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Marketing Director, Promises Behavioral Health

Unlock Health Senior Living Marketing

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I remember hearing Gary Vaynerchuk mention that he was blown away that our society was scared of the power of social media. Still, so many businesses are hesitant to leverage it.

We all know social media is powerful. We see it shaping culture, driving trends, influencing decisions, and building brands in real time. Yet in senior living marketing, many communities still treat social as an afterthought or simply “checking the box”.

If your approach to social media is simply about “checking the box,” you’re overlooking a powerful opportunity to differentiate your community. Today’s audience is actively seeking stories that resonate. If you’re not telling yours with intention and authenticity, you’re missing the chance to connect with those searching for the services you provide.

Think about it. When you are around others, what are they typically doing when not engaging with others? You often see people on their phones constantly swiping up to the next post and video. As much as I struggle with it, I can be just as guilty of looking at Instagram or LinkedIn in idle moments.

I’m bullish on social media because it is one of our industry's most underutilized, undervalued, and misunderstood tools. In 2025, senior living communities adopting a strategic, story-driven, and audience-aware social media strategy will have a serious edge.

Here's why:

1. It meets people where they are in their free time.

Let’s start with the obvious: social media is now a default behavior.

Adults of all ages scroll Instagram while waiting in the carpool line, check Facebook during lunch breaks, or watch YouTube Shorts before bed. The keyword here is “free time.” As much as I struggle with it, I can be just as guilty of looking at Instagram or LinkedIn while sitting idle.

This matters.

Unlike search engines or comparison sites, where people are actively looking for solutions, social media gives you access to audiences when their guard is down. You're not interrupting, you're engaging. You show up during intentional leisure, where emotional content and storytelling thrive.

2. It’s the best way to engage a passive audience.

In senior living, most future residents, or their adult children, aren’t ready to buy today, but they’re quietly observing and forming opinions long before they reach a decision point. Social media, especially short-form video, offers a powerful way to engage this passive audience by building comfort and trust through authentic, ongoing storytelling.

Every reel or post becomes a soft touch that shapes perception. Ultimately, sales isn’t about closing but getting people to think differently. This medium is one of the most effective tools to change the narrative around what senior living truly looks and feels like.

3. Social is where brand building happens in 2025.

Your community isn’t just a building. It’s a culture. A vibe. A feeling that can be hard to express, but social media is built for it.

Use it to:

• Tell resident stories
• Feature everyday moments in your community
• Showcase your staff’s impact
• Behind-the-scenes snippets
• Heartfelt testimonials from family members
• Glimpses into a themed activity or field trip

This is how you move from “just another option” to a memorable brand. A brand that feels personal, warm, and values-driven.

4. The algorithm wants to help you, if you know how to use it.

The power of social media today is tied to one word: distribution.

If your content resonates, social platforms will do the heavy lifting. TikTok, Instagram Reels, Facebook Watch, and even LinkedIn are all algorithm-driven ecosystems that reward:

• High retention
• Strong engagement
• Authenticity

Your job is to create content that makes people pause, watch, comment, and share. And once you do, the platforms will expand your reach beyond your immediate followers.

This is how one piece of content can bring thousands of new eyes to your brand overnight—for free.

5. People are shopping on social (even for senior living.)

Here’s what’s happening in 2025:

The line between entertainment and commerce? It’s gone.

Social media isn’t just for sharing memes or catching up with friends anymore. It’s a new front door. It’s how people discover products, services, experiences, and yes, even senior living communities.

A few months ago, I wrote about how the search experience is changing in Senior Living. Traditional search engines are no longer the only source of truth; increasingly, people are turning to TikTok, Instagram, and YouTube as their go-to search tools.

If your senior living community isn’t showing up in those key moments of discovery, you’re not just behind the curve; you’re missing out.

You're missing the chance to be seen, to be considered, and ultimately, to be chosen.

6. Short-form video is king, and your stories deserve the spotlight

If I had to bet on one content format for senior living in 2025, it’s short-form video. Nothing else offers the same combination of:

• Emotion
• Engagement
• Reach

Your opportunities are endless. Refer back to point 3, where I detailed ways to capture the vibe at your community. Regarding video, you don’t need high production. You need realness. Short-form video is scrappy, authentic, and shareable. That’s why it works.

Final thoughts:

Social media isn't optional. it's foundational.

Senior living marketing has always been about relationships. Social media is just today’s most powerful relationship builder. It lets you educate without overwhelming, inspire without selling, and build trust long before someone fills out a form.

So yes—I’m bullish.
Because the communities that go all-in on social media will not only win attention but also tell their unique stories in a way that captures hearts, minds, and loyalty for years to come.

We are not selling residences, we are changing narratives, building connections, and earning trust, one scroll at a time.

Need help building your Q3-Q4 roadmap? Let’s talk. 

larry.williams@unlockhealthnow.com 

Why I’m bullish on social media in senior living

(And 6 reasons you should be, too)

SENIOR LIVING MARKETING BLOG

08/11/25

By Larry Williams, Director of Growth Solutions, Unlock Health

Senior Living Podcast:

Host Larry Williams engages senior living industry experts in candid and insightful conversations.

Join Larry and his guests as they explore the latest marketing trends moving the industry forward.