[JUDGING] Limerick City and County Council
Section: Instagram Public Body
Organisation Name: Limerick City and County Council
Instagram Questions
Name Of Brandclient
Limerick.ie
Personpeople Who Leads This Account
Marketing Department at Limerick City and County Council
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/limerick.ie/
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Outline Your Instastrategy - Why Is Instagram For You
Limerick.ie Instagram is the official local and tourism-focused Instagram channel for Limerick, managed by the Office of Marketing and Communications at Limerick City and County Council. The ‘always-on’ platform plays a central role in promoting Limerick as a vibrant destination to live, visit, work and invest in, while fostering meaningful connections with local communities, visitors and our stakeholders.
At the heart of our success is a commitment to visual storytelling. Instagram provides the ideal platform to showcase the people, places, experiences and character that make Limerick so unique. Through carefully curated photography, video content, reels and carousel posts, we celebrate the city and county while communicating key destination messages in a way that is engaging, accessible and relevant to our audience. Every post is viewed as an opportunity to strengthen our relationship with followers and encourage deeper engagement with the Limerick brand.
Instagram activity forms part of a broader social media strategy that includes Facebook, TikTok and YouTube. Each platform is prioritised according to audience behaviour and strategic objectives, with Instagram serving as a key driver of traffic to Limerick.ie, audience engagement and brand visibility. By tailoring content to the platform’s strengths, we maximise reach and impact while ensuring consistency across platforms.
How Can You Measure Impact To The Bizorg
To get the most from Limerick.ie’s social media activity, it’s important that we continually measure and understand the impact of our destination marketing efforts. As a public body working with finite resources, we need to ensure that the content we create is reaching the right people and delivering meaningful results.
Social media analytics give us valuable insights into what our audiences enjoy, engage with and want to see more of. By understanding which topics, formats and stories resonate most strongly, we can create content that reflects the interests of our followers, encourages interaction and helps grow our online community.
We use data such as audience demographics, reach, click-through rates and engagement levels to better understand how people are responding to our content. Looking at metrics like comments, likes, shares and follower growth allows us to see what is connecting with audiences and where there are opportunities to improve.
Beyond measuring performance, these insights help us ensure our social media activity supports wider organisational and departmental goals. They help us strengthen relationships with stakeholders, increase visibility for Limerick as a destination and tell our story in a way that is authentic, engaging and effective. Most importantly, ongoing monitoring enables us to learn, adapt and plan.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Great Limerick Run Signs Carousel: https://www.instagram.com/p/DXrK_1GDKSe/
This post was designed to promote the Great Limerick Run. Taking a playful, humorous and relatable approach, it highlighted the important role that supporters and spectators play in enhancing the event atmosphere. With a focus on homemade fan signs, the content encouraged participation and helped build excitement ahead of the event while reinforcing the sense of community, encouragement, and local pride that surrounds the Great Limerick Run.
Topline Figures
Views 135,489
Reach 67,705
Engagement 3,934
Likes 3,384
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Limerick Homecoming Carousel: https://www.instagram.com/p/DbDeNDTDI0k/?img_index=8
This post was one in a series, documenting the Limerick Hurlers' homecoming and captured the pride, excitement, and sense of unity felt across the city following their All-Ireland success. By showcasing the crowds, atmosphere, and celebrations, this content highlighted an unforgettable moment in Limerick's sporting history and reflected the strong connection between the team and its supporters.
The post also encouraged audience engagement by directing followers to view and relive the occasion through a dedicated photo gallery, helping to preserve and share the collective memories of the homecoming celebration.
Topline Figures
Views 55,986
Reach 25,227
Engagement 2,363
Likes 2,196
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
The LK Frame Reel: https://www.instagram.com/reel/DXt-FJgjIYd/
This post was created to announce the LK Frame as a new installation and photo opportunity point along one of Limerick’s most popular walking routes, The Three Bridges walk. By encouraging people to stop, take a photo, and share their experience, the content increased awareness of the installation while showcasing the scenic riverside setting at Clancy’s Strand.
The post also supported place promotion efforts by encouraging both locals and visitors to explore the area, engage with the location, and discover another unique feature of Limerick City.
Topline Figures
Views 44,400
Reach 24,220
Engagement 1,666
Likes 1,307