Social Media

Our content strategy aims to achieve four objectives:

1. DEFINE ARIZONA’S STORY
Craft an ownable narrative for Arizona on social.

2. DRIVE ENGAGEMENT
Spark conversations and interactions by creating shareable, relatable  and visually stunning content that resonates with audiences.

3. FOSTER COMMUNITY CONNECTION
Engage with residents and visitors alike to build pride in Arizona as a vibrant, welcoming destination.

4. ESTABLISH EXPERTISE
Position Arizona as a trusted guide by sharing knowledge, tips and resources that enhance travel planning and experiences.

With this approach, AOT has maintained an impressive 5.65% engagement rate* over the last year and saw an increase YoY across the following metrics:

• 3,063,292 Engagements

• 23,643 Audience Growth

• 54,179,074 Impressions

Whether it’s skilled content specialists like dark-sky videographers and medium-format film photographers, or unique local personalities, creators have been vital in generating fresh content that connects, adding a critical layer of authenticity that underpins AOT’s success on social.

Through our efforts on social alone, AOT has successfully drawn attention to over 60 DMOs in the past year, showcasing a range of attractions from eateries and local shops to scenic spots and uniquely Arizona experiences.

*The average engagement rate for travel brands on social media platforms varies, but generally falls within the 1% to 3.5% range (Hootsuite Jan 2025 Report).

HALL OF ENGAGEMENT

Content from FY25 that deserves a gold star in community engagement. All of the content below had an engagement rate above 8%.

Cap Cut Edit:
Overcast Day in AZ
Engagements: 35K
Capitalizing on an unexpected overcast morning with perfectly timed content, we used a relatable meme to tap into a shared local experience.

Ari-snow-na
Engagements: 16.4K
Leveraging stunning imagery
of Arizona’s “shockingly” diverse landscapes, highlighting the winter snowfall in our northern region.

Cosanti Feature
Engagements: 13.3K
Captivating audiences with a visually stunning edit of Cosanti, highlighting a unique and obscure architectural local gem.

April Fools:
Missprounciations
Engagements: 8.6K
Highlighting common (and wild) mispronunciations of Arizona cities and critters, sparking conversation, building community and earning media coverage.

Pantone
Color of the Year
Engagements: 4.5K
The creative execution effectively leveraged the Pantone Color of the Year trend to offer perception-changing visuals of the state.