Case Study: Organic Social Media Growth for Billings Logan International Airport
Jordan Price Social Media Manager
Client: Billings Logan International Airport
Location: Billings, Montana
Project Type: Organic Social Media Management
Opportunity
Billings Logan International Airport (BIL) serves as the aviation hub of south-central Montana and the gateway to Big Sky Country. With a multi-million-dollar terminal expansion underway and an increasingly important role in regional connectivity, the airport had a compelling story to share. The challenge was ensuring that travelers, the Billings community and aviation industry leaders were all paying attention.
Kinetic Marketing & Creative recognized the opportunity to elevate BIL’s visibility through a thoughtful organic social media strategy. By aligning storytelling with platform-specific best practices, we set out to strengthen community trust, highlight local pride and showcase growth to industry decision-makers.
Action
Kinetic developed a cross-platform strategy for Facebook, Instagram and LinkedIn, with each channel serving a distinct role:
- Facebook: community storytelling, travel tips and people-first updates.
- Instagram: aviation visuals, reels and lifestyle-driven travel content.
- LinkedIn: growth updates, partnerships and professional insights.
Execution centered on consistent, audience-first storytelling. Across 590 posts during the fiscal year, content mixed travel information, aviation milestones and community highlights, always crafted to match audience behavior and platform strengths. This approach allowed BIL to expand reach, increase engagement and position itself as both a trusted community hub and a regional industry leader.
Results
From July 2024 to June 2025, BIL achieved measurable growth across all channels:
- 41% overall follower growth
- 971,841 impressions
- 10.87% engagement rate
Facebook saw a 71.5% increase in reach, a 54.9% increase in impressions and clicks up 22.6% year over year, all while outperforming government industry benchmarks in engagement. Instagram delivered a 209% increase in engagement rate, a 40.6% increase in reach and a 1,300% increase in impressions, with reels and aviation photography driving performance. LinkedIn nearly tripled its followers, saw a 162% increase in reach and achieved engagement rates 8.5% above industry average.
The data revealed clear insights: aviation-focused visuals consistently drove the strongest engagement, locally relevant content built strong community connections and platform-specific strategies aligned with best practices to deliver measurable results. Together, these outcomes reinforced BIL’s position as both a trusted regional hub and a growing force in the aviation industry.
Looking to grow awareness, strengthen community connections and increase industry visibility? Contact Kinetic Marketing & Creative to see how we can help your brand take off.
Jordan Price
Social Media Manager
Our Social Media Manager, Jordan Price, brings a flair for vivid storytelling and adaptive social media strategies to our amazing clients! She earned her B.A. in Communication Studies at Rocky Mountain College and spent two years sparking connections as their Social Media Coordinator before joining Kinetic Marketing. She is currently working toward her M.S. in Digital Audience Strategy from Arizona State University.
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