australia wins at

instagram

@elisaparkranger 56,584 likes 5,055 comments

Tourism Australia’s @Australia profile is the most followed country on Instagram.

Why? Well here’s a look at what makes the profile a hit worldwide.@derwenthunter 51,968 likes 748 comments

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

“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?

And sometimes our features actually do make the real news.

The profile gives us a look at how people are holidaying across the country.

@itsworthashot 42,289 likes 559 comments

62,500,000+ likes

@anna_webb_1984 48,240 likes

1827comments

814,000+ comments

So far more than 3800 features on the account have generated:

@samarag33 @nickwillox

@glendavidwilson @dsimages

Being featured on @Australia gives our follower’s photos a massive boost.

60 -> 36,986 likes 4 -> 376 comments

234 -> 44,577 likes 15 -> 287 comments

1,122 -> 37,890 likes 33 -> 613 comments

65 -> 29,436 likes 11 -> 326 comments

Original Original Featured Featured

We make our followers the hero and always give them credit for taking such an amazing shot.

@cameronernst54,223 likes

534 comments

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!”

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

International citizen living overseas Australian citizen living overseas

Australian citizen living in Australia Expatriate living in Australia

Q. To what extent has the @Australia profile influenced your likelihood to travel to or around Australia?

@insta_graham23 35,473 likes 355 comments

48%much more

likely

40%slightly more

likely

61%much more

likely

26%slightly more

likely

Australians are very proud of their country and want to show it off to the world.

@tarongazoo 42,127 likes 3,066 comments

of our Australian followers think their photos help promote travel to Australia.

68%

@gregorsnell 47,202 likes 532 comments

91%of our international followers say that the @Australia profile inspires them to find out more about Australia as a holiday destination.

@tarongazoo 40,152 likes 1,195 comments

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

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.

@laurenepbath 53,089 likes 3,109 comments

of our international followers say they’ve already visited Australia which is amazing, because…

53%

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.

42%of our international

followers said they are currently planning a trip

@mrs_pooley 36,138 likes

730 comments

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Australia Canada New Zealand United Kingdom South Africa United States

How does Tourism Australia stack up compared to other national tourism boards on Instagram?

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.

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.

And that is a big win!

@jacquibarkerphotography 41,432 likes 312 comments

@AUSTRALIA