Most camps have figured out Facebook. Some are on X. But Instagram? Still criminally underused, and it’s probably the best fit for who you’re trying to reach. Camp is visual. You’ve got kids doing cool stuff, beautiful outdoor spaces, and candid moments that are genuinely fun to look at. Instagram was built for exactly that. Here’s how to make the most of it.
Have a Content Strategy (even a loose one)
You don't need a 40-slide deck, just a rough sense of what you're going to post so your feed doesn't look like a random photo dump. A few ideas that tend to work well:
- Camper or staff spotlights: a photo, a name, one interesting thing about them
- Behind-the-scenes: what does a Tuesday afternoon actually look like at your camp?
- Food: people love food content, and "Meal Mondays" is easy to sustain
- Activities in action: the messier and more fun-looking, the better
- Arrival and closing days: high emotion, easy content
Mix it up. A feed that's all the same type of post gets boring fast.
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Use Hashtags Strategically
Hashtags still work on Instagram, and they're worth using. Create one for your camp and use it consistently — it makes your posts searchable and gives campers and families something to use when they post about you.
Participating in broader trends like #ThrowbackThursday is an easy way to post archival content and reach people outside your existing followers. If you're on multiple platforms, keep your hashtags consistent so your community can find you everywhere.
Keep Your Username Consistent Across Platforms
Use the same handle on Instagram, X, Facebook, everywhere. It makes it easier for people to find you, easier for you to market yourself, and shows consistency to camp families. One handle in your email footer and on your flyers is cleaner than listing three different ones.
Post Regularly and Actually Respond to Comments
An account that posts once a month and never replies to comments quietly signals that no one's home. Families researching camps are paying attention to this stuff, consciously or not.
You don't need to post every day, but you do need to be consistent. And when someone comments, take the time to reply. It makes a real difference.
Don't Overthink It
The best camp Instagram accounts feel real, not produced. Post what's actually happening. Take photos because something is genuinely worth capturing, not because you need to fill a content calendar. People can tell the difference.
If you're having fun with it, that comes through. If it feels like a chore, that comes through too.
Camp is one of those rare things that photographs itself. You have the content — it's just a matter of actually posting it. If you're not on Instagram yet, there's no better time to start.