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VisitGreenvilleSC Instagram Stories Evolution

PROBLEM

Midway through 2020, I knew we had to take a stronger approach to Instagram Stories because we were leaving metrics on the table with our existing strategy of sharing posts and Stories VisitGreenvilleSC was tagged in. 

SOLUTION

We needed a plan. In my experience programming content, recurring weekly series ensure you'll have a content direction on particular days of the week. Marrying our business and marketing objectives with my knowledge of our highest performing content, I created a strategy of implementing polished, graphic-heavy Instagram Stories that took advantage of Instagram's many interactive features to spark engagement.

RESULTS

In its first 10 months, my Instagram Stories strategy added the following figures to our goals-supporting metrics:

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  • Impressions: +2.6 million

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  • Reach: +2.1 million

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  • Engagements: +61,000

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  • Engagement Rate: 2.35% (1+ percentage point higher than previous strategy)

Strategy Development

Goal: Increase output of metrics that support business goals of increasing awareness, consideration and visitation.

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Tactics

  • Track reach, impressions, total engagements and link clicks to gauge performance toward supporting goals.

  • Develop weekly and monthly recurring series to ensure fresh content is added 5-7 days per week.

  • Satisfy and support our six established content pillars: Attractions, Food, Outdoors, Events, Earned Media and Hotels.

  • Use multiple Stories slides per one idea to maximize impressions.

  • Layer content programming into the social media calendar.

  • Ideate and plan content at least one month out.

  • Create and design eye-catching experiences with branded graphics.

  • Maximize engagement by implementing and creating for the interactive features available for Stories.

Series & Ideas Examples

Below are just a few of the series I created, designed, researched, compiled and executed as part of my Instagram Stories strategy.

Five Fast Facts

Concept: Highlight five interesting facts about an attraction, site or business each week.

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Interactive Elements: Option to vote on next week's topic.

Pics of the Week/Month

Concept: Repurpose most-liked photos of the week and month.

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Interactive Elements: Slider poll.

Culinary Creations

Concept: Spotlight an array of food photos posted to Instagram from our member businesses each month.

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Interactive Elements: Slider poll with voting levels baked into the template graphic.

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