Report: How Travel Industry DMOs Use Instagram to Maximize Engagement and Web Traffic

Los Angeles, CA, October 18, 2016 --(PR.com)-- Zuum, the simple but powerful social media analytics and reporting tool, has just published a report detailing how tourism DMOs in the US are using Instagram to succeed in social media.

zuumsocial.com/blog/travel-industry-uses-instagram-maximize-engagement-drive-website-visitors/

Zuum analyzed 8 of the leading state DMOs in the US to assess their Facebook, Instagram and Twitter accounts. The accounts were analyzed from May 1 - July 31 of this year, and the metrics analyzed included performance benchmarks, top posting themes, top campaigns, posting types, and website traffic-driving tactics.

Key Highlights From The Findings
- Instagram fan counts grew on average 20%. The numbers are 2.4% for Facebook, and 6.3% for Twitter.
- The fastest growing Instagram account was New York’s, at 37% for the 3 month period.
- Facebook was the largest social media network, with an average fan count of over 850,000. The Twitter and Instagram fan base was considerably lower, at 146,000 each.
- Despite the large discrepancy in fan counts, the Instagram accounts averaged 362,000 total engagements during the report period, versus 187,000 for Facebook.
- Twitter engagements averaged just 19,000 per account.

“This is in line with the broader trend we’re seeing over the past several years, of Instagram accounts generating the lion’s share of engagement, despite often having significantly lower fan bases”, says Doug Schumacher, co-founder of Zuum. “It’s definitely a great time to be active on Instagram, although increasing competitiveness for the audience’s attention should eventually lead to a more Facebook-like ratio between fan counts and engagements generated.”

Outline of the report content
1 - Industry benchmarks
2 - Top posting themes
3 - Top campaigns and posts
4 - Driving website traffic
5 - Summary of Trends

Get The Free Report
You can view the report online, or download a PDF version of it, at:

zuumsocial.com/blog/travel-industry-uses-instagram-maximize-engagement-drive-website-visitors/

About Zuum
Zuum is a social media analytics and reporting tool. It helps marketers maximize the impact of their social media properties through a sharper understanding of their audience, how the content they publish is received, and how their competitors compare and what drives their performance.

Zuum was founded by two social media strategists, Doug Schumacher and Alex Gonzalez. Doug from the communications and creative direction side, Alex from the technical and product development side. They’ve collaborated on projects for years while running their own interactive marketing agencies.