How Care Homes Can Connect Authentically with Their Audience on Social Media

Trust is at the heart of everything we do in care, and social media gives us such a great way to build that trust. When we share content that's personal, real, and reassuring, it helps us connect with potential residents and their families and strengthens our ties with the local community, too.

Let’s look at the social media channels we can use and explore some simple, practical ways to build that all-important trust. These are ideas anyone can get started with!

But first, a little word about GDPR...

Trust includes how we handle personal information on social media. Consent for sharing stories, photos, and videos must be clearly documented in each resident’s care plan. This ensures that everyone on the team, especially those managing your social media channels, knows exactly who has given consent and who hasn’t. Regularly reviewing this information not only protects residents’ privacy but also reinforces your commitment to transparency. By managing GDPR carefully, you can continue to share personal, engaging content while safeguarding the dignity and rights of those in your care.

Understanding Different Social Media Channels

Facebook: This is the go-to platform for care homes to connect with families, especially those aged 35-65+. With its wide demographic reach, Facebook is great for sharing longer content like resident stories, updates, and behind-the-scenes videos. You can also use Facebook Live for Q&A sessions or to live-stream events, engaging with families directly through comments and messages.

Instagram: Perfect for visual storytelling, Instagram tends to attract a younger audience, typically aged 25-44. Sharing photos of residents, staff, and daily activities is key here. Short video clips or Stories can capture everyday moments or resident achievements. Instagram’s visual format allows you to showcase the warmth and atmosphere of your care home in an instant, helping to build a positive, inviting image.

LinkedIn: While LinkedIn is more professional and appeals mainly to those aged 30-50+, it’s still valuable for care homes, especially when recruiting staff or sharing industry insights. It’s a great place to post about awards, accreditations, partnerships, and even everyday happenings in the home. Sharing behind-the-scenes content about staff training or your care home's values can also attract potential team members who align with your ethos.

YouTube: For longer video content, YouTube is an excellent platform, particularly for the 18-49 demographic. You could create tours of your care home, interviews with staff or residents, or detailed explainer videos about your care services. Since YouTube videos can be embedded on your website and shared across other platforms, it’s a versatile tool for storytelling.

TikTok: Though not traditionally associated with care homes, TikTok has a younger audience, mostly under 30 (think grandchildren and great-grandchildren), but it’s growing rapidly among all age groups. It offers a fun, creative way to share short, engaging video clips. You could post content showing residents enjoying dance sessions, fun team moments, or day-in-the-life videos. It’s a great platform for connecting with younger family members and showcasing the lively spirit of your home.

Show the Heart of Your Team

One of the simplest and most effective ways to build trust is to humanise your team. Instead of polished, staged photos, post genuine moments of care. This could be a candid shot of a carer sharing a cup of tea with a resident or a short video of a team member explaining why they love their job. These behind-the-scenes glimpses help people see the personalities and dedication behind the service, making them feel more comfortable about placing their loved ones in your care.

For example, you might post a “Meet the Team” series, where staff members introduce themselves, share their experiences, and talk about what drives them. Keep it informal and friendly - think of it as a virtual handshake. This helps break down barriers and puts a face to the care home, moving beyond logos and brochures.

Share Real Stories

Nothing builds trust like real stories from real people. Testimonials and success stories from residents or their families can be incredibly impactful. Ask residents, with their permission, to share their experiences living in your home. Perhaps they have a favourite activity they look forward to every week, or they want to share how they’ve formed friendships. Short videos or written testimonials can go a long way in giving potential families peace of mind.

A great practical idea is to have a “Resident Spotlight” post once a month. Share a photo and a few sentences about what that resident enjoys most about living in your care home. You can also share updates about your residents’ favourite hobbies or achievements, celebrating their individuality.

Tell Their Stories - Not Just Their Activities

It’s easy to post a photo with the caption “Betty laying the table,” but that misses the heart of the story. Instead, focus on the person behind the action. Betty’s been hosting family dinners for decades, and laying the table reminds her of those special Sundays spent with her children and grandchildren. Now, she brings that same love and care to the care home, where she feels a sense of purpose in helping out.

