Psychologists’ Professional Perspectives on the Use of Social MediaAbstract
The study aimed to analyze the impact of social media on the formation of professional perspectives among nano-influencer psychologists. Nine psychologists were interviewed, and thematic analysis revealed two main themes: social media as a promoter of professional practice and the challenges associated with its use as a work tool. Social media facilitates contact with followers and expands opportunities beyond clinical practice. However, challenges arise in developing specific skills, managing tasks between content creation and clinical appointments, and exercising caution in personal exposure on the professional profile. The study, therefore, discusses the implications of the skilled use of social networks, which although they expand psychologists’ patient acquisition and professional recognition, they also present challenges that require strategic planning for effective profile management.
Keywords:
Professional Practice; Virtual Social Network; Psychology
Resumo
O objetivo do estudo foi analisar o impacto das redes sociais na formação das perspectivas profissionais de psicólogos nano-influenciadores. Foram entrevistados nove psicólogos, e a análise temática revelou dois temas principais: as redes sociais como promotoras da prática profissional e os desafios associados ao seu uso como ferramenta de trabalho. As redes sociais facilitam o contato com seguidores e ampliam oportunidades além da prática clínica. Contudo, surgem desafios relacionados ao desenvolvimento de habilidades específicas, gestão de tarefas entre criação de conteúdo e atendimentos clínicos, e cautela na exposição pessoal no perfil profissional. O estudo, portanto, discute as implicações do uso profissional das redes sociais, destacando que, embora ampliem a captação de pacientes e o reconhecimento profissional do psicólogo, também apresentam desafios que exigem planejamento estratégico para a gestão eficaz do perfil profissional.
Palavras-chave:
Prática Profissional; Rede Social Virtual; Psicologia
Resumen
El objetivo del estudio fue analizar el impacto de las redes sociales en la formación de las perspectivas profesionales de psicólogos nano-influencers. Se entrevistó a nueve psicólogos, y el análisis temático reveló dos temas principales: las redes sociales como promotoras de la práctica profesional y los desafíos asociados con su uso como herramienta de trabajo. Las redes sociales facilitan el contacto con seguidores y amplían oportunidades más allá de la práctica clínica. Sin embargo, surgen desafíos relacionados con el desarrollo de habilidades específicas, la gestión de tareas entre la creación de contenido y las citas clínicas, y la cautela en la exposición personal en el perfil profesional. El estudio, por lo tanto, discute las implicaciones del uso profesional de las redes sociales, destacando que, aunque amplían la captación de pacientes y el reconocimiento profesional del psicólogo, también presentan desafíos que requieren planificación estratégica para la gestión eficaz del perfil profesional.
Palabras clave:
Práctica profesional; Red social virtual; Psicología
Virtual social networks, referred to in this article as social media, enable the creation and sharing of personalized content, facilitating communication among users through various media, including videos, audio, images, and text (Pagnotta et al., 2018). Linked to the creation of public professional profiles, which differ from private personal profiles, the work of influencers has become increasingly popular. An influencer is an individual with a public professional profile who seeks to generate demand for products and services through content published on social media (Campbell & Farrell, 2020). The potential to increase financial gains is the primary attraction for creating professional profiles, with professionals from various fields emerging as influencers as they enter social media (Campbell & Farrell, 2020; Cotter, 2019).
In this context, an essential metric for classifying professional profiles is the number of followers. Profiles are divided into the following categories: Mega-influencer (≥ 1 million), Macro-influencer (100,000 to 1 million), Micro-influencer (10,000 to 100,000), and Nano-influencer (≤ 10,000) (Campbell & Farrell, 2020). In Brazil, 144 million people have active social media accounts, representing approximately 67.8% of the population. Daily use of these platforms averages three hours, with Instagram being the favorite social network among Brazilians, followed by WhatsApp, Facebook, and TikTok. Professional influencer profiles are the second most followed category, only behind profiles of friends, family, or acquaintances (Kepios, 2025).
