Annual Report FY26

VISIT PORTLAND ORGANIC SOCIAL MEDIA

THE PURPOSE Inspire travel and strengthen Greater Portland’s destination brand by sharing authentic stories that showcase the people, culture, businesses, and experiences that define our community. OUR STRATEGY Create platform-specific content that highlights local voices and experiences while strategically boosting high-performing posts to reach new audiences. This approach expands awareness, increases engagement, and encourages visitation that benefits local businesses and the regional economy.

ORGANIC SOCIAL PERFORMANCE Platform Followers Instagram 81,600 Facebook 51,000 Threads 13,600 Pinterest 839 TikTok 2,451 LinkedIn 2,035

HIGHTLIGHTS • Our Facebook audience continues to grow steadily, with 81,039 followers year-to-date and a net gain of 346 since January 1, 2026. Engagement remains strong at 20,691 interactions, reflecting ongoing interest and activity from our community. • Instagram content is reaching a wider audience, with 305.1K total views (+33%) and 95.6K unique accounts reached (+56%). Most of this growth comes from new users, as 71.9% of views and 84K of reach are from non-followers, demonstrating the platform’s role in attracting new audiences. Interactions remain high at 3.4K, with 77% coming from followers, showing continued engagement from our core audience. • LinkedIn performance shows strong recent growth: total followers increased 39 (+70%) over the last 30 days, and content engagement is rising sharply (179 reactions, 5 comments, 5 reposts, all up significantly). This indicates growing visibility and interest among industry professionals and local partners.

Data Source: Meta

40