How we Revived La Posada de Santa Fe's social channels

For years, La Posada de Santa Fe's Instagram had no content strategy of its own. The account relied almost entirely on tags and collaborative posts from wedding vendors and photographers, which meant the resort was borrowing reach from other people's audiences instead of building one around its own story. Guests scrolling the feed saw beautiful weddings, but they rarely saw the pool, Spa Sage, dinner at Julia, the Gallery Collection, or the adobe architecture that makes the property unlike anywhere else in Santa Fe.

In May 2026, Summerside led an on-site lifestyle photo and video shoot designed to capture exactly those missing pieces. From that library, we built content with two jobs in mind. The first was storytelling: video interviews and an art-led series brought the depth of the expansive property to life, giving followers a reason to explore its history, its collection, and the people behind it. The second was discovery, which is why we paired those pieces with shareable, trend-driven Reels designed to reach new audiences beyond the resort's existing followers. Together, they formed a consistent, owned posting calendar that gave La Posada a voice and a visual identity it controlled. Because the growth came entirely through organic content, the account's own Instagram Insights tell a clear story about what changed in just 4 months.