Social media can sometimes feel like a crowded train station at rush hour - let's be honest about that! Everyone's shouting, pointing, dancing, waving signs… and you’re just over here trying to say something meaningful. Sound familiar?

That’s exactly why finding and using your unique voice matters so much. It’s what helps you stand out without feeling like you have to be the loudest or most polished person in the room.

So, what actually is tone of voice?

It’s not just how your voice sounds when you speak (though that matters too if you’re using video or podcasts). It’s the rhythm, energy and personality behind every caption, carousel, and story. Your tone of voice is how you deliver your message, not just what you're saying.

You might be chatty and informal (hi!), warm and reassuring, dry and witty, or thoughtful and insightful. Whatever your style, it gives your audience a sense of what it might be like to work with you before they ever hit that enquiry button.

Why your voice matters more than ever

In a sea of sameness online, being recognisable and real is what builds trust. And when you show up as yourself, it’s easier to be consistent. You don’t have to put on a “professional face” or remember how you’re “supposed” to sound.

Remember Hyacinth Bucket and her telephone voice? We’re not doing that. We’re here for showing up as we actually are.

Want more help on showing up authentically? You might like my blog on showing up online without burning out.

How I knew my voice was working

People have told me at networking events that they feel like they already know me from Instagram. (One woman even stared at me awkwardly for a full minute before saying hello - hi if that was you!)

That’s not just a lovely compliment, it’s evidence that my voice is working. That my content is doing its job. And that people feel connected before we’ve even spoken.

And that’s the magic. When your online voice is genuinely you, it builds familiarity and trust, which makes your audience far more likely to convert into clients.

But what if I get it wrong?

A lot of my clients worry about sounding too much, too casual, or too unprofessional. Here’s what I tell them:

1. Start with Stories. They're temporary, low-pressure, and only visible to people who already follow you.

2. Practice speaking like you would to a client. If you’d say it in conversation, it probably belongs in your content.

3. Be clear on your values. Let them guide your tone and message.

Over time, confidence builds. But you have to start somewhere. Even a wobbly voice is better than no voice at all.

What if you’re blending in?

If you feel like you’re getting lost in a sea of similar posts and similar voices, here are a few things to try:

• Think about what makes you different. What's your USP, in traditional marketing terms? Your clients probably already tell you in testimonials or passing comments. (This blog on using feedback in your content might help too!)

• Be brave enough to speak directly to your dream client, even if it narrows your audience.

• Drop the jargon. Speak like a human.

The clearer and more specific your message is, the more it will land with the right people.

Your tone of voice is part of your niche

It’s OK if your style repels some people. That’s kind of the point.

For example, I love working with creative, fun, slightly quirky brands. So my voice reflects that. If a super corporate business finds me too chatty or casual, that’s fine. They’re not my people. But the people who do click with me? They often say my content was the reason they reached out.

That’s the power of a clear, consistent voice. It acts like a magnet for your dream clients.

Finding your unique voice isn’t about inventing a new persona. It’s about tapping into who you already are and letting that come through in your content.

When people feel like they know you, trust you, and like your vibe, they’re far more likely to want to work with you. And when you feel like you can be yourself online? That’s when content creation starts to feel a lot less painful and a lot more fun.

If you’d like some support in weaving your tone of voice into a smart, strategic content plan, come and book a totally free Instagram Confidence Call with me. I’ll audit your profile, suggest some quick wins and talk through whether my program, The One Where You Learn Instagram, could be a good fit for you.