The use of social media for creating professional profiles is changing and expanding perspectives on the psychologists’ profession (Peixoto & Bentivi, 2022). During and after the COVID-19 pandemic, various activities in the field of psychology transitioned to online platforms, requiring a rapid adaptation to digital technologies among professionals. This shift broadened psychologists’ practices from locally limited regions to digital platforms, offering expanded opportunities. Social media has evolved from a means of business cards for psychologists to a platform for content creation, driven by growing demands and opportunities for work (Peixoto & Bentivi, 2022).
Psychologists now utilize technology not only for professional development but also for activities such as creating content on social media. By creating a professional profile, psychologists can engage with their followers, reframe their professional perspectives on social media use, and integrate it into their work environment. Creating content for professional marketing on social media to attract clients for clinical appointments is a primary strategy adopted by psychologists. Publishing content on social media also fosters environments for reflection, allowing followers to interact directly with psychologists through comments and messages, which can increase the psychologist’s workload (Peixoto & Bentivi, 2022).
Social media, therefore, can serve as an extension of the psychologist’s work, enabling professionals to pose reflective questions and foster various interactions with followers (Kettunen & Tynjälä, 2021). The career of a psychologist engaged in social media is not determined solely by their motivations and interests; it is a construct that depends on both individual motivations, such as their professional interests, and feedback received from the target audience. Thus, psychologists need to be clear about the professional purpose when using social media as a work tool, differentiating the exposure of their image for professional and personal purposes. After all, the services and products advertised on social media must meet the demands of an audience with a specific profile (Campbell & Farrell, 2020).
Reflections on psychologists’ professional practice today should address the use of social media as a potential avenue for career development (Gondim & Barros, 2022). The dynamic of work demands for psychologists who choose to use professional profiles on social media implies the need to improve social skills, such as communication, and technological skills, including managing various digital platforms for content creation and publication (Kettunen & Tynjälä, 2021; Miguel et al., 2021). Creating content about technical information related to mental health that is accessible requires reflection on the direct and indirect influence of the content produced on followers. Care regarding potential misinterpretations by followers of the content produced is fundamental, since the way the professional communicates can engage or disengage their audience (Cederberg, 2017; Kettunen et al., 2015a; Kettunen & Tynjälä, 2021).
Misinterpretation of content, questions about technique, and criticism from followers are examples of challenges that psychologists may face when creating a professional profile (Kettunen et al., 2015a; Kettunen et al., 2015b). Furthermore, a lack of technical training on how social media works can hinder content delivery, resulting in difficulties in advertising services and products to followers. The consistency of publications and interactions with followers increases professional reliability, leading to recognition of their work (Cederberg, 2017); however, it can also cause feelings of anxiety and stress (White & Hanley, 2025). Psychologists need to pay attention to the planning and creation of content to mitigate challenges associated with professional practice on social media (Kettunen et al., 2015a; Kettunen et al., 2015b).
The content and strategies used in psychologists’ professional profiles on social media must ensure professional ethics (CFP, 2022). Content creation by psychologists needs to be direct and concise, avoiding sensationalism and specific social media trends (White & Hanley, 2025; Wu & Sonne, 2021). Ensuring the accuracy of information through reliable sources, consulting the guidelines of the Federal Council of Psychology, and discussing produced content with colleagues can provide greater security for the psychologist when exposing themselves through a professional profile (CFP, 2022; Kettunen et al., 2015b; White & Hanley, 2025; Wu & Sonne, 2021).
Due to the increased use of social media by psychologists since the COVID-19 pandemic, the Federal Council of Psychology published a technical note, “Professional use of social media: advertising and ethical care,” in 2022, to guide psychologists. The document provides guidelines on caution in the use of professional advertising conducted by psychologists on social media. Caution about information exposed on social media is highlighted in the main guidelines for professional marketing, emphasizing the importance of maintaining boundaries between the personal and professional information of psychologists and their clients. Ethical concerns about information accuracy are essential in content production, as professionals risk losing credibility with inaccurate marketing (CFP, 2022).
In Brazil, studies indicate that psychologists consider the use of social media and other digital resources important for professional marketing (Miguel et al., 2021; Peixoto & Bentivi, 2022); however, the use of social media by psychologists for professional purposes remains an underexplored topic in both national and international research. The lack of discussions on the use of social media by psychologists does not stimulate reflections about professional practice that may arise from psychologists’ exposure to virtual environments (Miguel et al., 2021). Furthermore, the influence of social media on Brazilian psychologists’ practices and how professionals address the demands, integrating traditional practice with social media use, remains unknown (Gondim & Barros, 2022; Peixoto & Bentivi, 2022).
