Due to the visual nature of tourism, Instagram has become a popular platform for destination marketing. On Instagram, Destination Management Organizations (DMOs) can share photos, videos, and interactive stories of the destination while visitors simultaneously share their own experiences. Instagram is also one of the most popular platforms for influencer marketing. This research presents preliminary findings of a larger study, which seeks to examine the outcomes of destination marketing on Instagram. The purpose of this study in particular is to understand the antecedents of Instagram marketing, including who follows travel-related accounts, why they follow travel accounts, and the perceptions of travel-related accounts on Instagram. Using an online questionnaire, this study found significant differences between the followers of DMO accounts and influencer accounts as well as differences between followers’ perceptions of each account type and their motivations to follow them. Further results and implications are discussed.