The Ultimate Guide to Increase Social Media Engagement for Childcare Centres

As a childcare operator, you know how important it is to build relationships with your children’s families and prospective families. One of the key ways to do that is through engagement on social media. But what are the best ways to increase social media engagement for your childcare centre? In this guide, we’ll share tips and tricks to help you get the most out of social media and boost your engagement levels. So read on and get started!

What is social media engagement and why should childcare centres care about it?

Simply put, social media engagement refers to the ways you can develop relationships with your audience, community, and potential clients in the digital space. Engagement might include likes, comments, shares, or replies to content you’ve shared with your community. Parents who engage with your centre on social media can also take the next step by visiting your website, scheduling a centre tour, or enrolling their child.
It’s important to note that engagement goes both ways. Just as you’re working to engage with parents, they should feel comfortable and welcome engaging with you. A two-way conversation will help build trust and credibility—two essential components of any relationship.

The fact is that social media has permanently changed the way we connect with other people, how we do research, and ultimately the decisions we make as consumers. Your social media profile is not only your first impression, but a key opportunity to build trust before a parent ever walks through your doors.

Why does social media matter for childcare centres?

According to a 2022 Hootsuite study, 21.45 million Australians or 82.7% of the population, were active users of social media. The largest age group among them was adults between 25-34 years old – the exact age bracket among first-time parents in Australia. Today’s parents of young children grew up with the Internet themselves, and are more adept at online research than their parents were.
Technology is embedded into their daily lives. What’s more, parents are increasingly turning to social media for information about their children’s health and for information and support from other parents. You can bet they’re using their social network as a way to crowdsource information about childcare centres in their area.
An active social media page is one of the reasons why parents reach out to childcare centres. By establishing an active social media presence, you can meet your audience where they are (ie. on their mobile devices). The possibilities are endless when it comes to engaging with parents on social media.
You can position yourself as an expert in your industry by sharing useful information parents would want to know. You can introduce potential clients to your brand instead of waiting for them to come to you. And, you can enhance your childcare centre’s reputation by generating virtual word-of-mouth. You can also post parent testimonials on your social media platforms, and allow parents to leave you a rating or review on your Facebook page.
No matter what your goals are, social media should be part of your larger marketing strategy. And when used correctly, social media can help you reach more families, build relationships, and ultimately enrol more children in your childcare centre.

The different types of social media channels and which ones to use

There are so many different social media platforms out there to keep up with, It can be hard to know where to start, let alone which ones will work best for your childcare centre. The good news is, you don’t have to be on every single platform. In fact, it’s better to focus your energies on a few that will allow you to reach your target audience and achieve your desired results.
Facebook – Facebook is the most widely used social media platform worldwide, with more than 2 billion active users. The largest share of Facebook’s audience is adults between the ages of 29-34 – the exact age range of many parents who have young children. You can share photos of your centre, videos, text updates, articles and links, and events with your followers and community.
You can drive traffic to your website or blog, or capture leads directly on your profile. Facebook is also a good first point of contact for directly messaging with enquiries. So make sure to set up your Facebook Business Page and include this in your social media strategy.
Instagram – Instagram is an extremely popular platform for visual content including photos and videos. You can use Instagram to give parents an inside look of your daycare centre, and get to know your team of educators and staff. Be sure to obtain parent permission before sharing any images of children.
And make use of Instagram Stories to share quick, behind-the-scenes moments with your followers. With this in mind, we recommend that you include Instagram in your social media strategy.
Google My Business – Your Google My Business profile is your local listing in the Google search results. Your GMB should contain all of the essential information about your centre location, hours of operation, services offered, and contact options. You can also publish posts and events to give updates or share relevant information to your day care service.
Acquiring reviews from happy parents is one of the best ways to improve your chances of ranking higher in the search results and scheduling centre tours. So make sure to include GMB in your social media strategy and actively encourage parents to leave you a review on Google My Business.
LinkedIn – LinkedIn is used mainly for professional networking and business-to-business marketing. Use LinkedIn to connect with other professionals who specialise in child development or education services, and learn about ways you can get involved with your local business community.
Youtube – Youtube is the world’s largest video platform. Not only can you create engaging, share-worthy content for Youtube, but you can also post your Youtube links across your other social media channels.
TikTok – While TikTok is particularly popular among teenagers, young adults between the ages of 25-39 are not far behind. TikTok allows users to share short videos that combine music, sounds, text, footage, and graphics. Creating viral content on TikTok can be a great way to generate awareness for your daycare centre. But make sure to create age-appropriate content that is relevant to parents of young children.
You don’t need to be on every platform if you use the right one (or ones) effectively. If you’re new to social media for business, Facebook, Instagram, and Google My Business are great places to start.
One way smart business owners can avoid wasting time posting on multiple outlets is to use a social media planning tool. Tools like this can sync up your various social media profiles and post to some or all of them simultaneously. Currently, Airchild social media planner has integrations with Facebook, Instagram, LinkedIn, and Google My Business.

