Followers Don’t Pay the Bills: What Babywearing Consultants Can Learn from the “Viral Trap”
Nov 24, 2025
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In every industry, there’s a shiny temptation, and for babywearing consultants in the last few years, that temptation seems to be Instagram and TikTok.
You know the feeling (or at least have dreamed of it): the reel you poured your heart into finally takes off. The comments roll in, the followers jump, and for a brief, glorious moment you feel seen.
But then… your class roster doesn’t grow.
Your inbox stays quiet.
And suddenly, all those likes start to feel a little hollow.
Inside the Carry-On Collective (our private membership for babywearing businesses and professionals), we’ve been diving deep into this topic, exploring why so many consultants fall into the “social media success” trap, and what to focus on instead if you actually want to build a sustainable, booked-out practice or sustainable retail/manufacturing business.
The Problem with Going Viral
Social media is powerful for visibility…but it’s also fickle. Platforms change, algorithms shift, and your audience is borrowed, not owned. You might reach thousands of people around the world who love your content, but only a handful who could ever book your services.
That’s where the disconnect happens: you’re visible, but not connected.
The Real Secret: Connection Over Clout
What we’re seeing inside the COC is this: babywearing businesses grow not from viral reach, but from relationships.
When you collect emails from local families, show up in their inboxes with warmth, and share stories that reflect your community, you build something that lasts. Email marketing isn’t glamorous, but it’s the difference between chasing attention and cultivating trust.
Your posts might inspire someone to follow you, but your authentic voice is what turns followers into clients and customers, and then into long-term supporters.
Start Simple, Start Now
You don’t need fancy funnels or automations to begin. All you need is one place for people to sign up and one genuine reason for them to do so.
Offer a simple freebie: a short guide, a checklist, or even better, a thoughtful email series for expectant parents. Then show up in their inbox regularly - not to sell, but to serve.
At the end of the day, a list of 50 local parents who know your name and trust your expertise is worth more than 10,000 anonymous followers scrolling by.
That’s the kind of sustainable business foundation we’re helping babywearing educators build inside the Carry-On Collective with mentorship, peer discussions, and a safe space to ask the questions that actually matter.
✨ This conversation started in our members-only podcast, “The Business of Babywearing,” where Joanna shared two powerful stories about the difference between chasing followers and building connection. COC members, don’t forget to listen and join the discussion in Discord!
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Curious about the Carry-On Collective? Our private membership for babywearing businesses and professionals opens a few times a year. Join the waitlist to be the first to know when doors open again.
You will get an email when enrollment is available again so you can decide if it is the right moment for you.
