Our newsletterVendor reportSocialinsider, 8 Jan 2026
Travel engagement decreased the most of the 16 industries, with Travel Tips & Guides falling from 0.17% to 0.11% on Facebook and Instagram ending near 0.40%
Engagement
- Reader Note:
- The published pair, 0.17% to 0.11%, is the only engagement figure given for travel. Facebook falls by roughly a third between Q1 and Q2 and keeps sliding, the sharpest early drop in the report; on Instagram influencer collaborations separate from the rest in Q4 and hold near 0.40% while the other pillars converge around 0.30-0.33%. The report reads two ways on this pillar: the executive summary singles it out as the notable travel decline, while the travel chapter says travel tips and destination spotlights saw the gentlest drop of all categories. “Gentlest” is relative, so both can be literally true only if every other travel pillar fell further, which the report never shows. Any Q4 level given here as “about” is read off the report's quarterly chart for this industry and is not printed anywhere in the report: by Q4 the leading theme sat near 0.11% on Facebook and 0.40% on Instagram. The charts carry no data labels, so those are estimates against an axis ruled in 0.05pp steps on Facebook and 0.1pp on Instagram, good to about half a gridline. They are on pages 39 and 40 of the report PDF.
- Evidence:
- Observed behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Analysis of 23M Facebook posts and 33M Instagram posts from brands in 16 industries that were active on both platforms between January and December 2025; brand count and selection method not disclosed, and the report does not say how posts were assigned to content pillars or how engagement rate was calculated.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source never says how this number was measured.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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