Social Media for Birth Pros: The Best Platforms for your Digital Doula Framework
Social media can be a great tool to grow your birth business, but it’s tough to know which platforms to start with. Of course, says the Digital Doula right? Don’t worry, I got you. First, you do not have to be on all social media platforms, no matter what some digital marketing experts suggest.
This is especially true if you’re a newer birth business owner and trying to get off the ground. Trying to show up everywhere is a recipe for frustration, overwhelm, and, ultimately, burnout. What the world really needs is for you to stay in business for the long haul, so that you can help more people. To do that, you’ll need to build a sustainable business—and that means doing what works for you.
Start with choosing ONE social media platform, ideally the one that feels easiest to you right now. Build it up, and as your bandwidth grows, you can add additional platforms.
To help you decide, let’s review the pros and cons of some of the most popular social media platforms.
With 2.8 billion monthly users, Facebook is the top social media platform worldwide.
Here are a few benefits to using Facebook for your Doula business:
It’s easy for beginners to get started because you probably have a personal profile, and are familiar with how it works.
It’s a free tool unless you choose to run ads to your business page.
Images are not required to share content. Meaning, you don’t have to spend hours searching for the perfect image to post. Although, branded photos or stock photos (like these from our friends at Lem & June) can help your posts get noticed.
Your posts can easily include a link to where you want potential clients to go next. This call to action (CTA) encourages your audience to click on your sales page or sign up for your email list. (Tip: ALWAYS include a CTA!)
The bio and about sections on your business page have more space than some other platforms. This allows you to go into more detail about who you help, and how you can help them.
The platform is ideal for setting up a free community. Facebook groups are free, private (or secret if your niche would prefer discretion) and it’s easy to invite new members since people are already hanging out on the platform.
Of course, there are downsides to using Facebook for your birth business. Like all social platforms, you’re essentially renting space from someone else (Mark Zuckerberg in this case). That means you don’t own your content there, and you have to create content within someone else’s constraints. A lot of people feel very disenchanted by Facebook after all the chaos of 2020 and have shut down their accounts or have chosen to spend time elsewhere.
And, while Facebook is a free tool, algorithms can make it tricky to get your content in front of the people you want to see it. Ads are almost becoming a requirement if you want to expand your reach, and the ad platform is not exactly user-friendly (says the Digital Doula herself lol).
Instagram is a fun, engaging, visual platform that began as a place to share beautiful images...but has grown to so much more than a perfectly curated aesthetic feed. I appreciate Instagram for its easy navigation, and even more so because imperfection is the new name of the game. With about 1 billion monthly users, it’s also a hotspot for virtual connection.
Here are a few benefits to using Instagram for your Doula business:
Specific hashtags make it super easy for your ideal clients to find you.
Using new features like Reels means that Instagram will prioritize your content (so you get a bump in the algorithm).
Remember the 1 billion monthly users? Approximately 33% of them are between the ages of 25-34. Meaning, the pregnant community is active on Instagram. This is where your ideal clients are!
Features like voice direct messages, Instagram stories, and Reels allow you to show your personality.
Imperfect content is increasing in popularity, and I’m here for it because perfection isn’t real (Check out Episode 54: The Illusion of Perfection for more thoughts).
Of course, Instagram isn’t perfect. Newer Doulas may be overwhelmed finding images and graphics to use for posts on the ‘gram. Keep in mind that you can’t use just any image online unless you have rights to it. If you’re struggling to find photos for your Instagram feed, my suggestion is to take a selfie or use templates in Canva. (Note: if you need help with what to write, the Digital Doula’s Content Toolkit has 365 topic ideas, affirmations, and quotes that you can use.)
Another downside for us long-winded talkers: Instagram profiles only offer a limited space for your bio, and you’re limited to one link. My suggestion is to be concise in your description of who you help and how you help them. Then, create a page on your website that is dedicated to IG links. That way, you can easily direct people to a menu of links. (Click on the link in my profile to see how mine is set up)
Clubhouse
Clubhouse is new to the social media block, but I’m excited about its potential. If you haven’t heard of it, Clubhouse is an audio-only platform—think talk radio style.
Here are a few benefits to using Clubhouse in your Doula business:
Because it’s an audio-only platform, you can show up just as you are! No one will know that you haven’t washed your hair in a few days.
It’s a newer platform, so it’s easy to become a leader in the space. And, its intentional design allows space for everyone to be heard.
The ability to create a long-form bio gives you lots of space to include some fun background about yourself. (Just don’t go too crazy.)
You can have real-time conversations with your audience, allowing you to connect in a deeper way—even online.
Here’s the problem (for now anyway): if you don’t have an iPhone or an invitation, you’re not able to use Clubhouse. Although I hear it’s coming to Android soon! If you’re looking for an invitation, feel free to post in the Doulas Going Digital Facebook group and I’m sure someone will send you one.
Another potential downside to Clubhouse is that the rooms and conversations go away after the room ends. You can’t automatically record a conversation, so the content is gone when the conversation is over.
Here’s the thing, Pinterest isn’t a social media platform, it’s a search engine. And, I’m including it in this list because it’s such a powerful tool for our industry. Pregnant people are on Pinterest, no doubt.
Benefits to having Pinterest for your Doula business:
Pinterest is a great tool for sharing long-form content (i.e. blog posts). If you have a birth blog or podcast, Pinterest loves fresh unique URLs in the feed.
Birth content tends to be evergreen, meaning it’s not seasonal. We’re not necessarily sharing three Christmas Cookie Recipes, ya know? So your birth-related blogs will continue to work for you on Pinterest for the long term.
If you’ve considered running ads for your Doula business, pull up a chair. Pinterest is unlike other platforms in ad speak, for the better. In terms of ad spend (how much $ you’ve budgeted for ads), your dollar goes further running ads on Pinterest than it would on FB or IG.
The biggest downside with starting a Pinterest for your Doula business is that it’s not very easy for newbies. There is a learning curve and a lifetime of refining what’s working best. And, it can take longer to see results (i.e. conversions/purchases). Patience is the key here!
Which platform is best for your Digital Doula Framework?
If you’re a Course Creator (refer to Episode 58 for description), you might enjoy and find it easy to be on more than one platform. Repurposing content may come easier to you than the other frameworks. For example, you might create one piece of pillar content (i.e. a blog, podcast, or video), then repurpose it on multiple platforms and in various formats. See the bonus section of the Digital Doula Content Toolkit for 21 ways to repurpose your content.
If you identify with the Small Group Facilitator framework (refer to Episode 59 for description), you probably prefer platforms that allow you to build a community (i.e. Facebook). If you don’t love Facebook, there are other platforms that are conducive to building a community, such as MightyNetworks, Patreon, and Circle.
If you most closely align with the Private Intimate 1:1 framework type (refer to Episode 60 for description) you’ll probably gravitate to much of the same as Small Group Facilitators. The more intimate the connection with your audience, the better. Look for platforms where you can really connect and show YOU (i.e. Instagram and Clubhouse).
Where should you start (or continue) with social media?
Simplification is an antidote to overthinking. Want to grow your business using social media but feeling resistant? Make it simple and watch the needle move.