Why Senior Living Communities and Social Media Go Hand-in-Hand


Let’s clear up a common misconception about seniors and social media. The idea that older adults aren’t tech savvy enough to use social media is simply false: 41% of Facebook users and 10% of Instagram users are 65 and older.

Not only that, data also suggests that more seniors are using social media every day than reading their daily newspaper. And, given that overall social media usage has increased during the COVID-19 pandemic, it’s inevitable that this trend will continue.

So, social media content should be a strong component of any senior living community marketing strategy. In this post, we’ll go over more reasons why senior living social media content should be part of your outreach.

Nurture Senior Living Leads by Being an Expert

Moving into a senior living community is a huge step. It’s a decision that calls for considerable research, possibly over the course of a few years. You can build trust and credibility by providing information and answers to questions swirling through senior living prospects’ minds. Do this by sharing senior living social media content in the form of blog posts, shared articles, and videos on topics like how to downsize from a house into a senior living community, what to look for in a community, and how to choose the best one.

By sharing high-quality senior living social media content, you also increase your chances of followers sharing your posts on their social feeds, which helps to create more brand awareness around your senior living community. 

Consider Your Audience(s)

Of course, you should be aiming your messaging toward your current and prospective senior living residents, but there’s another group you should also keep on your radar: Families of prospects. They’re often involved in their loved one’s decision to move into senior living, so make sure to take them into consideration when posting on social media. (This is also a great reason to have a presence on Instagram. While a smaller percentage of your prospects are on Instagram, their younger family members are.)

The key is to show that their parents or grandparents will be in good hands if they sign a lease with you, so make sure your customer service shines on social media. Engage with your senior living Facebook followers by replying helpfully to questions and comments and responding kindly and professionally to every senior living review that you receive. It shows that you’re attentive and that you care, and it can also help you build relationships with potential residents.

Mix Up Your Senior Living Social Media Content

A senior living social media content plan doesn’t have to differ too much from any other Multifamily social media content plan. We’ve written about how to create an effective social media content plan for apartments, and the same process applies: identifying your goals, understanding your target audience, auditing the performance of your current social media content, planning out when you’ll post which type of content, then measuring the results.

Keep in mind that not all social media platforms are the same, so be strategic about your senior living content approach. Content that shines on Facebook might fall flat on Instagram, so understanding the differences will help you figure out how to have the greatest impact:

  • Facebook allows for a wide variety of content: photos, video, posts about move-in discounts and specials, links to relevant articles and blog posts. Offer your senior living followers a variety of different types of posts to ensure a good balance between helpful, fun, interesting content and ones that are more sales-focused.
  • Instagram is all about photos and videos. It’s also used by a younger demographic. When coming up with ideas for senior living content, keep your prospects’ younger family members in mind, too. By sharing videos of residents doing their hobbies or speaking about their lives, senior living prospects and their loved ones will understand how they’ll fit in with your community.


The majority of your senior living prospects are active social media users, and so are their families. By meeting them where they are and offering content they would like, you can nudge them toward the next step, which is making contact and scheduling a tour. Respage can help you every step of the way, so contact us!


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