What are some of the best ways to increase social media engagement for your centre?

First, make sure your social media profiles are complete and up to date. Are the hours of operation current? Is the website link missing? Is your profile photo a blurry image taken six years ago? Look at your profiles from the perspective of a potential client. If there’s anything that would cause you to hesitate, be sure to fix it.
Consider using a clean, crisp image of your name and logo as your profile photo across all platforms for consistency. And, be sure to fill out the “About Us” or bio section on every profile page you have. Include a brief introduction to yourself and the childcare centre, the types of services you offer, and what makes your centre unique. Add links to where parents can go to learn more about your services, your credentials and licensure, and whatever else you deem relevant.
Then, come up with a consistent posting schedule. To encourage engagement, you need to post on a regular basis, at least once per week. A better cadence would be three times per week, though some businesses post daily. Take care not to post multiple times a day and risk becoming spammy.
Once your social profile are in good shape and you have a plan for how often you will post, here are some ways you can boost engagement:

Create valuable content

It’s no secret that the best way to grow your social media following is by posting quality content. The key here, however, isn’t just any old piece of writing – it’s something unique and engaging which will keep people scrolling through their feed!

When you post quality content that is relevant to parents, you are more likely to get likes, shares, and comments. But, what is valuable content? It can be a blog post or article you wrote, an infographic, a video, or even just a well-designed image. The key is to make sure it is something your target audience will find interesting and useful. A good rule of thumb is to aim for an 80/20 split in favour of valuable, non-promotional content.

Join in on trends and viral content in a way that is authentic to your brand 

A great way to get more eyes on your content is by joining in on trends and sharing viral content. But, it’s important that you do this in a way that is authentic to your brand. For example, if there is a trending hashtag about a current event, you could use it in a post about how the event affects parents with young children.
If you see a piece of content that is getting a lot of attention and you think your audience would enjoy it, share it! Just be sure to add your own commentary or perspective so that people know why you are sharing it and what they can expect to gain from viewing it.

Get involved in conversations

One of the best ways to get more engagement on your social media posts is by getting involved in conversations. When you comment on other people’s posts, you are more likely to get noticed. And, when you reply to comments on your own posts, you are showing that you care about what people have to say.
To get the most out of social media, you need to be active and engage with other users. Don’t just post and then walk away – get involved in conversations, ask questions, and join in on trending topics. The more you engage, the more likely people are to notice you – and your centre!

Follow fellow childcare centres and other parenting-focused pages 

A great way to get more eyes on your content is by following other childcare centres and parenting-focused pages. When you follow these pages, you will get updates on their latest content in your newsfeed. This makes it easy for you to share their content with your own followers.
When you follow other pages, you can also comment on their posts and get involved in conversations. This is a great way to build relationships with other businesses in your industry. And, who knows – they may even return the favour and start following you or feature your centre in their content!

Start giveaways and contests

Social media is a great platform for giveaways and contests. These are great ways to grow your following and get more people interested in your childcare centre.
To run a successful contest, you need to offer a prize that is relevant to your target audience. For example, if you are trying to attract new families to your centre, you could offer a free week of childcare or a gift card to a local business. Or, if you are trying to increase enrolments for a specific program, you could offer a discount or freebie for signing up.
Make sure to promote your contest across all of your social media channels and in your other marketing materials. You can also use hashtags to make it easy for people to find and share your contest.

Utilise calls to action in your social media posts

A call to action (CTA) is a statement or question that encourages people to do something. For example, “Like this post if you’re a parent!” or “Tag a friend who needs childcare!”
Using CTAs in your social media posts is a great way to increase engagement and get people involved. When you use a CTA, you are more likely to get likes, comments, and shares. And, the more engagement you get, the more likely people are to see your content.
CTAs are an important part of any social media strategy. They help you move people through the sales funnel and convert them into customers. When used effectively, CTAs can be a powerful tool for getting more enrolments and growing your centre.
Boosting engagement on social media can seem like a daunting task, but it doesn’t have to be. By following these tips, you can encourage more people to interact with your content and build a community of engaged followers.

What types of content work best for childcare centres on social media platforms?

