Australia Social Media Audit with focus on visiting Canberra

2. Demographics
Of the total Australian population, females make
up 50.2% and males 49.8% (Digital Australia
2021).
GENDER
The median age stands at 38.0. 83.2% of the
population are aged 13 and above, 77.1% 18 and
above and 63.1% of the total population are aged
between 16 and 64. This tells us that the marjoity
of the population...(Digital Australia 2021).
AGE
As stated in the 2020 Yellow Social Media Report, data
gathered was collected as a sample of the adult population
by age, gender and location. The above chart identifies an
approximate sample of the Australian geographical
demographics. Sydney and regional NSW represent the
largest physical locations of the total population. Followed
by Queensland and Victoria. The Northern Territory and the
Australian Capital Territory are among the smallest with 2%
or less (Yellow 2020).
LOCATION
Australia's total population as of January 2021 is
25.64 million with urbanisation of population
making up 86% (Digital Australia 2021).
25.64 MILLION
SOCIAL MEDIA: AUDIENCE
PROFILE
This Table presents the audience reach of social media
adverts by age and gender
In all age segments, females make up either the same or
slightly larger share of the audience when compared to
males.
25-34 year olds are the largest audience segment at
25.2% of the total population (Digital Australia 2021).
For marketing efforts this age group (25-34 YO)
followed by 35-44 year olds and 18-24 year olds would
be the most desirable segments.
= Female
= Male
(Yellow.com.au 2020)
(Kemp 2021)
(Kemp 2021)

3. Psychographics
(Personalities, Lifestyle, Interests, Opinions, Attitudes, Beliefs & Values)
Data of the populations lifestyle surrounding social media tell us that majority of users
are mostly using social media from their homes (94%) and at work (29%).
58% of social media users claim they commonly check their socials first thing in the
morning and 59% are online in the evening.
28% use social media 1-4 times a day, 20% 5-10 times a day, 9% 10-20 times a day and 12%
look at social media more than 20 times a day! Younger generations are more frequent
users with 55% of those aged 18-29 checking social media at least 10 times a day.
LIFESTYLE
INTERESTS
Holiday, travel and accomodation related (65%)
Entertainment (58%)
Movies and/or tv shows (56%)
All things clothing and fashion (55%)
Appliances/electronic equipment (53%)
Hospitality, including restaurants and bars (51%)
The top products and services searched for on social media by users is:
TOP REASONS FOR SOCIAL MEDIA USE
To share photos and videos
To watch videos
To catch up with family and friends
Find & connect with people who
share same interests
To get information on news and
current events
To follow & find information on
brands/businesses
83%
39%
32%
31%
30%
23%
OPINIONS
People are more likely to follow businesses/brands
who give discounts, giveaways and provide product
information.
People are more trusting in brands who: interact
with users positively on social media & regularly
update content.
31% of Australians are happy to see ad and 30% and
not, the rest surveyed in Yellow 2021 have no
opinion
27% of people notice posts by
influencers/celebrities
31% believe theire spending too much time on
social media
47% believe social media has a positive impact in
regards to connecting people
40% view social media use as a crucial part of their
relation and downtime
Opinions on Impact of Social Media:
(Yellow.com.au 2020)

4. Penetration
of Australia
Population
6 out of 10 use Facebook
1 in 2 use Youtube
1 in 3 use Instagram
1 in 4 use Snapchat
(Correll 2021)

5. Technographics MOST USED SOCIAL MEDIA PLATFORMS
96.6% of the population own a mobile phone and 77.2% a laptop/computer.
Almost 20 million access social media through their mobile phone.
On average, the daily time spent on the internet is 6 hours and 13 minutes, with social media's average time spent daily at 1 hour and 46 minutes.
85.7% of people state they have actively engaged with or contributed to social media in the past month.
The average number of accounts per social media user is 7.2.
39% of people use social media as a main source when researching brands and businesses online.
Tik Tok became one of Australia's top mobile activities during 2021 and was ranked the second most downloadable mobile app.
Key Points
Potential Audience Reach
Youtube
20.50 million, 87.1% of total population (50.9% female & 49.1% male)
Facebook
16 million using advertisements, 75% of the total population (53.2% female &
46.8% male)
Instagram
11 million, 51.6% of total population (56.5% female, 53.5% male)
TOP SOCIAL MEDIA APPS BY CUMULATIVE
TIME SPENT
(Kemp 2021)

