What it is · What the best looks like · Why it matters · What’s included · How it works · What we post · Facebook post ideas · Which platforms · Local knowledge · Consent & safeguarding · How we measure · Pricing · FAQs

The best social media marketing for care homes isn’t the loudest or the most frequent. It’s the kind that a worried daughter scrolling your page at 10pm finds reassuring, and that a local carer finds genuinely appealing. In our experience, it has five things in common:

• Consistency — posts go out every week, so your page never looks abandoned
• Real people and real moments — your residents, your team and your home, not stock images
• Consent built in — every photo is cleared before it’s shared, so nothing puts dignity or privacy at risk
• Two audiences, one voice — content that speaks to families choosing care and to carers choosing an employer
• Measured results — reporting that tracks enquiries, visits and job applications, not just likes

Social media for care homes done this way becomes a quiet, constant reassurance. It won’t replace a visit, but it’s often what persuades a family to book one.

• “We post when someone remembers, which is about once a month.”
• “We’ve got lovely activity photos but don’t know what we’re allowed to share.”
• “Our page has 200 followers and most of them are staff.”
• “We have no idea whether social media brings in a single enquiry.”
• “The last agency posted stock photos that looked nothing like our home.”

• Monthly content plan — three posts a week across two platforms, planned around your activities, care types, team, events and vacancies
• Consent-safe content process — a simple way for your team to capture and share photos and stories with the right consent, protecting residents’ dignity and privacy
• Designed posts in your brand — graphics, photo edits and short videos that look consistent, professional and recognisably yours
• Captions for families and carers — posts written to reassure families choosing care and to attract care workers looking for a better place to work
• Community management — comments and messages monitored, with enquiries and job questions passed to your team quickly
• Profile optimisation — Facebook and Instagram profiles set up properly, with correct contact details, care information, links and a clear call to action
• Local community reach — content that connects with local groups, events, schools and organisations, so you’re visible in your own neighbourhood
• Monthly performance report — reach, engagement and follower growth, plus the numbers that matter: enquiries and job applications from social media

The result: A social media presence that builds trust and attracts both families and staff.

Facebook is where most families look first, so care home Facebook posts deserve extra thought. The posts that perform best feel personal, show real life and give people a reason to react, share or get in touch. Here are ideas we use regularly with care homes and home care agencies:

• Activity snapshots — a gardening club, a baking morning or a singalong, shared with consent and a short, warm caption
• “Meet the team” introductions — a photo and three quick facts about a carer, nurse, chef or activities coordinator
• Behind-the-scenes moments — the chef planning the weekly menu, or the small touches residents love
• Celebrations — birthdays, anniversaries and milestones, always with the resident’s or family’s permission
• Helpful explainers — short answers to questions families ask, such as how respite care works or what to bring on moving day
• Community connections — school visits, local charity events and partnerships with nearby groups
• Open day invitations — clear dates, times and a simple way to book a visit
• Recruitment posts — a real shift described honestly, with pay and a quick way to apply

Short videos and clear photos usually outperform text-only updates, and posts with a person in them tend to draw more comments than posts about a building. We test formats month by month and report back on what your audience responds to most.

Facebook

Facebook is the most important platform for most care homes and home care agencies. It’s where many adult children researching care spend time, where local community groups share recommendations, and where many care workers look for local jobs.

Instagram

Instagram is ideal for showing daily life visually through photos, short videos and stories, and for reaching younger care workers early in their careers.

LinkedIn

LinkedIn helps with relationships that matter behind the scenes: commissioners, social workers, discharge teams, and senior or clinical hires such as nurses and registered managers.

We recommend starting with two platforms done well, rather than five done badly. That’s why our core social media marketing covers two platforms, three times a week.

Care homes: show the home

Care home social media works best when it makes the building feel like a home: rooms, gardens, food, activities and the relationships between staff and residents. Regular, consistent posts help families picture their relative there and encourage them to book a visit.

Home care agencies: show the people

Home care agencies can’t show a building, and should never show clients’ homes. Their social media focuses on carers, training, reliability, the areas covered, local community involvement and, above all, recruitment, because home care growth depends on hiring.

Read the full case study →

Likes are easy to count, but they don’t fill beds or rotas. Our monthly reports focus on the numbers that show whether social media for care homes is working:

• Enquiries and visit bookings that came through Facebook, Instagram or LinkedIn
• Job applications and messages from potential carers
• Reach among people in your local area, not just existing followers
• Engagement on each post type, so we know which content to make more of
• Growth in followers who are families, referrers or local carers

Paid campaigns can speed things up. The Birmingham domiciliary service above generated 14 applications in its first month on an £8 daily budget. Meta Ads are included from the Growth package.

Every package is backed by our 60-day results commitment. Compare all packages →

Related services: Meta Ads (Facebook & Instagram) · Staff Recruitment Marketing · Reputation Management · Care Home Website Design · All 12 services