To fill this gap, this study aimed to analyze the impact of social media on the formation of professional perspectives among nano-influencer psychologists. Choosing nano-influencer psychologists as a category of professional profiles on social media is justified once these professionals wish to expand their practice through such platforms (Escoffery et al., 2018). The work developed on social media by nano-influencer psychologists is related to the continuity of typical professional activities, such as clinical appointments. Initially, nano-influencers build their professional profile with the primary purpose of marketing their work and attracting clients (Campbell & Farrell, 2020).
Method
Participants
Nine psychologists who used a professional profile for professional marketing services on the Instagram social network participated in the study. As an inclusion criterion, the psychologists, at the time of the invitation to participate in the research, had to be nano-influencers, meaning they had up to 10,000 followers and performed a typical psychology work activity, such as working with private practice or other employment. The choice of nano-influencer professionals was made because they utilized social media as a professional marketing strategy, with psychological work activities serving as their primary source of income. Regarding the period of activity, three psychologists had more than ten years of experience, three had been practicing for two to three years, and three participants had been in the profession for one year or less. Regarding the participants’ area of activity, eight were clinical psychologists, while one worked as a sports psychologist. Table 1 presents the characteristics of psychologists’ practice and followers.
Procedures, Instruments, and Ethical Aspects
This research is a multiple case study (Stake, 2006), with a qualitative and exploratory approach (Robson, 2002). For conducting case studies, it is fundamental to have a variety of relevant case contexts that can offer insights into the phenomena related to the topic of the study (Stake, 2006). A qualitative methodology was employed to explore the experiences, opinions, and feelings of psychologists regarding the professional use of social media. The study adhered to the guidelines and ethical norms outlined in the National Health Council Resolution No. 510 of 2016, as approved by the Ethics and Research Committee of the Institute of Psychology at the Federal University of Rio Grande do Sul, under protocol 59985022.6.0000.5334.
Forty-two psychologists were invited via Instagram. Participants were selected through the keyword “psychologist” on the social network. Psychologists who fit the nano-influencer profile were invited in order to understand how social media influenced the identification of professional perspectives. The choice of this platform was also due to the facility to find professionals not related to the researchers’ connections. A professional Instagram profile was created to recruit research participants only.
Psychologists interested in participating in the research and who met the inclusion criteria received an email with an Informed Consent for signature, along with a Sociodemographic Data Questionnaire. The questionnaire aimed to gather information on aspects such as sex, age, educational background, years of experience as a psychologist, and the number of followers on social media. Eventually, a date was scheduled to carry out the interviews using a guide with flexible topics. During the interviews, reasons, contexts, advantages, and disadvantages of using professional profiles on social media were discussed. The interviews were conducted online via the Google Meet platform and recorded for later transcription and data analysis. For data analysis and discussion, participants were identified by a pseudonym to ensure confidentiality.
Data Analysis
The data collected through the questionnaire characterized the psychologists. The interviews were analyzed using thematic analysis (Braun & Clarke, 2006) via NVivo software, version 15. Thematic analysis is a method of describing, analyzing, and identifying patterns in the collected data for the study. The first stage was familiarization with the data. In this phase, which includes transcription and data review, the objective was to immerse oneself in the content. The second stage involved generating initial codes to identify initial ideas and relevant content. The third step in the analysis was to search for themes. The fourth stage was theme review, which involved articulating the data within each defined theme. The fifth phase involved defining and naming themes, highlighting the essence and relevance of each theme within the study. Finally, the last phase consisted of presenting the results and describing the data to provide arguments about the research question. The themes were reviewed by the two authors and submitted for evaluation by three judges to ensure their adequacy. The presentation of results was based on the description of the themes, illustrated by excerpts from participants’ statements. The materials and codes for the analyses are available upon request by email to the corresponding author.
