make facebook work harder for your camp

Does your camp use Facebook to promote registration, share upcoming tours, or direct families to your website? PSA: Meta's recent changes might prompt you to rethink your approach. They are currently testing a restriction that limits some Facebook business Pages to just two (yes, two) organic posts or comments containing external links per month unless they pay for a subscription. Not every Page is affected, and paid ads aren't subject to the same restriction. Because they want you to spend money.

BUT, here’s a bigger question. Should a camp’s Facebook strategy be so dependent on links in the first place? Think about your camp's last 10 Facebook posts. How many were announcements asking families to click somewhere?

❗Registration is open! Sign up for our tour! Read our latest blog! Check out our newsletter! ❗

There's nothing wrong with encouraging families to take action. But if most of your Facebook content is designed to send people somewhere else, you're missing an opportunity to connect with them right where they are.

Parents aren't choosing your camp because they've seen the registration link 15 times. They're choosing it because they feel a connection.  

They can envision their child:

• Making friends

• Trying something new

• Feeling a sense of belonging

• Coming home with stories they can't wait to tell

Your Facebook content should help them get there.

Tell the Story, Not Just the Headline

As an example, at camp, independence starts with the little things. Choosing an activity. Keeping track of belongings. Speaking up when something doesn't feel right. These small moments add up to something much bigger.

Pair this with a photo, camper story, or short video.

This also applies to your newsletters, staff announcements, and program updates. Don't just tell families there's something new to read. Give them a reason to care.

Make Your Links Easy to Find

Even if you can't share as many links in your Facebook posts, families still need easy access to registration, tours, and other important information.

Consider creating a Linktree or a similar link-in-bio page that serves as a central destination for your camp's most important links:

• Register for Summer 2027

• Schedule a Camp Tour

• Request Information

• Explore Camp Programs

• Financial Aid and Scholarships

Keep your most important enrollment action at the top and update the links throughout the year.

Add the Linktree to your Facebook Page's About section, Instagram bio, and other social media profiles. Make sure your Facebook action button also directs families to an appropriate destination. Remember that posting your Linktree URL directly in a Facebook post may still count toward your monthly limit. It's a navigation tool, not a workaround. 

Give Families a Reason to Engage

Your current families, alumni, and staff are some of your strongest marketing ambassadors. Are you creating content they actually want to share?

Spotlight counselors who are returning for another summer. Post a first-year camper’s reflection. Ask alumni about their favorite camp traditions. Celebrate camper accomplishments.

You’re not crafting content to solicit likes and comments. You’re aiming to enhance your community and introduce camp to new families.

Think About What Prospective Families Need to Know

Camp is an emotional purchase. Families are entrusting you with their children. Your Facebook content should help answer the questions that influence their decisions.

• How do you welcome first-time campers? 

• What happens when a child feels homesick at overnight camp? 

• How do counselors help campers build friendships? 

• What makes your camp different from the one down the road?

Consider short videos from your camp director, parent testimonials, behind-the-scenes glimpses, and stories that demonstrate your camp's values in action. The more questions you answer through your content, the more comfortable families can feel about taking the next step.

Save Your Links for When They Matter Most

If your Page is subject to the restriction, prioritize links that support a specific enrollment goal.

Registration opening? Important deadline? Upcoming camp tour? Those are moments when you want families to take immediate action.

Facebook shouldn't be carrying the entire responsibility for enrollment. Your integrated marketing plan, incorporating email marketing, website, paid advertising, community partnerships, and word-of-mouth efforts should all work together to move prospective families through the funnel from awareness to registration.

Sooo…Should I Change My Facebook Strategy?

Yes and no.

You may need to change how often you share links and where families find them. But the fundamentals of effective camp marketing haven't changed. Your social media should build awareness, demonstrate what makes your camp different, share relatable stories, and give families a reason to take the next step.

The goal isn't more clicks. It's more campers.