Trending: Social Media Shake-Ups Every Senior Living Marketer Needs to Know

In the rapidly evolving landscape of social media, staying informed about platform developments is crucial for senior living owners and operators aiming to effectively engage their target audiences. Below is an overview of recent updates across various platforms and insights into their relevance for the senior living industry.?

Emerging Platforms: Bluesky and RedNote?

Bluesky?

Initially a project by Twitter co-founder Jack Dorsey, Bluesky has evolved into an independent platform emphasizing user autonomy and decentralized structures. With over 21 million users, Bluesky has quickly become a popular alternative to those looking to leave X. It offers customizable experiences without central algorithms or traditional advertising. Its focus on user control and community-driven growth may appeal to those seeking more personalized interactions.??

RedNote?

Also known as Xiaohongshu or "Little Red Book," RedNote is a Chinese social media and e-commerce platform that has gained popularity in the U.S., especially amid discussions of a potential TikTok ban. The app allows users to share short videos, photos, and text posts and includes shopping functionalities. It emphasizes users' interests over influencer dominance and has become a space for cross-cultural exchanges between American and Chinese users.?

Updates on Established Platforms?

TikTok?

The uncertainty around TikTok's future in the U.S. could impact how brands, including senior living communities, approach their investment on the platform. If the platform undergoes significant changes, its algorithm, user engagement, or advertising dynamics could shift. Demographically, TikTok might not be the go-to platform for senior living communities yet, but its growing reach among various groups makes it worth monitoring.?

X (formerly Twitter)?

X has introduced a dedicated video tab in its U.S. app interface, reflecting a shift towards video content. This addition aims to enhance user engagement by providing a more immersive video experience. That being said, it’s important to note that X users have been on the decline, losing 7 million active users monthly from 2022 to 2025 in the U.S.??

Meta (Facebook and Instagram)?

Meta continues to be a dominant platform for reaching the senior living audience. Recent studies indicate that older adults are portrayed more positively in online media, showcasing them as active and tech-savvy. This shift presents an opportunity for senior living communities to engage with this demographic through authentic and empowering content.?

Meta recently introduced a new feature, Meta Verified. Our team did some research to see if there is any validity to going through the process, so you don’t have to.?

Here’s what we found:?

• A verification badge immediately signals legitimacy, which is critical for senior living communities where trust and safety are top priorities for families.?

• It reassures adult children researching care options that the community is reputable and professional.?

• Verified accounts may receive priority in search results, feeds, and comments, helping communities stand out in a crowded market.?

• Enjoy faster customer service, which can help resolve issues related to account security, ads, or content, ensuring marketing campaigns run smoothly.?

• Verified accounts might gain early access to new tools, content formats, and analytics, helping them create more engaging posts.?

• Larger brands or regional operators can use verification to build consistent brand trust across all locations.?

Some drawbacks:?

• Verification requires a monthly fee of at least $14.99/month.?

• Small communities with limited online activity may not see enough ROI from verification.?

• Users can only verify two business assets that belong to the same business portfolio.?

• There’s no guarantee of growth.?

• The pay-to-verify model can devalue previously earned verification.?

Meta Verified can offer valuable benefits to certain senior living communities, but it may not be necessary for every client.?

Platform Recommend Actions for Senior Living Communities?

Given the current landscape, Facebook remains a primary platform for reaching adult children considering senior living options for their parents, as well as independent older adults exploring retirement communities. The platform's extensive user base and familiarity among older demographics make it a valuable tool for engagement.?

While emerging platforms like Bluesky and RedNote are gaining traction, their user bases currently skew younger. However, as these platforms evolve, they may offer new avenues for engagement, especially if their demographics broaden over time. It's advisable to monitor these platforms' growth and consider them as part of a diversified social media strategy in the future. With the current uncertainty around TikTok, it might not be the best platform for a significant marketing focus for senior living communities at this time. However, it’s worth keeping an eye on its evolution, especially given its ability to drive authentic and highly engaging video content.?

Our experts at Senior Living SMART recommend maintaining a strong presence on Facebook for immediate engagement with the target audience in the senior living industry. Simultaneously, staying informed about emerging platforms will position senior living communities to adapt to shifting social media trends and audience behaviors. To stay up to date on best practices, download our guide to social media. Questions? Connect with our social media team.??