Download - Report: How Tourism DMOs Are Using Instagram
© 2014 Zuum
October 2014
How Tourism DMOs Are Using InstagramAnalysis of the posting calendars, engagement levels and campaign themes of 9 state tourism DMOs.
Executive Summary❖ Brand post engagement rate averages on Instagram are 5.48% compared to .39% on Facebook, and .
04% on Twitter
❖ Instagram pages on average are growing followers at over 8% for the month of October, compared to .62% for Facebook pages.
❖ Between Facebook, Twitter and Instagram, Twitter gets the most posting volume, but the least engagement.
❖ Pure Michigan’s Instagram page generated more engagements than their Facebook page, despite having less than 20% as many followers.
❖ Pure Michigan’s top campaign theme #upperpeninsula featured community-generated content.
❖ Reporting period is for the entire month of October, 2014
❖ State DMOs in the report: Alaska Travel News, Explore Georgia, Go Hawaii, I Love New York, Pure Michigan, Texas Tourism, Visit California, Visit Colorado and Visit Florida.
DMOs are engaging on Instagram
1: Like many industries, tourism brands are getting the best social media engagement on Instagram.
Chart: Global Engagement Rate Leaderboard
Total engagement on Instagram is approaching Facebook
1: Pure Michigan page is already generating more engagement on Instagram than on Facebook.
In a previous report, Zuum highlighted 7 major consumer brands generating more engagement on Instagram than on Facebook.
View Report
Chart: Global Engagement Leaderboard
A big difference between Facebook and Instagram
1: On Facebook, brands have fans but are having trouble engaging them. On Instagram, engagement is high, but in this case it’s the 5th highest network in terms of average fan count.
Chart: Global Fan Leaderboard
Facebook fan growth rates seem to be stalling
1: Facebook pages averaged only .62% fan growth for the month of October. None of the 9 DMOs has over 1.24% growth for the month.
Chart: Facebook Leaderboard
Instagram pages are experiencing explosive growth
1: The average growth in fans for the month was 8.45%. The lowest page, Visit California, at 3.41%, is still over 2.5 times greater than the fastest growing Facebook page.
Chart: Instagram Leaderboard
Twitter posting volume isn’t producing engagement levels
1: Twitter gets the bulk of posting activity,
2: while generating only a sliver of engagement relative to Facebook and Instagram.
Brands may need to reconsider how much effort is going to Twitter, relative to it’s impact.
Chart: Content Analyzer
Network performance comparison for Pure Michigan
1: While Pure Michigan is putting only a small percent of their posting into Instagram,
2: engagement on Instagram shadows both Twitter and Facebook.
Charts: Posts by Day and Engagement by Day
Instagram posting volume averages 1 post per day
1: The average posting volume for all brands is 31 times for the month of October.
2: Visit Colorado posted 67 times, and still maintained near average engagement rates.
Chart: Posting Volume - Instagram
Posting times and engaging times are out of sync
1: The most engaging times are early and late in the day.
2: The most engaging days are weekends and near weekend days.
Brands are pushing content during work hours, but people are engaging during non-work periods.
Chart: Posting Times - Instagram
Note: All brands charted on the same GMT-6 time zone
Instagram-leader Pure Michigan
1: The most impacting brand on Instagram in this report, Pure Michigan shows similar trend for higher engagement during non-work hours, although they’re also getting good engagement throughout the day.
Chart: Posting Times - Instagram
Note: All brands charted on the same GMT-6 time zone
Campaign themes for October
DMOs frequently employ hashtags for various campaign initiatives.
Chart: Campaign Explorer - Instagram
Pure Michigan’s #upperpeninsula campaign
1: A strong-performing campaign, #upperpeninsula had an average per-post engagements-to-fan-count ratio of almost 9%.
Chart: Campaign Analyzer - Instagram
Getting the community involved
1: Utilizing fan photos is a great way to build community, while also selling the region’s natural beauty.
Chart: Top Brand Posts - Instagram
© 2014 Zuum
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