Social Media Strategies for DMOs
Managing a destination’s brand on social media can feel like a full-time job for an entire team. However, many Destination Marketing Organizations (DMOs) operate with lean staff and tight budgets, all while competing with major cities and attractions online.
The good news? With the right strategies and tools, even a small DMO team can outperform its size on social media. Here’s how.
The Current Landscape
Social media is no longer optional for destinations. In fact, it’s where travelers find inspiration, share experiences, and make decisions. Research indicates that 91% of DMOs now utilize social media, with nearly 100% of U.S. DMOs actively engaging on Facebook and Instagram. Meanwhile, 77% of travelers consult at least one social media platform when planning a trip, and 75% say they’ve been inspired to visit a destination after seeing it online.
That means every post you create, every story you share, has the potential to directly influence traveler decisions.
Strategies for Small Teams
1. Lean on User-Generated Content (UGC)
If one thing is for certain, travelers trust other travelers. CrowdRiff’s 2025 DMO report highlights that UGC and creator-led storytelling outperform polished ads in terms of authenticity and engagement. Smaller teams can curate content already being shared about their destination, rather than producing everything from scratch.
2. Prioritize Video – Especially Short Form!
Short-form video remains the fastest-growing content type for destinations. This format is digestible, and aligns with mobile-optimized content and consumption habits. Users can easily understand the hype about a certain product or service your destination offers within a quick video. Stretch the content across multiple platforms to maximize awareness and reach, while tailoring captions or calls-to-action to fit each channel’s audience. A single highlight reel can become Instagram Reels, TikTok clips, YouTube Shorts, and even embedded website content, multiplying visibility without multiplying workload.
3. Collaborate with Local Influencers
Small DMOs don’t need big influencer budgets. According to PhocusWire, many destinations grow by partnering with local creators and micro-influencers, whose authentic voices resonate more with travelers than celebrity endorsements. Furthermore, these partnership models are mutually beneficial to the DMO and the influencer. It helps local creators grow their platform and gain credibility among different audience groups.
4. Measure What Matters
According to Sojern’s 2025 DMO study, while 94% of DMOs are investing in paid social, many still struggle to prove ROI. For smaller teams, this makes it more important to track the right metrics. Instead of focusing only on vanity numbers like reach and likes, measure the actions that show real engagement and intent: newsletter sign-ups, itinerary downloads, event ticket sales, or inquiries through your website. These conversion-driven KPIs provide a more complete picture of how your social media is moving travelers from inspiration to action.
5. Utilize A Boosting Budget
If a post is already performing well organically, that’s your signal it’s worth boosting. Putting ad dollars behind proven content ensures your budget is spent amplifying what resonates, not guessing what might work. The key is to analyze your budget and allocate funds strategically, focusing on high-performing posts tied to your destination’s goals.
6. Why Partner with an Agency
Even with the smartest strategies, there’s a limit to what a small team can handle alone. That’s why many DMOs choose to partner with agencies like Red Sage. An experienced partner can:
-
Extend your creative capacity without hiring full-time staff.
-
Provide audience strategy, analytics, and campaign execution.
-
Help prove ROI to stakeholders and boards.
-
Keep your destination’s social presence consistent year-round.
For DMOs stretched thin, having the right partner can mean the difference between simply maintaining your social channels and truly growing your destination’s visibility, visitors, and economic impact.
To learn more about Red Sage and how we can support your brand, connect with Red Sage’s V.P. of Sales & Marketing, Michelle Stark at mstark@redsageonline.com.
This post was developed with contributions from Samantha Vail, Account Executive and Ansleigh Justice, Social Marketing Specialist.