How to Win at Social Media Marketing as a Sex Coach

Somatica Institute
6 min readNov 10, 2021

What does it take to succeed at social media marketing for coaches?

Somatica alumni Janel Vitale was recently voted “#1 Sexpert on TikTok” by Cosmopolitan. Somatica Institute co-founder Danielle Harel interviewed her to find out how she got over 6 million likes on the social platform, and what it takes to get started in social media marketing as a sex coach — and continue to stay inspired over time.

[Interview has been edited for clarity and length.]

Overcoming Insecurity and Shame to Becoming a Sex Coach

Janel’s specialty is relationship design. She helps couples navigate differences in what they want — in the bedroom and with their relationship structure. She works with monogamy and non-monogamy, high sex drive versus low sex drive, kinky versus tantric.

Maybe not exactly a natural fit for TikTok — a social media platform whose user base is largely Gen Z (60%) — you might think. Or is it? Her 400,000 followers and over 6 million likes tell a different story.

But let’s start at the beginning. We’re always curious to hear how our students get started in their journeys as sex and relationship coaches. With Janel, it went a little something like this: “So much of why I’m a sex and relationship coach is growing up with shame. I went to catholic school for 14 years, and just always felt like something was wrong with me. I have a high sex drive and I’m non-monogamous, but I didn’t know that was a thing when I was in catholic school. So I was always filled with shame. And that propelled me on this wild journey of self exploration, where I lived on communes, and I hiked these long-distance trails.”

Through that, she met someone who introduced her to Somatica. “Something just hit me in the gut,” professes Janel. “I knew — that’s it for sure. That’s the thing I need to do. But I had a lot of insecurity before I became a coach,” she says. “I thought, ‘My relationships aren’t perfect. How could I ever become a coach?’ And then through all of my journeying and facing my shame I just realized, ‘Hey, I don’t have to be perfect to be a coach. In fact, it’s helpful to…



Somatica Institute

Founders of the Somatica Method of Sex & Relationship Coaching. Authors: #Cockfidence, #MakingLoveReal #ComingTogether