What to post on social media as a new doula

So you've taken the trainings, you've cried over the birth videos (it's a rite of passage, really), and you're officially a doula. Congratulations!

Now comes the question I hear all the time: "What should I post on social media as a new doula....especially if I haven't had any/many clients yet?"

​First of all, take a breath. You don’t need a perfect content calendar or 10K followers to make an impact. You just need to start showing up in ways that feel true to you. Here are some simple, effective ideas to help you build visibility, confidence, and connection—without the overwhelm.

Introduce Yourself (Yes, Again!)

If you haven’t already posted a warm hello, now’s the time. Share your story. Why did you become a doula? What lights you up about supporting families? You don’t need a polished video or a professional headshot—just a photo of you and a few heartfelt sentences go a long way.
 Pro Tip: Reintroduce yourself every few months! New followers are always finding you, and your story evolves as you grow.

Let People See You, Not Just a Doula

Here’s the thing—there are a lot of posts out there about “Why hire a doula?” But what your future clients really want to know is, “Why hire YOU as my doula?”
Don’t be afraid to let your personality shine. Share what kind of support you love offering. Do you bring calm energy? Hype-woman energy? Are you the doula who always remembers snacks or folds laundry while checking in postpartum? These little glimpses of you are what help people feel safe, connected, and ready to reach out.
Make sure your content isn’t all generic education or quotes. That stuff has its place—but your people want to know the human behind the handle.

Talk About What a Doula Actually Does

Many people still don’t understand what a doula is. Share bite-sized pieces of what we really do: “We don’t replace partners—we support them too,” or “We provide emotional and physical support, not medical care.” Education posts like this build trust and position you as someone who knows their stuff. YES! YOU DO KNOW YOUR STUFF!

Join Local Facebook Mom Groups (and Contribute)

This is one of my favorite low-pressure visibility tools. Join a few local parenting Facebook groups—but don’t go in just to promote yourself. Look for posts where someone is asking about birth, support, or pregnancy. Answer helpfully and only mention you’re a doula if it’s relevant. This shows you’re generous, knowledgeable, and approachable.

I see a lot of new doulas post in the mom's groups something like "Hi, I'm a new doula and the first 4 people that respond to me will get my services as half price!" While it's a great offer, it normally does not get comments or clients. First, let them get to know you as a person in the group. Answer questions you can answer and not just about birth and doula work when someone asks, but if you know a great Italian restaurant, comment about that, too. Let people get to know YOU.

Connect with Other Doulas (Community, Not Competition!)

Find your local doula Facebook groups and start building connections. Introduce yourself, comment on posts, and respond when someone is unavailable. That’s your opportunity to offer backup or introduce yourself for future referrals. You’d be surprised how many clients come your way just because another doula couldn’t take them!

​Share Helpful Tips 

​Even if you haven’t attended many births, you have knowledge to share!
Try posts like: 

• What to pack for labor 3 ways to support your partner in early labor 
• How to stay grounded when you're overdue 
• Questions to ask your care provider 

​
You’re building value and positioning yourself as someone who supports before and beyond the birth.

Show the Behind-the-Scenes

People love seeing what goes on in your day. Post about prepping your doula bag, your favorite birth books, or how you reset after a long week. These give a personal, authentic feel to your account and help people trust you’re a real person—not just a professional title.

Post Encouragement & Affirmations

Whether it’s for pregnancy, postpartum, or just a “you’re doing great” vibe, encouraging words go a long way. These posts feel supportive, easy to share, and reinforce your calm and caring presence.

Celebrate Small Wins

You don’t have to wait for a fully booked calendar to celebrate. Did someone book a consult? Did you finish a new training? Did another doula send a referral your way? Share it! These show that your business is active and growing—and give your audience a sense of momentum.

​Just remember to not share private information about clients/potential clients.

Want more ideas of topics to post on social media?

Grab my free guide 100+ Post Ideas for Birthworkers

Deb's ​Final Thoughts: Be Consistent, Be You

You don’t have to post every day or be on every platform. Pick one or two places (Instagram and Facebook are great starting points) and commit to showing up regularly. Use your real voice. Don’t water yourself down.
People don’t hire doulas because of perfectly curated graphics. They hire doulas because of trust, connection, and personality.
Let them see yours.