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.

April 4, 2025

Losing a loved one is an emotional and challenging time, and navigating the funeral process can feel overwhelming. Whether it’s your first time making funeral arrangements or you’re unsure about certain aspects of the process, it’s natural to have many questions. Understanding the typical procedures and options available can help ease the burden during this difficult time. Here are some of the most frequently asked funeral questions and their answers to guide you through the process. 1. What is the difference between a funeral and a memorial service? A funeral typically involves a ceremony held with the body of the deceased present, either before or during burial or cremation. It often includes a viewing or wake, where family and friends can pay their respects. A memorial service , on the other hand, takes place after the body has been buried or cremated and does not involve the presence of the body. Memorial services may be held in various settings, such as homes, churches, or other venues, and can be personalized to reflect the life of the deceased. 2. What is embalming, and is it required? Embalming is a process that involves preserving the body to delay decomposition, usually for viewing purposes. It is not legally required in most places but may be necessary if the body is to be displayed at a public service or transported over long distances. In cases where there will be no viewing, embalming is typically not needed. However, certain states or countries may have regulations about embalming or the timing of burial. It’s important to check with the funeral home to determine what’s required in your area. 3. How much does a funeral cost? The cost of a funeral can vary greatly depending on factors like location, the type of service, and the funeral home you choose. There are options to help manage funeral expenses, such as cremation (which can be less expensive than burial), choosing a less elaborate service, or purchasing a funeral plan in advance. 4. What is cremation, and how does it differ from burial? Cremation involves the process of reducing the body to ashes. Many people choose cremation for its simplicity, lower cost, and flexibility in how the ashes can be kept, scattered, or interred. Some people opt for a cremation memorial service, where the ashes are present but there is no body. Burial , on the other hand, involves placing the body in a casket and then burying it in a cemetery. This option may include the purchase of a grave plot, headstone, and other related services. The choice between cremation and burial depends on personal, cultural, and religious preferences. 5. What are the steps in planning a funeral? Planning a funeral typically involves the following steps: Notify family and friends : Reach out to close family and friends and inform them of the passing. Choose a funeral home : Select a funeral home to help with arrangements, including embalming (if applicable), obtaining necessary permits, and coordinating transportation. Select the type of service : Decide on whether you want a funeral, memorial, or graveside service. You’ll also need to choose the location and any religious or cultural elements to incorporate. Choose a casket or urn : Select a casket for burial or an urn for cremation. There are many styles and price ranges to choose from. Plan the ceremony : Work with the funeral director to plan the service, including music, readings, eulogies, and floral arrangements. Arrange for transportation : The funeral home will coordinate the transportation of the body to the service and burial or cremation site. 6. Should I pre-plan a funeral? Pre-planning a funeral is a personal choice. Many people choose to pre-plan to relieve their loved ones of the burden of making arrangements during a time of grief. Pre-planning allows you to specify your wishes for the service, casket, burial, and other aspects of the funeral, ensuring your desires are respected. Additionally, pre-paying for a funeral can help protect your family from rising costs in the future. However, it’s important to carefully consider pre-planning options, as funeral costs can vary, and you’ll want to ensure that the plan is flexible and fully understood by the family members who will carry out your wishes. 7. What are the options for scattering ashes? If you choose cremation, there are many options for what to do with the ashes: Scattering : Many people choose to scatter the ashes in a location that had significance to the deceased, such as a favorite park, beach, or nature spot. Keepsake urns : Some families choose to keep a portion of the ashes in a special urn or piece of jewelry. Interment : Ashes can be interred in a family plot or at a cemetery, either in a niche or within a memorial garden. Other creative options : There are many creative options for commemorating the deceased, including turning ashes into diamonds or using them to create a memorial reef. 8. What is a death certificate, and why is it important? A death certificate is an official document issued by a governmental authority that confirms the death of a person. It is essential for handling legal and financial matters, such as settling the deceased’s estate, claiming life insurance, and closing accounts. The funeral home typically assists in obtaining several copies of the death certificate. 9. Can I personalize a funeral service? Absolutely! Many families choose to personalize the funeral service to reflect the deceased’s personality, passions, or hobbies. You can incorporate meaningful music, photos, special readings, or even display personal items that were important to the deceased. The funeral director can help guide you through creative options for personalization. 10. What should I do if I can’t attend the funeral? If you’re unable to attend the funeral in person, consider sending flowers, a sympathy card, or making a charitable donation in the deceased’s honor. If the family holds a memorial service, they may also offer the option to participate virtually, such as through a livestream. It’s always thoughtful to express your condolences in any way possible. Funeral planning can be complex, but understanding the answers to these frequently asked questions can help make the process easier to navigate. Whether you are arranging a funeral for a loved one or pre-planning your own, it’s important to take the time to make informed decisions. By doing so, you can create a meaningful, respectful ceremony that honors the life and memory of the deceased, while providing comfort to those who are grieving.