Despite the travel restrictions that affected the industry in 2020, travel brands have also kept up with their social media strategy and maintained their activity just as much as in 2019.
Travel brands have also kept up with their social media strategy and maintained their activity just as much as in 2019, despite the travel restrictions of 2020, according to a report by Socialinsider titled, “2021 Social Media Industry Benchmarks” report.
The study noted that average engagement rates per travel post on Instagram are rather high: 1.48%. On Facebook, travel brands recorded an average engagement of 0.29% per post, while on Twitter, they averaged 0.04%.
In terms of engagement, when breaking down the engagement on a month to month basis, the study found no significant differences between 2019 and 2020 engagement rates.
In the related industry of aviation, airline brands are the most successful pages on Instagram, where they reach the highest average engagement rates out of all industries – 2.42%. However, starting from March 2020, with the beginning of the pandemic, engagement has started to drop on Instagram all the way to 1.87% at the end of this year, the report mentioned.