Results
The sample of the present study was composed of female psychologists, who represented 78% of the total participants. Out of the nine psychologists interviewed, only one specialized in sports psychology, while the others practiced clinical psychology. The average professional experience of the participants was 4.7 years, with only three interviewees having 10 or more years of practice. Participants’ Instagram profiles had an average of 5,582 followers.
The results highlight psychologists’ perceptions of the impact of social media, specifically Instagram, on their professional perspectives. The use of professional profiles on social media has the potential to promote the development of professional practice, although it also presents challenges. Data analysis allowed the identification of two main themes: 1) Social media as a promoter of professional practice, with the following subthemes: client acquisition, professional-client bonding, and professional recognition. 2) Personal and professional challenges in using social media as a work tool, with the following subthemes: managing social media and clinical practice tasks; interference of social media content in clinical work; content creation as accessibility to psychology. The themes are presented next.
Social Media as a Promoter of Professional Practice
Participants perceive social media as a tool for a new career direction. Three aspects stood out as elements promoting the psychologist’s professional practice on social media: client acquisition, professional-client bonding, and professional recognition.
Social media has become a valuable resource for client acquisition, and psychologists are increasingly recognizing it as a primary platform for this purpose. Raquel stated, “Instagram is indeed my main channel for client acquisition. I get referrals from other patients, psychiatrists, and other colleagues, but most [patients] come from Instagram.” The use of a professional profile can lead to exponential growth in demand for clinical appointments with the psychologist. Participants highlighted that they considered activities related to their professional profile as “part of the job” (Elisa, Giulia). The identification of different audiences with the published content tends to exceed the professional’s expectations. Laura mentioned, “Not only did patients start seeking therapy with me, but also other psychologists who had never seen me in person.” Social media, therefore, becomes an essential resource for patient acquisition and generates the need for professional partnerships for referring followers who contact the professional, as observed by Melissa: “It ends up that many patients come from my Instagram, which I share here in the clinic with colleagues. So, at one point, it really became an important tool.”
The use of social media has encouraged areas of psychology, such as the case of psychologists who collaborate with athletes and organizations competing in electronic games championships. Rodrigo affirmed, “All my specializations, all my courses, the first recommendation was always: have a Twitter, because everything that happens in the e-Sports world appears there first.” In such cases, where client issues or demands are inherently related to the virtual environment, establishing a professional social media profile can be a decisive factor in professional growth. Rodrigo further noted, “For me, working with e-Sports, online work is expanding immensely, so for me, it is crucial, and for other psychologists, I think it is important.” In sports psychology, social media is seen as the primary tool for obtaining work, as highlighted by Rodrigo: “Unlike clinical practice, where we do not seek patients and it is not allowed, in e-Sports psychology, we can do that; we can present projects to serve organizations.”
Another point regarding the use of a professional profile on social media was the creation of a bond between the professional and the client through published content, as Bianca revealed, “I really understand that the digital realm allows us to create a bond with the patient.” The use of social media serves as a professional showcase, where the client may or may not identify with the psychologist by analyzing the content available on the profile, as Igor pointed out, “If you want to do therapy with me, you go to my social media profile and you will already have an idea of who I am, how I act.” However, it is necessary to consider how opinion exposure, especially political stances, can influence the formation of an audience of followers and potential clients, attracting those whose opinions align with the professional’s. Melissa remarked, “I joke today, even with close friends, that if I do not have any Bolsonaro-supporting patients today, it is probably thanks to Instagram.”
The growth of professional profiles on social media has come to be understood as a requirement for work recognition, as interviewee Maria states, “Social media is a societal demand for you to grow and stand out.” As psychologists increase their follower’s engagement through interaction and content creation, they become a recognized expert in their field. Giulia explained, “If you post interesting content, people will see you as a reference.” Being recognized on social media promotes an increase in the demand for clinical appointment services, which continue to be provided by nano-influencer psychologists, as the following statement reveals: “Even though I do not [create content] to get clients, every week I do, because people identify with something I said and want to do therapy with me” (Giulia).
Content creation and positioning on social media can expand professional perspectives. Psychologists sought activities such as lectures and courses for different audiences. Giulia shared, “Today I am also more often called for lectures and other things; it is not just for the academic part. Before, I spoke a lot to other psychologists; now I speak a lot to the general public.” The expansion of opportunities for professional growth has become a key motivator for maintaining a professional profile, and exposure on social media is highly valued. Bianca noted, “Often, people and companies ask if I want to give a lecture, so opportunities come to me. I say that the discomfort of appearing frequently is well worth it.”
