Social Media Overwhelm: You Don’t Have to Do It All

By Caz Sayles, OBC Mentor

Let’s talk about something most doulas feel but don’t often say out loud social media overwhelm!! 

We all know that being visible online helps people find us. It’s how potential clients see our faces, get a feel for our energy, and start to build trust before we’ve even spoken. But somewhere along the way, being visible online turned into constantly showing up online and that’s just not sustainable. Especially when we have clients, families and a life outside work. 

If you’ve ever caught yourself doom-scrolling other doulas’ posts and thinking, “I should be doing more,” you’re not alone. Social media has a sneaky way of making it look like everyone else is busier, more successful, or more in demand than you. But here’s the truth, what you see online is only a tiny piece of the story. That doula with a perfectly curated grid and 10K followers? They might not have a single booking that month. Or might have a VA doing all their content for them. And likes don’t always translate to clients.

You can still show up without burning out

You don’t have to post daily to be “consistent.” Quality always trumps quantity. What matters most is connection the authenticity behind your words, not the frequency of your posts. Remember potential clients may have searched you on Google (it’s the most common way clients find doulas) then they look at your social media. So likes and follows don’t mean much. They want to see you and hear your voice. 

Here are a few ways to stay visible without living on Instagram:

Batch your content set aside one afternoon a month to create and schedule posts so it’s off your plate.

Repurpose what you already have reuse old posts, blog snippets, or client FAQs. Most people won’t remember you posted it before.

Share small moments a photo of your tea and notes before a client visit, a thought that came up in a birth debrief, a reminder about self-care.

Use stories or reels sparingly but intentionally even one honest, relatable post a week or month builds trust.

Your voice matters even if someone’s said it before

Don’t hold back from talking about topics other doulas are already posting about. Your audience might never have seen their content but they follow you for your voice, your energy, and your perspective.

There’s room for all of us to talk about anything birth or postnatal related. Repetition helps these messages stick. And when your clients hear it from you, it lands differently because they already trust you.

So, if you see a post you love and it sparks something in you, don’t think “I can’t say that, it’s already been done.” Think, “That’s worth saying again in my own way.”

A little truth from me

I’ll be honest I am not consistent on social media. There are weeks (sometimes months!) where I don’t post at all. And for a long time, that used to make me feel like I was failing somehow. Like I wasn’t visible enough, or that people would forget about me if I wasn’t showing up in their feed.

But here’s what I’ve learned: I am consistent just not in the way social media measures it. I’m consistent in my online and face-to-face spaces. I show up for my clients, for my students, and for my community. That’s what really matters. A majority of my clients come from referrals (some previous clients some other birth workers who I’ve chatted to in the past or shared clients with) 

Being visible online is helpful, but it’s not the be all and end all. Not all things can be captured in a caption or a reel.

Protect your own energy online

You don’t have to follow every birthworker out there. If seeing certain content leaves you feeling “less than,” mute or unfollow with love. Curate your feed to inspire you, not drain you.

And remember: the most meaningful connections happen off-screen. Word of mouth, in-person networking, and simply being a grounded, trustworthy presence in your community will always mean more than a viral post.

So next time you find yourself caught in the scroll, take a breath. You’re building a business that reflects who you are, not who Instagram thinks you should be.

Social media is a tool not the measure of your worth or success.