E793 | One Easy and Effective Instagram Strategy

Why Sharing Behind-the-Scenes Content Will Help Your PT Clinic Grow

Want More Engagement? Show People What You Do Every Day.

Most PT clinic owners overthink social media. They assume no one cares about their daily work—but that couldn't be further from the truth.

People love seeing how things work behind the scenes. Whether it’s dry needling, an ankle mobilization, or a rehab exercise, these are things the average person never gets to see—but would find fascinating.

The easiest way to build trust, increase engagement, and strengthen your brand is to document what you’re already doing.

Why Behind-the-Scenes Content Works

📌 People are naturally curious—they love to see what happens behind closed doors
📌 What feels routine to you is new to someone else (think: YouTube baking videos)
📌 Short, simple videos create familiarity and trust over time
📌 No need to create new content—just capture what’s already happening
📌 Helps potential patients feel comfortable before they book

Think about it—millions of people watch videos of bakers cracking eggs or baristas making coffee. Why? Because process is fascinating. The same applies to PT clinics.

How to Easily Capture Behind-the-Scenes Content

1️⃣ Film Quick Clips on Instagram Stories or Reels

• Show a dry needling technique, a corrective exercise, or a joint mobilization
• Keep it short and simple—no need for fancy editing
• If comfortable, tag patients (with consent) for more organic reach

2️⃣ Let an Admin or Staff Member Capture Clips

• Have them document your work casually
• Helps you stay focused on the session while still getting content

3️⃣ Show Your Clinic in Action

• Walkthrough videos, team meetings, or prepping for a busy day
• Helps potential patients see your clinic’s culture and vibe

4️⃣ Use Text or Captions to Add Value

• Example: “Working on scapular control for shoulder stability”
• Gives context without requiring a full explanation

The Long-Term Impact of Behind-the-Scenes Content

✅ Builds familiarity—when people keep seeing your content, they remember you
✅ Increases engagement—viewers start interacting and asking questions
✅ Boosts referrals—patients tag friends who may need your help
✅ Strengthens your brand—makes your clinic feel approachable and professional

The best part? You’re already doing the work. You just need to capture it.

If you want consistent visibility, better engagement, and stronger brand recognition, start documenting your clinic’s daily work today.

Want more marketing strategies to grow your clinic?

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Ready to elevate your practice? Book a call at the link below with one of our expert consultants today and start your journey to delivering unparalleled physical therapy.

Podcast Transcript

 Hey, real quick, if you were serious about starting or growing your cash based practice, I want to formally invite you to go to Facebook and join our PT entrepreneurs Facebook group. This is a group of over 6, 000 providers all over the country. And it's a pretty amazing place to start to get involved in the conversation.

Hope to see you there soon. Hey, are you a physical therapist looking to leverage your skillset in a way that helps you create time and financial freedom for yourself and your family? If so, you're in the right spot. My name is Danny Matta and over the last 15 years, I've done pretty much everything you can in the profession.

I've been a staff PT. I've been an active duty military officer, physical therapist. I've started my own cash practice. I've sold that cash practice. And today my company physical therapy business helped over a thousand clinicians start growing scale their own cash practices So if this sounds like something you want to do listen up because i'm here to help you

Hey, what's going on doc? Danny here with the pt entrepreneur podcast and today we're talking about something You can add in to your social media post your social media presence it's going to help you build a stronger brand and That is showing the behind the scenes of your clinic. Now, this is one thing that even when we were doing this, when I was running my clinic, I always thought who's going to care about my, patient schedule, right?

Who's going to care about me, whatever, mobilizing somebody's ankle. Who's going to care about me teaching somebody a corrective exercise or dry needling somebody's shoulder? And the answer is a lot of people. All you got to do is go to YouTube and look at like any number of videos of just people videos of people doing things and how many views they have on the other day.

