Key Observations
The 2025 social media results demonstrate that the brand’s content strategy is strong, achieving meaningful engagement and visibility without paid support . However, growth is currently limited by organic reach constraints. Introducing a structured paid and boosting strategy is essential to convert strong content performance into faster follower growth, higher engagement, and sustained long-term visibility. Paid support will not replace organic efforts, it will amplify what is already working and accelerate overall social media growth. • Strong Engagement Growth Despite Zero Paid Spend All social media results in 2025 were achieved through organic efforts only, with no paid or boosted campaigns. Despite this, both Facebook and Instagram showed strong growth in reach and engagement, confirming that content quality and consistency are working well. Facebook engagements increased significantly (Page & Post Engagements +172%), while Instagram impressions (+155%) and engagement rate (+39%) also improved. • Reach Is Growing Faster Than Follower Base While engagement and reach increased, follower growth lagged, particularly on Facebook, where total followers slightly declined over the year (net unfollows exceeded new followers). • Content Format Performance Is Clear On Facebook, Photos and Reels account for over 95% of engagement, and Reels are driving discoveries among non-followers (41.1%). On Instagram, posting volume increased significantly, driving deeper impressions and reach, but average likes and comments per post remain low, suggesting visibility without strong amplification. • Pinterest Is a Major Awareness Driver Pinterest delivered very high visibility with over 919K impressions, 46.9K engagements, and a large, engaged audience. This confirms Pinterest’s role as a top-of-funnel discovery and inspiration platform, especially for travel planning.
Next Steps/Action Items
• Shift Content Mix Toward Discovery Formats Increase the use of Reels and short-form video, particularly destination-focused and experience- led content, as these formats are driving the highest reach among non-followers. • Introduce Clear “Follow” & Engagement CTAs Add explicit calls-to-action such as “Follow for travel inspiration,” “Save for later,” and “Comment to learn more” to convert reach into followers and deeper engagement. • Improve Content Depth on Instagram Focus on fewer, stronger posts with storytelling captions, carousel formats, and destination highlights to improve likes and comments per post, not just impressions. • Leverage Pinterest More Strategically Continue using Pinterest as an awareness channel but link high-performing pins to curated landing pages and itineraries to move users from inspiration to consideration.
Marketing Activities | 2025 | P a g e | 43
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