6. Instagram Trending
Canberra Focused
Hashtag Quantity of Posts
Hashtag Quantity of Posts
#photooftheday
#photography
#travel
#food
#fun
953M
803M
584M
458M
423M
#canberra
#visitcanberra
#canberralife
#canberrafood
#wearecbr
#canberrafoodie
Landscape Photos
Lifestyle Photos
Portrait Photos
Food and Wine Photos
Food and Beverage Videos
Short Vlogs
Environment Infographics
Architectural Photos
Popular Content
2.9M
527K
401K
174K
#canberratourism
#canberratravel
168K
66K
1K
1K
Themes
Travel: Travel content on Instagram offers a unique insight into Canberra's landscapes,
dining, accommodation and activities.
Culture and Lifestyle: Canberra culture and lifestyle is shown through appealing
landscape and architectural photography.
Food and Drink: The capitals food and drink offerings use Instagram to photograph
dining experiences for those visiting Canberra (Newberry 2021).
Types of Posts/engagement
Feed posts, Stories (polls, Q&A's, quiz's), Reels,
IGTV Videos - Like, comments, re-share, save,
follow
Popular Canberra Content
Landscape images (Mountains, lakes, wineries)
Natural colours of Canberra (Nature & Sunsets)
Canberra landmarks and monuments and attractions (Telstra tower, Parliament House,
The Arboretum, Australian War Memorial, National Carillon, National Library)
Popular Food and Drink locations
(Instagram 2021)

7. TikTok
Trending
Canberra Focused
Hashtag Views of Posts
Hashtag Views of Posts
#fyp
#travel
#food
14343.8B
24.5B
183B
#canberra
#canberratok
#canberratiktok
#weearecbr
380M
120M
2.7M
11K
Comedy Videos
Event Vlogs
Daily Vlogs
Food and Beverage Videos
Travel: Travel videos on TikTok use the hashtags to reflect lifestyle experiences and
attractions that are limited to Canberra.
Culture and Comedy: This topic makes up a large portion of Canberra specific hashtags
on TikTok. The content is generally reflects unique experiences or stories.
Dining Experiences: Dining experiences and reviews are posted on TikTok. Users can
share their preferences and favourite Canberra dining location (E-digital 2021).
49.2B
#tikotktravel
Types of Posts/Engagement
Videos - can search via follow page, 'for you'
page or 'discover'.
Like, share, comment, follow
Popular Content
Themes
Popular Foodie/Travel Content
Compilation of travel locations paired with upbeat music
"Top places to visit"
Arriving at locations by click of fingers trend
"Places to eat"
Virtual tour of restaurant location, internal layout and food
Restaurant reviews
(TikTok 2021)

8. Twitter
Links
Images
Quotes
Tweets containing comments and/or
questions
News content
Trending
Canberra Focused
Popular Hashtags
Hashtag Number of tweets
Types of Engagement
Popular Content
Themes
Popular Canberra Content
News content: News content on twitter details and updates users on the current events in
Canberra whilst allowing space for public discourse (Meese & Hurcombe 2020).
Culture and lifestyle: Tweets about canberras environment and attractions take up a lot of
twitters Canberra based content, and allow users to view other users experiences in
Canberra.
Food and drink: Both pictures of and written posts about dining experiences allow users
to explore the numerous food and drink options in Canberra.
Scenic photos of canberra
News content
Personal opinions or experiences in canberra
Post tweets/re-tweet on timeline.
Like, reply to or retweet tweets on timeline,
Search for and/or follow accounts
#Thedrum
#spring
#Jungkook
#whatif
1,430
231K
2.23M
23.5K
#Canberra
#Canberralockdown
#CBR
#Canberralocals
#VisitCanberra
#Wearecbr
#KenBehrens
(Twitter 2021)

