The five most successful
times for travel agents to post on Facebook are Monday at 4 p.m., Friday at 8
a.m., Saturday at 6 p.m., Monday at 7 a.m. and Friday at 6 a.m., according to
Passport Online — a
provider of social media solutions and web content for travel agents — used
data from ESP (its social media product) to garner insight into the most
effective Facebook posts.
Launched in 2014, ESP
automatically posts on agents’ consumer-facing Facebook pages. By the end of
2015, Passport Online said more than 1,400 agency Facebook pages were part of
the program, with nearly 1 million consumer followers.
The most successful times
to post were based on the posts that got the highest engagement scores, which
are based on the most likes, shares and comments on Facebook.
According to Passport
Online, posts with the most engagement tend to be destination-focused. Question
posts, posts that encouraging conversation and celebration day posts (like
Cinco de Mayo) were also ranked high.
For example, of the top
five posts with the most comments, No. 1 was a celebration day post recognizing
National Napping Day, which garnered 1,137 comments. No. 2 was a question post,
asking Facebookers for their favorite Hawaiian island (555 comments). Nos. 3-5
asked Facebookers to pick the destination they would most like to visit out of
a possible four (in order, the destinations were U.S. spots to visit in the
fall, parks and gardens, and Caribbean beaches, all garnering over 500
Of the top five posts with
the most likes, the post asking users their favorite Hawaiian island came out
on top with 13,484 likes. A post celebrating National Lighthouse Day was next
in line with 3,980. Rounding out the top liked posts was a quote on a photo,
reminding users to “collect memories, not things,” with 3,968 likes; a photo of
snorkelers in Bocas del Toro, Panama, with 3,646 likes; and a photo of a sea
turtle in Maui asking Facebookers if they “want to spend some time with the
locals,” garnering 3,518 likes.
According to Passport
Online, paid posts, which agency owners pay to have boosted by Facebook, saw
93% growth in 2015, with over 300 posts boosted.