Indianapolis has been on the rise for a few years now in terms of being able to appeal to a vast audience. There has been more entertainment to enjoy and people to meet. With the help of Visit Indy, people are able to find activities, where to eat, where to stay, guides, maps, and deals. Visit Indy is meant to promote travel to the Indianapolis area. Looking at other tourism platforms http://www.tcr.gov.nl.ca/tcr/tourism/tourism_marketing/target_markets.html I came to the conclusion of who Visit Indy is targeting. They are looking for males and females, single or married without kids to take care of, 25-34 or 45 and above, mostly not from the Indianapolis area, middle to high income, and a college education level. They are looking for educated young adults who are apt to travel to Indianapolis but also they are aiming at those already in Indianapolis looking for something to do. They want people who want to explore and find out what Indianapolis is all about.
In today’s world a company needs to reach out to its target market from different platforms. One way Visit Indy reaches out to their target market is their use of Instagram. Their Instagram has 408 posts, 4106 followers, and 139 following. They keep their main logo as the profile picture and have the link to their website in the bio. They have been posting pictures on Instagram for a little less than four years. Visit Indy does not use Instagram as a hosting platform. They connect some of their posts to other social media outlets and now and then will get more likes on Facebook than they did on Instagram. As the years have gone by they have better pictures, and more likes. Since Instagram seems to target a younger audience, that may explain why their Facebook had more likes than some Instagram pictures.
Instagram addresses their audience by always posting picture of the Indianapolis area they want their audience to travel to. They post pictures of restaurants, museums, nature and more. They could make their photos off center, or with crazy filters randomly if they wanted since it is a new trend. Their main goal though is to have people visit places in Indy so that is exactly what they post; pictures in Indy.
Visit Indy post pictures multiple times a week which is the perfect amount for their audience. For a tourism business they cannot have too many pictures because people would never have the time to look at them, but they also need to have enough to show the audience everything they have to offer.
By taking the total likes and comments from the last ten posts and dividing it by ten shows the average engagement per post of 159.2. Taking that number and dividing it by the number of followers get the average engagement rate of 3.8 percent. The average engagement rate of retail brands on Instagram is 4 percent. With the top growing brands on Instagram being a lot of retail and Visit Indy is a tourism brand, I feel like they are doing a good job at engaging with their audience. http://totems.co/blog/brands-instagram-may-2014/ Indianapolis is not usually people’s first place to visit if they are not from Indiana so having a 3.8 percent average engagement on their Instagram is something they should be proud of. Indianapolis is a great place to visit and with the help of Visit Indy and their Instagram, more people are able to learn that.