9. Facebook
Images
Videos
Story posts
Live videos
Written posts
Shared posts
Business pages
Links
Popular Hashtags
Canberra Focused Hashtags
Types of Engagement
Popular Content
Themes
Popular Canberra Content
Like, share and comment on posts
Follow pages
Make events
Live videos
Stories
News content: Facebook ‘simplifies and facilitates news sharing’ and gives users
insight into the current events and attractions in Canberra (Kümpel et al. 2015).
Culture and lifestyle: Canberras culture and lifestyle is showcased through photos and
personal opinion posts.
Food and Drinks: Many businesses utilise facebook to showcase what Canberra has to
offer in terms of dining options. Facebook also allows users to see and post reviews.
News content
Food and drinks (written post and/or photos)
Canberras attractions and/or landmarks Reviews/personal opinions or experiences
#canberralockdown
#canberrafood
#canberrabuilder
#canberralife
#Love
#instagood
#photooftheday
#beautiful
(Facebook 2021)
21M
Hashtag Views of Posts
Hashtag Views of Posts
5.9M
8.3M
5.8M
4.7K
1.5K
N/A
N/A

10. Social Media Monitoring &
Listening
Allows us to understand potential audience interests, create valuable content
that reflects the Canberra experience and understand how we can best
encourage engagement, which is crucial prior to the launch of our campaign.
Hashtags are a key tool that allows content to be discoverable and
characterised. The type of content and the topics conveyed is also essential
to understand, so when we develop our own social media campaign, we
have a consistent brand voice and message.
Social media monitoring on Instagram, Twitter, TikTok and Facebook
provides insight into competitors. It allows us to anticipate new trends and
understand ways to improve current and future content.
FINDINGS
Instagram offers the largest range of ways to deliver engaging content (Feed posts,
stories, reels, IGTV).
Instagram proves as the most suited platform for the type of content we are aiming to
provide to our targeted audience.
Through the use of common Instagram Themes, popular types of content posted and
the use of the identified trending hashtags surrounding Canberra we can produce a
data driven campaign.
Tik Tok is one of the most engaging platforms with views of posts associated with
popular hashtags in the billions, however more suited for comedy/dance trends.
Twitter is the least engaging social media platform for our campaign type as the focus
will be visual and engaging content.
Facebook, doesn't use hashtags as commonly as other platforms, Canberra focused
information most commonly found in facebook groups/communiities/noticeboards
etc.
(Freberg 2019).

11. Influencer Accounts
Subtle bursts of colour amongst neutral tones
Travel
Experiences
Landscapes
Accomodations/homes/retreats
High quality Photography of local/travel
Feed posts: Before COVID once a week, since
COVID understandably less.
Has become sporadic, between once a week and
once every couple weeks.
Stories: Most days
They do not seem to use hashtags, or potentially
post them in comments them delete them.
A collaboration with influencer would involved
them creating original content for us to share on
our page as well as posting content to her own
accounts to provide exposure for us.
Lean Timms (Photographer) -
2.8% Engagement Rate
Key Themes
Content Type
Posting Frequency
Hashtags
Collaboration Overview
Getaway/Glamping
Farm/Winery stay
Support local
Food and wine
Tones and colours change with the seasons (vineyard colours,
bright green vs orange earthy tones and cool tones in winter)
Feed posts: 2-3 times a week
Stories: Most days
Tourism hashtags both national and local (e.g. #visitcbr)
Set list of hashtags for each niche category of post (eg: #breakfast,
#furniture, general #tent, #tinyhouse etc)
A collaboration with small business Cubby and Co would be a
mutually beneficial partnership. We would create content with
them, we would credit them and provide exposure and vice versa.
Giveaways could also be arranged.
Naked Cubby Co. -
4.86% Engagement Rate
Key Themes
Content Type
Rotate between the interiors, landscapes/settings, guest photos and
community (suppliers, food makers, designers, people they work with)
Posting frequency:
Hashtags
Collaboration overview
(Leantimms Instagram Profile 2021) (Cubbyand.co Instagram Profile 2021)

