![Nursing Home: how to post engaging content [content idea list]](http://onlineyougrow.com/cdn/shop/articles/cov-marketing-plan-5_8103c18d-3359-47cd-84a6-cb74f14d164b.png?v=1715865597&width=1100)
Facebook and Instagram are not just for likes and fun—they're powerful tools that the best nursing homes in the world use strategically to connect with families and attract new residents.
We understand that you're busy managing your nursing home, and the thought of handling social media might feel like an additional burden.
But here's the deal: you don't need to be a marketing expert or spend a fortune to make it work. Just a few minutes a day can help you reach out to families and showcase the compassionate care your facility provides.
To assist you, we have created a free list of content ideas - also, for a comprehensive action plan, please check our strategy pack for nursing home administrators.
Get the content idea list made for nursing home owners
A lot of nursing homes manage to post engaging content on social media. Here is a free tool to to get you started.
Content that always work well for a nursing home
We have studied numerous nursing homes' social media accounts when building our strategy pack for nursing homes - here is what consistently works.
| Content Type | Why It Works to Attract New Residents and Families |
|---|---|
| High-Quality Facility Photos | Visually appealing images of the living spaces, common areas, and amenities can make potential residents and their families feel more comfortable and interested in the facility. |
| Behind-the-Scenes Videos | Showcasing daily activities, staff interactions, and care routines builds trust and creates a connection with the audience. |
| Resident Testimonials | Positive reviews and testimonials from current residents and their families provide social proof and encourage others to consider the nursing home. |
| Special Programs and Activities | Announcing unique programs, activities, and events can attract new residents looking for an engaging and active community. |
| User-Generated Content | Sharing content created by residents and their families (photos, stories) engages the community and adds authenticity. |
| Local Collaborations | Partnering with local healthcare providers or community organizations can introduce the nursing home to a broader, local audience. |
| Event Announcements | Promoting upcoming events, family days, or special celebrations can attract new visitors interested in the community's activities. |
| Seasonal and Holiday Posts | Highlighting seasonal decorations, holiday celebrations, and special menus can attract families looking for a warm and festive environment for their loved ones. |
| Interactive Content | Polls, quizzes, and Q&A sessions engage followers and create a sense of community, encouraging them to learn more about the facility. |
| Health and Wellness Tips | Sharing tips on senior health, wellness, and caregiving can engage followers who are looking for valuable information and support. |
| Daily Activity Updates | Regularly updating followers with daily activities and events keeps the nursing home top-of-mind and showcases the vibrant community life. |
| Behind-the-Scenes Staff Stories | Featuring stories about the staff members creates a personal connection and humanizes the facility. |
| Caregiving Tips | Sharing tips and advice from professional caregivers can engage followers who are looking for expert guidance and support. |
| Sustainability Initiatives | Highlighting sustainable practices or community service projects appeals to environmentally conscious families and residents. |
| Resident Spotlights | Featuring regular residents creates a sense of community and makes others want to be part of that group. |
| Contests and Giveaways | Running contests and giveaways can increase engagement and attract new followers, many of whom may convert into residents or advocates. |
Some nursing homes make 5x more profit than you!
We have studied the strategies of the best nursing homes in the world. Replicate them now!
How can nursing home owners make great content on social media?
What to Prioritise
You probably know it already, but high-quality photos and videos of your nursing home are essential.
People make decisions with their eyes first. Make sure the lighting is good, the environment looks welcoming, and the presentation is inviting.
Also, post regularly to keep your audience engaged. It doesn’t have to be daily, but find a schedule that works for you and stick to it. We have prepared a free social media planner for you.
Of course, respond to comments and messages quickly. Families appreciate interaction and it makes them feel valued. Don’t just be another “bland” account.
Show the real side of your nursing home. Behind-the-scenes photos, staff stories, and resident shoutouts can create a personal connection with your audience.
If you want to keep your potential residents and their families excited, highlight any special activities, events, or seasonal celebrations. Make sure your followers know what’s new and exciting.
Finally, share positive reviews and testimonials. Social proof is powerful and can help attract new residents.
An example of our marketing pack for nursing home owners
What Doesn’t Matter as Much
Overly polished content does not really matter. Your posts don’t need to be perfect. Authenticity can be more engaging than highly produced content.
Also, don’t feel pressured to jump on every social media trend. Focus on what fits your nursing home’s “image” and what your audience likes.
If you have a low budget to conduct marketing for your nursing home, don’t immediately go for paid Ads. Organic reach can still be effective with good content and engagement. You will find tons of tactics and strategies in our strategy pack for nursing home managers.
How to Do It Fast and Efficient
First, spend a few hours once a week taking photos, recording videos, and drafting posts. This way, you’re not scrambling daily.
Use Scheduling Tools - tools like Buffer or Hootsuite can schedule posts in advance, saving you time.
Repurpose and use the same content across different platforms. A photo on Instagram can be a post on Facebook or a tweet on Twitter.
