Social Media

• Engagement: AOT monitors social media engagement through the measurement of comments, likes, and shares of its social media channels. The measure is a determinant of how people are interacting with our social media accounts and content.
• Follower Growth: AOT monitors monthly follower growth across platforms as a measurement to determine if our content is reaching new followers, and AOT implements strategies like giveaways and influencers to help reach new audiences to hit those metrics.
• Influencer Program: During FY24, AOT implemented an influencer program and hired existing and new content creators that help AOT reach their metric goals. These influencers cover a variety of personas to reach a variety of different audiences and help us check off those content needs, as well as helping us promote the different regions we have in the state.
• Video Content: Short form videos have become the forefront of our social media strategy, as a way to promote our various regions, partners and DMOs. We also use long-form content to promote our cultural and heritage videos, as well as educational content such as Ranger Talks.

Results

Audience Growth

• Audience growth across platforms totals 84,044, a 31.5K (+31%) increase compared to the same time period last fiscal year (61K). 

Impressions

• Through May, Instagram Reels drove 15.9M impressions and reached 12.2M accounts. This is an increase compared to final FY23 figures (11.5M impressions and 10.8M accounts reached).
• Total organic impressions decreased by 15% YoY with 54.3M received in FY24 compared to 63.2M in FY23.

Engagements

• Overall engagements decreased by -49% with 4.4M received in FY24 compared to 6.6M received in FY23.