Unless you want your summer camp to fade into the background, social media is a must.
In 2020, there were 3.6 billion social media users worldwide! In 2025, that number is expected to grow to 4.41 billion.
Social media is not just a tool for connecting with current campers and parents but a way to showcase your camp’s unique spirit to potential families. It can help with building awareness of your camp, generating new camper leads, improving communication, and even creating a lasting sense of community.
Around 92% of marketers agree that social media increases exposure.
But how can summer camps choose the right platforms?
The key is identifying your goals for social media and understanding where your audience—parents, campers, and staff—spends their time online.
Skip ahead
• Why Social Media Will Benefit Your Summer Camp
• What Are Your Social Media Goals?
• What Content Should You Post?
• Where Are Your Target Campers and Parents?
• Top Social Media Platforms for Summer Camps
Why social media will benefit your summer camp
Social media offers countless benefits for summer camps, from sharing testimonials to creating a strong visual identity for your brand.
One of the greatest advantages is expanding your reach.
Most families are on at least one social media platform. By having a presence, you can connect with more parents, campers, and staff. Many parents make decisions based on what they see online, so a strong social media presence can directly impact enrollment numbers.
Statistics show that families spend 20–40% more on programs they discover through social media.
What are your social media goals?
Before diving into social media, decide what your goals are. Clear goals will guide your strategy and prevent you from feeling overwhelmed.
Ask yourself:
• Do you want to attract new campers?
• Do you want to retain past campers and their families?
• Are you recruiting counselors or other staff?
• Do you want to create an online community for past campers?
By focusing on your objectives, you’ll know what type of content to create and which platforms to prioritize.
What content should you post?
The type of content you share will depend on your camp’s personality and audience. Social media is a visual medium, so camps should focus on showing what makes them special.
Here are some ideas:
• Photos of camp activities and events
• Testimonials from happy campers and parents
• Behind-the-scenes videos of counselors preparing for the summer
• Live Q&A sessions for parents
• Virtual tours of your campgrounds
• Fun challenges or contests for past campers
• Staff highlights to showcase your team
Where are your target campers and parents?
Knowing your audience is crucial. If your camp primarily serves younger kids, focus on the platforms where their parents spend time, such as Facebook. For camps geared toward teens, Instagram or TikTok might be more effective.
Conduct a quick survey of your past campers’ families to understand their social media preferences. Alternatively, look at competitors’ social media accounts to see where they’re getting the most engagement.
Top social media platforms for summer camps
Here’s a breakdown of the top social media platforms and how summer camps can use them effectively:
With over 2 billion monthly active users, Facebook is the king of social media. Every camp should have a Facebook page to:
• Share updates
• Build relationships with parents
• Promote events
• Run targeted ads to reach families in specific locations
Facebook groups are excellent for creating a sense of community among past campers or keeping parents connected throughout the summer.
Instagram is perfect for visually showcasing your camp.
• Post pictures and videos of daily camp life
• Share behind-the-scenes footage of staff preparation
• Use Instagram Stories to give quick updates or highlight camper achievements
With its younger audience, Instagram is ideal for camps targeting teens.
YouTube
YouTube is often overlooked, but it’s a fantastic tool for summer camps.
• Upload virtual tours of your campgrounds
• Post video testimonials
• Share instructional content like packing tips or campfire recipes
YouTube videos are also easy to share on other platforms.
TikTok
If your camp serves teens or pre-teens, TikTok can be a fun way to connect with campers. Create short, engaging videos like:
• Camp dance challenges
• Funny skits featuring counselors
• Quick recaps of camp activities
TikTok’s virality can help you reach new audiences organically.
Twitter is useful for quick updates and conversations.
• Post reminders for parents (e.g., drop-off times, packing lists)
• Respond to inquiries in real-time
• Join trending conversations relevant to summer camps
While not as visual as other platforms, Twitter is excellent for building trust through communication.
Conclusion
Social media is a powerful tool that can help your summer camp grow and thrive.
The platforms you choose should reflect your goals, target audience, and available resources. Whether you use Facebook to communicate with parents or TikTok to connect with teens, the right strategy can make a big impact.