Encourage families to share their own photos and tag your nursing home. This is what we call “User-Generated Content”. Reposting these can save you time and build community.
Use apps like Canva for quick and easy graphic design, or Lightroom for photo editing. These tools can make your content look professional with minimal effort.
Low-budget content ideas for nursing homes on social media
Our team has created this list featuring very specific, low-budget content ideas tailored for nursing homes, with practical tips to keep costs down and effectively use social media.
You might want to incorporate some of these ideas in the marketing plan of your nursing home.
| Content Type | Tips to Make It More Affordable |
|---|---|
| Smartphone Resident Photos | Use natural light by positioning residents near windows during daytime. Enhance photos with free apps like Snapseed or VSCO. |
| Resident Testimonials | Ask satisfied residents or their families to leave a quick video testimonial on their phone. Offer a small token of appreciation, like a special treat or activity. |
| User-Generated Content | Encourage families to share photos of their visits by offering a monthly raffle for those who tag your nursing home on Instagram. |
| DIY Activity Videos | Film short, simple videos of popular activities using a smartphone and a basic tripod. Use free editing software like iMovie or OpenShot. |
| Behind-the-Scenes Stories | Use Instagram Stories or Facebook Live to give a real-time look at daily activities or introduce the staff during quiet hours. |
| Daily Activity Posts | Design simple, eye-catching graphics for daily activities using free tools like Canva. Include a brief description and a heartwarming photo. |
| Staff Spotlights | Feature staff members with a casual photo and fun facts about them. Use your smartphone and a natural setting in the nursing home. |
| Simple Polls and Questions | Engage followers with free Instagram or Facebook polls about their favorite activities or suggestions for new programs. |
| Local Event Promotions | Collaborate with local events by offering a small discount or coupon for family visits. Cross-promote each other's content to reach a wider audience. |
| Community Involvement Posts | Post photos and short stories about your participation in local charity events or partnerships with community organizations. |
| Resident Spotlights | Highlight residents with their favorite activities. Take a quick photo and share a short story about their experience at your nursing home. |
| Homemade Craft Photos | Create attractive table settings using inexpensive items like tablecloths, napkins, and props from dollar stores for craft activities. |
| Sustainability Tips | Share eco-friendly practices such as recycling or using local products. Create simple infographics with free tools like Canva. |
| Behind-the-Scenes Prep | Record short clips of the preparation for activities, such as setting up games or arranging flowers. Compile them into a quick video using free tools. |
| Simple Contests and Giveaways | Run social media contests where participants like, share, or tag friends to win a small prize. Use cost-effective prizes like a free activity session. |
| Seasonal Activity Posts | Highlight seasonal activities and decorations using natural light and your smartphone camera. Share the story behind the activity to add interest. |
Copy the tactics of the best nursing homes in the world!
There are nursing homes that make way more money than you do. We have studied their tactics. Get them now!
Exceptionally creative and innovative content ideas specifically for nursing homes
Investing in high-quality social media content for your nursing home can be incredibly beneficial. Many other facilities may not prioritize this, giving you a unique opportunity to stand out, capture attention, and build a strong, supportive community.
| Content Type | Why It Could Enhance Engagement and Trust |
|---|---|
| Virtual Family Visits | Hosting live or recorded virtual family visits where residents can connect with their loved ones can create a sense of community and emotional well-being, attracting families looking for a caring environment. |
| Interactive 360° Facility Tours | Offering virtual 360° tours of your nursing home, including common areas, private rooms, and activity spaces, can provide a unique behind-the-scenes experience and reassure potential residents and their families. |
| Seasonal Activity Highlights | Creating buzz with seasonal or limited-time activities, such as holiday celebrations or special events, can generate excitement and show the vibrant community life at your facility. |
| Resident Spotlight Stories | Sharing in-depth stories about your residents, their backgrounds, and their experiences at your nursing home can create an emotional connection and build trust with potential residents and their families. |
| AR Facility Integration | Implementing augmented reality (AR) technology in your facility tours where families can see a 3D representation of rooms and amenities can enhance the decision-making process and attract tech-savvy families. |
| Themed Social Events | Hosting themed social events, such as a 1950s dance night or a cultural celebration, can provide a unique and immersive experience, attracting families looking for a lively and engaging environment for their loved ones. |
| Health and Wellness Challenges | Organizing health and wellness challenges (e.g., step-count competitions or healthy eating weeks) can create a sense of community and promote a healthy lifestyle, attracting health-conscious families. |
| Collaborative Community Events | Partnering with local organizations or schools to host community events can introduce your nursing home to new audiences and create a buzz in the local community. |
| Staff Introduction Videos | Sharing videos that introduce your staff, their roles, and their personal stories can create a sense of familiarity and trust, making families feel more comfortable with your facility. |
| Interactive Care Planning | Allowing families to participate in care planning via social media polls or virtual meetings can make them feel involved and reassured about the care their loved ones are receiving. |
| Eco-Friendly Initiatives | Launching and promoting eco-friendly initiatives, such as sustainable practices or green spaces, can attract environmentally conscious families and media attention. |
| Mobile Health Clinics | Operating a mobile health clinic in different locations or at local events can expand your reach and attract new residents who may consider your nursing home for future care. |
| Wellness Subscription Service | Offering a subscription service where families receive monthly wellness tips, activity ideas, and health updates can create a loyal and engaged community. |
| Immersive Care Workshops | Hosting workshops where families can learn advanced caregiving techniques from your staff can attract those looking to enhance their caregiving skills and create a sense of exclusivity. |
| Flash Mob Social Events | Organizing flash mob social events in unexpected locations can create viral content and attract adventurous families looking for unique and engaging experiences for their loved ones. |
Content that never works well for nursing homes on social media
Don't waste your time and resources on these ideas. We've seen many nursing home administrators make these mistakes, and they won't help you stand out from the crowd or attract new residents to your facility.
