Socialinsider: 2022 Travel Social Media Industry Report

Key points of the 2022 Tourism Social Media Industry Report:

1. The report reveals that photos are the most shared content in the travel industry, followed by videos and links. However, Instagram Reels is the most engaging medium.

2. The median post interaction rates for Facebook, Instagram, and Twitter remained consistent, although TikTok’s interaction rate dropped by 66.75%.

3. The report highlights that Reels on Instagram have the highest engagement rate, followed by galleries. On Facebook, videos have the highest organic engagement rate, while on Twitter, photos and videos perform best.

4. The reported organic engagement data shows that TikTok remains the most attractive medium for travel brands. In addition, the average engagement rate of travel brands on TikTok is higher than the average engagement rate of all industries.

Finally, travel brands post more frequently on Twitter than on other platforms. Travel marketers and professionals can use these insights to refine their social media strategies and effectively engage with their target audiences.

5. In the past 12 months on Instagram, Facebook and Twitter, travel brands shared the following types of posts:

Instagram: 53.54% of photos

Facebook: 46.85% photos, 27.24% albums, 15.50% links, 9.74% videos, and 0.65% statuses

Twitter: 55.07% statuses, 26.06% photos, 14.89% links, and 3.97% videos.

6. On Instagram, Reels had an average engagement rate of 1.63%, making it the best performing medium, followed by Galleries with an average engagement rate of 0.90%.

7. Travel brands have an average engagement rate of 5.45% on TikTok, making it the most attractive platform.

8. From January to December 2022, the average engagement rate per post on TikTok has been trying to remain relatively stable. There was a significant increase in December, and the average engagement rate per post in the travel industry was higher than the average engagement rate for all industries (4.06%). On Instagram, from January to June, the average engagement rate per post tried to remain stable, with a significant increase in July, while the average engagement rate per post in the travel industry was higher than the average engagement rate for all industries (0.88%). On Facebook, from January to May, the average engagement rate per post also tried to remain stable, with a significant increase in November, while the average engagement rate per post in the travel industry was higher than the average engagement rate for all industries (0.16%).