SOCIAL MEDIA

June-August 2025

The Visit Greater Palm Springs’ social media channels June through August reached a combined 13M+ Impressions, 5M+ Video Views, and 270K+ Engagements across @visitgreaterps and @dinegps. In this time period, @visitgreaterps grew 3.5% reaching over 70K followers, while @dinegps saw a 15.8% increase, reaching 8K followers by the end of August. 

2025 Social Media Goals

There has been a strong upward trajectory for VGPS’ 2025 yearly Impressions and Video View goals, with July totaling over 1 million video views in just one month alone. To work towards increasing engagement, VGPS has conducted strategy meetings and implemented a shift that includes participating in sweepstakes, increasing the number of Collab Posts VGPS engages in with partners (such as the Palm Springs Surf Club and Parker), asking questions in post captions, and having a strong weekly presence on Instagram Stories. We also plan to continue focusing on more engaging content, both organically and paid. 

Evolving Social Media Strategy

Despite exceeding our goals in impressions and video views as seen in the below dashboard, year-to-date engagement metrics have softened. This shift reflects the rapidly evolving social media landscape, with AI-driven algorithm updates and changing consumer behaviors redefining how engagement is measured.

Today, engagement looks different. Platforms like Meta and TikTok are prioritizing engaged video views as a key signal of interest and content relevance. As we review our metrics, we are evaluating how to integrate this measure alongside traditional engagement benchmarks to gain a more complete picture of performance.

By tracking engaged views in parallel with legacy metrics, we can fine-tune our video strategy to foster deeper audience connections and ultimately drive stronger conversions. This approach will inform our recommendation of KPIs for 2026, ensuring they align with both industry best practices and platform priorities.

Our social media strategy continues to emphasize top-of-funnel goals—building awareness, driving travel interest, and positioning the destination as top of mind. At the same time, we’ve expanded efforts to include lead generation and visitor guide sign-ups, creating stronger pathways to conversion. 

Campaign Support

From June to August, VGPS ran paid social campaigns across Meta, TikTok, Pinterest, LinkedIn, and YouTube to promote key initiatives, with a focus on the new summer campaign, Born to Chill.  

In addition to the Born to Chill campaign (with nearly 6M Impressions, 1.5M+ Video Views, and 37K+ Engagements), VGPS supported organizational campaigns including Restaurant Week campaign support (65K+ Video Views and 2.5K Engagements), Summer Eats campaign support support (182K+ Impressions and 32K+ Video Views), and a Summer Travel/Staycation campaign (67K+ Impressions and 32K+ Video Views). 

VGPS also worked with Beautiful Destinations and VRBO to include social media (1.2M+ Impressions, 30K+ Engagements, and 23K+ Clicks). Overall, VGPS’ paid social performance during this time period resulted in 10M+ Impressions, 3.4M+ Video Views, and 174K+ Engagements (separate from the Beautiful Destinations X VRBO campaign). 

 

 

 

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A post shared by BEAUTIFUL DESTINATIONS (@beautifuldestinations)

This summer, VGPS launched a Hello Summer! social media campaign on organic and paid social, complete with influencer collaborations and a 30-second and 60-second spot to run on our social media and YouTube channels. Influencer collaborations were spread throughout the season, with four different influencers featured in the campaign spots and also producing their own content for VGPS. This campaign generated 680k impressions and 595k video views. 

Social Media Collaborations

Social media June through August, VGPS executed a total of 23 Collaborative Posts, with influencers and partners supporting Restaurant Week, travel itineraries, and giveaway opportunities. Collaboration Instagram posts let two accounts share the same post, boosting visibility, engagement, and audience reach for both. Top-performing Collab Reels included the Beautiful Destinations X VRBO campaign Instagram reel (with +785K Views across all platforms), Palm Springs Convention Center X American Institute of Floral Designers X Visit Palm Springs on Marilyn Installation (with +82K Views), and the Parker X Palm Springs Chamber Giveaway (with +31K Views). 

 

 

 

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A post shared by Palm Springs Convention Center (@palmspringscc)

DineGPS Chef Series 

VGPS has continued to share the DineGPS Chef Series organically across VGPS’ channels, collaborating with local restaurants in Greater Palm Springs including Johnny Costa’s Ristorante in Palm Springs, Alice B. in Palm Springs, Cork & Fork in Indio, and Kiki’s in La Quinta. Combined, these four videos have gained 32K+ Video Views and +1.4K Engagements across all VGPS platforms. 

 

 

 

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A post shared by dineGPS (@dinegps)

International Social Media

In 2024 and early 2025, Visit Greater Palm Springs activated international social media campaigns across multiple platforms. Based on performance and sentiment, we strategically paused these efforts to focus on higher-performing channels in Canada.

In the UK, we continue to run Pinterest with our UK agency ensuring visibility remains strong while reallocating resources to other priority digital initiatives. From January through August, campaigns in the UK/Ireland have delivered a total of 6.5M impressions and 78k clicks.

Looking Forward: Upcoming Social Media Projects

As fall is on the horizon, VGPS is supporting the first annual Spa Month launched in September the re-launching the Escape Your Ordinary campaign, campaign to support nonstop flights and promotion of upcoming signature events and holiday happenings which includes coordination with partners for future collaboration post opportunities to amplify upcoming events. 

The VGPS team will continue to monitor the potential TikTok ban in the US, as well as negative sentiment as the political climate continues to evolve. 

Social Media Dashboards

Below are dashboards displaying social media stats as of February 28. An arrow in the upper right-hand corner of a data box below indicates additional information is available. Click to open.