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What tourism DMOs are doing on Instagram

What tourism DMOs are doing on Instagram Doug Schumacher
Last year we reported how tourism DMOs are using Instagram to generate impressive engagement levels. So thought we’d check in on some of the leading brands in that industry and see what they’re current Instagram activity looks like.



In the Instagram Leaderboard chart below, we’ve tracked some of the largest state tourism DMOs for the month of July. The chart contains the major high-level KPIs used to evaluate social media activities. Posting volume is always one of the big questions, and the posting rate is more than one time per day for these tourism offices, at an average of 34 posts per month each. Colorado is posting over two times per day average, at 81.







The fan growth rate column shows in impressive average of over 10%, just in July alone. That means on average this industry will double their Instagram fan count in 7 months. If Florida keeps their pace up, they’ll double in 3.5 months.



Of course it’s easy to grow a community quickly when it’s small. So how do these Instagram fan counts compare to other networks in this industry? The Global Fan Leaderboard below shows that while some brand have attained considerably high fan counts, like Pure Michigan, in general, all these DMOs still have a lot of growth potential on Instagram, at least compared to their Facebook fan counts.







One more thing we’ll cover here — engagement rates. Historically, Instagram has performed very well in this KPI for the tourism and travel industry. And that makes sense, as it’s such a visually-driven category.



Looking at the Global Engagements-to-Fan Count ratio leaderboard below, we can see that Instagram is still driving impressive engagement rates compared to the other networks.







Looking at the data, it seems safe to say that Instagram is still a great opportunity for brands, at least in this industry. Engagement levels are still high, validating consumer interest. And the growth rate shows an acceleration that few social networks this mature can match.

Doug Schumacher is the co-founder of social media content strategy tool Zuum. Zuum reveals a number of key insights into what type of social media content will generate maximum impact for a given industry. His interactive career began in 1996...

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