12. Aspirational & Competitor Accounts
Canberra Experiences
Cafes and Restaurants
Strong support for local businesses
Colourful, simplistic and tidy images that have been carefully selected
to demonstrate particular colour scheme and page structure
A Canberra lifestyle orientated account, showcasing Canberra
experiences, eateries and boutique shops.
Post to feed every few days
On average, post stories once a week
Canberra related hashtags as well as popular hashtags or hashtags
that have an association with the image e.g. #canberrafoodies,
#canberralife. (Hashtags posted in comment section). Original
hashtags include: #sitchu, #sitchucanberra, #sositchu, #seenonsitchu
We have considered @sitchu.canberra as a competitor account due to
the similar focus, 'newness' . While our focus is also on “Date Nights”
with a more romantic and intimate feel, we believe that the content
on @sitchu.canberra still aligns and competes with our own.
Competitor Account - 1,510 Followers
Engagement Rate: 3.37%
Key Themes:
Content Type:
Posting Frequency:
Hashtags:
Overview:
Local and travel themed content
Soft sunset images
Heavy hashtag and profile tagging use
High resolution images that have similar aesthetic to existing
posts
Showcasing what Perth has to offer, bars, cafes restaurants as
well as locally made wines and whole city images.
On average 4 feed posts weekly
Stories are limited however 3 highlight reels are present
One hashtag is used for all posts #Visitperth. The page
encourages all users add the hashtag for the opportunity to have
their own content reposted by @visitperth.
@Visitperth is a page we aspire to be like. We too aim to share
high resolution images, create an aesthetically pleasing grid
layout and produce original images. Overall we enjoy the feel of
the page and the way they connect with their audience through
user-generated content and creative posts.
Aspirational Account - 191K Followers
Engagement Rate: 0.26%
Key Themes:
Content Type:
Posting Frequency:
Hashtags:
Overview:
(Visitperth Instagram Profile 2021) (Sitchu.canberra Instagram Profile 2021)

13. References
Correll, D 2021, 'Social Media Statistics Australia - January 2021', Social Media News, viewed 27 August 2021, <https://www.socialmedianews.com.au/social-media-statistics-australia-january-
2021/>
E-digital 2021, 'The Most Popular 33 TikTok Hashtags 2021', eDigital Digital Marketing Agency, viewed 28 August 2021, <https://www.edigitalagency.com.au/tiktok/the-most-popular-tiktok-
hashtags/>
Freberg, K 2019, 'Social media for strategic communication: creative strategies and research-based applications', SAGE Publications, Inc., Thousand Oaks, California, viewed 25 August 2021.
Kemp, S 2021,'Digital 2021 Australia', DataReportal, viewed 25 August 2021, <https://datareportal.com/reports/digital-2021-australia>
Kümpel, S, Karnowski, V, & Keyling, T 2015, 'News Sharing in Social Media: A Review of Current Research on News Sharing Users, Content, and Networks', Social Media + Society, vol. 1, no. 2,
viewed 26 August 2021, <https://doi-org.ezproxy.canberra.edu.au/10.1177/2056305115610141>
Meese, J & Hurcombe, E 2020, 'Facebook, news media and platform dependency: The institutional impacts of news distribution on social platforms', New Media and Society, vol. 23, no. 8, pp.
2367–2384, viewed 26 August, <https://doi-org.ezproxy.canberra.edu.au/10.1177/1461444820926472>
Newberry, C 2021, '2021 Instagram Hashtag Guide: How to Get More Reach', Hootsuite, viewed 25 August 2021, <https://blog.hootsuite.com/instagram-hashtags/>
Yellow.com.au 2020, 'Yellow Social Media Report 2020', Melbourne, viewed 25 August 2021, <https://www.yellow.com.au/wp-
content/uploads/sites/2/2020/07/Yellow_Social_Media_Report_2020_Consumer.pdf>