Australia: a sunburnt country, a land of sweeping plains, of ragged mountain ranges, of droughts and flooding rains. Is it any surprise that Tourism Australia’s Instagram page is so well loved?
Tourism Australia’s @Australia account has a huge 3.2 million followers and according to CNN, that number is only skyrocketing with 20% year-on-year growth.
https://www.instagram.com/p/BmysgWMhfJ7/?taken-by=australia
In a chat with CNN, Tourism Australia’s global manager of social media, Nick Henderson revealed some of the secrets behind the account’s success (other than the obvious mind-blowing beauty of the country that they have to work with).
Nick says it’s about getting the right mix of” stop-in-your-tracks images, great storytelling and a sense of humour.”
https://www.instagram.com/p/Bm6a44_g9lu/?taken-by=australia
While some of their content is original, Tourism Australia also encourages Instagram users to share their photos from around Australia using the #SeeAustralia hashtag.
Each day, they receive up to 4,000 pieces of content this way.
Tourism Australia has a #nofilter policy, with Nick saying the images they post should be an accurate representation of what people will see during their visit.
https://www.instagram.com/p/BmY8jlvA16P/?taken-by=australia
“so we avoid posting shots that are heavily filtered or edited,” he said.
And in true blue style, they don’t themselves too seriously and encourage people to have a laugh.
Their most popular post to date was a series of images from New Year’s Eve in Sydney with more than 220,000 likes.
https://www.instagram.com/p/BdXoRmQDCG9/?taken-by=australia
So does Australia’s jaw-dropping beauty make it the most Instagramable countries around?
Nick thinks it’s one of the best.
On any given day he receives images of “sun-drenched remote beaches, unique Australian wildlife, bubblegum-pink lakes, iconic city-based ocean pools, outback moonscapes and world-class food and wine in stunning settings.”
https://www.instagram.com/p/BgvfehMgk65/?taken-by=australia
“And the best part is that, unlike some tourist destinations. it’s rare to find yourself competing with hordes of other tourists to get the perfect picture.”
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