My daughter's gotten like really into baking and she was showing me this YouTube video that I think was in like South Korea and it's just a it's a video of a bakery and it's just showing people literally cracking eggs, mixing eggs up, making cake batter pouring it into the pan, like the whole damn process.

And there's like millions and millions of views on this. And It's just fascinating, actually. I get it. I sat there and was sucked into it with my daughter, and I was like, Oh my God, they're making all these awesome looking cakes. This is cool. And, but there's like millions of views on this.

There's not even any talking, right? They're just literally, they're just literally baking. Behind the scenes, people find it interesting. And what we think, I bet you somebody that's a baker looks at that and they're like, who would watch this shit? Like we just this is just my job it to them.

It's mundane. It's the day to day but to us It's fascinating because we don't do that on a daily basis So one thing you can add in is such an easy way to start to add in to your especially instagram strategy is as far as like stories and reels are concerned, stories are even easier because It doesn't even require any editing, but it literally could be, a quick little video of You know needling somebody's shoulder or something like that You could get an admin to come in and video some of that or document what you're doing for that day or document What another staff member is doing and always make sure you ask your patients and For me when I was doing this always was trying to I wouldn't really show my patients faces, as unless they were like i'm cool with it.

You can show me doing this exercise whatever and You can tag them in it if they're okay with it They give you know, obviously like consent to do so but let's say you're dry kneeling somebody's You know, shoulder, they might be face down. You can show what that looks like. The pistoning technique, the muzzle twits, like people find that shit interesting.

There's people just watch people like pop zits. There's like millions of views on this. It's crazy as shit, but it's true that people like find the things that other people do interesting because it's not what they do. And if you want to show the behind the scenes of what you're doing.

These exercises that maybe you think are, whatever normal the other person might find whatever ankle mobilization You're teaching somebody to be really interesting and maybe they try it themself and they're like, oh that makes me feel better Maybe I should go work with these people Like it's such an easy way to continue to establish your brand and show people A little bit behind the scenes of what you're doing so that they can become more familiar with your brand And start to engage a little bit more with what you have going on.

Maybe then they start to watch something that's a bit more educational. Maybe they go to your website, read a blog post. Maybe they download some sort of opt in, maybe they see your ad and all of a sudden they're like, Oh, I recognize those people. I'm, I am going to give them a call. These are all part of a brand strategy that gets more visibility to you and what you're doing, and you're already doing this stuff.

Keep that in mind. You're literally already doing it. You don't have to sit there and think to yourself, what content should I create? All you have to do is just video your person while they're working on scapular control on a pull up bar. That's it, right? You can type a little something about it if you want to do that.

But more than anything, they just want to see what you're up to. And it's a great way to continue to keep your social media feed full and to show what your clinic looks like behind the scenes.

Hey Peach Entrepreneurs, we have big exciting news. A new program that we just came out with. It is our PT Biz part time to full time five day. I'm going to be doing a little bit of a challenge over the course of five days. We get you crystal clear on exactly how much money you need to replace by getting you ultra clear on how much you're actually spending.

We get you crystal clear on the number of people you're going to see and the average visit rate you're going to need to have in order to replace your income to be able to go full time. We go through three different strategies you can take to go from part time to full time. You can pick the one that's the best for you based on your current situation.

Then we share with you the sales and marketing systems that we use within our mastermind that you need to have as well if you want to go full time in your own practice. And then finally, we help you create a one page business plan. That's right. Not these 15 day business plans. You want to take the small business association, a one day business plan.

It's going to help you get very clear on exactly what you need to do and when you're going to do it to take action. If you're interested And sign up for this challenge. It's totally free head to physicaltherapybiz. com Forward slash challenge get signed up there. Please. Enjoy. We put a lot of energy into this.

It's totally free It's something I think is going to help you tremendously As long as you're willing to do the work if you're doing the work you're getting Information put down and getting yourself ready to take action in a very organized way. You will have success, which is what we want. So head to physicaltherapybiz.

com forward slash challenge and get signed up today.