In senior living marketing, the heart often speaks louder than facts and figures. This is why content that only highlights features, like amenities, floor plans, or services, can fall flat. The big picture is always people. Families and residents want to feel connection, trust, and belonging.
So how can your community showcase its people while still sharing your brand? Across nearly every platform, video has emerged as one of the most powerful tools to create that connection. Video allows senior living communities to showcase culture, values, and the everyday “love stories” unfolding in their communities.
By bringing stories to life on screen, video helps shape perception, influence decision-making, and guide prospective residents and families toward choosing your community.
Did you know people retain 95% of a message when they watch it in video form compared to just 10% when reading it in text? In senior living, where emotions drive decisions, this retention is key. Video content allows you to:
For families navigating the difficult decision of finding senior living, video gives them a glimpse of what life could look like: warmth, care, and community.
Every powerful video follows a narrative flow. You don’t need a Hollywood production team: just a clear story arc:
When residents and families share their journeys on video, they aren’t just giving testimonials: they’re telling stories that others can see themselves in.
Not sure where to begin? Start with approachable, people-centered videos:
Each video is an opportunity to highlight not just the “what” of your services, but the “why” behind them.
Some ambassadors may not know where to start in sharing their story. That’s where your team, or a trusted marketing partner, comes in. With some guidance, you can help shape meaningful video content. Consider:
Above everything else, authenticity is the most important aspect of producing quality video content. Families don’t expect movie-quality production: they want real moments that feel honest and relatable.
Video doesn’t just tug at the heart; it drives measurable results. They consistently lead to longer website visits and stronger social media engagement. A well-produced community video can quickly gain traction online and drive traffic back to your site.
Search engines reward video content, which means communities that leverage video are more likely to be discovered by families actively searching for senior living options. A well-optimized video can help boost rankings and bring in organic leads.
Video can also serve as premium content. Offering exclusive access to an in-depth virtual tour or extended resident interviews in exchange for an email sign-up is an effective way to generate high-quality leads.
Using the power of video content can transform the way your senior living community connects with prospects, residents, and families. Video builds authenticity, fosters engagement, and establishes brand authority by amplifying the voices that matter most: the people who live and work in your community.
Sara Mitchell, President of Solinity Marketing
