1. australia
wins at
instagram
@elisaparkranger 56,584 likes 5,055 comments

2. Tourism Australia’s @Australia profile is
the most followed country on Instagram.
Why? Well here’s a look at what
@derwenthunter 51,968 likes 748 comments makes the profile a hit worldwide.

3. Tourism Australia receives over 700 photos per day through
Instagram and features the best one every 6 hours.
Photos are selected based on research and background stories are
added to give followers more information, as well as a place to
click through to find out more.
@samarag33 @australia

4. “This is Olivia reporting LIVE from
Bondi… Back to you in the studio.”
@morningbondi 52,173 likes 1,713 comments
The team add captions such as:
Because, why not?

5. And sometimes our features
actually do make the real news.

6. The profile gives us a look at how people
are holidaying across the country.
@itsworthashot 42,289 likes 559 comments

7. So far more than 3800 features
on the account have generated:
62,500,000+
likes
@anna_webb_1984
48,240 likes
1827comments
814,000+
comments

8. Being featured on @Australia gives our follower’s photos a massive boost.
Original Featured Original Featured
60 -> 36,986 likes
4 -> 376 comments
@samarag33 @nickwillox
@glendavidwilson @dsimages
234 -> 44,577 likes
15 -> 287 comments
1,122 -> 37,890 likes
33 -> 613 comments
65 -> 29,436 likes
11 -> 326 comments

9. We make our followers
the hero and always give
them credit for taking
such an amazing shot.
@cameronernst
54,223 likes
534 comments

10. We love feedback and crack a smile when we get comments like this:
“I am living in Germany and every morning when I'm waiting for
my train to work freezing I see the wonderful pictures about the
sunny Australia. That bright up my mood every morning. Thanks for
that! Greetings from the cold Germany!”

11. The aim of the account is
to help inspire travel to
and within Australia.
So, how well are we doing?
We asked our followers…
@lukeshadbolt 50,944 likes 124 comments

12. Q. To what extent has the @Australia profile influenced
your likelihood to travel to or around Australia?
International citizen living overseas
Australian citizen living overseas
Australian citizen living in Australia
Expatriate living in Australia
@insta_graham23 35,473 likes 355 comments
48% much more
likely
40%
slightly more
likely
61% much more
likely
26%
slightly more
likely

13. Australians are very proud of their country
and want to show it off to the world.
@tarongazoo 42,127 likes 3,066 comments

14. @gregorsnell 47,202 likes 532 comments
68%
of our Australian followers
think their photos help
promote travel to Australia.

15. @tarongazoo 40,152 likes 1,195 comments
91% of our international followers
say that the @Australia
profile inspires them to find
out more about Australia as
a holiday destination.

16. Our aim is to create high
engagement and also help
inspire our followers to click
through to the credited
profile to discover more.

17. Because we live in the future in Australia and a large part of the northern
hemisphere is asleep during our daytime (and vice versa), the profile
features photos 24/7.
Most photo features achieve their peak popularity within 2h20.

18. 53%
of our international followers
say they’ve already visited
Australia which is amazing,
because…
@laurenepbath 53,089 likes 3,109 comments

19. Most of our comments
contain other Instagram
handles. Which means our
followers are inviting their
friends to view the photos.
Not just telling stories, but
giving a story to tell is one
of Tourism Australia’s core
social media principles.
We specifically design our
posts so that others can
add to them.

20. 42% of our international
followers said they are
currently planning a trip
@mrs_pooley
36,138 likes
730 comments

21. 1000000
750000
500000
250000
0
How does Tourism Australia stack up compared to
other national tourism boards on Instagram?
Australia Canada New Zealand United Kingdom South Africa United States

22. The team love the incredible shots
that come through the profile so
much that we’re covered the office
walls with them.
Guests that visit Tourism Australia’s
office now have to visit the wall.

23. The real secret to @Australia’s success is that it’s powered
by a loyal follower base of people who love Australia and
want to show off this amazing country.

24. And that is a big win!
@jacquibarkerphotography 41,432 likes 312 comments

25. @AUSTRALIA