Social Media Tips For Industry
Make your content seasonal & timely
The Adelaide Hills celebrates all four seasons, and you'll find our social media channels strongly reflect this throughout the course of the year. This also means we're constantly on the lookout for fresh visual content that fits, with examples from our Instagram feed shown below.
Here's just a few examples of the sort of content we actively look for to help visually showcase our stunning seasons:
In Spring, think: transition to sunnier weather, lush landscapes, orchards and gardens in bloom, budding vines, alfresco dining with a view, fruit and flower picking, crisp whites and cocktails, spring hikes, great outdoors, events.
In Winter, think: cosy and hearty food and dining, cosy fires, cosy/romantic stays, cosy cellar doors, rich reds, dark ales, mulled wine, misty mornings, camping and campfires, flowing creeks and waterfalls, wildlife, events.
In Autumn, think: cooler weather, pick your own fruit and flowers, spectacular autumn foliage in villages, vineyards and gardens, indoor and outdoor food and dining, seasonal produce, romantic stays, cellar doors, wildlife, events.
In Summer, think: daylight saving and sunny weather, shady nooks and cool canopies, alfresco dining with a view, fruit and flower picking, crisp whites, refreshing beers, ciders, cocktails, Christmas, school/family holiday times.
Your channel should ideally reflect what is happening right now. Showing autumn colours in spring, or red wine by the fire in summer doesn’t make too much sense. Where possible, prioritise content that is recent, relevant and timely (e.g. post about koalas during joey season, rainy weather and cosy feels during winter etc).
make your content vertical
Vertical content fills more of the mobile phone screen, making it easier to grab people's attention as they scroll quickly through their Instagram or Facebook feed.
Shoot your photos and videos in portrait format on your phone - 4:5 ratio works best for feed posts, while 16:9 is ideal for Reels and Stories.
Remember that Reels and Stories play full-screen from edge to edge, so make the most of that space and frame your shots to work right to the edges.
Showcase your food & drink
Give your food or beverage photos a strong sense of place, by placing them in the foreground against a nice backdrop of your business.
Think: red wine or cake and coffee by the fire in winter, or a colourful plate of food being enjoyed ‘al-fresco’ in summer.
Make sure the background isn't too blurred out and try and keep the horizon line in frame if shooting outside.
Remember: it's less about what's on the plate (or in the glass) and more about where people are actually enjoying it!
Resist the urge to take overhead plate shots and close-ups, as these tend to appear as though they 'could have been taken anywhere'!
Shoot in the first person & include a human element
Get creative when capturing scenery or an outdoor view. Placing something in the foreground can draw the viewer’s eye and add context to your shot.
Likewise, shooting from a ‘first-person’ perspective can introduce a human element (e.g. legs in the bathtub, picking fresh fruit and flowers, hands on the bike handlebars against a great backdrop).
reels
Use video to connect and inspire. Video is one of the most powerful ways to engage both new and loyal customers - and Facebook and Instagram often give them a greater exposure via their algorithms. Share short clips that showcase what’s happening in your business or destination, especially moments that inspire or help your ideal customers.
Give your phone’s lens a quick clean before filming - it can make a huge difference to the quality.
Film from a first-person perspective so viewers can imagine themselves in the experience.
Hold your phone vertically with two hands, elbows tucked in, and pivot slowly if you’re moving the shot.
Don’t stress about perfection. Be yourself, have fun, and share stories from your business and the wider region.
Aim for videos that are around 15-30 seconds long at most - short and snappy works best.
Ensure it makes sense without sound - people often watch with the volume off, so captions can help with accessibility.
stories
Instagram Stories are a great way to connect with your audience. They only stay visible for 24 hours (unless saved to a Highlight), but they’re seen by a large share of Instagram users. Use them to share behind-the-scenes moments and the everyday, authentic side of your business.
Use vertical photos or videos to make the most of the mobile screen.
Share what’s happening in and around your business that your ideal customers will care about.
Show what’s on, take people behind the scenes, or share a process.
Use stickers to tag @visitadelaidehills, add hashtags and location tags.
Experiment with extra features like animated GIFs or polls to make your stories more engaging.
Save and group your best Stories into Highlights (visible on your Instagram bio) so they live beyond 24 hours.
Use the link click feature to send viewers directly to your website.
posting on your feed - instagram & facebook check-list
Always remember that due to algorithms and the influence of AI reccommendations that only a very small portion of your 'followers' will actually see unpaid organic newsfeed posts. Here's a few tips to get your content in front of the eyeballs that matter:
Do:
Add 3-5 well-placed hashtags (on Instagram only) - include #visitadelaidehills, #seesouthaustralia and #seeaustralia to ensure your content can be seen easily and has permission to be shared by the @visitadelaidehills, @southaustralia and @australia accounts.
Add a location tag (geo-tag) so people can see exactly where your post was taken (ie. your business, your local area). These also help new audiences discover your content.
If you’re sharing user-generated content (UGC), always credit the original creator. It’s a simple thank-you and encourages others to tag you for a chance to be featured.
Use the 'Tag People' function to physically tag @visitadelaidehills, @southaustralia, @australia, and other local media accounts that often share operator material (think: @glamadelaide, @adelady, @southaussiewithcosi). This increases your chances of being reshared and reaching a bigger audience.
Use emojis to add personality or break up text.
Post at a time that your audience are online, to give your content the best chance of being seen (eg. dinner time or breakfast time (when your audience are scrolling on their phone).
Respond to comments and messages. Treat your Facebook as an extension of your customer service – but instead of speaking to one person, you are potentially speaking to the world; always be polite, courteous, and use it as an opportunity to create great relationships with customers.
Don't:
Cross-post Instagram content directly to Facebook. You can use the same photo or video, but create a separate caption for Facebook - it usually works better with fewer hashtags and shorter text.
Post personal holiday pics, conference shots, or trade show snaps. While showing the people behind the business is great, keep your focus on content that sells the experience to consumers.
Share politically divisive or controversial material. It can create negative reactions and distract from your core purpose.
Post collages, black and white, watermarked, or anything that may appear like sales or commercial material - keep your slick, branded imagery on websites and printed materials.
Avoid 'cheesy', overly posed content.
Avoid heavy filters, and don't over-saturate colours.
engage with your audience
Social media works best when it’s a conversation. Focus on building trust and genuine connections with your audience.
Turn on notifications so you know when someone comments or sends you a direct message - and respond promptly.
Connect with other local tourism businesses by following them and interacting authentically with their posts.
Remove any spam comments to keep your page looking professional.
Celebrate your content contributors. Share their photos (with permission and credit) and thank them - it can lead to their followers discovering your business.
Let your personality shine through. Keep it professional, but don’t be afraid to have a little fun or share some friendly banter. People like knowing there’s a real person behind the account.