Families searching for childcare often start online, scrolling through websites and social media for a glimpse of where their child might spend their days. Photos can show your space, but they lack the energy and warmth of your environment.
Video marketing fills that gap, offering a transparent, engaging way to showcase your program, build trust, and connect with families before they visit. With just a smartphone, you can create videos to highlight your facilities, staff, and daily activities, helping parents envision their child thriving in your care.
Here are five effective ways to use video to showcase your childcare program.
1. Create a virtual tour
Walking prospective families through your facility with a guided video tour is one of the most effective ways to build comfort. This helps them get a feel for the space before they even step inside. A virtual tour answers many initial questions and removes the mystery of what lies behind your doors.
What to include
Start at the entrance to show families exactly where they will drop off and pick up their children. As you move through the facility, showcase each classroom, highlighting age-appropriate materials, cozy reading nooks, and organized play areas. Don’t forget to point out safety features, such as secure entry systems or child-proofed zones, as safety is a top priority for families.
Be sure to include key common areas like the playground, cafeteria, and restrooms. Narrate the tour with a friendly and welcoming tone, explaining how children use each space throughout the day. Keep the video short—two to three minutes is usually sufficient to give a comprehensive overview without losing the viewer's attention.
Why it works
A virtual tour respects a family's time and builds familiarity. When they eventually come for an in-person visit, they will already feel acquainted with your layout. It demonstrates transparency and openness, showing families exactly what to expect.
2. Introduce your staff
Your staff members are the heart of your childcare program. Families want to know who will be nurturing, teaching, and caring for their children. Filming short "Meet the Teacher" videos is a fantastic way to introduce the caring individuals who will be with the children each day.
What to include
These videos don’t need to be professionally produced; a simple, authentic video shot on a phone works well. Have each staff member briefly share their name, their role, and one thing they love about working with children. They might share a favorite storybook they love to read during circle time or a fun art project they enjoy leading.
Keep the setting casual—perhaps film them in their classroom or on the playground. This authenticity helps families connect with your staff on a personal level.
Why it works
Trust begins with knowing the people. When families see the faces and hear the voices of your staff, it humanizes your program. It shifts the perception of your business from a "facility" to a community of caring individuals. This personal connection is often a major factor in a family's decision-making process.
3. Showcase a "day in the life"
It can be hard for families to imagine what their child will actually do all day. Use short video clips to give a glimpse into the daily rhythm and activities at your program. This shows your curriculum and care philosophy in action.
What to include
Capture varied moments throughout the day. Film a snippet of circle time where children are singing songs, capture the focus during a sensory play activity, or show the energy of outdoor play. You might show the setup for lunch to demonstrate your nutritional standards or film a quiet moment during nap time preparation (without showing sleeping children).
When filming, focus on the activities and the learning environment. Compile these short clips into a reel or a story highlight on Instagram or Facebook.
Important note: Always respect privacy. Do not show children's faces without explicit permission from their guardians. You can often film from behind to capture the activity while protecting identities, or use emojis to cover faces if necessary.
Why it works
These videos demonstrate the enriching experiences a child will have in your care. It moves beyond telling families about your curriculum to actually showing them. Seeing happy, engaged children provides reassurance that your program is a stimulating and safe place to be.
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4. Share testimonials from happy families
Word of mouth has always been a vital marketing strategy for childcare programs, and video testimonials are the modern evolution of a personal recommendation. Hearing directly from other satisfied families provides powerful social proof and builds a high level of trust with prospective families.
What to include
Reach out to a few current families who love your program and ask if they would be willing to record a short video testimonial. You can prompt them with simple questions to get them started, such as:
- "What do you love most about our program?"
- "How has your child grown since joining us?"
- "What made you choose us over other options?"
A thirty-second clip is often more than enough to convey a powerful message. It doesn't need to be scripted; candid responses are often the most persuasive.
Why it works
Prospective families relate to current families. They share the same concerns and hopes for their children. When they see a real person speaking positively about their experience, it validates your program's quality in a way that your own marketing copy cannot.
5. Answer frequently asked questions (FAQs)
You likely answer the same questions from prospective families over and over again. Create a series of short videos where you or your program director answer these common inquiries. This positions you as a helpful resource and saves time for everyone involved.
What to include
Think about the topics that come up most often during tours or phone calls. Address subjects like your curriculum philosophy, your approach to discipline, meal plans and nutrition, or your specific health and safety protocols.
Create one video per question to keep the content brief and easy to find. For example, a 60-second video titled "How we handle potty training" or "What to expect at drop-off" can be incredibly valuable content for your website or social media channels.
Why it works
These videos show that you understand and anticipate family concerns. It positions you as transparent and organized. Furthermore, it allows families to get the answers they need on their own time, which can make them feel more confident and informed before they even reach out to you directly.
Best channels for sharing videos
To maximize the impact of your videos, selecting the right channels is essential. Here are some of the best platforms to share your childcare content:
- Website: Incorporate videos directly onto your website, especially on key pages like your homepage, FAQ section, or program details. This gives prospective families easy access to essential information while they explore your offerings.
- Social media: Platforms like Facebook, Instagram, and TikTok are excellent spaces to share engaging, short-form videos. Parents often follow childcare programs on social media for updates and insights, making these platforms great for reaching existing and potential families.
- Email: Videos can be included in newsletters and onboarding emails to communicate specific processes or highlight the value of your childcare services. For example, an emailed video on "Daily Routines in Our Program" can help new families feel more connected to your program.
- Parent portals: If you use a communication platform like brightwheel, you can upload videos directly for easy access by enrolled families. This ensures that current parents and guardians stay informed, strengthening trust and satisfaction.
- YouTube or Vimeo: Hosting videos on YouTube or Vimeo provides a centralized location for longer content or tutorials. These platforms are also useful for embedding videos into other channels like your website or email communications.
- Local community groups: Sharing videos in local parenting groups or community forums can increase visibility and attract potential families in your area.
By strategically using these channels, you can make your videos accessible to the right audience at the right time, effectively building trust, increasing engagement, and showcasing your childcare expertise.
Using video to tell your story
Using video is one of the most effective ways to tell your program’s story. From virtual tours to staff introductions and family testimonials, each video helps build a bridge of trust with families looking for the best care for their children.
You don’t need a big budget or fancy equipment; just start with your phone and an authentic desire to share what makes your program special.
