Provider type: Doula Hook: “POV: the one thing every new mom wishes people told her before birth…” Visual: Soft handheld clips of a doula helping during labor — rubbing the mother’s back, dim warm lighting, calming breathing cues, quick cuts between emotional moments and reassuring eye contact. End with mom holding the baby and finally relaxing. Caption: Birth isn’t just physical — it’s emotional too. 🤍 A doula helps you feel supported, calm, and heard during one of the biggest moments of your life. You don’t have to do it alone. #DoulaSupport #BirthStory #NewMom

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Sound like this → DuolingoTikTok / InstagramDuolingo's voice is unhinged in the best way — self-aware, funny, trend-native, and never feels like a brand trying too hard. They jump on memes before anyone else, speak the platform's language fluently, and have a personality so distinct you'd recognise a post without seeing the logo. That's what makes people follow a brand, not just a product.Trend-nativeDistinct personalitySelf-aware humourCommunity-firstNever sound like this → Spirit AirlinesWhat not to doSpirit's social presence is the classic example of a brand that posts without a personality — generic captions, disconnected from culture, and constantly tone-deaf to what's happening on the platform. When the brand voice feels copy-pasted from a press release, you lose the audience instantly. No one shares that. No one feels anything.Generic captionsNo personalityCulture-blindZero shareability