The content you post should be useful, authentic, high-quality, and in line with your brand and values. The best social media branded content doesn’t look like just advertising, but offers something valuable to the audience.
Photos – Give prospective parents a feel for your centre by posting photos of your facility – not stock photos. You can even use video to give them a virtual tour. Introduce parents to the people who will be caring for their child by spotlighting a different teacher or staff member each week. List their credentials and qualifications, as well as a personal fact about their pets, hobbies, or interests.
Highlight Your Uniqueness – Your social media platform is an opportunity to share what makes your centre special, and help people get to “know” you. What makes your childcare service unique? Maybe it’s your exceptional staff, or your sensory-safe activities for children with special needs. Whatever sets you apart, this is your opportunity to shine a light on it.
Give Updates – Share timely updates in real time. This will keep your current parents engaged and show prospective clients that you’re communicative and responsive. Use social media to advertise events like upcoming open houses and celebrations, or news like changes in hours, weather delays, etc.
Blogs and Articles – Another type of content that can generate a lot of engagement among parents is educational posts about family, child development, and parenting topics. Share blog posts (or even better, write your own!), short videos, and news articles about topics related to your business or that might be of interest to your audience – parents of young children. These might be ideas for fun, educational activities to do with young kids, or the latest wisdom on social-emotional learning.
Infographics – Infographics are especially popular, as they distil a lot of information into an attractive and easy-to-read image – and tend to get a lot of shares on social media. You can even create and share downloadable activity sheets or instructions for arts and crafts projects.

Videos – Video content is another great way to reach your audience. Millennials and young adults are already accustomed to consuming social and informational video content on Instagram, Youtube, and TikTok. So, appeal to them with a format they already enjoy. Your videos can be quick tips and educational resources, or more personal looks at a day in the life of your centre.


Protect Privacy

As a childcare provider, you know to always put safety first, and that includes social media. Never disclose any identifying information about the children under your care on your social media platforms. Never post photos of children without the explicit consent of their parents or guardian.
It’s best to have a written social media policy and share it with your staff and parents. Parents and guardians may sign a written release to allow their child’s image to be shared on your website or social media.

How to measure the success of your social media engagement campaigns

Measuring your social media engagement will give you a better idea of what content works best with your audience, and help you determine whether your efforts are paying off. In order to measure your engagement, you’ll need to track the following metrics to review the performance of your social media campaigns:
Engagement Rate (Total Engagements / Total Reach) – This will tell you how many people are engaging with your content as a percentage of the total number of people who see it. Identifying your most engaging content will give you insights into what topics or formats resonate most with your audience.
Number of Shares – This metric measures how often your content is being shared, which can be a good indicator of its popularity and usefulness. If you see a lot of shares on a particular post, that’s a good sign that people are finding it valuable and feel inclined to share it with their own networks.
Number of Comments – This metric can give you a sense of how engaged your audience is with your content, and whether they’re inspired to start a conversation. If you see a lot of comments on a post, that’s usually a good sign that people are interested in what you have to say and are eager to discuss it further.
Number of Likes – This metric is a good indicator of how much your audience enjoys your content. The more likes a post gets, the more likely it is that people will see it and engage with it.
Number of Followers – This metric measures the size of your audience and can give you insights into the reach of your social media campaigns. If you see a steady increase in your number of followers, that’s a good sign that people are finding your content valuable and are interested in following your brand.
Post Reach – This metric measures the number of people who see your content. A high post reach means that more people are seeing your content. This is a good metric to track if you want to increase the visibility of your brand.
Social Media Page visits – This metric measures how many people are visiting your Facebook page. A high number of page visits indicates that people are interested in your brand and are looking for more information.
Website clicks – This metric measures how many people are clicking on links to your website from your social media posts. When people are constantly clicking on your website, it means that they value your content and want to know more about what you have to offer.
No marketing strategy is worthwhile if you can’t measure its effectiveness. Airchild offers reporting features so you can see where your leads are coming from. As the owner of your childcare centre business profile, you can also view and manage leads directly from your social media channels.
By tracking these metrics, you’ll be able to see which of your content pieces are performing well and adjust your strategy accordingly.

How Airchild Social Media Planner can help boost your social media engagement

Maintaining a solid social media presence and engaging with your audience requires time and effort. Busy business owners don’t need to spend their days managing social media posts and engagement. A Social Media Planner from Airchild can streamline your marketing so you can devote your time to taking care of your business and the children in your care.
With Airchild Social Media Planner, you can:
1. Access and manage all your social media accounts in one platform.
2. Easily create social media posts that you can publish directly to any or all of your social media platforms.
3. Schedule the publishing date and time of any posts on any social media platform.
4. Easily change the publishing dates with our Drag and Drop scheduling feature.

5. See all of your published posts and drafts in one social post dashboard.


Try the social media planner by scheduling a FREE Demo with Airchild!

If you want to take the labour out of your social media management and start enjoying the benefits of increased social media engagement, get started today by booking a free demo. Our team will walk you through the various features, and discuss how we might meet the unique needs of your centre.

Final Thoughts

When you’ve got a new lead from your outstanding social media presence, make it simple for them to schedule a tour to see your facility with Airchild’s easy-to-use Tour Booking Management system. Save time and let parents book a tour according to their own schedule. The Booking Management tool also reduces no-shows with automated reminders and follow-up processes.
Social media management can be a challenge, but with the right tools from Airchild, it doesn’t have to take away from your time with children. From creating and scheduling posts to managing tour bookings, you can easily handle your social media strategy and keep your focus on providing care for your centre families.
Contact us today and let us help you grow your childcare business with ease. We are here to make it easier for you!