The effectiveness of social media as a marketing tool — just like the effectiveness of any content channel — is as much about when you post as what you post. In the senior living space, a strong social media strategy incorporates seasonality in a way that aligns with the goal of reaching seniors, adult children and referral sources. And, yes, it is important to recognize holidays like Veterans Day, calendar callouts like Grandparents Day and advocacy efforts like Alzheimer’s Awareness Month. But seasonality in senior living marketing goes beyond these timely posts.

Senior living social media marketing works best when it reflects the rhythm of real life. And life is highly seasonal! The questions families ask, the concerns they feel and the decisions they’re open to considering shift throughout the year. Smart social strategies anticipate those shifts. Rather than posting the same types of messages year-round, community brands that align content with seasonal mindsets feel more relevant and more human.

‘Tis the Season … for Social Media

Holidays are a perfect example of aligning with a seasonal mindset. We all know Thanksgiving, December holidays, and even Mother’s and Father’s Day are moments when families naturally spend more time with aging loved ones. These gatherings often bring small, but significant realizations to the surface: changes in mobility, memory, isolation or overall well-being. Thoughtful posts during these times, encouraging families to check in, start conversations or monitor subtle changes, can resonate deeply without feeling alarmist.

Content that offers gentle guidance, conversation starters or reassurance positions a community as a trusted resource at exactly the moment families are most attentive.

Other seasonal opportunities abound. Spring is ideal for content about fresh starts, downsizing and wellness — often aligning with peak move-in season. Late spring and early summer usher in graduation season, when older adults may be more active on social media, watching grandchildren celebrate their important milestones.

Summer lends itself to posts about family visits, multigenerational activities and keeping residents engaged when routines change. Fall naturally supports planning-focused content, from financial readiness to future care considerations, as families settle back into schedules.

The State of Social Media Across the Map

Geography also plays a major role in seasonal relevance. Winter marks the arrival of snowbirds and part-time residents exploring longer stays or permanent moves to our warm-weather communities. Social content during these months can spotlight short-term stays, lifestyle amenities, wellness programs and the ease of “trying on” community living.

Meanwhile, summer and fall content may shift toward hurricane preparedness, heat safety or maintaining a social connection when seniors travel north.

Communities that reflect these seasonal realities demonstrate both local awareness and proactive care. By mapping content to the calendar, senior living communities can create social media that feels timely, empathetic and intentionally designed to meet families where they are — month by month, season by season.

But Don’t Forget National Pizza Day!

Seasonal content gives your social presence rhythm and relevance, from feel-good holidays like Valentine’s Day and Mother’s Day to monthly celebrations like Senior Independence Month and Caregiver Awareness Month. Tapping into these holiday posts for social media keeps your content timely and top of mind.

Holidays and recognition days are perfect for bite-sized social content that educates, reassures and connects. Seasonal content is another opportunity to add a personal touch. Highlighting residents and team members puts a human face on your community, showing the people who make it special. For example:

● A Valentine’s Day video asking residents to choose between chocolate or roses.
● A Veterans Day feature highlighting residents who served.
● A Thanksgiving post asking residents and staff what they’re thankful for.

When deciding which holidays to feature, focus on those you can tie directly to your community. If you’re highlighting International Creativity Month, consider showcasing your community’s art class or residents who are passionate about art. If your dining program is serving iconic pizzas, use National Pizza Day (February 9) to put a spotlight on those gorgeous pies!

Choose holidays that will resonate with your senior-focused audience, like Grandparents Day, National Senior Citizens Day and, of course, traditional celebrations like Mother’s Day, Yom Kippur and New Year’s Day. Also consider regional and local celebrations specific to your city or state, such as annual music festivals, art exhibits or even sporting events like the Super Bowl that can connect with your audience.

Strategy, Content Planning and Timing

Creating a content calendar for social media is as creative as it is strategic. Setting aside time for regular content planning lets you research relevant holidays, month-long observances and seasonal themes well in advance, ensuring your content feels intentional and well thought out.

When it comes to social media for seniors, content planning also helps you align your social content around on-site news and events, such as:

● Community anniversaries
● New lifestyle spaces
● Renovations or expansions
● Seasonal programming

Content featuring on-site photos and voices has consistently proven to be a key component in a successful social strategy. Not only do these posts perform best, but they also add originality by providing a unique, behind-the-scenes look into your community. Prospects and families value these insights when researching their options, and families of current residents enjoy seeing all the exciting happenings in their loved one’s community.

Another key factor in social success is timing for your posts. While engagement can vary by audience, research shows the best times to post on Facebook are generally between 9 a.m. and 6 p.m., Monday through Friday.

Consistency matters, but remember that posting online isn’t a race for likes. Focus on quality over quantity. When your content is meaningful and reaches the right audience, engagement follows naturally.

What Social Media Do Older Adults Use?

It’s no surprise social media usage among older adults continues to grow. The Pew Research Center tells us that more than half of adults age 65+ are on Facebook. A lower percentage (19%) use Instagram and only 12% are on TikTok.

While Facebook remains the most popular platform for seniors and seemingly the best social media for older adults, Pew reports usage among younger age groups, who are often adult children, family members or caregivers, is also strong:

Facebook
● Ages 30–49: 80%
● Ages 50–64: 74%
Instagram
● Ages 30–49: 62%
● Ages 50–64: 40%
TikTok
● Ages 30–49: 44%
● Ages 50–64: 30%

Incorporating Social Media Into Your Overall Marketing Plan

Social media is just one piece of the marketing puzzle, but when integrated properly, it helps complete the picture. A strong social presence allows communities to connect in a way other tactics simply can’t.

The real-time nature of social media, combined with seasonal posts featuring on-site photos and community differentiators, helps strengthen your brand and brings your online audience closer to your community.

Reach out to discover how our team can help you build a strategic, engaging and seasonally driven social media content calendar for your community.

Featured Image: Fah061043 / Shutterstock