According to a new report, DMOs stated that 29% of all of their digital ad spend in 2018 was allocated towards social media advertising. And, that number will continue to rise as more than half (55%) of DMOs report they plan to spend more on social media this year - with 62% reporting that they plan to spend more specifically on Instagram Stories.

Hilton Head Island Visitor & Convention Bureau is one such DMO that embraces social media to target new users and engage with current in-market travelers. They spent the majority of their social media budget on Facebook and Instagram in 2018 with a plan to increase their social budget this year.