12/23/2025
Like everything social media/content creation, it is constantly shifting & changing 🤪 let’s unpack how this is going to shift your content for your massage therapy biz.
Value / educational content are things like:
“3 reasons you should get a massage”
“The benefits of myofascial release”
“5 tips to extend the life of your massage”
This kind of content used to be really popular because people used social media like a search engine. But now everyone is asking chat gpt or google ai their questions. AI killed Google-style tips, surface level “did you know” content, and generic expertise.
But there is something that ai CANNOT replace: Perspective, judgement, pattern recognition, lived nuance, values & boundaries, identity…
Now don’t get me wrong, sometimes value/educational based content can still perform well. But it’s no longer packaged like “3 tips for this,” or “5 tricks for that.” It is packaged within your unique perspectives, your hot takes, how YOU see and approach the body. With the rise of AI, people want to see your humanness, who YOU are & the perspectives you have more than ever.
Some examples of content hooks that are more resonant today:
👉🏼 “I wish that more people knew that the place that hurts isn’t always where the work needs to happen”
👉🏼 “I firmly believe pressure doesn’t mean more results”
👉🏼 “The one thing I’ll always prioritize in my practice is this: ___”
We created a new training called “STOP POSTING TIPS: A new way to create content for massage therapists”
This short training includes:
✨ a 14-minute video breaking down the shift in content that’s happening right now
✨an accompanying PDF with 180 perspective-based content prompts
✨no tips, tricks, or trend-chasing, just grounded ways to show up as yourself
🫶🏼THB Collective members: this resource is already waiting for you inside the Content Corner.
🫶🏼Not a member yet? The $17 standalone version includes 30 days free inside the Collective, so you can explore all of our resources, calls, and support.
If creating content has started to feel heavy or disconnected, this will help you reconnect to how you want to show up.
Comment “content” to get it today!