SR
···
Reel
SR
@sarahc_therapy
"My wife asked me last Tuesday if I remembered what she'd been dreading that week. I'd been around all day. I couldn't remember one thing…"
2,847 likes
@sarahc_therapy There's a specific kind of drift that happens when you stop asking. Not a fight — quieter than that. 60 seconds a night pulled us back.
Connected — code SARAHC for 30% off.
Connected — code SARAHC for 30% off.
View all 184 comments
2 hours ago
01
Vulnerable story · Reel
The specific Tuesday-night hook.
One real moment, named plainly, without theatrics. Viewers can picture it because it's specific — not a generic "I realized I was drifting from my spouse."
What this gets right
- Specific moment. "Last Tuesday." Not "lately." The specificity makes viewers trust this is real.
- Vulnerability without oversharing. Admits the failure, doesn't drag readers through the whole marital history.
- Tool handoff as part of the story. Connected enters as a turning point, not a sales pitch.
- Credential in the handle (@sarahc_therapy). Audience sees trained perspective without the Reel having to claim it.
Avoid this version
- "This CHANGED my marriage!!" Exclamation stacking + exaggerated claim = instant skepticism.
- Emoji-heavy captions (🥰💕✨). The audience we convert reads emotional content restrained.
- Pitch-first hook. "If your relationship is struggling, you need Connected" — loses viewers before the 3-second mark.
ML
···
The Gottman Institute tracked 3,000 couples over decades.
The difference between the ones who stayed and the ones who didn't wasn't whether they fought.
The difference between the ones who stayed and the ones who didn't wasn't whether they fought.
Slide 1 of 6 · swipe →
4,112 likes
@miatheratalks The couples who stayed weren't fight-free. They stayed curious about each other after year three. Here's what that looks like in daily practice 👇
Connected is the 60-second daily practice I use. Code MIA for 30% off.
Connected is the 60-second daily practice I use. Code MIA for 30% off.
View all 307 comments
5 hours ago
02
Data + insight · Carousel
Real research, cited honestly.
Carousels reward readers who swipe, and swipes signal engagement to the algorithm. Good carousels earn each swipe — this one starts with a specific stat (3,000 couples, decades) and a counter-intuitive turn on the last beat of the hook slide.
What this gets right
- Real citation. The Gottman Institute research is genuine, widely-covered, and the creator is being accurate.
- Counter-intuitive turn. "Wasn't whether they fought" is the slide that earns the swipe.
- Mechanism, not benefit. The caption promises "what it looks like in daily practice" — readers get a specific action, not a vague "be a better partner."
- Honest CTA placement. Code + discount appear in the caption, after the value has been delivered.
Avoid this version
- Overclaiming the research. "Science PROVES this will save your marriage" — Gottman's research didn't claim that, and clinicians will notice.
- Paywall carousel. Saving the "here's the practice" slide for a product pitch feels transactional.
- Stock photo slides. Generic "couples holding hands" imagery flattens the content.
JN
···
Jamie
"That you're scared we won't have time for each other after the baby…"
Noor
"That I've been pretending the move isn't bothering me…"
8,930 likes
@jamieandnoor "What are you dreading this week that you haven't said out loud?" We've been doing this for three months. The reveals still surprise us.
Connected app · JN30 for 30% off.
Connected app · JN30 for 30% off.
View all 512 comments
1 day ago
03
Couples-dialog · Reel
Shows the reveal mechanic live.
Split-screen Reels with the actual product moment on camera convert at 3–5× the rate of face-to-camera product pitches. The reveal is the content — you're showing, not telling.
What this gets right
- Shows, doesn't tell. The product's core mechanic is on screen — no explanation needed.
- Specific vulnerable answers. Both partners' answers are real-sounding (baby/move stress) — not rehearsed.
- Implicit demo. Viewers mentally answer the question themselves while watching.
- The caption doesn't overclaim. "The reveals still surprise us" — honest, not hype.
Avoid this version
- Scripted reactions. The whole premise breaks if either partner is clearly performing.
- Only showing the positive. "We're a perfect couple!" answers read as fake. Mild friction is the authenticity signal.
- Heavy video effects. Split-screen + clean typography is enough. Transitions and trending sounds distract from the reveal.
DR
···
I'm an LMFT.
I don't usually recommend apps.
