Understanding Facebook’s Engagement Bait Standards in Destination Marketing

Facebook marketing has never been an easy task. Many brands spend months split testing, re-testing and analyzing insights to perfect their Facebook posts or ads. Then, all of the sudden, a new rule or algorithm comes into effect, and the whole strategy process starts again.

Sigh, such is the life of a digital marketer in 2018, and most of us have learned to never rest on your laurels for social media success. One recent change to the social media game concerns Facebook new ‘engagement bait’ standards, which were announced last year and put into effect in 2018.

Case Study: Improving Efficiency Through Integration


Visit Greenville, one of South Carolina’s most active tourism hubs, struggled to get the best photos of their destination to market quickly and easily. Lacking a system to collect, organize and distribute quality photos, they were losing valuable time and money with processes that could easily be streamlined. By utilizing the Barberstock and Chute integration, in addition to the Contributor Upload Portal feature, they were able to not only organize their library of digital assets but also manage user permissions and attain user-generated content cheaply—a solution that has increased the quality and number of photos to their library, while saving the company and its employees time, money and sanity.

DMO Facebook Outlook 2017: The Platform Adopts a Gamut of Features to Compete Against Rivals


While Facebook isn’t the newest or hottest social media platform around anymore, it certainly remains one of the strongest. In fact, their latest earnings report revealed $7.01 billion in revenue during Q3 of 2016 and 1.79 billion monthly users—that’s a 16% increase from Q3 in 2015.

With those kinds of numbers, it’s safe to say that Mark Zuckerberg’s brainchild has staying power, and will not be disappearing anytime soon. One of the reasons this brand has remained strong is because it predicts the future of social media, and innovates with the competition at breakneck speed (that, and they buy-up the competition, as has been the case with their acquisitions of Instagram, WhatsApp, Oculus Vr and dozens more).

So, for instance, the brand’s trending news feature competes with Twitter’s trending features. Similarly, they are testing out new avenues to compete with Snapchat—in particular, disappearing messages and filter lenses. The innovations keep coming with this company, and they spell new opportunities for DMOs looking to get creative with their Facebook campaigns.

Why Destination Marketers Need to Pay Attention to Snapchat’s IPO

On March 2, Snapchat made its IPO at $24 a share, putting the company’s market capitalization at roughly $33 billion dollars—not bad for an app that first appeared in 2011. Snapchat is another booming success story from a young gang of entrepreneurs (Evan Spiegel, the brand’s CEO, is only 26-years-old) who have capitalized on a shifting digital landscape—one that marketers need to pay attention to, lest they become outdated and irrelevant with the times. If you’re a DMO, or are in marketing in general, here are a few reasons why the app’s IPO should be important to you:

3 Ways to Give Tourists the “Local” Experience with Your Destination

One of the biggest movements in destination marketing in recent years has been letting tourists experience a local’s way of life. From visiting bespoke retailers and hole-in-the-wall restaurants to finding the best tacos or craft beers, travellers these days are expressing more of a desire to do as the locals do, and this is providing some creative opportunities for marketers to pitch their destination in a more unique light. Here are some of our favourite tips for ensuring a more “local” feel to your next marketing campaign: