9.8 million views for a town of 5,000.

Where they started

Holbrook sits right on Route 66, next door to Petrified Forest National Park, and plenty of travelers drive right past it. The city wanted two things: more visibility with people passing through, and more engagement from the people who actually live there.

What I did

I built and run the city's website and social accounts, covering everything from council agendas and city news for residents to the content that puts Holbrook in front of people planning a Route 66 trip.

What happened

From January 1 through September 22, 2026, the Holbrook, AZ Facebook page pulled in 8.4 million views from 1.7 million people, up 294% from the period before. Visits to the page are up 179%, and content interactions are up 272%.

The page gained 11,000 followers this year alone and now has more than 16,500. That's over three times the number of people who live in Holbrook, and less than 9% of them are in town. The rest are in Phoenix, Mesa, Tucson, Flagstaff, and beyond: exactly the travelers a Route 66 town wants to reach.

In the last 28 days, 69% of the page's views came from people who don't follow it yet, and single posts regularly break six figures.

On TikTok, the city's account pulled 1.2 million views, 94,100 likes, and 6,500 shares over the last year, and gained 3,200 of its 3,275 followers in that time. On Instagram, the city picked up 277,000 views and 621 new followers in the last 90 days alone, with 85% of those views coming from people who weren't following yet.

The best example is one video about hidden Route 66 relics in Holbrook. It hit 473,600 views on TikTok and 551,800 on Instagram. That's over a million people seeing one small town's Route 66 story from a single video, and it brought in 1,300 new TikTok followers on its own.