Mid-size
Care Groups
Social Report

TikTok has seen the largest growth of any platform since 2019, rising from around 5 million to more than 23 million users in four years, a 400 per cent increase.

Facebook, LinkedIn and Instagram have each risen by around 11 million users since 2019, with Instagram recording the highest proportional growth at 47 per cent. X grew far more slowly.

Facebook has the largest user base in every age band except 25 to 34, where LinkedIn leads with an estimated 18 million users. It dominates older audiences, with more than three-and-a-half times the over-65 users of its nearest competitor.

LinkedIn concentrates among 25 to 34-year-olds, reflecting its professional audience, while TikTok skews youngest, led by 18 to 24-year-olds.

The top 20 mid-size groups hold a combined 275,113 followers. Carebase leads on 41,460, with X accounting for around half its total, though its X account has been inactive since 2019.

Berkley Care Group ranks second on 31,500, with the highest Facebook count in the tier (26,100). Future Care Group is third on 29,500, nearly 60 per cent of it on Instagram (16,700), an unusual mix.

Facebook accounts for 56 per cent of mid-size group followers (153,902 of 275,113), a lower share than the large-group average of 63 per cent as mid-size groups lean harder into professional platforms.

LinkedIn's 20 per cent share (54,985) far outpaces its 2023 figure of 12 per cent. X holds 13 per cent and Instagram 10 per cent. TikTok is negligible, under 50 followers across all 20 groups.

The sharpest shift between years is LinkedIn's rise from 12 to 20 per cent of share, with its actual following up 99 per cent (27,700 to 54,900). Berkley grew its Facebook following 85 per cent and Porthaven its overall total by more than 105 per cent.

Facebook fell proportionally from 60 to 56 per cent even as its numbers rose, while X declined as a share. Half the groups had no X account; Instagram grew from 7 to 10 per cent.

Cumnor Hill House (Berkley Care Group) leads all individual homes with 7,300 followers, entirely on Facebook and more than double its nearest rival. Dryclough Manor and Shinfield View follow, both also Facebook-led.

A notable outlier is Acacia Care Centre (Future Care Group): 12th overall, but with the highest Instagram following of any home at 1,880, some 95 per cent of its total. Around 70 homes have no social presence at all.

Group-level accounts hold 116,100 followers, just over 40 per cent of the tier's combined following. Carebase leads on roughly 17,000, mostly from its dormant X account.

Oakland Care follows on 15,250 across all four active platforms, LinkedIn dominant at around 9,300. Signature Senior Lifestyle's following came almost entirely from LinkedIn. Carewise Homes was the only group with no group-level account.