Professional positioning on social media drives financial prosperity, as it enables professionals to engage with followers from diverse socioeconomic backgrounds. Bianca observed, “People have a different reality, so there is this bonus: positioning yourself online allows you to charge more and have more confidence to charge.” Psychologists begin to view social media as a potential space for generating more profitable and stable financial gains than clinical practice. Giulia said, “I wish I could have a stable income that does not depend on my clinical hours.” Thus, the identification with the professional’s positioning broadens chances that followers will financially invest in services not linked to the psychologist’s traditional work practices, as observed by Laura: “I set up a mentorship, so I saw that there is another source of income here [on social media] besides appointments.”
Personal and Professional Challenges in Using Social Media as a Work Tool
The use of a professional profile on social media brings both personal and professional challenges for those who use it as a work tool. Three subthemes emerged from the interviewees’ statements: managing social media and clinical practice tasks, the interference of social media content in clinical work, and content creation as a means of accessibility in psychology.
The identification of the professional’s role on social media is related to the understanding that the tasks and demands of the professional profile and clinical practice are needed. Raquel commented, “Consistency [on social media] is also a challenge to balance clinical practice.” Different social media platforms can influence the perception of using a professional profile, encouraging more personal exposure online. Giulia explained, “Instagram is a social media, and for many people, it did not come attached to work, like LinkedIn, for example. On Instagram, we forget it is work.” Participants emphasized the importance of distinguishing between psychological professional practice and activities developed on social media. However, they acknowledged that the latter can contribute to the growth of their professional profile. Bianca noted, “I am a psychologist; I am not an influencer, so I will create at my own pace. I have always grown over the years, but it is not such significant growth.”
Creating content for professional profiles has become a primary task for psychologists seeking to establish a presence on social media. A challenge regarding content creation is how it can influence, or not, the patient’s therapeutic process. Melissa highlighted, “I sometimes felt as if I was interfering with that patient’s free association with something of mine.” The psychologist’s actions and reflections shared on the professional profile need to be considered cautiously, as they can have repercussions on the work performed in the clinic. Bianca recounted, “A patient told me, ‘I really liked that post of yours and wanted to discuss it more because it gave me such an insight, or I saw you doing such a thing and it inspired me.’” The challenge of synthesizing scientific information for social media posts can convey a reductionist idea of complex topics. Rodrigo stated, “One of the main difficulties that social media creates for our work, which is such complex work, is having to condense so much content to the point where it becomes so simplistic.” Additionally, the topics covered in the professional profile can become repetitive for the psychologist due to the need to constantly revisit certain information or themes. Raquel remarked, “You often talked about the subject a month ago, and you are going to talk about it again, so that you will be quite repetitive for yourself.”
Providing practical knowledge about psychology to followers is a form of professional practice. By sharing information and promoting reflection among followers, participants expressed the feeling that they were providing psychological assistance to followers, especially those who cannot afford psychotherapy. In a way, for psychologists, content sharing replaces the practice of social care, as Bianca explained:
“How can I help if not everyone can afford psychotherapy? By sharing free content. I have been asked if I do therapy at a social value; I do not, because I understand that my work on the internet is already some help to people who cannot afford psychotherapy.”
As social media enables direct exchange of information with users, psychologists are attentive to the issues that followers present, which often have a clinical nature. Faced with clinical demands, professionals must clearly distinguish between social media interactions and therapy. Igor stated, “I make it very clear that it is a conversation outside of a setting, and it is totally different from being in a therapeutic setting, analyzing.” However, social media is a communication channel between psychologists and followers, being a space for brief exchanges of information about psychological demands, as highlighted by Giulia:
“Many people who follow me cannot afford my consultation, and I listen, I hear, I speak, I give feedback. I also create a channel for access to a professional who can give a tip, an idea, a thought.”
