Instagram only allows paid advertisers to access brand lift data. For the unpaid advertisers, all they have is qualitative data - follows, likes, shares and comments. Only Instagram knows how many people actually checkout Instagram accounts. Yet tourism boards forge ahead with building their brand presence on this mobile-first, image-based platform by publishing a combination of their own content, user-generated photos from fans and inviting influencers to experience and share their journey on the company account, as well as their own. The reality is there isn't a metric that ties influencers trips to visit. Skift asked the top five performing tourism boards about who they would like to work with in future and why. Find out more.