By Sindye Alexander

Let’s face it—these days, if your child care center isn’t on social media, it’s kind of like being invisible to today’s parents. But just having a Facebook page or posting random photos when you remember isn’t enough. To really connect with families and grow your enrollment, you need a game plan.

Think of your social media presence like a window into your center. It’s often the first place potential parents go to get a feel for who you are and what you’re all about. So let’s make sure that window is clean, colorful, and full of personality. Here’s how to build a social media strategy that works—and that doesn’t take over your entire week.

1. Know What You’re Trying to Do (Other Than “Just Post More”)

Before you start picking filters or scheduling posts, take a step back and ask: What’s the point?

Do you want to:

• Get more tours booked?
• Show current parents what their kids are doing all day?
• Share parenting tips and build trust?
• Highlight your amazing teachers and curriculum?

Knowing your goals will help you figure out what kind of content to focus on. For example, if enrollment is your priority, you’ll want to highlight your programs, post tour openings, and run some local ads.

Pro tip: Keep your goals somewhere visible—like on a sticky note by your desk—so you’re always posting with purpose.

2. Choose the Right Platforms

Not all social media platforms are created equal, and your audience may be more active on certain platforms than others. Here are the best platforms for child care centers:

• Facebook – Ideal for building a community, sharing updates, and running ads.
• Instagram – Great for visual storytelling through photos, videos, and Reels.
• TikTok – Perfect for engaging, fun, and educational short videos.
• YouTube – Useful for longer videos like virtual tours and parenting tips.
• Pinterest – A great platform to share educational resources and activity ideas.

Choose 2-3 platforms that align with your goals and target audience, and focus on maintaining a consistent presence.

• Pick the Platforms That Make Sense for YOU

You don’t have to be everywhere. In fact, trying to manage five platforms is a fast track to burnout. Instead, choose 2–3 that your ideal parents actually use. Here’s a cheat sheet:

• Facebook – Best for parent communication, reviews, and ads. It’s still the #1 spot for moms researching local businesses.
• Instagram – Great for sharing daily moments and showing off your classroom vibes.
• TikTok – Fun if you’ve got the energy and ideas, but optional. It works best for centers with young staff who like being on camera.
• YouTube – Only if you have the capacity to make longer videos like center tours or workshops.
• Pinterest – Ideal for sharing parenting tips, crafts, or your educational philosophy, but more of a slow-burn platform.

Try this: Ask a few current parents which platform they use most to follow local businesses. Let their answers guide you.

3. Map Out Your Content (So You’re Not Scrambling Every Day)

Ever stared at a blank post box and thought, I have no idea what to say? That’s where a content calendar comes in.

Plan your posts at least a week or two ahead. Mix it up with:

• Behind-the-scenes peeks (think snack time, circle time, outdoor play)
• Parent shout-outs or testimonials (bonus points if they send pics!)
• Staff highlights and appreciation posts
• Safety updates or cleanliness routines
• Fun facts or tips about early childhood development
• “Meet the Teacher” posts, or “What’s for lunch?” snapshots

Tools to make it easier: Try free schedulers like Meta Business Suite, Later, Metricool, HootSuite, or Buffer. Schedule everything on Monday, then check in daily for comments.

4. Be Social (It’s Called Social Media for a Reason)

Don’t just post and ghost. Social media is a two-way conversation. Check your notifications, respond to questions, and thank people for their comments. Treat every interaction like you would if a parent walked through your door.

Want to boost engagement? Try this:

• Ask parents to vote on the next themed dress-up day.
• Post a funny quote from a toddler and ask for more in the comments.
• Host a quick “Ask the Director” Instagram Live session.

People love being part of a conversation—especially when it’s about their kids.

5. Make It Look Good (No Blurry Pics, Please)

Parents want to see your center. Use bright, high-quality photos and videos that show real moments—think joyful kids, engaged teachers, cozy classrooms, and clean spaces. Even a snapshot of story time can go a long way.

Tools like Canva make it easy to add your logo, colors, or fun text without needing a graphic design degree.

Quick tip: Natural light is your best friend. Take photos near windows when you can.

6. Consider Paid Ads (You Don’t Need a Huge Budget)

If you’re trying to fill a few open spots, a small Facebook or Instagram ad campaign can work wonders. Target your ads to local parents with kids under 5, and make the ad feel personal—like an invitation, not a billboard.

A simple ad might say:
🎉 Now enrolling for fall! Book your tour today and see why families love ABC Child Care.
Add a cute photo, a clear CTA (link to your site or a message button), and boom—you’re marketing like a pro.

7. Keep an Eye on What’s Working

Every platform gives you analytics—use them! Check which posts get the most likes, shares, and comments. Are people clicking on your links? Do certain topics get more saves or reactions?

Don’t stress about every number. Just look for patterns. Then do more of what works and let go of what doesn’t.

Monthly check-in idea: Schedule a 30-minute social media review at the end of each month. Bring coffee. Make it fun.

Final Thoughts: Show Up Like You Would in Real Life

You don’t need to be a viral sensation to win at social media. You just need to show up consistently, share your heart for what you do, and speak to the families you want to attract.

Because at the end of the day, what parents want to see is the same thing they want in their child’s care: trust, warmth, and a genuine connection.

So start small, stay consistent, and don’t be afraid to let your center’s personality shine through.

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Need a boost with your child care marketing? We’ve got you covered.

At Child Care Genius Marketing, we specialize in helping child care businesses shine online—with services like:

• Custom website development, hosting, and top-notch security
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Prefer to keep things in-house? Check out our Genius Box—a monthly subscription packed with ready-to-use blog posts, social media content, and a fresh new lead magnet every month to keep your marketing humming.

👉 Learn more at Child Care Genius Marketing
📅 Ready to chat? Schedule a free, no-pressure call and see how we can help your marketing work smarter—not harder.