If there’s one marketing trend Montessori schools can’t afford to ignore, it’s Instagram Reels. In today’s digital landscape, parents are spending more time on social platforms than ever—and Instagram continues to be their favorite place to discover new communities, ideas, and yes, schools. Reels, in particular, have become one of the most powerful tools for reaching families who may not even be actively searching for Montessori yet, but are open to learning more once your content appears in their feed.
At a recent open house we attended, 50% of the families who walked through the door found the school through Instagram Reels. That number alone says everything: the reach is undeniable, and it’s time for schools to take advantage of it.
Why Instagram Reels Matter for Schools
Instagram has shifted its algorithm over the past few years to prioritize short-form video content. What does this mean for Montessori schools? Simply put, Reels are pushed out to more people, both followers and non-followers,giving your school a much larger audience than traditional posts.
Parents, especially millennial and Gen Z parents, are consuming content in short bursts. They want quick, visual, authentic glimpses into the places they trust with their children. Reels offer exactly that.
Reels allow you to:
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Show your school’s environment in a natural, engaging way
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Highlight Montessori materials and lessons
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Help families get to know your guides and staff
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Share Montessori philosophy through bite-sized explanations
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Build trust before families ever schedule a tour
Even better? Reels don’t require polished production or complicated editing. In fact, the most successful content online today is casual, simple, and authentic.
Reels Don’t Have to Be Hard
One of the biggest concerns schools share with us is that video feels overwhelming. They worry they don’t have the time, the equipment, or the skills to create “professional” social media content.
But here’s the good news: professional isn’t what parents want anymore.
Parents want to see real classrooms, real materials, real moments, and real humans. They’re not expecting a perfectly curated video—they’re looking for authenticity, connection, and clarity.
Here are a few examples of simple Reel ideas that take less than a minute to record:
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A guide preparing a shelf
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A child working with the Pink Tower
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A quick “Did you know?” about Montessori
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A look at morning work cycle
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A five-second clip of your outdoor environment
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A sped-up timelapse of a classroom transition
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A warm greeting from your Head of School
All of these are fast, approachable, and incredibly effective. The goal is not perfection; the goal is visibility and connection.
Tips for Creating Successful Reels
If your school is new to short-form video, here are a few easy ways to set yourself up for success:
1. Keep it Short and Simple
Videos between 5–10 seconds often perform the best. Don’t overthink it.
2. Use Trending Audio
Instagram boosts videos that use popular sound clips. You can save audio clips you like and use them later.
3. Focus on Visuals
Montessori materials are naturally beautiful. Even simple shots of bead chains or sensorial work captivate parents.
4. Show Real Classroom Life
Authenticity builds trust. Capture real moments (while protecting children’s privacy and following your school’s media permissions).
5. Post Consistently
Even one or two Reels per week can dramatically increase your reach over time.
6. Add Short Captions
A sentence or two can help parents understand what they’re seeing and why it matters.
7. Use Hashtags Strategically
Include hashtags like #Montessori, #MontessoriAtHome, #MontessoriEducation, and your city or neighborhood.
Why Your School Needs Instagram
Beyond Reels, having an active Instagram presence reinforces your school’s credibility. Parents use social media to “check out” a school long before they schedule a tour. If your school’s account is empty, outdated, or nonexistent, families may assume the school is inactive—or worse, not thriving.
A strong Instagram presence tells parents:
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You are engaged
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You are transparent
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You take pride in your community
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You understand how today’s families find schools
In a competitive enrollment market, visibility matters. And Instagram is where parents are already spending their time.
Instagram Reels are no longer optional—they are a proven way Montessori schools can reach, educate, and attract prospective families. The platform rewards authentic, simple content, which makes it easier than ever for schools to participate meaningfully without needing intensive time or resources.
When 50% of an open house audience comes from Instagram Reels, the message is clear: your future families are there. Now is the time to show up for them.
Do you want custom marketing strategies for your Montessori school? You can schedule a free solution call today and talk with a Montessori Marketing expert!
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