Meta + Google: A game-changing update for social media savvy DMOs

With the rapidly evolving artificial intelligence (AI) landscape, destination marketers are facing a new challenge: Keeping up with the constant changes in how travelers discover and engage with content online. From zero-click searches to AI Overviews and Large Language Model (LLM)-powered search experiences — the traditional traveler journey is shifting, and so is organic search traffic.

According to our digital marketing experts, the destination marketing organization (DMO) industry saw a 22% year-over-year decrease in organic search traffic in Q2 2025, following Google’s rollout of AI Overviews in March.

Then, in July, Google and Meta (Facebook and Instagram) announced a major update: Public business profile posts on Meta are now being indexed and can appear in Google’s AI Overviews and AI mode responses.

What this means for DMOs:

• SEO and social media strategies must be aligned.
• Organic social traffic may now influence organic search visibility.
• Older social posts are being indexed, not just new ones.

This means social media marketers should:

• Include relevant hashtags, alt text, and informative captions in all posts.
• Review and update older posts to ensure accuracy and relevance.
• Remove outdated content that could misrepresent the destination (e.g., closed businesses).

Let’s review more practical tips for mastering Meta and adapting to the always-on world of social media.
 

Social media as a search engine

Social platforms like Meta and TikTok are increasingly being used as search engines, especially by younger audiences. A 2024 eMarketer article found that 46% of Gen Z and 35% of Millennials prefer social media over traditional search engines.

Why? Social media offers personalized content, social proof, and authenticity, which are all especially important in travel decisions.
 

Brand authority & AI indexing

As mobile-first experiences and personalized search continue to dominate, DMOs must ensure consistency across websites and social platforms.

AI systems prioritize content from authoritative sources. To boost your brand’s authority:

• Use consistent usernames and website links across platforms.
• Ensure all social profiles link back to your website.
• Apply E-E-A-T principles (Experience, Expertise, Authoritativeness, Trustworthiness) in both social and website content.
   

Optimization tips for social media

Alt Text

• Use concise, descriptive alt text for all images and videos.
• Instead of “image of kayaker,” use “single kayaker on the Hillsborough River.”

Hashtags

• Use a mix of broad, specific, and conversational hashtags.
• Include location-based or trending terms.
• For Meta, use one to two hashtags.
• For TikTok, use three to five hashtags.

Captions

• Match your website’s tone and voice.
• Include long-tail keywords and semantic context.
• Add geo-location terms (e.g., “in the Tampa Bay Area”) for local relevance.
• Emojis are encouraged for engagement and tone.
   

New metrics to watch

Social media metrics now offer deeper insights into marketing performance:

• Organic social traffic to your website
• New followers
• Impressions
• Post engagement

These metrics help stakeholders understand the full scope of your marketing efforts.
 

Case Study: Visit Mobile

Visit Mobile saw impressive growth in just 60 days, including a 130% YoY increase in organic social traffic to its website after optimizing social media captions with keywords like “solo travel,” “things to do in Mobile,” “pet-friendly travel,” and “best restaurants in Mobile, AL.”

TikTok:

• 439% increase in followers (net +1.4k).
• 107.3% increase in video views.
• 250% increase in profile views.

Instagram:

• 17.8% increase in followers.
• 79.5% increase in video views.
• 29.1% increase in profile views.

As the lines between search and social continue to blur, DMOs have a unique opportunity to lead with agility, creativity, and strategy. By aligning digital marketing with social media best practices and embracing AI-driven discoveries — you can ensure your destination remains visible, relevant, and inspiring where it matters most.