My 70-year-old aunt is on Instagram.

She doesn’t post often, but she’s always one of the first to like my photos. She gets to see pictures of my daughter that other family members (who just stick to Facebook) never see.

The belief that “seniors are only on Facebook” is totally false. My aunt is proof. And I bet you have a relative just like her.

Instagram for Senior Care?

There are 48.3 million Instagram users over age 55. It’s time to ditch the notion that social channels like Instagram are only for young people. If your target audience is older adults and their caregivers, don’t be left behind. Find them where they are — and that includes Instagram.

For inspiration, take a look at these 5 trendsetting senior living organizations:

Sunrise Senior Living

Have a sense of humor: It’s OK to have fun. For many people, social media provides a break from reality, so lighthearted is what they want. Sunrise Senior Living weaves playful content into its Instagram presence, like this funny comment from a resident named Alice. Clearly their audience of 1,200 appreciates it.


Senior living marketing idea: Gather quotes from residents and feature the most original ones in posts or short videos.

Home Instead Senior Care

Jump on trending hashtags: Strategic hashtag use is crucial to Instagram success. And Home Instead Senior Care hashtags with the best of them. Their Instagram regularly features residents, using trends like #TransformationTuesday and #100YearChallenge.


Senior living marketing idea: Use hashtags in every post. Capitalize on trending hashtags to join in the conversation and make your organization relevant.

Sienna Senior Living

Stay true to your mission: According to Sienna Senior Living’s Instagram bio, “The fullness of life comes from the warmth of human connection.” And connection is exactly what the organization delivers on Instagram: Staff and residents bonding and enjoying activities, like the Villa’s Fashion Show at Villa Da Vinci Retirement Residence.


Senior living marketing idea: Align your Instagram presence with your brand’s distinctive mission and values, showing your audience how you stay true to your purpose.

Bonaventure Senior Living

Get in on the action: Moving to a senior living facility is the beginning of a new chapter of life. And Instagram is the perfect place to show seniors enjoying their new home. Bonaventure shows the fun side of senior living, such as annual Hawaiian luaus, meeting exotic animals, and even flying airplanes.


Senior living marketing idea: Attend resident activities and snap photos of happy moments. Prospective residents and their caregivers will be more eager to join in the fun.

Avanti Senior Living

Incorporate storytelling into your content strategy: Use your Instagram channel to tell the story of what staff and residents experience every day. Avanti Senior Living takes this a step further — it shares relatable stories, even if the heroes in the story are seniors who live elsewhere.


Senior living marketing idea: Be open to photos, videos and stories your audience is interested in, even if it doesn’t involve you. There may not always be a direct, promotional tie to your organization, but if your audience is engaged, it will benefit you.

Instagram may not be what comes to mind when you think of senior living marketing. But it has so much potential. With nearly 50 million users in your target audience age range, don’t you want to be where they can find you?

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