I don't usually recommend apps.
Here's the one I'm recommending.
Built by a therapist. Not a tech founder.
1,298 likes
@drrivera_lmft Connected is the first app I've added to my between-session homework in three years of practice. Built by , a licensed couples therapist out of Denver. The questions are what I'd ask in session — just delivered at 9:47pm from their own phones. Code RIVERA for 30% off.
View all 76 comments
3 days ago
04
Therapist recommendation · Static
Credential + rule = credibility.
Saying "I'm an LMFT and I don't usually recommend apps" does more work than any marketing copy. It implies a bar and then announces this product cleared it.
What this gets right
- Credential first. "I'm an LMFT" establishes a professional lens before any pitch.
- Self-imposed rule. "I don't usually recommend apps" is a powerful frame — implies this one earned an exception.
- Built by a therapist. Differentiation from "tech founder apps" matters to this audience.
- Specific integration. "Between-session homework" tells other clinicians exactly where this fits.
Avoid this version
- Overclaiming clinical outcomes. "I've seen couples REPAIR in weeks!" — HIPAA and ethical minefield.
- Generic therapist stock language. "Take care of your mental health today!" could be any app.
- Hiding the affiliate relationship. Code/discount should be disclosed per FTC. Include it openly.
CM
···
Today's question for your partner
"What's one thing I did this week that you haven't thanked me for?"
Ask it. Then actually listen.
12,480 likes
@couples.maps Save this for tonight.
I got one of these every night for the past month — an app called Connected does it daily. 60 seconds, real answers. Code CMAPS for 30% off.
I got one of these every night for the past month — an app called Connected does it daily. 60 seconds, real answers. Code CMAPS for 30% off.
View all 1,204 comments
6 days ago
05
Question-of-the-day · Save-bait
Posts that earn saves + shares.
A share-magnet: readers screenshot it and send to their partner. The IG algorithm weighs saves and shares heavily, which pushes this into other couples' feeds for free.
What this gets right
- Save-worthy. Readers want to actually ask this tonight — they save so they won't forget.
- Product as byproduct. The question is the value; Connected is the tool that delivers questions like this daily.
- Low pressure. The post works even without clicking the link.
- High comment reply rate. People naturally respond with their partner's answers in the comments.
Avoid this version
- Closed-ended questions. "Did you tell your partner 'I love you' today?" reads as performative and doesn't earn engagement.
- Heavy-handed CTA on the image itself. Image with "DOWNLOAD CONNECTED NOW!" — dead on arrival.
- Generic questions. "What's your love language?" — overdone. Specificity wins.
??
···
THE #1 APP
THAT SAVED
MY MARRIAGE!!! 💕💕💕
THAT SAVED
MY MARRIAGE!!! 💕💕💕
🔥 LIMITED-TIME CODE INSIDE 🔥
142 likes
@yourbestrelationship OMG GUYS I HAVE TO TELL YOU!!! 🤩🤩🤩 This app CHANGED my marriage overnight!!! 💕 LINK IN BIO use my code BESTREL to save 30%!!! Act fast — only 50 spots left at this price!!! 🔥🔥
View all 8 comments
1 week ago
06
Anti-example · What to avoid
This post will bounce your audience.
Looks like an ad, reads like an ad, converts like an ad — badly. Relationship creators have audiences specifically because they don't write like this. Every signal here is a trust-killer.
Everything that's wrong with this
- Exclamation stacking + all-caps. Reads as manufactured excitement.
- "Saved my marriage overnight." Unverifiable, exaggerated, and disrespects the audience's experience.
- Manufactured scarcity. "Only 50 spots left" — we don't actually have a cap. False urgency is both dishonest AND a documented conversion-killer over 30+ days.
- Emoji carpet-bombing. 🤩🔥💕 reads as low-effort, low-taste, low-authority.
- #ad hashtag with no actual transparency. FTC expects disclosure. Just tagging #ad doesn't cut it.
- Generic hashtag spam. #fyp #viral #blessed — the algorithm punishes irrelevant hashtag stuffing.
- No mechanism. What does the app actually do? We never learn.
The fix
- Pick one specific moment (Tuesday night / last week / a real exchange).
- Say what the tool actually does in one clear sentence.
- Let the code/discount appear once, low-key.
- Trust your audience to read in a normal tone of voice.