Cole and Savannah LaBrant are among the most popular parenting bloggers on YouTube. They've amassed 13 million subscribers by sharing regular glimpses into their lives, from birth videos to birthday parties and pranks.
Then late last month, the LaBrants posted a preview for an upcoming video with an alarming title. "She got diagnosed with cancer (documentary)".
The thumbnail for the video was a photograph of the couple, hand in hand with their three children: Everleigh, eight, Posie, two, and Zealand, one.
Their fans were clearly worried. "Are you guys okay?" one comment on Cole LaBrant's Instagram read. Another: "I'm so worried. What's going on? Who has cancer?" And: "Just saw the title of your upcoming YouTube video. I'm so concerned."
The 43-minute video ultimately went live on August 29, and began with Cole telling the story of his family. How he met his wife when he was 19, how he became a father to her daughter, and how they then had two more children of their own.
Then the mood changes.
He and Savannah talk about their two-year-old, Posie, and how she had to visit the emergency room three times in her first year of life. They talk about her getting IVs, X-rays, how it wasn't "normal sick".