The 5 Biggest Social Media Mistakes Funeral Homes Are Making Right Now

Let me be blunt: most funeral homes are still treating social media like it’s a checkbox. Post a grief quote, wish everyone a Merry Christmas, maybe toss in a link to a preplanning page, and call it a day.

But if that’s your strategy, you’re not marketing. You’re blending in. And in 2025, invisibility is the kiss of death for your business.

Here are the five biggest mistakes I see funeral homes making on social media every single day, and what you should be doing instead. 

Mistake #1: Posting Like a Robot, Not a Human

Let’s talk about the grief quote graveyard. You’ve seen them: pastel background, cursive font, some Hallmark-style quote from Pinterest.

It’s not that grief isn’t important. It is. But auto-scheduling cheap, lifeless content from some plug-and-play software isn’t helping you connect. It’s cheap noise. And your audience knows it.

Fact: Posts with real human faces get 38% more engagement on Facebook than those without. (Source: Social Media Examiner)

People want people. They want to see the director who helped their family. They want to hear the voice of the person who explained cremation in a way that finally made sense. You don’t need a marketing degree, you need to show up like a real human.

Mistake #2: Confusing Presence with Performance

Just because you have a Facebook page doesn’t mean you have a strategy.

Most funeral homes post once a week and think, “Cool, we’re online.” But if your post is only reaching 3% of your followers and no one’s engaging with it, what’s the point?

Stat Check: The average organic Facebook reach in 2024 is 2.2% of your total followers. If you have 1,000 followers, only 22 people are seeing that post. (Source: Hootsuite)

Social media isn’t a billboard. It’s not a one-way broadcast. It’s a conversation. If you’re not starting meaningful ones, your competitors will.

Mistake #3: Avoiding the Camera Like It’s a Casket

Funeral pros love to say, “We’re not comfortable on camera.” And I get it. You didn’t go into this profession to be an influencer.

But here’s the deal: video is dominating Facebook. And it’s not the polished stuff that wins. It’s the raw, unfiltered, behind-the-scenes moments. It’s a 30-second clip of you explaining how your removal team operates with dignity. It’s a quick tour of your chapel with your voice walking viewers through.

Numbers Don’t Lie: Facebook video posts see 135% greater organic reach than photo posts. (Source: Social Insider)

You don’t need a production crew. You need your phone and the courage to hit record. The more real you are, the more trust you build.

Mistake #4: Marketing Like It’s 1998

I still see funeral homes dropping 80% of their marketing budget into yellow pages, newspaper ads, and church bulletins. Meanwhile, they tell me, “Social media just doesn’t work for us.”

Of course it doesn’t — you’re not using it right.

Read This Twice: 65% of adults aged 50+ are on Facebook, and they spend an average of 1.5 hours a day on it. (Source: Pew Research, Datareportal)

This is your demo. These are your buyers. They’re not looking in the newspaper. They’re scrolling while drinking coffee, waiting at the doctor’s office, and sitting in the church parking lot.

If you’re not showing up in that feed consistently and meaningfully, you don’t exist to them.

Mistake #5: Not Starting with a Strategy

This might be the biggest one of all: funeral homes jump into social media with no strategy at all. No plan. No roadmap. Just vibes.

And when there’s no strategy, there’s no consistency. When there’s no consistency, there’s no momentum. And when there’s no momentum, the execution falls apart.

Funeral directors often tell me, “We don’t know what to post.” That’s not because you lack content — it’s because you lack a plan.

Here’s the deal: A clear strategy answers the big questions: What are we saying? Who are we saying it to? When and where are we showing up? And how do we measure if it’s working?

Without this foundation, you’re just guessing. And guesswork doesn’t grow trust or generate leads.

At DISRUPT Media, strategy is what we lead with. We build content calendars, target audience profiles, platform-specific playbooks, and then we execute.

If you want execution that actually works, you have to start with strategy.

At DISRUPT Media, we work with hundreds of funeral homes across North America. We’ve seen what works and what flops.

If your social media doesn’t:

• Feel real
• Start conversations
• Show your people
• Educate or entertain
• Convert viewers to leads

…then it’s just noise.

This profession is built on trust. Social media, done right, lets you scale that trust 24/7 in your community. But only if you show up like a human, not a stock image.

Best known beats best kept secret.

Every. Single. Time.

My name is Ryan Thogmartin. My team and I would love to help your funeral home or cemetery win on social media. We might be the right fit for you, or, we might not be, but there is only one way to find out. Let’s schedule a 30-minute demo and see.

My wife sometimes accuses me of being too friendly.  You see, I’m okay in a crowded coffee shop or elsewhere, asking if I could share the table with already seated customers. . . .while Angie would simply leave the shop because it was too busy.

