Thinking of Setting Up a School Instagram Account? Read this.

Primary school Instagram (generated by Magic Media in Canva)

Schools used to be simpler places. Generally, everyone went to their nearest one and, apart from the odd letter that might be found at the bottom of a school bag (usually after fishing out the remains of a squished banana) communication between school and home was limited enough. These days, it seems everyone expects to know what’s going on all the time. You could blame the preschools that seem to have to tell you every single detail of your toddler’s day from how many naps to how many changes of nappy they had; or you could blame the culture of competitiveness that the patronage model has introduced, the obsession with choice. However, we are where we are and now that there’s an expectation that schools have to send out a note every time the children are brought for a walk to the GAA pitch, social media can be a handy tool to keep families up to date or to simply showcase the great work going on in the school.

My school wasn’t the first school to have a social media account. We were the second behind a special school in Co. Donegal but when I saw what they were doing, I thought it would be a really good way to get engagement and build a community with my parent/guardian group, especially as so many of them weren’t able to make it to the school very often. In some ways, I could bring the school to them. The only option at the time was Facebook. (OK, we could have used Bebo! Thank goodness we didn’t.)

Over time, we added Twitter (now X) and we even had a mild flirtation with Google Wave. Most recently we took to Instagram but have avoided any temptation to go to TikTok or other platforms that require adults to do embarrassing dances.

Social media is a great way to showcase school life, keep parents in the loop, and give prospective families a real sense of what happens day to day. I’ve found that Instagram is particularly handy for this — it’s visual, easy to use, and doesn’t require constant upkeep like a website. Simply, take a photo, caption it and post — Easy!

That said, setting up a school account comes with responsibilities, so here’s what you need to think about.

1. Have a Clear Acceptable Use Policy

Your Acceptable Use Policy (AUP) might touch on social media, but it’s worth having another look at it specifically for managing a school account. This should include:

• Who’s in charge? Decide who will post content and keep an eye on interactions.
• What gets posted? Set clear guidelines on what kind of content is appropriate (e.g. school events, pupil achievements, learning activities).
• How do you handle engagement? Agree on whether you’ll allow comments, who will respond to messages, and how inappropriate interactions will be managed.
• Security measures: It’s probably a good idea to enable two-factor authentication (2FA) and restrict login access to authorised staff and other community members.

2. Stay on the Right Side of GDPR

Since you’ll be posting photos and videos, it’s crucial to comply with GDPR and child protection regulations. Here’s how:

Get parental consent:

• Include a section in your annual consent forms asking parents to opt in (rather than assuming permission).
• Keep a record of who has/hasn’t given consent and ensure all staff are aware.

Use alternative approaches:

• Focus on group photos rather than close-ups.
• Share images of activities, artwork, and school projects rather than faces.
• If needed, blur or cover faces using simple editing tools.

3. Running the Account Sensibly

To keep things professional and manageable:

• Use a school email address to register the account rather than a personal one.
• Keep login details secure and limit access to trusted staff only.
• Disable direct messages (DMs) to prevent unsolicited contact.
• Control interactions: Consider disabling comments or using filters to block inappropriate language.
• Post consistently but avoid pressure to post daily: 2–3 updates per week are plenty. If you have a social media calendar tool, this can be useful. (I use Smarterqueue)
• Use hashtags wisely: A simple, unique school hashtag (e.g. #StMarysClare) helps keep posts organised.

4. Common Pitfalls and How to Avoid Them

While social media has its benefits, there are risks too. Keep an eye on:

• Safeguarding concerns: Avoid posting personal details, full names, or specific location tags.
• Negative comments: Monitor posts and be prepared to remove or block inappropriate content.
• Cybersecurity threats: Change passwords regularly and educate staff about risks.
• Reputation management: Have a plan for dealing with complaints or negative attention online. This can be part of your policy. This is my policy for social media:

We trust you until we can’t trust you and then we never trust you again.

It’s basically worked for 16 years so far, with only one person ever being banned from the page.

5. Engaging Parents and the Community

• Let people know about the account — mention it in newsletters, emails, and on your website. If you can embed your Instagram feed on your website.
• Share a mix of content — pupil work, school events, and behind-the-scenes glimpses keep things interesting.
• Monitor engagement — check what works well and adjust your approach as needed.

A well-run Instagram account can be a fantastic way to share school life and build a sense of community. As long as you have a clear policy, respect privacy rules, and use common sense, it’s a great tool for communication.