Annual Report FY24-FY25

ORGANIC SOCIAL MEDIA PERFORMANCE THE PURPOSE ORGANIC SOCIAL PERFORMANCE Average Across Platforms Visit Portland Impressions 3,690,795 Engagement Rate 5.21% Followers 149,597 Strategically leverage diverse social media platforms to effectively reach target audiences, enhance Greater Portland’s visibility and reputation

WHAT DOES THIS TELL US? • Post engagement rate is 3.5% higher than average. • ≈ 1.5M more impressions than the average Social Travel account. WHY OUR SOCIAL MEDIA INITIATIVES ARE IMPORTANT? Organic social media is a key part of Visit Portland’s marketing strategy, helping us connect with target audiences, build brand awareness, and support local tourism. With 3.6 million+ impressions and a 5.5% higher engagement rate than average, our content consistently outperforms. By using platform-specific, data-informed tactics, we spotlight Portland as a top destination and adapt to digital trends—driving visitation and economic impact through authentic, meaningful storytelling.

OUR STRATEGY as a leading destination, and foster meaningful engagement that supports tourism and the local economy. Use a platform-specific, data informed approach that leverages each channel’s strengths to build engagement, amplify Portland’s brand, and adapt to evolving digital trends.

Social Platform

Followers

Instagram Facebook Threads Twitter TikTok LinkedIn

75K 51K 13K

7K

2.2K 1.7K

Data Source: Meta

50