The knowledge used by the psychologist in content creation expands psychoeducation. The content made available on social media becomes a tool to help followers who do not have the financial conditions to pay for the therapeutic process, as Raquel highlights: “It is an opportunity for our work to reach people who cannot afford therapy, through this free knowledge that we provide [on social media], with a lot of information, videos, posts, and multidisciplinary lives.” Thus, creating different content for professional profiles makes social media a space for professional marketing and promoting psychology as a science. However, a challenge for content creation is to ensure that it is not therapy for followers. Melissa noted:
“There is such a dangerous line for us not to fall into, trivializing the matter of people reading and doing therapy in a post. So, on one hand, I think this accessibility, these provocations, of repositioning psychology to think about society and the world, is great. On the other hand, it is dangerous and requires a lot of care.”
Discussion
The study examined the influence of social media on the development of professional perspectives among nano-influencer psychologists. Data analysis revealed two main themes: 1) social media as a promoter of professional practice; and 2) personal and professional challenges in using social media as a work tool. The results indicated that building a professional profile on social media has become a potential space for professional marketing, client acquisition, and increased financial gains. Still, challenges identified for psychologists include aligning social media demands with clinical practice, the need for ethical content creation, and preventing the banalization of the therapeutic process. It is worth noting that the female sample reflects the higher number of female users on social media (Kepios, 2025).
Feelings of instability and uncertainty regarding the job market, which are present in the daily lives of psychologists at various career stages, have led to reflection on professional perspectives in virtual environments (Gondim & Barros, 2022; Peixoto & Bentivi, 2022). The increase in the creation of professional profiles by psychologists on social media seems to be related to the demands of the job market, and it goes beyond simply marketing professional services. The use of professional profiles is an extension of the clinical work of nano-influencer psychologists. As highlighted by participants, the growth of professional profiles on social media requires tasks related to content creation. Therefore, this space requires psychologists to develop specific technological competencies, such as editing photos and recording videos (Pagnotta et al., 2018).
Psychologists expand their perspectives on their own careers, adapting service offerings in their professional profiles and understanding the needs and possibilities of work in the virtual environment (Kettunen et al., 2015b; Kolmes, 2012). Social media has become one of the primary means of professional marketing for psychologists; however, creating a professional profile is often not a planned endeavor. Detailed planning for building a professional profile helps in producing specific content for the target audience interested in the topics the psychologist addresses on their social media. It is a differential that implies recognition of the psychologist as a reference in their area of expertise, with the professional profile becoming a representation of the psychologist’s virtual identity (Cederberg, 2017; Escoffery et al., 2018).
The results showed how psychologists begin to be referenced by their followers through content creation. The literature highlights that individuals who maintain regularity in content publications are more likely to gain recognition due to public engagement (Campbell & Farrell, 2020; Escoffery et al., 2018). To achieve results with social media, professionals must be aware of the rules and regulations of the chosen platform. Algorithms, which are responsible for content delivery, require activities related to content creation and service offering strategies in reaching the audience interested in the content produced by the psychologist (Cotter, 2019).
Participants highlighted that professional profiles facilitate attracting clients interested in services such as mentoring, consulting services and lectures, in addition to clinical appointments. The search for services unrelated to clinical practice is an opportunity to increase financial income, encouraging psychologists to expand their service offers. Although the psychologist’s work is significant in terms of mental health, remuneration can be moderate, considering the necessary investments in training and supervision. Given the prospect of lower-than-expected financial gains from clinical appointments, social media becomes a solution for offering other services, aiming to increase remuneration (Peixoto & Bentivi, 2022).
Participants highlighted Instagram as an active channel for client acquisition. Followers, in the case of clinical psychologists, seek the professional for appointments due to identification with the work displayed on the professional profile. Thus, consistency in content creation and the need for professional partnerships for the development of clinical work are essential. With the increase in demand for appointments, the professional contact network enables professionals to refer their followers to trusted colleagues, thereby maintaining professional recognition (Kolmes, 2012).
