The Best Social Media Strategies for Senior Living Homes
Key Points
Smart social media content builds trust and increases inquiries from potential residents' families.
Platforms like Facebook and Instagram remain the best for visibility in senior care marketing.
Strategies include storytelling, local community engagement, video marketing, and reputation management.
What Are the Best Social Media Strategies for Senior Living Homes?
The best social media strategies for senior living homes focus on storytelling, community engagement, educational content, and visual media to build trust and attract families. These approaches not only increase visibility but help position your facility as a warm, reliable, and caring environment—key concerns for families evaluating care options.
Let’s break down exactly how to make that happen.
Why Senior Living Facilities Can’t Afford to Ignore Social Media
The stakes are high. Over 75% of adults aged 30–49 use social media daily—prime decision-makers for their aging parents. Meanwhile, 41% of people researching senior care begin their journey online, according to Pew Research.
That means if you’re not strategically using social media, you're not just missing out—you’re invisible to the people actively searching for services like yours.
Social media for assisted living homes isn’t just about posting photos—it’s about telling the right story to the right audience at the right time. It's one of the fastest ways to earn trust, build authority, and get inquiries that convert.
Which Platforms Work Best for Senior Living Marketing?
Not all platforms deliver the same ROI when it comes to marketing senior living homes. You want to be where your target audience—primarily adult children and caregivers—spend time.
Focus on These Key Platforms:
Facebook
Dominates the 35–65 age group.
Ideal for community-building, storytelling, and event promotion.
Boosted posts offer solid targeting to local families.
Instagram
Great for photo and video storytelling.
Visual content of activities, resident stories, and staff engagement wins hearts.
Reels and Stories allow casual, behind-the-scenes views.
YouTube
Longer-form videos showcasing tours, testimonials, and facility highlights.
Great for SEO—videos appear in Google searches.
LinkedIn
Underused but valuable for recruitment, staff branding, and B2B partnerships.
Each platform serves a unique purpose. A multi-platform strategy expands your reach while tailoring messages to each audience.
How to Use Storytelling to Build Trust on Social Media
If you're only posting facts or generic graphics, you're doing it wrong. Social media marketing for senior care homes works best when it’s personal.
Families want to feel something when they look at your feed. They want assurance, warmth, and proof that you care.
Types of Stories That Convert:
Resident Spotlights: Show real people thriving in your care. Include names (with permission), hobbies, and family connections.
Staff Highlights: Introduce team members with short bios, passions, and quotes. It humanizes your facility.
Family Testimonials: A parent sharing why they chose your home beats any polished ad.
Event Recaps: Photos from birthday parties, holiday events, or music nights tell a story of joy and community.
Pro Tip: Add captions that explain the emotional “why” behind the image or video. “Today we celebrated Alice’s 90th birthday with her favorite jazz band” does more than “Birthday celebration.”
When families feel emotionally connected to your brand, you stop being just another option—you become the one.
What Type of Content Should Senior Living Homes Post?
You don’t need to post every day. You just need to post strategically.
Content for senior living communities should build credibility, educate your audience, and show off what daily life is like inside your facility.
High-Impact Content Ideas:
Virtual Tours and Facility Highlights
Short walkthroughs on Reels or YouTube.
Show accessibility features, dining, and activities.
Expert Tips and FAQs
Post tips on elder care, dementia support, and transitioning into senior living.
Address real questions like “How do I know when it’s time for assisted living?”
Local Community Involvement
Showcase partnerships with local churches, schools, or volunteers.
Highlight intergenerational events—it plays well on social and feels good.
Wellness and Activities Calendar
Share snapshots from exercise sessions, therapy dogs, gardening, or crafts.
Bonus points for showing cognitive or physical benefits in action.
Holiday and Seasonal Posts
These generate engagement. Don’t just show a decorated tree—explain who decorated it and why.
Consistency beats frequency. A clear brand voice, quality content, and authentic storytelling go much further than posting daily fluff.
How Can Senior Living Homes Engage with Local Communities Online?
Senior living isn’t just about what happens inside the facility. Families want to know that their loved ones will remain part of the greater community.
Social media gives you a direct line to build that connection.
Ways to Build Local Visibility and Trust:
Tag Local Businesses and Partners Did a bakery donate cupcakes for an event? Tag them and thank them.
Promote Public Events Host open houses, caregiver workshops, or seasonal fairs. Use Facebook Events to get traction.
Join Local Facebook Groups Share helpful elder care advice, not just promotions. Become a known, trusted voice.
Highlight Volunteer Efforts When local students visit or a church group performs, share it. Show that you value community relationships.
Support Local Causes A post about participating in a local walk for Alzheimer’s is shareable and builds goodwill.
These efforts position your home as an active member of the community, not an isolated building.
How Can Video Marketing Boost Engagement for Senior Homes?
People don’t want to read long brochures—they want to see what life will look like for their loved ones.
Video marketing is the closest thing to an in-person experience.
Video Ideas That Actually Work:
60-second Resident Interviews: “Why I love living here.”
Day-in-the-Life Videos: Morning stretch, breakfast, games—simple but powerful.
Staff Introduction Clips: Help families feel like they already know your team.
Testimonial Videos: Raw, emotional interviews with families carry huge credibility.
Keep it real. Smartphone videos are fine. In fact, they often outperform polished commercials because they feel more authentic.
Bonus tip: Use subtitles. Many people watch with the sound off.
How Should Senior Living Facilities Handle Comments and Reviews?
Let’s be real: people will check your reviews before they ever call you. That means reputation management is part of your social media strategy whether you like it or not.
Here’s how to approach it:
Best Practices for Handling Engagement:
Respond to Every Comment A simple thank-you or “We appreciate your feedback” shows that you care and are listening.
Acknowledge Negative Feedback Don’t argue. Respond calmly, offer to continue the discussion offline, and take steps to improve.
Encourage Positive Reviews Ask happy families to leave reviews. After move-in or after a positive milestone is a good time to ask.
Monitor Mentions and Tags Know when people are talking about you. Use tools like Google Alerts or built-in platform alerts.
Stay Compliant Be cautious about disclosing resident health information. Even if someone tags you, don’t reply in a way that violates privacy.
Remember: Your social presence is your digital reputation. Own it and manage it proactively.
How Often Should You Post on Social Media for a Senior Living Home?
There’s no magic number—but you need to be consistent and strategic.
General Guidelines:
Facebook: 3–5 times per week
Instagram: 3–4 times per week (mix of posts, Reels, and Stories)
YouTube: 1–2 videos per month
LinkedIn: 1–2 posts per week (for hiring, culture, and partnerships)
Use a content calendar. Schedule posts around upcoming events, holidays, and campaigns. And always track performance. Look at what gets the most shares, likes, and comments—and do more of that.
Ready to Grow Your Senior Living Facility?
Partner with a Healthcare Marketing Agency That Delivers Results If you're serious about scaling your senior living community and reaching more families across Indiana, North Carolina, or anywhere in the U.S., it’s time to put strategy behind your social presence.
CMG is a healthcare marketing agency that helps senior care facilities grow through SEO, Google Ads, Facebook Ads, and CRO. We specialize in building digital ecosystems that attract qualified leads and convert them into loyal residents.
Whether you're starting from scratch or need help optimizing your current strategy, we help you turn clicks into calls—and calls into move-ins.
Let’s make your facility the obvious choice. Contact CMG today and let’s build your growth plan.
