Nursery World - Social media: the why, when and how of using Instagram to boost occupancy

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

Instagram, designed for sharing multiple pictures, is a good way of showing parents what their children have been doing

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.

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