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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 
@derw...
Tourism Australia receives over 700 photos per day through 
Instagram and features the best one every 6 hours. 
Photos are...
“This is Olivia reporting LIVE from 
Bondi… Back to you in the studio.” 
@morningbondi 52,173 likes 1,713 comments 
The te...
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
So far more than 3800 features 
on the account have generated: 
62,500,000+ 
likes 
@anna_webb_1984 
48,240 likes 
1827com...
Being featured on @Australia gives our follower’s photos a massive boost. 
Original Featured Original Featured 
60 -> 36,9...
We make our followers 
the hero and always give 
them credit for taking 
such an amazing shot. 
@cameronernst 
54,223 like...
We love feedback and crack a smile when we get comments like this: 
“I am living in Germany and every morning when I'm wai...
The aim of the account is 
to help inspire travel to 
and within Australia. 
So, how well are we doing? 
We asked our foll...
Q. To what extent has the @Australia profile influenced 
your likelihood to travel to or around Australia? 
International ...
Australians are very proud of their country 
and want to show it off to the world. 
@tarongazoo 42,127 likes 3,066 comment...
@gregorsnell 47,202 likes 532 comments 
68% 
of our Australian followers 
think their photos help 
promote travel to Austr...
@tarongazoo 40,152 likes 1,195 comments 
91% of our international followers 
say that the @Australia 
profile inspires the...
Our aim is to create high 
engagement and also help 
inspire our followers to click 
through to the credited 
profile to d...
Because we live in the future in Australia and a large part of the northern 
hemisphere is asleep during our daytime (and ...
53% 
of our international followers 
say they’ve already visited 
Australia which is amazing, 
because… 
@laurenepbath 53,...
Most of our comments 
contain other Instagram 
handles. Which means our 
followers are inviting their 
friends to view the...
42% of our international 
followers said they are 
currently planning a trip 
@mrs_pooley 
36,138 likes 
730 comments
1000000 
750000 
500000 
250000 
0 
How does Tourism Australia stack up compared to 
other national tourism boards on Inst...
The team love the incredible shots 
that come through the profile so 
much that we’re covered the office 
walls with them....
The real secret to @Australia’s success is that it’s powered 
by a loyal follower base of people who love Australia and 
w...
And that is a big win! 
@jacquibarkerphotography 41,432 likes 312 comments
@AUSTRALIA
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Australia Wins at Instagram

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.

  • Be the first to comment

Australia Wins at Instagram

  1. 1. australia wins at instagram @elisaparkranger 56,584 likes 5,055 comments
  2. 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. 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. 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. 5. And sometimes our features actually do make the real news.
  6. 6. The profile gives us a look at how people are holidaying across the country. @itsworthashot 42,289 likes 559 comments
  7. 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. 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. 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. 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. 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. 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. 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. 14. @gregorsnell 47,202 likes 532 comments 68% of our Australian followers think their photos help promote travel to Australia.
  15. 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. 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. 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. 18. 53% of our international followers say they’ve already visited Australia which is amazing, because… @laurenepbath 53,089 likes 3,109 comments
  19. 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. 20. 42% of our international followers said they are currently planning a trip @mrs_pooley 36,138 likes 730 comments
  21. 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. 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. 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. 24. And that is a big win! @jacquibarkerphotography 41,432 likes 312 comments
  25. 25. @AUSTRALIA

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