Gregg Blanchard
More fans, more followers, stricter algorithms, tougher competition: a recipe for a dramatic decrease in engagement across the board, right? Perhaps, but what do the numbers tell us when we look at YOY trends? Here’s what we found.
The Goods
To find our answer we looked at over 1,000 resort and hotel Facebook, Twitter, and Instagram accounts. We took average engagement rates by type for the last 12 months (Sep 2014 – Aug 2015) and compared it to the previous 12 months (Sep 2013 – Aug 2014) and plotted the difference on the chart below.
Only Twitter favorite rate (+26%) and Facebook share rate (+6%) saw an increase compared to the previous year. Everything else saw a decline with Instagram like rate (-21%) and Facebook comment rate (-27%) recording the largest drop.
What This Mean
Surprisingly, there doesn’t appear to be a common thread between the platforms. Instagram likes are down, Twitter favorites are up, and Facebook likes are level. Facebook comments are down but Instagram comments are nearly level. In other words, while the results are interesting, they may not be very actionable.
But it’s important to keep some of this in perspective because Instagram like rate is still miles ahead of other engagement. And although Instagram’s comment rate is down, it’s still 8x higher than Facebook’s.
New Week: New Post
We’ve been publishing new resort- and hotel-specific insights like this one every week for three years. We cover everything from email subject lines to the impact the Olympics have on bookings and everything in-between. Get an alert when the next one drops by sticking your email address below.
Have a question? Just ask.
Tyler Maynard
SVP of Business Development
Ski / Golf / Destination Research
Schedule a Call with Tyler→
Doug Kellogg
Director of Business Development
Hospitality / Attractions
Schedule a Call with Doug→
If you're a current Inntopia customer, contact support directly for the quickest response →
Request Demo
A member of our team will get back to you ASAP to schedule a convenient time.