I try not to be intrusive on other people because I have times I don’t want to be bothered as well.  However, I’m met some great friends and had great discussions with strangers who were willing to share their table with me.

John Adams

One of those times was at the Baltimore Convention Center during the 2022 National Funeral Directors Convention.  I randomly sat down with two Brits attending the convention, one of whom I learned was Great Britain’s President of their National Association of Funeral Directors (NAFD), John Adams.

I learned that Adams works in a family-owned funeral home, Perry & Phillips, which you can read about here.  The business was founded in 1835.  In sitting down with Adams I learned a little of his background, including that his mother died when he was 12 years old.

That experience for him, as you can read about here, was a rallying cry for his term as President of NAFD.  Adams believed that a missing element for young people was the lack of learning about how death, dying, and bereavement can affect a child as he or she grows up.

During his preseidency and beyond, Adams pressed forward in his quest to have all children in Great Britain be taught about death,dying, grief, and bereavement.  He began a petition asking Parliament to look at that question as it continued to refine its public school requirements.  In addition, he met with King Charles to bring attention to the issue as you can read here.

There are now results —  Adams’ quest for children to learn that “Death is part of Life” has culminated with Adams being informed and Parliament now requiring that before a student finishes Primary School they must understand “That change and loss, including bereavement, can provoke a range of feelings, that grief is a natural response to bereavement, and that everyone grieves differently”.

Here are the new “General Requirements” for Primary School students in Great Britain to know in the “General Wellbeing category” effective September 1, 2026 (#8 is the new requirement that has been added):

Curriculum content:
1. The benefits of physical activity, time outdoors, and helping others for health,
wellbeing and happiness. Simple self-care techniques, including the importance of
rest, time spent with friends and family, as well as hobbies, interests and
community participation.
2. The importance of promoting general wellbeing and physical health.
3. The range and scale of emotions (e.g. happiness, sadness, anger, fear, surprise,
nervousness) that they might experience in different situations. Pupils should
understand that worrying and feeling down are normal, affect everyone at different
times, and are not in themselves a sign of a mental health condition.
4. How to recognise feelings and use varied vocabulary to talk about their own and
others’ feelings.
5. How to judge whether what they are feeling and how they are behaving is
appropriate and proportionate.
6. That isolation and loneliness can affect children, and the benefits of seeking
support.
7. That bullying (including cyberbullying) has a negative and often lasting impact on
mental wellbeing and how to seek help for themselves or others.
8. That change and loss, including bereavement, can provoke a range of feelings,
that grief is a natural response to bereavement, and that everyone grieves
differently.
9. Where and how to seek support (including recognising the triggers for seeking
support), including who in school they should speak to if they are worried about
their own or someone else’s mental wellbeing or ability to control their emotions
(including issues arising online).
10.That it is common to experience mental health problems, and early support can help.

Tom Anderson
Funeral Director Daily

Funeral Director Daily take:  From my perspective, making children aware of the consequences of grief and bereavement is extremely important in society.  According to this article and video report from ABC News 1 in 12 children (8.3%) in America will experience the death of a parent before they turn 18 years of age.

According to Micki Burns, the co-author of the report cited in the ABC feature, “Children who have lost a parent can feel isolated because it’s difficult for other kids to understand grief and loss. Recognizing that [losing a parent or sibling] is prevalent is important.  It’s something that we need to start to talk about more openly and more easily so that the children don’t feel so isolated.”

As she intimates, knowing about grief, loss, and bereavement is not only a good thing for those that lose loved ones, it is important for those who are friends of the bereaved so that they know about the emotions and feelings of one who has lost a parent.

The ABC article mentions that in America, the state of West Virginia has the highest percentage of “childhood grief” at 13.3% of all children in the state while the state of Minnesota has the lowest percentage of childhood grief.  The article postulates that poverty and resources availability may be one of the factors in the difference.

Finally, again from my point of view,  I think the more that we can teach the “soft sciences” such as grief and bereavement to our children the better society we will live in.  From my experience on the Board of Regents at the University of Minnesota I found no shortage of scholars among our youth — We are in good hands in that regard.  However, many of those same students would ask about classes that would help them navigate life as to finances, mental health, and good living practices.  I was always disappointed that I could not get the powers that be to offer more classes in those disciplines . . . . .so, I’m extremely appreciative that John Adams has!!!

More news from the world of Death Care:

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“A servant’s attitude guided by Christ leads to a significant life”

Navigating the paperwork following a loved one’s passing can feel like an overwhelming maze of details and deadlines. Among the most pressing responsibilities is coordinating the issuance of the death certificate, a necessary document that opens the door to everything from insurance claims to estate administration. For families seeking a cremation service in St. Charles, MO, this task can become even more daunting if not handled with compassion, clarity, and efficiency.

