How to Make Your School’s Social Media Content Meaningful: Building Connection and Community

When it comes to your school’s social media presence, your content isn’t just living on your official pages anymore—it’s everywhere in the digital space. Prospective families, students, and educators aren’t always seeking you out, most of the times they’re encountering your school in snippets—an Instagram Reel, a tagged post, a TikTok duet– in between their friend’s vacation photos and the latest viral videos.

Think of it this way: you’re a guest in their digital space. And like any good guest, your goal is to show up thoughtfully, creating value and fostering genuine connections.

Here are five tips to make your school’s social media content stand out:

1. Be a Good Digital Guest: It’s All About Community

Being a great digital guest starts with nurturing a sense of community. Social media isn’t just a megaphone; it’s a dialogue. And dialogues are all about creating meaningful connections with other people. 

Before you post anything, ask yourself:

1. How are you building community?
2. How are you nurturing that community?
3. How are you giving that community room to grow?

People follow brands and creators they feel connected to—whether through shared values, mutual interests, or simply feeling understood. When your community sees your posts, do they feel seen and valued?

2. Hook Their Attention and Earn Their Time

With attention spans lasting less than 8 seconds, your posts must grab attention immediately. Vibrant visuals, intriguing captions, or dynamic text overlays can make all the difference.

Understanding who’s consuming your content, and when helps you tailor your approach to fit their habits and interests.

For example, a video that opens with “Did you know we’ve doubled our STEM classes this year?” tells me a lot, even if I don’t watch the whole thing.

3. Keep It Real: Authenticity Wins Every Time

Your school has its own unique personality—lean into it! Whether you’re a project-based learning pioneer or an arts-focused academy, your “vibe” should guide everything you share, and every conversation you join. 

For instance, a Montessori school might share intimate moments of discovery like a student planting a garden or solving a puzzle, while a STEM-focused school could highlight student robotics projects and coding breakthroughs.

4. Connect with Cultural Moments

Authenticity also means being thoughtful about when and where you participate in conversations and sharing stories that resonate genuinely with your mission. Participating in cultural moments—like heritage months or special days relevant to your community—can help your school engage with broader conversations. Keep it genuine, inclusive and meaningful. 

For example, during Hispanic Heritage Month, a school with a diverse student body could feature students sharing their family traditions or a language class presenting cultural projects. A STEM school might skip National Donut Day—unless the physics class is calculating optimal dunk angles.

5. Always Add Value

People follow accounts that bring something to their lives—whether that’s inspiration, information, or a sense of belonging. Whether it’s a classroom activity, assembly video, or student art carousel, each post is an opportunity to connect emotionally. Instead of just promoting events, share why they matter.

For example, post a time-lapse video of students preparing for a science fair, paired with tips for families to support learning at home.

Remember, you’re not just competing with other schools in the feed – you’re up against every cat video and celebrity post out there. Make your content worth the pause.

Final Thoughts

Your goal isn’t just to get likes or views, it’s to create a genuine, lasting connection with your community. To do this, ask yourself: Is this content making people feel something? Whether it’s laughter, inspiration, or new knowledge, your content should evoke an emotional response.

The best social media presence isn’t about perfection—it’s about authentic connection. When you approach each post as an opportunity to make someone feel something real, you’re already winning.

Here are some quick ideas to spark your next post:

1. The Photo Dump: A collection of behind-the-scenes moments from field day or spirit week, set to upbeat music
2. The Behind The Scenes: Feature a student mural or project with a caption about its inspiration and creation process
3. The Before & After: Showcase a classroom or campus transformation, like a new art display or science lab renovation
4. The POV: Share an authentic perspective from a student, teacher, or parent—like “A Day in the Life of a 6th Grader”
5. The Tutorial: Quick tips or insights, such as “3 Ways Families Can Support Homework Time”
6. The Listicle: “5 Things You’ll Love About Our School” or “3 Reasons Our STEM Program Stands Out”
7. The Community Spotlight: Launch a weekly “Student Spotlight” celebrating achievements while fostering school pride
8. The Mini-Series: Break down big topics into themed segments, like “60-Second Science Lab Secrets” or “Where Are They Now?”

About the Author

Want to share?