Social Media Power List
Top 20 Mid-sized Care Home Groups

LinkedIn and Facebook saw the largest UK growth since 2018: Facebook reached 52.5 million users (up 31 per cent), LinkedIn 34.9 million (up 66 per cent).

TikTok grew 246 per cent since 2019, the largest proportional increase of any platform, reaching 17.5 million users by 2022.

Facebook dominates older audiences, with 5 million over-65 users, four times Instagram's 1.1 million in that band. LinkedIn peaks among 25 to 34-year-olds (around 20 million), skewing to young professionals.

TikTok's largest cohort is 13 to 17-year-olds (2.5 million), a demographic that will grow into the care workforce over the next decade.

Across 229,921 combined followers, Facebook takes 60 per cent (136,912). Twitter is unusually high at 20 per cent (45,533), driven largely by Carebase's 20,405 followers.

LinkedIn and Instagram make up most of the remainder, while TikTok is barely present at 0.2 per cent (394), nascent but the fastest-growing platform nationally.

Carebase (40,166) and Berkley Care Group (28,323) are clear outliers, with Carebase holding almost double third-placed Future Care Group (21,014).

Berkley holds the largest Facebook audience (24,700), while Future Care Group leads the mid-size category on Instagram (10,591).

Cumnor Hill House (Berkley Care) tops the 291 individual home accounts tracked across the 20 mid-size groups, with 7,300 followers.

Individual home accounts are overwhelmingly Facebook-led, with virtually all of their followers on the platform.

Carebase's Twitter account (16,000) leads the group chart, though it has been inactive since 2019. Brighterkind holds the largest LinkedIn following among group accounts (4,399) and the largest group Facebook account (4,200).

Wellburn Care Homes is second on Twitter (4,778), posting updates from its individual homes.