Why Virality Isn’t the Goal: The Real Power of Social Media for Divorce Professionals
When you scroll through social media, it’s easy to feel like the only thing that matters is going viral. The massive numbers, trending sounds, and flashy metrics can make even seasoned professionals wonder if they’re “doing it right.” But here’s the truth: for divorce professionals, virality and follower counts aren’t the be-all and end-all. What matters most is showing up with consistency and presence.
Your clients — and potential clients — aren’t looking to see if you’ve hit a million views. They’re looking to see if you’re active, engaged, and still doing the work.
1. Virality Doesn’t Equal Trust
A viral video might get attention, but attention doesn’t automatically turn into clients. In fact, people navigating divorce often value privacy, nuance, and sensitivity more than entertainment. They’re not choosing an expert because of a trend — they’re choosing you because you appear trustworthy and reliable.
2. Presence = Proof of Life
Think of your social media presence like keeping the lights on in your office. Even if the content isn’t flashy, regular posting shows you’re active in the divorce support community. It reassures clients that you’re current, engaged, and ready to help. A dormant Instagram or LinkedIn profile, on the other hand, can unintentionally send the message that you’re no longer practicing.
3. Small Reach Can Have Big Impact
You don’t need thousands of likes to make a difference. Sometimes, the right post reaches the right person at exactly the right time. A thoughtful carousel on “Questions to Ask a Divorce Lawyer” or a Reel about “First Steps in Co-Parenting” might only reach 100 people — but if one of those people becomes a client (or shares it with a friend who does), that’s a win.
4. Consistency Builds Recognition
In the Fresh Starts community, we see time and again that steady, consistent posting builds recognition. When someone sees your name pop up weekly with tips, affirmations, or resources, you become top of mind. And when they — or their friend — need support, they’ll remember you.
5. Social Media as a Conversation, Not a Performance
Instead of aiming for virality, think of social media as a conversation with your community. Show your face occasionally, share insights from your work, talk about why you do what you do. These human touches are what resonate — far more than trying to game the algorithm.
Here’s What You Can Do to Make Your Social Media Work for You
If you’re not chasing virality, what should you be doing? Think of social media as planting seeds that grow into community and trust. Here are a few ways to make it work for you:
Answer real questions. Use posts, Reels, or carousels to address common questions people might have about working with you. This positions you as approachable and knowledgeable.
Collaborate with Fresh Starts. Amplify your reach by collaborating with Fresh Starts on Instagram— this gets your post in front of our audience as well as yours!
When creating a post, tap Tag People → Invite Collaborator → @freshstartsregistry.
Once accepted, your post will go out to both of our audiences at once.
Practice intentional engagement. Each week, set aside 20 minutes to:
Comment thoughtfully on 15 posts
Follow 5 new people who make sense for your business
Like 30 posts to boost connection
Reach out directly to 3 people you’d like to build a relationship with
If you want community, you have to be a community member. Showing up consistently in small ways creates a ripple effect of visibility, trust, and collaboration.
Here’s the thing —
Social media isn’t about chasing numbers. For professionals in the divorce support space, it’s about showing you’re here, you’re active, and you care. Presence builds trust. Consistency builds recognition. And authenticity builds the kind of relationships that last far longer than any viral moment.
So don’t stress about the views — just keep showing up. Your clients are watching, and they’re looking for exactly what you already bring: steady, compassionate expertise.