At St. Louis Cremation, we understand how emotionally challenging this moment is. Our role is not just about providing a cremation; it’s about walking beside families with steady hands and supportive expertise. While direct cremation is simple by design, coordinating the required documentation, especially the death certificate, can quickly introduce unexpected complexity if not managed with care. That’s why we’ve streamlined our processes to reduce that burden and make the experience as smooth as possible for those we serve.

Why Death Certificates Matter

Death certificates are more than just paperwork. They are legal proof required to settle a variety of personal affairs. Families often require multiple certified copies for insurance, Social Security, banking, and legal purposes. Without the right guidance, it’s easy to underestimate the number needed or how to obtain them correctly, which can lead to avoidable delays later. Each county and state may have unique procedures, which can confuse and frustrate already grieving families.

Common Pain Points in the Process

Many families aren’t prepared for the numerous steps involved. Information must be gathered from multiple sources, such as medical providers, attending physicians, and vital records departments. Timelines are often influenced by weekends, holidays, or staffing delays at government offices. Without a professional guiding the way, families might find themselves making dozens of phone calls or feeling uncertain about the next steps.

This is especially difficult for those choosing direct cremation, who may not have an in-person meeting or full service where a director might walk them through each document. The absence of a traditional setting means families need even more support behind the scenes.

How We Make It Easier

We’ve taken great care to simplify death certificate coordination at every level. From the moment we begin assisting a family, we ensure all necessary information is collected accurately, the required forms are clearly explained, and timelines are managed so there are no surprises. Because we focus exclusively on direct cremation, we’ve optimized our systems to handle these requests swiftly and professionally.

We maintain relationships with certifying physicians and county offices to help prevent delays and misunderstandings. If there are hold-ups, such as pending medical information or out-of-town physicians, we communicate that to families upfront, setting expectations early and reducing stress.

Our team takes pride in staying accessible throughout this process. Families never have to wonder if their questions are too small or too complex. We believe there is no such thing as overcommunication when someone is navigating one of the hardest times of their life.

Empowering Families with Information

Transparency is central to what we do. That’s why we provide families with a clear overview of how many certified copies they might need and where they can use each one. We also offer digital resources on our website that walk through frequently asked questions. By educating families, we’re not just guiding them through this moment; we’re preparing them to manage what comes next.

If you’d like to learn more about how we guide families with care and simplicity, you can visit our home page to understand our approach.

A Better Way Forward

When you’re saying goodbye to someone you love, the last thing you want is bureaucratic confusion. That’s why we’ve dedicated ourselves to making every step of the direct cremation process, including death certificate coordination, as seamless as possible. Families choosing a cremation service in St. Charles, MO, deserve support that’s compassionate, efficient, and reassuring. At St. Louis Cremation, that’s exactly what we provide because you should never have to face these tasks alone, and we’re here to help you every step of the way.

Is Your Funeral Home Making That Bread? | FFFW 234

Wow, it’s our last issue of April, next time we see each other we’ll be in May. And dang, this year has flown by. There’s only 36 Fridays left in 2025, let’s make the most of them!

“The announcement that Facebook will delete live streams older than 30 days reveals a critical disconnect between platform policies and the reality of grief. Grief doesn’t follow a 30-day timeline. Our data shows 30% of funeral viewings happen after that 30-day window. For an average funeral home, that’s over 2,500 families annually who will seek comfort in a service recording only to find it gone. This should serve as a wake-up call for funeral professionals to invest in solutions where they maintain ownership and control of their content, rather than entrusting these precious memories to platforms with competing priorities.” – Shane White, CTO of MemoryShare

MemoryShare is here to help.

Funeral homes affected by these changes can schedule a call with MemoryShare to receive 3 months of unlimited streaming and recording. Their team will handle all training, transfer your existing videos, and provide a complimentary 20-minute training session for your staff. MemoryShare is committed to funeral homes and ensuring a smooth transition with zero disruption for the families you serve.

Call 469-983-4832 to learn more and meet with a MemoryShare professional who will guide you through the process. Mention Disrupt/Connecting Directors to claim a bonus gift!

What Type of Bread/Grain Product Is Your Deathcare Business?

What Type of Bread/Grain Product Is Your Deathcare Business?

Yourlastnamehere Funeral Home – The standard. The base. The classic. It’s giving WONDER BREAD.

Yourlastnamehere Mortuary – Bold. Yet traditional. Firm. It’s giving SOURDOUGH.

All Cemeteries – CHEWY GRANOLA BARS. No explanation needed.

Funeral Tech Companies – New. Edgy. Clean. It’s giving GLUTEN FREE MINI TORTILLAS.

