Visitors aren’t seeing your social content

A client recently assumed that his social media team was pushing out content that tourists would see, and that those tourists would then come to his events.

He was confused as to why local residents were very aware of his events, yet visitors to the area were completely unaware. After all, he was posting about them on social media every day.

The challenge is visibility. Visitors need to know you exist before they can follow you, yet the content that would help them discover you is often only seen by existing followers. It's a classic catch-22 that makes reaching new audiences difficult.

Studies regularly show that only a small percentage of followers see any individual social media post organically, often less than 10%, and of course non-followers are even less likely to see it. Social platforms are incredibly effective at keeping existing audiences engaged, but much less effective at helping visitors discover local businesses they've never heard of.

So what's the answer?

This is extremely difficult to achieve, even for experts of 'the gram'. Social platforms shine at delivering content to existing customers and fans. But my client wanted his highly polished stories and posts to be seen by visitors who didn't know he existed yet.

He was delighted when I told him that because he's now listed his business on Mapzest, this will start happening automatically.

Thinking a tourist is going to scour social media and follow every pub, attraction, restaurant, venue and event organiser before their trip is unrealistic. Thinking they'll download a destination app before they arrive, or scan a QR code when they get there, is much more realistic.

The difference is that the visitor is actively looking for things to do.

If they haven't already downloaded the app before their trip and discovered my client's content, they can do so on arrival by scanning a QR code presented to them in their accommodation, visitor centre, attraction or venue. They now know about the business, its events and its vibe. The gap has been bridged.

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