Do senior living communities really need to be on social channels like TikTok or Instagram?
You may be skeptical, but aging services providers can harness the power of social media to achieve many different goals—increasing awareness of your brand in the community, engaging with your audience, attracting new clients or residents, and promoting your services.
The key is approaching social media marketing the right way: That means understanding your purpose on the channel, who you are trying to reach, and the message you want to get across. Here are just a few strategies to make the most of social media:
Choose the Right Platforms: Identify the social media platforms most commonly used by older adults and their families. For example, according to a recent survey, 71 percent of people aged 50 and older use Facebook. Platforms like Instagram and TikTok can also be relevant depending on your target audience—and don’t forget that you may reach a senior’s other family members there, like their adult children or grandchildren.
Create Engaging Content: Share content that resonates with seniors and their families. This could include images and videos of community events, resident spotlights, success stories, and testimonials. Showcasing the positive aspects of community life helps build trust and interest.
Live Streaming Events: Consider live-streaming community events, such as performances, workshops, or guest speakers. This enables families who may not be able to attend in person to participate virtually and stay engaged.
Virtual Tours: Offer virtual tours of your senior living community to prospective residents and their families. Virtual tours can give them an inside look at the facilities and amenities.
What platforms should your senior living community use? There is no one-size-fits-all answer: Every senior living community has a unique voice, brand, and message. In fact, the answer for your community will likely be a combination of organic and paid social media channels that can help maximize your digital marketing efforts. Let’s take a look at the different options for organic and paid marketing that exist on the most popular social media channels.
Keep in mind that it will take more time to build an audience and reach more people organically on social media. Paid advertising options allow you to target your audience and get your message in front of more people in your target market.
Organic: Facebook is an essential platform for senior living communities due to its broad user base, including a significant number of seniors and their families. Communities can share engaging content, photos, videos, and updates to foster connections and build a sense of community.
Paid: Facebook Ads allow you to target specific demographics and geographic areas, making it an effective way to reach potential residents and their families. Boosting posts and creating targeted Facebook marketing campaigns can help increase visibility and drive traffic to your community’s website or landing pages.
Organic: Instagram is an increasingly popular platform among seniors and their families. Sharing visually appealing content, such as photos and short videos, can help showcase the community’s lifestyle and facilities.
Paid: Instagram ads and promoted posts can help expand your reach and engage with a wider audience. Instagram’s targeting options can be useful for reaching potential residents and families interested in senior living options.
Organic: LinkedIn is valuable for promoting the community to professionals in the healthcare and senior care industries. Sharing updates about the community’s achievements, awards, and partnerships can help establish credibility.
Paid: While not the primary platform for senior living communities, LinkedIn’s sponsored content and targeted advertising can be beneficial for recruiting staff and establishing industry connections.
Organic: YouTube is an excellent platform for sharing longer-form videos showcasing the community, interviews with residents and staff, virtual tours, and educational content related to senior living.
Paid: YouTube’s ad platform can be used to reach a targeted audience and showcase your community through video advertisements.
Organic: TikTok can be relevant for certain senior living communities that want to showcase their vibrant and active lifestyle through short, fun videos. Consider your target audience before investing in TikTok marketing.
Paid: TikTok’s advertising options may offer opportunities for reaching younger family members and potential caregivers.
We are proud to partner with senior care organizations to help take their social media marketing efforts to the next level. Talk to us about how the smart and effective use of social media, including both organic and paid campaigns, can help you reach more prospective residents and their families and extend the reach of your senior living brand in the areas you serve.
