That customization and the real-time nature of the posts drive results. “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.
Breckenridge Tourism includes a social media feed on its site, gobreck.com. The pictures go through the same approval process as with Pixlee, which searches for photos within a geofence or via hashtags, like the organization’s own #breckbecause, which has been used more than 29,000 times.
Time on site has increased overall since the organization added the feed, according to Stoker, even as more people access the site on mobile devices, where time on site is shorter than desktop.
Despite incorporating social media photos on its owned properties and paid media, Breckenridge Tourism still spends a lot on Facebook and Instagram. Though Instagram drives the best engagement, Stoker said, it spends more with Facebook because it brings in a broader audience.
Paid and organic posts generate similar levels of engagement, Stoker said, a key reason why social media is its most cost-effective channel.
“Our followers don’t care if it’s paid or organic,” Stoker said. ‘They will engage based on how good the content and story is.”
The group often starts out by posting organically, and then pays to boost the post once the organic reach tapers off.
As a way of thanking visitors for their contribution to the town’s marketing, Breckenridge is even taking its best social media offline. It just put up its second “Instagallery” in an art gallery in town, where it’s framed and displayed the best social media shots of the area. The exhibition acknowledges the contributions made by visitors and residents in showcasing the town – IRL.