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A Few First-Snow Engagement Stats Prove Something You Already Knew

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Last week, Colorado got their first skiff of snow on the very highest peaks. While some areas reported a few inches above 14,000 feet, most resorts only saw a slight dusting on the peaks above resort boundaries. Exhibit A & B from Keystone and Winter Park.

A few months from now, a storm that only left a few flakes would be booed and hissed. But right now, it’s an answer to many a skier’s prayers.

But How Much?
As usual, I wanted to put a number on how excited skiers got about this visual compared to other, recent visuals. After all, first snow is a sight for sore eyes, but in Colorado the aspens have exploded into overwhelming yellowness during the last few weeks.

Five resorts, at least that I saw, shared a photo of the snow on Facebook. We all know photos get more engagement that other forms of content on The ‘book, so I compared the engagement of the previous pictures each resort had shared. Here’s how the numbers looked:

The actual numbers:

  • Average Likes: 1146 vs 177 (6.5x the likes)
  • Average Shares: 209 vs 21 (10.1x the shares)
  • Average Comments: 40 vs 12 (3.3x the comments)

The takeaway is pretty simple. When your first snow finally arrives, make sure you gets some good pics up on your web properties. Your skiers are waiting.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.

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