Trends How much has Facebook and Twitter growth slowed since 2010?

Every year we’ve updated a simple metric: resort social media fan and follower growth. We’ve been tracking this stat since 2010 to find out what happens as these networks develop and mature as marketing channels. Are fans still willing to click the “like” button? Are the numbers continuing to decline decline? Here’s our latest update.

The Goods
To find our answer we’ve used the same methodology as previous years (view these analyses from 2012, 2013, 2014, and 2015): the top 38 mountain resorts on Facebook and Twitter from June 18 – July 18. As usual, we started with growth as a percentage of total fans/followers.

For the sixth straight year, average monthly resort growth on Twitter was down, dropping from 0.66% in 2015 to 0.52% in 2016. Facebook was also down, dropping from 0.65% in 2015 to 0.54% in 2016. The rates between these two sites were, again, incredibly similar. But what about the raw increase in fans over that month? Here’s what we’re seeing.

Looking at growth as a total average increase in fans/followers instead of a percentage, resorts on Twitter saw increases that were extremely consistent with the last six years. Resorts on Facebook saw a small decline compared to 2015 – the third straight year without an increase – but still above totals from the first three years we tracked these metrics.

What This Means
Every year it seems these charts get slightly more predictable as the social landscape matures and marketers find their rhythm. Resorts aren’t seeing the same percentage growth of yesteryear, but they are seeing solid gains in new fans.

What do we expect in 2017? Unless something dramatic happens, more of the same. Another drop in percentage – the natural byproduct of an increasing total – but only a slight one as total increases remain constant. Consistency is not something we’re used to mentioning in terms of social media trends, but it appears that’s exactly where we’re headed.

Next Week: More Insights
We publish a new resort- and hotel-specific marketing insight every Tuesday morning. Stick your email below and we’ll send you an alert when the next one drops.