Got some content that you think would be ace for our social channels? Here's what you need to do to get featured.
We are regularly asked about how to contribute to Tourism Australia’s social media profiles so we’ve posted a series of tips and tricks here. We’ll also include updates about some of the latest developments in technology, to help you keep your own social media presence up to speed. Make sure you bookmark this page as we’ll be updating it regularly for your reading pleasure.
TA’s online profiles
Let’s start with our online profiles so you know where to find us…
Australia.com — This extensive website is TA’s main channel aimed at international travellers.
@Australia (Instagram) — TA’s Instagram account has an extensive fan base and is extremely popular. The team feature three eye-catching photos or videos per day, with longer-form captions containing a bit more detail. For more info, see our Instagram FAQs.
Australia.com (Facebook) — TA’s Facebook profile features the best fan content daily, from albums and show-stopping single images through to engaging short videos. Regular album features include the ‘This Week’s Favourite Fan Photos’ and ‘What Australia Ate This Weekend’.
@Australia (Twitter) — TA’s Twitter account tweets out up-to-date news and the best daily fan content, and also answers questions from fans.
How to be part of our social media presence
We understand that you want to be part of our social media platforms too! It really is as easy as making sure you include our tags and handles in your own daily social media activity. Check out our terms & conditions for more info on how we handle submissions to our social media channels.
Use the #SeeAustralia hashtag in your caption (for your best destination related content) or #RestaurantAustralia (if it’s food & wine related).
Post any of your great images or videos directly onto our Facebook wall.
Don’t forget to include @Australia on any tweets that you want us to see.
What the team are looking for
In a nutshell, we’re looking for the most inspiring, engaging, spectacular, funny or eye-catching content to share with our fans. Most people look at their social newsfeed to get updates from family and friends, so the content that we post needs to be able to compete with that, and also not appear to be too commercial.
Tip: The more information you provide about the photo you share with us, the easier it is for us to tell a deeper story about that destination or experience. We recommend including as much info as possible in your caption such as when and where the photo was taken, how to get to the place in the photo, and what you think is particularly special about it.
Some of the themes we like to see are:
- Aquatic & Coastal (think jaw-dropping coastline shots or underwater snaps with some of our amazing marine animals).
- Nature & Wildlife (such as a snap of our adorable wombats or a spectacular view of the Aussie landscape).
- Australian Adventure (we love seeing shots from activities with an adrenaline rush).
- Food & Wine (like a deliciously Insta-worthy meal that you had at one of our best restaurants).
Videos on social media
Over the past year we have seen the power of video on social media continue to rise, and we now find that short, engaging videos perform exceptionally well on Facebook, Twitter and Instagram. Natively posting your videos within these platforms is the best way to see results, and don’t forget about Twitter - you can easily post videos on this platform which will automatically play when you scroll through the feed.
What we’re looking for in a video
We regularly feature videos on our social channels, and to help you understand what we’re looking for, here are some specifications for the kind of videos we tend to feature. Bear in mind that this may be different to what works for your own channels, but for ours we prefer:
- Length: Our optimum video length is 15–30 seconds long, and generally no longer than 1 minute.
- Orientation: Square or portrait format preferable
- Format: MP4 preferable
- Background music: Suitable copyright-free background music, or no music. Check out www.premiumbeat.com or www.jukedeck.com, or there’s a range of other royalty-free music sites available on the web.
- Overlay text or logos: None if possible please (we will always credit and link to your business via our caption)
- Fade in and out at the start or end: None preferable
- Talking heads: None preferable
- Voiceovers: None preferable
How to capture your content
You don’t need all of the latest high tech equipment to capture great content, some of our most popular posts have been simple and unedited short clips that were filmed on a phone! The quality of images that can be captured on an iPhone is also excellent, and there are a number of apps you can use to edit your shots to make them social media ready.
We’re a big fan of the GoPro Session camera. It’s small, lightweight and very easy to carry around. The newest version doesn’t have an LCD screen in the back but it connects through your smartphone app for easy viewing, editing and publishing onto social media. Some of our most engaging posts have been captured using a GoPro.
We’ve all seen how incredible aerial footage can be. Drones have become increasingly more portable and affordable as the technology evolves. Many people think this format of video is out of reach, but if you don't have your own drone and want to get some footage, there are a huge number of certified operators out there who capture amazing content for a reasonable price. Here is where you can find local certified operators in your area.