During my time with Nest Hostel, I was assigned to create and plan content about hostel life and vacationing in Tenerife that would increase viewer engagement and interest.

Often hostel guests are by themselves or in a small group, traveling on a budget, relying on public transit, and looking for local experiences. My idea was to create a “Tenerife Itinerary” story series that would feature activities surrounding each of our 7 hostel locations with an added discount code.

Nest’s secondary goal was to expand their audience outside of Spain and the Canaries, as most tourists in Tenerife come from the UK, Germany, the Netherlands, and Italy. To cater to tourists instead of locals, we focused on content that featured popular attractions on the island, “hidden gems”, and fun facts about the island and Canarian culture.

We successfully generated substantial audience interaction on Instagram, including Nest’s highest ever story views. Story views increased 200% consistently, with peak viewership reaching 1.9k. The reach of our reels averaged 4.3k views, 31-70% of them being non-followers.