| Content Type | Why It Never Works for Nursing Homes | Do This Instead |
|---|---|---|
| Generic Stock Photos | They lack authenticity and can make the nursing home appear unoriginal or untrustworthy. | Use real photos of your residents, staff, and facilities to create a genuine connection with your audience. |
| Overly Promotional Posts | Constantly pushing promotions can feel spammy and turn off followers. | Mix in engaging content like behind-the-scenes stories, resident testimonials, and interactive posts to keep your audience interested. |
| Unrelated Content | Posting content that has nothing to do with senior care or your nursing home confuses followers and dilutes your brand. | Keep your content focused on your nursing home, resident activities, events, and related topics to maintain relevance and interest. |
| Low-Quality Videos | Poorly shot or edited videos can reflect badly on your nursing home's quality and professionalism. | Invest in basic video equipment or hire a local videographer to produce high-quality videos that showcase your nursing home positively. |
| Political or Controversial Posts | These can alienate parts of your audience and lead to negative backlash. | Stick to neutral, positive content that focuses on senior care, community, and your nursing home's unique offerings. |
| Too Many Hashtags | Overusing hashtags can look desperate and reduce engagement by making posts look cluttered. | Use a few relevant, targeted hashtags to increase visibility without overwhelming your audience. |
| Automated Replies and Messages | They can come off as impersonal and frustrate families looking for genuine interaction. | Respond personally to comments and messages to show that you care about your residents and value their feedback. |
| Overly Staged Photos | Photos that look too perfect can seem inauthentic and less relatable. | Use natural lighting and casual settings to make your photos feel more genuine and inviting. |
| Constant Self-Promotion | Only talking about your nursing home can bore followers and reduce engagement. | Share user-generated content, collaborate with local organizations, and highlight community involvement to diversify your content. |
| Negative or Defensive Responses | Responding poorly to criticism can damage your reputation and discourage potential residents. | Address negative feedback calmly and constructively, showing that you are willing to improve and value input from residents and their families. |
| Ignoring Social Media Trends | Being out of touch with current trends can make your nursing home seem outdated and unappealing. | Stay updated with social media trends and incorporate them creatively into your content strategy to keep your audience engaged and excited. |
| Excessive Posting | Posting too frequently can overwhelm your followers and lead to unfollows. | Maintain a consistent but moderate posting schedule, ensuring each post adds value and keeps your audience looking forward to your updates. |
| Complex or Confusing Promotions | Promotions that are hard to understand can frustrate families and deter participation. | Offer simple, clear, and straightforward promotions that are easy for families to grasp and engage with. |
| Ignoring Comments and Messages | Not engaging with your audience can make them feel undervalued and reduce their loyalty. | Regularly respond to comments and messages to build a strong, interactive community around your nursing home. |
Make your nursing home more profitable
We have studied the strategies of the best nursing homes in the world. All their tactics are explained in our pack!
Why social media can be a big pay-off for your nursing home
We understand that as a nursing home owner, you might feel hesitant about diving into social media marketing.
The world of social media can seem foreign and filled with confusing jargon. You might believe that it's more suited for big corporations rather than essential services like yours.
The day-to-day demands of running a nursing home are already overwhelming, leaving little time for additional tasks like social media.
It's common to think that social media marketing is an expensive endeavor, one that your tight budget can't support. Plus, the sheer number of social media platforms can lead to indecision and skepticism, especially if previous efforts haven't yielded the results you hoped for.
That's why we've created a "marketing pack" specifically tailored for nursing home owners like you.
Our pack addresses all the issues you might face, offering simple, cost-effective strategies that don't require a marketing expert or a big budget for your nursing home. These documents are straightforward and easy to understand, cutting through the jargon and focusing on what really works for nursing homes on social media.
We provide clear, actionable steps for creating engaging posts, building a loyal following, and boosting your nursing home's visibility online.
With our marketing pack, you can invest in your nursing home's growth without feeling overwhelmed or uncertain.
Your nursing home could make more money!
Most nursing home owners don't know how to grow their business. Let us teach you the right strategies.
