After a few years of decline, resort social posting volume plateaus.

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After nearly doubling every year, social posting volume started to decline on nearly all major sites starting in 2013. Was it a bubble bursting or a new channel trying to find the sweet spot between content and value? Here’s what we saw in 2016.

The Goods
To find our answer we again looked at over 1,100 hotel and resort Facebook accounts to find the average monthly posting frequency each year since 2008.

yoy-social-2017

After monthly posting dropped 3.3% in 2014 and 12.0% in 2015, posting volume stayed nearly flat; climbing slightly from 22.0 posts per month in 2015 to 22.5 posts per month in 2016.

What This Means
What’s important to note is that, once again, Facebook isn’t alone in this trend. After Twitter posting volume dropped 19.8% in 2015, it declined just 1.2% in 2016. YouTube saw a drop of 14.1% in 2015, but only 5.0% in 2016.

Going back to our original question, the decline we saw between 2013 and 2015 wasn’t the beginning of the end. Rather, it was simple a matter of marketers finding a more realistic, balanced pace for the content posting schedules.

Next Week, More
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