Senior Living Marketing Perspectives

Perspectives: Changing the Narrative Through Authentic Storytelling with Nathan Jones

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Senior Living Marketing Perspectives: Changing the Narrative Through Authentic Storytelling with Nathan Jones
Episode Summary 

In this episode of Senior Living Marketing Perspectives, Debbie Howard sits down with Nathan Jones, CEO and Founder of Dash Media, to explore how authentic storytelling is reshaping the perception of senior living. With a background spanning faith, football, technology, and a passion for video, Nathan shares his journey from starting Dash Media to producing 90–100 videos a week for senior living operators and reaching 400 million organic views in just a few years. 

Nathan explains why real resident stories resonate far more than stock images or scripted pitches, how communities can scale authentic video production affordably, and why platforms like YouTube and TikTok are now key to reaching not just adult children but older adults themselves. The conversation also dives into AI’s evolving role in content creation, how data reveals which types of videos perform best, and why authenticity will remain the most powerful differentiator in senior living marketing. 

Key Takeaways 
  • Authenticity Wins Every Time: Residents saying “I wish I had moved in sooner” creates stronger impact than polished commercials or stock visuals. 
    • Scaling Video Content Is Possible: Dash Media uses lightweight filming, repurposed clips, and a detailed tagging system to turn two days of filming into 150 videos. 
      • AI Is a Tool, Not the Storyteller: While AI boosts efficiency in tasks like reporting, real human stories are irreplaceable for building trust. 
        • Know What Content Performs: Stories outperform all other categories, generating 10x more views than activities or static content. Shares and saves are the “gold standard” for social reach. 
          • Meet Audiences Where They Are: YouTube and TikTok are increasingly effective for engaging both seniors and adult children—proving that older adults are active on these platforms too. 
            • Video Multiplies Impact Beyond Social: Communities see improved ROI when video is integrated across email campaigns, landing pages, lobbies, and even presentations. 
              • Resources 
              • Transcript 
                • Connect with Nathan Jones on LinkedIn 
                  • Visit mydashmedia.com 
                    • Learn more about Senior Living SMART 

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                      Senior Living Marketing PerspectivesBy seniorlivingmarketingperspectives
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