampling via Instagram.  
• Data collection: Semi-structured interviews were conducted remotely via Zoom.  
• Data analysis: Thematic analysis was used to analyze the interview transcripts, following the six phases outlined by Braun and Clarke (2021a).  
• Software: NVivo 12 was used to aid data analysis.  

Results:

Three key themes emerged from the data analysis:

1. “I’m a psychologist, but I’m not your psychologist”: boundaries as a mental health influencer: This theme explored the challenges psychologists face in setting boundaries online, including managing self-disclosure, providing support without crossing into a therapeutic relationship, preventing burnout, and navigating client interactions.
   • One participant stated, “I always make it really clear, you know, that I’m a psychologist, but I’m not your psychologist.”  
2. “Anxiety about not wanting to do the wrong thing”: psychologist mental health as a mental health influencer: This theme highlighted the impact of being a MHI on psychologists’ mental health, including pressure to conform to Instagram algorithms, perceived judgment from peers, criticism and trolling, and self-criticism.
   • One participant shared, “A lot of it is pressure to perform and I’m not a performer.”  
3. “I share what I think is going to be helpful for other people and myself”: motivations for using social media as a mental health influencer: This theme explored the motivations behind psychologists’ use of Instagram as MHIs, including business promotion, social justice advocacy, sharing credible psychoeducation, and personal benefits such as community building and professional development.
   • One participant said, “I think that we can effect change.”  

Insight:

The study provides valuable insights into the complex experiences of psychologists using Instagram as MHIs.

It highlights the challenges they face in maintaining boundaries, managing their mental health, and navigating ethical considerations.

The findings also reveal the diverse motivations behind their use of the platform, including social justice advocacy, business promotion, and sharing credible psychoeducation.  

The study contributes to a deeper understanding of the phenomenon of psychologists as MHIs by providing rich qualitative data that captures their perspectives and experiences.

It extends previous research by focusing specifically on professional Instagram use and highlighting the unique challenges and opportunities associated with this role.  

Future research could explore the impact of Instagram use on the therapeutic relationship, investigate the effectiveness of different strategies for managing boundaries and mental health, and examine the role of social media in shaping public perceptions of mental health.

Clinical Implications:

The findings have important implications for practitioners and policymakers.

They highlight the need for clearer ethical guidelines and support systems for psychologists using social media as MHIs.

Professional bodies could develop specific guidance for MHI activities, addressing issues such as boundary setting, self-disclosure, and managing online interactions.

Training programs could incorporate modules on ethical social media use, preparing future psychologists for the challenges and opportunities of online engagement.  

The study also suggests potential benefits for both the public and psychologists in using Instagram for mental health education and advocacy.

Practitioners could leverage the platform to share credible psychoeducation, reduce stigma, and promote mental health awareness.

Policymakers could support initiatives that promote ethical and responsible social media use by mental health professionals.  

Implementing these findings could improve mental health services and support by increasing access to information, reducing stigma, and promoting professional development.

However, challenges such as maintaining boundaries, managing mental health, and navigating ethical ambiguities need to be addressed to ensure responsible and effective use of social media by MHIs.

Strengths:

• Rigorous methodology: The study followed a robust qualitative design, using established methods for data collection and analysis.  
• Participant engagement: The researchers prioritized participant involvement, allowing them to choose pseudonyms and providing opportunities for feedback.  
• Clarity of presentation: The findings are presented in a clear and organized manner, with illustrative quotes that bring the data to life.  

Limitations:

• Sample size: The small sample size may limit the generalizability of the findings.  
• Sampling bias: The participants were self-selected, which may introduce bias.  
• Focus on Instagram: The study focused on a single social media platform, and the findings may not be applicable to other platforms.

Socratic Questions:

• How might the findings of this study differ if it had included a larger and more diverse sample of participants?
• What are some alternative strategies for managing boundaries and mental health as a MHI?
• How can professional bodies and training programs better prepare psychologists for the ethical challenges of using social media professionally?
• What are the potential risks and benefits of using social media for mental health advocacy and education?
• How might the increasing use of social media by MHIs impact the future of mental health services and support?

Reference

White, E., & Hanley, T. (2025). “What I share is not the same as therapy”: Psychologist experiences of Instagram use as a mental health influencer. Psycholog y and Psychotherapy: Theory, Research and Practice, 00, 1–19. https://doi.org/10.1111/papt.12585