The #1 Reason Birth Pros Struggle with Social Media (and How to Fix It)
You know social media is important for your birth business, but let’s be real—it can also be frustrating, overwhelming, and downright exhausting. You post consistently for a while, then fall off. Or worse, you feel like you’re shouting into the void with little engagement. What gives?
The truth is, most birth pros don’t struggle with social media because they lack effort. They struggle because they don’t have a clear strategy. Without a plan, it’s easy to waste time on content that doesn’t connect—or worse, burn out completely. Let’s break down the most common social media mistakes and how to fix them.
Mistake #1: Posting Randomly Without a Strategy
If your content feels all over the place, it’s because it probably is. One day, you’re sharing a client testimonial. The next, a birth story. The next, a personal update. While all of these can be valuable, they don’t work well without a structure to tie them together.
The Fix: Content Pillars & Series
Think of content pillars as the main topics your brand focuses on—like education, client stories, personal insights, and business tips. But to take it a step further, consider turning these pillars into series.
For example, if you post birth affirmations, turn them into a weekly “Monday Mindset” series. If you share client stories, make it a recurring “Behind the Birth” post. Not only does this keep you organized, but it also builds anticipation and familiarity with your audience. (Hint: This is exactly how we structure our BirthPro Market blog series!)
When your audience knows what to expect, they engage more, and you stay consistent with less stress.
Mistake #2: Talking to the Wrong Audience
A lot of birth pros struggle with engagement because they’re creating content for themselves instead of their ideal clients. If you’re posting what you find interesting without considering what your audience actually wants, you’ll end up with little interaction.
The Fix: Speak Directly to Your Ideal Clients
Instead of general posts, create content that answers your audience’s biggest questions. Try these prompts:
“What are the top concerns my ideal client has about birth support?”
“What myths do I hear about doulas that I can bust?”
“What’s one small but powerful tip I can share to help expecting parents feel more confident?”
When your content is audience-focused, it attracts the right people, and engagement naturally increases.
Mistake #3: Thinking Video is the Only Way to Succeed
Yes, video content is powerful—but it’s not the only way to grow. Many birth pros hesitate to show up on camera, and some simply don’t have the time for video creation. The good news? You can still thrive on social media without being in front of the camera 24/7.
The Fix: Start with What Feels Doable
If you’re not ready for video, try starting with carousels. Carousels (multi-slide posts) allow you to educate, tell stories, and engage your audience without needing to film yourself. In fact, carousels often perform better than videos for informational content!
If and when you feel ready, you can ease into video content with simple voiceovers or behind-the-scenes clips instead of talking head videos. The key is finding a format that works for you and your audience.
Let’s sum this up
Success on social media isn’t about doing everything—it’s about doing the right things with intention. By building a structured content plan, speaking to your audience’s needs, and choosing formats that fit your strengths, you’ll create a social media strategy that works for you instead of exhausting you.
Need high-quality visuals to boost your posts? Check out our BirthPro Stock Photo Library for beautiful, professional images designed just for birth professionals!