Social media usage as a professional development tool can bring benefits. Psychologists can have greater awareness and proximity to the daily lives of their followers, understanding their demands and needs. Nevertheless, professionals need to be attentive to followers’ demands for psychological help, distinguishing between social media exchanges and therapy (White & Hanley, 2025; Wu & Sonne, 2021). The idea that access to content produced on social media replaces psychotherapy is questionable. Followers tend to connect with psychologists’ professional purposes based on the content published (Cederberg, 2017; Cotter, 2019). Content creation, therefore, must be cautious, aiming to uphold the professional’s ethical responsibility to ensure the veracity of information and avoid misinterpretations of psychological issues, which could trivialize mental health care (CFP, 2022; Wu & Sonne, 2021).
Content creation by psychologists exemplifies this new professional perspective, in which technology extends beyond being a mere communication resource between professionals and clients (Peixoto & Bentivi, 2022). However, the use of social media does not imply a reduction of work in other areas of psychology. Thus, psychologists must be aware of the possible overload of tasks resulting from activities related to content creation and the management of work activities in other areas. The time spent on content creation and interaction with followers is often unpaid, which can lead to work overload. This scenario raises the possibility of work precariousness, where psychologists, in addition to their clinical appointment hours, dedicate themselves to content production without additional remuneration. Understanding how demanding it is to build and maintain a professional profile is fundamental for psychologists to define their limits and working hours on social media (White & Hanley, 2025).
Psychologists’ involvement with professional profiles on social media can impact mental health. Interaction with colleagues’ judgments, criticism of produced content, and attention to compliance with ethical norms can generate anxiety and stress. The pressure to maintain a constant presence on social media can also compromise psychologists’ psychological well-being. Furthermore, issues with comparison and self-criticism can create barriers to the effective use of these platforms, ultimately harming the work developed (White & Hanley, 2025).
Although content creation may help followers understand their feelings, it is essential to be cautious when interpreting the questions followers ask. Public interactions with psychologists on social media do not replace psychotherapy. Although social media is a space for expanding psychoeducation, the content published there is not equivalent to psychotherapeutic practice (CFP, 2022; Miguel et al., 2021). It is crucial for professionals to approach the professional profile as a work environment, developing content that respects the guidelines of the Code of Ethics (CFP, 2022). Seeking supervision on published materials and limiting the time dedicated to acting as influencers are essential strategies for managing followers’ demands regarding solutions for mental health issues and work overload (White & Hanley, 2025). Therefore, it is necessary to consider how content creation influences followers’ perceptions of psychology as a profession, and to avoid the misconception that accessing a psychologist’s content supplants the need for appropriate psychological treatment.
Final Considerations
This article aimed to analyze the impact of social media on the formation of professional perspectives among nano-influencer psychologists. Through thematic analysis, two themes emerged, discussing the implications of the skilled use of social media on the work of psychologists. In addition to professional marketing and clinical work, social media plays a crucial role in client acquisition and enhances professional recognition. Furthermore, challenges related to social media use and clinical practice demonstrate the importance of strategic planning for creating a professional profile.
Even if the results of this study cannot be generalized to other populations, it was possible to understand how social media can promote psychologists’ contact with their followers. Thus, managing a professional profile requires the psychologist to dedicate time to meet social media demands, which can result in work overload. Nano-influencer psychologists have a routine of activity in areas of psychology that demand hours of dedication, especially appointments in clinical practice. Therefore, understanding how social media impacts the professional practice of psychologists helps in directing work objectives, both in virtual and face-to-face environments.
The present study is innovative in its emphasis on how social media influences new perspectives on the psychologist’s career in a virtual environment. Being attentive to ethical content production, as well as understanding social media demands, offers opportunities for professional marketing and financial gains. The study highlights aspects of psychologists’ understanding of their objectives in creating an experienced social media profile. Academic training with a focus on science promotion can help psychologists feel more secure in producing content.
It is essential to consider the study’s limitations. Participants were from a single social media (Instagram), which may, to some extent, bias the results. Interviews were only with nano-influencer psychologists whose main activity was in clinical practice, with only one participant working in sports psychology. This limitation restricted the understanding of professional perspectives in the virtual environment in different areas of psychological practice. Future studies should expand the sample of participants to encompass diverse professional profiles and incorporate various social media platforms. This study aims to offer insights for professionals who currently use professional profiles on social media, as well as for individuals interested in exploring online platforms for career development.
DATA AVAILABILITY STATEMENT:
The research data are not available.
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