In a time where social media feels like the digital heartbeat of our communities, councils that make strategic use of platforms like Instagram and Facebook can build stronger connections and effectively reach residents where they already are.
Whether you're a Clerk or council officer managing social media directly or leading a communications team, creating vibrant, engaging content for your community doesn’t require a massive budget or a huge following, it’s about authenticity, creativity, and consistency.
Here’s how parish and town councils can maximise digital community engagement and broaden their reach on Facebook and Instagram in 2025. 👇
1. 🎬 Leverage Short-Form Video Content
Create short videos (Reels on Instagram, Stories on both platforms) to capture events, updates, or behind-the-scenes content. Showing a ‘day in the life’ of a council officer or highlighting community projects in progress helps humanise the council and makes your content instantly engaging.
2. 📅 Promote Local Events with Eye-Catching Graphics
Use Canva or other design tools to create visually appealing posts for upcoming events, like council meetings, festivals, and volunteer days. A bright, clear image with essential details is perfect for Facebook Events and Instagram Stories. Make sure to add location tags for broader visibility.
3. 🤝 Feature Community Member Spotlights
Shine a light on the unsung heroes of your town—local volunteers, small business owners, or long-time residents who contribute to the community. Interview them and share a snapshot with a brief bio and some fun facts. It fosters goodwill and makes your pages feel truly connected to local life.
4. 🌐 Use Polls and Questions for Feedback
Ask for input using Instagram Stories' polling features or Facebook’s question posts. Consider asking what residents want to see more of, how they feel about a proposed project, or even light-hearted questions about favourite local spots. Interactive posts build two-way engagement and help councils feel accessible.
5. 📸 Post Before and After Photos of Council Projects
Document improvements in local spaces with "before and after" photos. Whether it’s a renovated playground, freshly planted flower beds, or litter-free parks, these images illustrate the council’s hard work, showing tangible progress that resonates with residents.
6. 💼 Go Live for Real-Time Engagement
Host live Q&A sessions or virtual town hall meetings on Facebook or Instagram Live. Address frequently asked questions, discuss updates, or provide insights on council decisions. Going live is an immediate way to engage and allows residents to ask questions and receive answers on the spot.
7. 📈 Track & Adjust with Analytics
Keep an eye on the performance of your posts. Both Instagram and Facebook provide free insights into engagement rates, reach, and demographics. Use this data to identify what resonates most with your audience and tailor future content to what works.
8. ✍️ Use Story Highlights for Key Information
On Instagram, create story highlights for recurring topics like council news, events, or community projects. Each highlight can act as a mini information hub, keeping important info easily accessible and freeing up your feed for current content.
9. 🌱 Support Local Causes & Tag Local Organisations
Get behind local initiatives by sharing posts from partner organisations, tagging local businesses, and supporting community events. This reciprocal support often means they’ll share your council’s posts in return, amplifying your reach to their followers and engaging more of the community.
10. 🏆 Celebrate Council and Community Achievements
Whether it’s a council milestone, the completion of a community project, or an award, sharing these achievements with residents makes them feel involved and informed about positive changes. Use an upbeat tone and visuals to share in the excitement.
Social media is an opportunity to showcase the real impact of local governance and connect in meaningful ways with residents. When you post with purpose, consistency, and creativity, you’ll find that these digital tools can bring the community closer than ever.