This report provides an insightful look into the posting calendars, engagement levels and campaign themes of the Instagram accounts of 9 state tourism DMOs.
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.
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.