Skift Take
National Geographic Traveler can no longer rely on its parent brand's recognition because social media is leveling the playing field for younger online based publications.
As social media becomes heavily reliant on visual imagery for community building, brands that provide a rich experience curated from both staff and fans are becoming as reputable as established media companies.
The list below contains publications that are part of mass media companies, online based media, and platforms that rely on expert and user reviews. They're grouped together based on how travel readers and enthusiasts experience and interact with them on social media rather than traditional categories that could see them listed separately.
The top ten are calculated using our Skift Score, which takes into account social media performance on an absolute basis, as well as relative to within a company's specific industry. It compares metrics across platforms and provides an intelligent measure of competitive edge.
Name
Skift Score
Twitter Follows
Facebook Likes
YouTube Video Views
Instagram Followers
Condé Nast Traveler
860
547,761
365,36