Any French Deathcare Business – BAGUETTE

Green Burial Funeral Homes/Eco Friendly Vendors – ORGANIC VEGAN RYE BREAD ROLLS (personally baked by Al Gore)

Trivia

Choose the correct answer and you’ll see a puppy. Get it wrong and you’ll see someone hurting themselves.

What uncommon material was sometimes used to make burial vaults in the early 1900s, especially in areas with high groundwater?

A) Cast iron
B) Lead-lined wood
C) Asbestos cement
D) Pressed glass

You Otter Be Proud

Here’s some good news going on in the profession.

1.  Unique Program Recycles Pacemakers Retrieved from the Deceased
2. People Magazine Covers Funeral Profession Story
3. Fifth-generation funeral director Jeff Monreal helps families grieve, celebrate loved ones

President Carter’s Funeral Wasn’t the Only Deathcare News Making Headlines Last Week

The week-long celebration of the late Jimmy Carter’s 100-year-long life was certainly a fitting tribute to our country’s longest-living president — and it highlighted many of the meaningful memorial traditions that are still treasured by the deathcare profession. Of course, the solemn and respectful services weren’t without a bit of controversy, namely the use of the “troubled” U.S. Army caisson platoon and the surprisingly cordial gathering of the five living presidents.

Thankfully, the nonstop coverage of tributes to the 39th president overshadowed an unusually high number of deathcare-related headlines — many of them involving important (or at least interesting) legal updates that we didn’t want you to miss.

Illinois chain of custody law goes into effect

Beginning this year, Illinois funeral directors who knowingly provide the wrong cremains to families could face penalties, including jail time. The new Integrity in Death Care Act establishes a thorough system for tracking remains, and not following the process will now be a felony. The law was inspired by the 2022 discovery that a Carlinville funeral home had mixed up the mostly-untagged cremains of nearly 80 individuals. Authorities realized there were few options for criminal charges for this mishandling, although a slew of civil suits were filed.

Utah director’s license revoked … again

A funeral director whose license was reinstated following his release from a Utah prison in March has once again seen that license revoked. Lonnie Nyman was sentenced in 2019 on a wide variety of crimes, from financial misdeeds and witness tampering to charges of sending explicit images to a minor. So perhaps it’s not surprising that Nyman allegedly gave the state’s Funeral Service Board misleading information that led to the board’s issuance of a probationary funeral director’s license in November. Nyman, who called himself “an awesome, awesome funeral director,” acknowledges wrongdoing but disputes many aspects of the original case and the current license revocation proceedings.

Arkansas introduces body parts bill

State legislators in Arkansas learned last week about Lux’s Law, a bill which, if passed, would make it a crime to sell human remains that were authorized for cremation. The bill was inspired by the terrible tragedy of Lux, a stillborn baby whose body was stolen and sold by a funeral home employee. Violating this law could result in a fine of up to $10,000, up to five years in prison, or both. 

Grieving New York families may pay toll

A controversial “congestion toll” went into effect in New York City, and it seems even grieving families will not be exempt. Because funeral homes (obviously) will not transport bodies via public transportation, the owners of hearses and other mortuary vehicles will be subject to the $9 per day fee for operating a vehicle in certain areas of Manhattan — and most plan to pass that fee along to families. The New York Post spoke to several directors who all agreed they’d have to incorporate the fee into their basic service charges. One director even participated in a failed lawsuit last year to block the fee from going into effect.

Georgia director denied bond

Chris Johnson, the Douglas, Georgia funeral director who is accused of 17 counts of abuse of a corpse, will remain in jail for the time being. In late October, authorities attempting to serve eviction papers at Johnson’s funeral home discovered 18 bodies in various states of decomposition. Since his initial arrest, Johnson’s bids for bond have been denied while the Georgia Bureau of Investigation worked to identify each set of remains. Although the last two families were finally notified last week, bond was again denied, because, according to one family member, if Johnson was let out, “somebody’s going to kill him.” In addition to the abuse charges, Johnson faces up to 100 years in prison for fraud, forgery, and theft.

While I was researching this morning’s article on the most recent financial performance of Propel Funeral Partners I was made aware that the people of Seeking Alpha had written some opinion pieces on North American Death Care companies within the past month.  Without any opinion or other action I present them to the readers of Funeral Director Daily for your own education.  They are listed by date published.

Service Corporation International  — “Service Corporation International:  Covid-19 Pull-forward over”.  Published on February 25, 2024.

Matthews International —  “Matthews International:  Industrial turnaround and margins”.  Published on February 27, 2024

Park Lawn Corporation —  “Park Lawn Q4:  Reiterating Buy Rating after shares drop”.  Published on March 11, 2024

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“A servant’s attitude guided by Christ leads to a significant life”