Social media: the why, when and how of using Instagram to boost occupancy
Nicola Read
Friday, April 9, 2021
As the sector starts to look towards a full reopening of the economy, nurseries looking to boost parental demand can start with boosting their social media profile, and Instagram is particularly useful for engaging many new parents, says Nicola Read
While Facebook is the marketing platform of choice for many nurseries, now could be the time to start broadening your social media footprint. Now with nearly 31 million UK users, a host of associated trends, brands, and even language (think ‘influencers’, with ‘influencer marketing’ used increasingly by brands), Instagram is your next stop.
Now ten years old, Instagram has a slightly younger audience than Facebook. Twenty-five to 34-year-olds represent its largest demographic, mirroring the age of many new parents and families looking for childcare.
Instagram is an extremely visual platform. But though it is reliant on good imagery, that doesn’t mean your photos all need to be professional, expensive, posed-for shots. Whilst these can work well, we are increasingly finding that natural, authentic photos, capturing a moment are really well received.
In a similar way to Facebook, Instagram gives you an opportunity to market your business to prospective families. Sharing pictures of the setting and what makes it stand out, such as large outdoor play areas, are ideal uses of the platform. Sharing pictures of the activities set up for the day, before those excitable hands get involved, also work well, and you can’t beat some action shots. (Yes, you can share pictures of children’s faces online, as long as you have a sound social media policy and you have expressly sought, and received, parents’ permission).
Improving communication
Many of us know just how hard it is to get out of a child what they have been up to that day, and for many parents that can be hard when it’s their first time being separated. So any insight early years settings can give into what has been happening will be appreciated. We’re all a little bit nosy by nature, so people want to see behind the scenes. Sharing posts which show this always get likes and engagement. Posts that show lunchtime, story time, outdoor play, and craft activities are always popular, and if you want to create surefire social media gold; share your menu. Yes, we mean it, food is always a talking point. We can almost guarantee you someone will ask if you offer takeaway.
How often?
We recommend posting to Instagram a minimum of three times per week to keep it current. As well as those basic ‘grid’ posts, you can also use Stories and Reels. Stories are the posts you see along the top of the screen when you open Instagram. You can share your grid posts to them and upload different pictures or videos, and you can add captions, stickers and text to them too. These are well worth using as studies show many people now often only go to Stories and don’t always bother to scroll through their feed when using the app. Reels are fairly new’ and are Instagram’s answer to video-sharing site TikTok. You can upload 15 or 30 second videos to Reels. At the time of writing, Reels were being prioritised for exposure out of all content posted to Instagram – ideal to make use of if you are trying to grow your following. Remember you can always have a look what other people are doing to get some ideas before you post your first one.
Engagement
We couldn’t bring you an article full of Instagram tips without talking about engagement. Social media is only successful if you are social: it isn’t enough to post and run. You’ve probably heard it many times before, but if you want to grow your account and reach a wider audience then you really must engage. This means replying to everyone that comments on your posts and liking and commenting on the posts of other businesses in your area. That way people that follow them will also see you. This really is the key to Instagram success.
Most importantly, be you. Your social media account is a reflection of your setting’s ethos and personality. It’s OK to have fun, and be real. People warm to that, and they can relate to it. Stay professional, but bring a smile.
Nicola Read owns Babbl, a Social Media management company specialising in the childcare industry and working with childcare settings nationwide. www.Babbl.co.uk