You hit “post.”
You wait.
Nothing.
No likes. No comments. No shares.
And you start to wonder… is anyone even seeing this?
Here’s the surprising truth: Yes, they are.
Most parents are silent scrollers—they see your posts and notice your content but don’t always engage.
They see the classroom moments.
They notice the warmth of your school.
They picture what it would feel like to be part of this community.
The Mistake Schools Make
Schools' biggest mistake is assuming low engagement means parents don’t care, so they stop posting and believe the marketing isn’t working.
So What Works?
Instead of chasing likes, create content that makes parents feel something.
Show, don’t tell. Instead of saying, "We have a warm, nurturing environment," post a moment that proves it—a child beaming as they run into their classroom, a teacher comforting a nervous student.
Make your content about connection. Instead of "Now enrolling," try:"Imagine being part of a school where your child is known, your values are shared, and your family feels at home.
Stay visible. Even if parents aren’t engaging, they’re noticing. And when they need to find a school for their child, they’ll choose one that already feels like home.
The Bottom Line
Likes don’t equal impact.
Engagement isn’t always public.
But how you show up—week after week, post after post—matters more than you realize.
Because when a parent finally picks up the phone and calls for a tour?
It won’t be because of a single viral post.
It’ll be because they already feel like they belong.
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