Social Media for Childcare Centres: What to Post and What to Avoid
Most parents will look at your Facebook or Instagram before they ever call you. They're not judging your graphic design. They're trying to answer a simple question: "Would my child be happy and safe here?"
This guide covers social media for childcare centres in plain English: what to post, how often, the photo and device rules that changed in 2026, the giveaway rules that catch centres out, and how to turn followers into tour bookings. If you'd rather hand it over, that's what our social media management for childcares service is for, and it sits inside our wider childcare marketing work.
What social media can (and can't) do for your centre
Social media is great at building trust with families who already know your name, for example a neighbour who mentioned you or someone who found you on Google. It shows the day-to-day life that a website can't.
It's not great at filling a room by itself. Organic posts mostly reach people who already follow you. When you have a specific vacancy to fill, pair your posts with paid ads (our Facebook and Instagram ads guide covers that) and a strong Google presence.
Pick one or two platforms and do them well
Facebook is where many local parents follow centres, join community groups and look for events. It's a good home for updates, events and reviews.
Instagram suits short videos and photo carousels that show what a day looks like.
Your Google Business Profile isn't a social network, but you can publish updates and events there, and it appears when families search for childcare near them. Google's help page explains how to create posts on your Business Profile. Our Google Business Profile checklist covers the rest.
Being active on two platforms is better than abandoning five. If you only have time for one, start with Facebook and your Google profile.
What to post: 10 ideas parents actually care about
Show the learning, not just the cute
A "what we did today" story. One photo or short clip of an activity, with a line on what children were learning, such as counting, turn-taking or fine motor skills.
Room spotlights. Walk through one room each month: the space, the routine and what makes it suit that age group.
Meals. Share the weekly menu or a photo of lunch. Food is one of the first things parents ask about.
Outdoor play. Gardens, sandpits and excursions show families their child won't be inside all day.
Introduce your people
Educator introductions. Name, role, qualifications and a fun fact. Parents choose people as much as buildings. Ask staff before you post about them.
Behind the scenes. Cleaning routines, a new piece of equipment, or the cook prepping lunch. This kind of post quietly answers safety and quality questions.
Make it easy to take the next step
Vacancy posts. Say which room and which days are available, and how to book a tour. You're allowed to advertise vacancies, so be specific.
Events. Open days, stay and play mornings and community visits. Our childcare open day ideas post has plenty to choose from.
Virtual tour clips. A short walkthrough helps busy parents shortlist you. See our guide to childcare virtual tours.
Answers to common questions. Fees and the Child Care Subsidy, what to pack, how orientation works. Turn each question you get asked at reception into a post.
Two or three good posts a week is plenty for most centres. Consistency matters more than volume.
Photos and videos of children: get this right first
This is where social media for childcare is different from any other business.
The 2026 device rules
According to ACECQA, from 27 February 2026 changes to the National Law and National Regulations limit the use of personal digital devices in education and care services, and how images of children can be captured, stored and transmitted. In centre-based services, personal devices can't be used or held while working directly with children, with limited exceptions. Service-supplied devices can be used to take and share photos appropriately, and providers must have policies on digital devices.
In practice, that means every photo for your socials should be taken on a centre device, by someone your policy allows, and stored where your policy says. No more "I'll just grab it on my phone". ACECQA's earlier National Model Code set out the same idea: service-issued devices only and strict controls on storing images.
Consent from families
The OAIC treats an identifiable photo as personal information. It says it's good practice to get express consent after explaining what the picture will be used for and who will see it, and to take particular care with children by talking with their parent or guardian.
A simple approach:
Ask at enrolment, with separate tick boxes for private family apps, your website and public social media.
Keep a list educators can check before posting, and update it when a family changes their mind.
When in doubt, shoot hands, artwork, backs of heads or the space itself.
Never post full names, birthdays or anything showing where a child lives.
Giveaways and competitions: be careful
"Like and share to win" posts are popular, but childcare has extra rules. Reporting on Department of Education guidance, The Sector lists cash, gift cards or vouchers, electronic devices and other gifts meant to influence enrolment as prohibited inducements under the Child Care Subsidy rules. The rules can also apply to rewards for existing families who refer someone.
What you can promote: the quality of your care, vacancies, free tours or orientation visits, your programs, and fee discounts that are managed and reported correctly. If a post offers something in return for enrolling or referring, check it against the Department's guidance before it goes live.
Turning followers into tour bookings
Likes are nice, but enquiries pay the bills. A few simple habits help:
Put a "Book a tour" button on your Facebook page and a booking link in your Instagram bio.
Answer messages quickly, ideally the same day. A slow reply to "do you have Tuesday places?" is a lost family.
End vacancy posts with one clear action, such as "Book a 20-minute tour this week", and link to a page with a booking form.
Track where enquiries come from. Ask "How did you hear about us?" on your form and at the tour. Our post on going from enquiry to enrolment explains what to do next.
Reply to comments and reviews, good and bad, calmly and without sharing private details.
What to avoid on your centre's social media
Posting children without checking consent, or on a personal phone.
Arguing with an unhappy parent in the comments. Thank them, take it offline and follow your complaints process.
Generic stock photos. Parents want to see your rooms and your team.
Going silent for months. An abandoned page makes families wonder if you're still open.
Promising things you can't back up, like "the best centre in the area".
FAQ
How often should a childcare centre post on social media?
Two or three good posts a week is enough for most centres. Pick a pace your team can keep up all year, and add extra posts when you have a vacancy or event to promote.
Can we post photos of children on Facebook and Instagram?
Only with clear consent from their family, taken on a service device and handled under your policies. Since 27 February 2026, national rules limit personal devices and how images of children are captured, stored and shared. If you're unsure, post photos where children can't be identified.
Is social media enough to fill our vacancies?
Usually not on its own. Organic posts build trust with families who already know you. To reach new families, combine social posts with paid ads, a strong Google Business Profile and a website that makes booking a tour easy.
Want help with your centre's social media?
We create and manage social media for childcare centres, with posts that follow the photo rules and point families to a tour. Book a free chat and we'll look at your current pages together and suggest what to change first.
Comments