Breckenridge Tourism Taps Power Of Social Media Snaps
Summary
But these organic posts aren’t often viewable beyond a poster’s followers, which is why the tourism board wants to expand the reach via paid and owned media. It uses the visual marketing company Pixlee to find and approve social media pics featuring Breckenridge, and then puts those (near) real-time photos into its display ads. Click-through rates with user-generated images are 35% higher than those without, and Breckenridge Tourism gets the same large reach and low cost that it gets with traditional display media. “Breckenridge can be a snow-based tourism destination, and awesome shots on a powder day can make people want to book a trip,” Stoker said. Paid and organic posts generate similar levels of engagement, Stoker said, a key reason why social media is its most cost-effective channel.
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