Visit Essex Social Media & Influencer Marketing
In under a year, I organically grew our following across TikTok, Facebook, X, and Instagram by 2,040 through posting engaging organic content on all of these platforms. When I began working with Visit Essex on their social media, I strongly suggested we begin utilising Reels and that we set up a TikTok account, as short-form video content has taken the digital world by storm, and it would be a huge mistake to not implement this into our strategy.
In 6 months of having a TikTok account, Visit Essex gained over 400 followers. The content I created and posted on this platform mainly consisted of repurposed blog content, image slideshows, and little snippets of various destinations and attractions in the form of 'mini vlogs'. By treating TikTok as a search engine and adding popular search terms such as 'Romantic Hotels in Essex', our content began to gain views up to 50k per video.
I made sure to mix up our content on Instagram between Reels, carousels, and regular static posts to keep it varied and engaging for our audience. Reels on Instagram greatly improved our organic Reach, whilst posting realistic content that resonated with our audience improved our engagement rate. Through collaborating with other businesses and influencers, we have increased our own following and this platform continues to grow now with the help of some paid advertising as well.
I have also worked with influencers as part of digital campaigns for Visit Essex - one of these collaborations involved @thelondonkids on Instagram. We sent the creator and her family for a weekend away in Southend-on-Sea, where she documented the trip and created a Reel, stories, and carousel post. This content reached her wide audience to promote family staycations in Essex, and we saw great web traffic results from the links she shared on her page, as well as a huge reach on her in-feed content.