By sharing the backstory, you bring your residents’ personalities to the forefront. People will connect with Betty not just because she’s laying a table, but because they see her past, her values, and how she’s still living with purpose. It’s the backstory that makes all the difference, and it reassures families that their loved ones are seen as individuals, not just residents.

Choosing the Right Photos

Photos play a huge role in how people perceive your care home. When you’re posting pictures, choose ones that show clear, happy moments - whether it’s a resident laughing with friends, enjoying a favourite hobby, or simply smiling. Avoid blurry photos, and be mindful of the background. A tidy, welcoming setting, like a bright dining room or a sunny garden, adds to the feeling of warmth.

Thoughtful photos make people feel as if they’re seeing real, positive moments inside your home, which builds trust and comfort. The image alone should tell part of the story and convey joy and care.

Offer Transparency

People trust organisations that are open and honest. Use your social media platforms to offer a transparent look at daily life in your care home. This can include live Q&A sessions where you or your team answer questions from families in real time. It’s an opportunity to address any concerns head-on and showcase the care and attention you give to every resident.

Another idea is to share behind-the-scenes content regularly - whether it’s photos of the kitchen staff preparing meals or a video tour of the home’s facilities. This level of transparency helps families feel more comfortable and confident in their decision-making.

Showcase Community Engagement

Care homes are often central to their local communities, and sharing your involvement in local events or partnerships helps build that connection online. Whether you’re supporting a local charity, working with schools, or hosting open days, let your social media audience know about it.

You could live-stream events, share photos, or even run short, interactive campaigns. For example, encourage your followers to send in messages or drawings that can be displayed at the care home - this creates a positive interaction between the care home and its community, showing that you care beyond just the residents inside your walls.

Engage and Respond

It’s not enough to simply post on social media - you need to engage. Responding quickly and thoughtfully to comments and messages shows that you are listening and that you care about the concerns of potential residents and their families. Even a simple “thank you for your kind words” or “we appreciate your feedback” goes a long way in building trust.

One practical tip is to set aside a small amount of time each day to monitor your social platforms. Ensure that any questions are answered within 24 hours, and try to respond to both positive and negative comments with empathy and care.

Celebrate Milestones and Achievements

People love to feel good about where they choose to live or place their loved ones, so celebrate milestones that show your care home is thriving. Whether it’s a resident’s 100th birthday, a staff member winning an award, or an achievement such as an outstanding CQC rating - share it. These celebrations are a reflection of the care and community spirit within your home.

You could even take it a step further by creating celebratory videos or using Instagram Stories or Facebook Lives to showcase these happy moments in real-time.

Videos that Capture the Heart

Short videos can be an even more powerful tool for trust-building. Instead of producing overly polished, scripted content, capture real moments. A 30-second clip of a resident like Betty talking about why she loves helping out can be far more effective. Families will hear her voice, see her smile, and feel reassured by her experience.

When filming, make sure the video is clear, well-lit, and stable. Avoid shaky or blurry footage, and pay attention to background noise. Simple, natural videos that capture genuine moments will resonate deeply with your audience.

Bringing It All Together

By combining storytelling, thoughtful photos, and heartfelt videos, you can create a social media presence that feels real, warm, and trustworthy. Share the heart of your care home by focusing on personal stories that highlight residents’ individuality, celebrate achievements, and engage openly with your community.

Social media isn’t just about putting out content - it’s about creating a conversation, fostering relationships, and showing the world the warmth and care that’s at the core of everything you do.

And remember, it’s the stories behind the moments that make all the difference.

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Hello there!

I'm Becky, a seasoned copywriter and communications expert passionate about the elderly care sector. My roles in the marketing and communications department for Bright Horizons, brighterkind, and Four Seasons Health Care, have equipped me with a deep understanding of how to communicate with empathy, clarity, and authenticity. My focus is always on creating meaningful content that speaks directly to both the practical and emotional needs of those navigating the care journey.

?? I create engaging, human-to human content that truly connects with readers.

?? With over 20 years of experience, I've crafted compelling press releases, blogs, and web copy and internal communication, all designed to resonate deeply and authentically.

?? I've supported numerous clients in the care industry, and they appreciate my warm, relatable approach.

?? Drop me a message to say hello, or visit my website to learn more about how I can help your brand shine.

Becky x