Social and community building
Above all, the outdoors is a community
Social is the constant heartbeat for LOGE. There’s always something going on, and location ‘dispatches’ from social channels are where we inspire people and fuel their “FOMO." Our creative team and our media leads handle all the monthly post cadence (including infeed, Stories, and Reels), as well as community interaction and UGC reposting.
We look for every opportunity to grow and amplify the LOGE community through actions, such as brand partnerships, ambassador collaborations, and promotions.
Instagram is an important social channel for LOGE with distinct objectives to encourage account growth, retention and engagement. LOGE’s net account growth was flat for most of 2022 – it would gain about the same number of followers every month that it lost.
With the goal of increasing account followers, we do the following:
- Reels – Used to increase non-follower reach.
- Infeed Posts – Used to retain current followers.
- Stories – Shared UGC increase organic follower reach.
- Giveaways – To drive engagement, and increase follower growth, giveaways are held a few times a year highlighting and tagging various brand partners.
Comprehensive analysis is completed each month, and these learnings help to refine and evolve our approach as trends change and we learn more about the LOGE audience.
For social creative, we’re constantly experimenting. We’ve learned how valuable Reels, Infeed posts, and Stories are to the LOGE Instagram audience. We utilize trending audio and topics and post a few times a week to stay in everyone’s feed, without being overwhelming (it’s a fine line). Our monthly content calendar brainstorms get things started well in advance, while also leaving room for timely event posts.
We’ve also looked at how we’re generating effective video content. From filming road trips to talking to locals to engaging in content creator collaborations and eliciting UGC, we cover all the bases to see what sticks and what people are interested in watching.
We’re also using SEO techniques that bring people directly to the site. By writing bi-monthly blog posts, we’re able to highlight them on our social channels and in search queries on various topics. Through these search and discovery avenues, they are much more likely to stick around, look at locations, and consider LOGE as their next place to stay.
Following our new media plan, we immediately saw follower growth start outpacing attrition, with over 1,900 new followers in the first month.