429: How Utah Valley Built a Social Media Powerhouse with Bethany Bee

In this episode of the Destination Marketing Podcast, host Adam Stoker sits down with Bethany B., Digital Content Specialist at Explore Utah Valley, to explore how the destination has built a powerful social media presence. Bethany shares her journey from early social media experimentation at age 14 to her current role leading all digital content and strategy for the DMO. She emphasizes a shift from follower-focused metrics to attention-based performance, highlighting that non-follower views now drive most engagement. Key strategies include leveraging user-generated content (UGC) through a network of local creators, using Instagram’s Trial Reels feature for rapid testing, and prioritizing authentic, low-production-value content over polished videos. Bethany also discusses the importance of treating influencers as collaborators rather than competitors, building relationships with partners like BYU and Thanksgiving Point, and using data-driven targeting for niche audiences. Her team’s growth—75,000 followers in one year—demonstrates the effectiveness of her approach. The conversation underscores the need for DMOs to evolve from tacticians to strategists, embracing experimentation, transparency, and community-driven storytelling.