When it comes to organic social content – that’s any content that doesn’t have money behind it - on Facebook, Instagram and Twitter, the most common post placements will be Newsfeed (all) and Stories (Facebook/Instagram).
Each platform provides a range of post types that can be used with still image and video assets. Single image/video, carousel, story, and going live.
Select an option below to see the most common specs for the relevant platform.
How To Get Maximum Visibility On YouTube
Uploading Best Practice
Each video should have:
Thumbnail Creative Best Practices
Taking Advantage of YouTube Features
Publishing Best Practice
What To Avoid
User-generated Content (UGC) — any content posted by individual users of the social media platform — is a staple of DNSW’s content plan. It is cost-effective and plentiful and suitable for organic destination and experience marketing.
Repurposing this form of content requires a process of selection, credit verification and permission to use. An organisation must comply with regulatory standards, which dictate that they must seek permission to share content created by a user. This ensures the correct ownership of the content is confirmed, as often users will share content they do not own.
It is important to ensure that the owner of the image that you wish to use has been verified and contacted to request permission to use.
DNSW has established a clear process to confirm the content ownership and to guarantee the owners’ expectations are met, with regards to how their content will be used.
For more information on the DNSW verification process when repurposing UGC, please visit the relevant DNSW website:
The DNSW social team recommends working with content creators — content partners that are identified primarily by their photography or videography skills — as opposed to influencers, who are identified primarily by their personal brand and following. Content creators are similar to a content freelancer with a social profile.
If your potential content partner meets the criteria for a content creator, go ahead with your enquiry. If you think your enquiry may involve an influencer, please get in touch with the DNSW Media team for guidance.
Below are some general tips on working with and engaging influencers.
For further information and assistance working with influencers, we recommend reaching out to the DNSW Media team
Is the content they share relevant to your business and industry?
Who is their audience and where are they located?
Does their content resonate with their own audience? What’s their engagement rate like?
Do they produce quality content that complements your brand?
How often are they sharing sponsored content? Have they posted about a competitor recently?
Be prepared to have the discussion about fees they charge. This is something usually based on the number of followers.
When shooting drone content you must comply with the guidelines and procedures of regulatory authorities.
In Sydney, all commercial drone or remotely piloted aircraft, regardless of size or type, require City of Sydney approval to take off or land on public land, with further approval and guidelines provided by Civil Aviation Safety Authority (CASA). There is also a Drones in Parks policy that applies to reserve or park managed by National Parks and Wildlife Service. Please review this policy and seek approval before conducting drone activity in NSW parks.
Regulations are subject to change so always check with the proper authorities to ensure compliance is met. To find out more details on where you can fly drones via an interactive map, click here.
More useful links and resources on flying drones can be found below.
@thedroneman
Events are free and easy to create on Facebook. You can use Facebook Events to help set up an event, reach your audience, increase attendance and sell tickets. Events can also be promoted as an ad.
How to build organic awareness for your events:
Visit Facebook’s event page section to get started with Event Pages.
Here are some examples of creative content that the DNSW social media team have used that have proved to be popular and engage consumers on social media platforms.
The DNSW social media team curate content to maintain visual and tonal consistency, while allowing for a balance of topics and messages to be covered. The DNSW social team plan content a minimum of two to four weeks in advance, while also allowing time to insert reactive content as the opportunities arise.
Having consistent content each week such as Trivia and Instagram of the Day (mentioned below) keeps audiences engaged regularly over a period of time.
For more information on creating imagery and making videos to promote your tourism business, visit the NSW First Guides.
Below are some examples of the type of creative content you can incorporate into your social media accounts:
For further information, please refer to our Resources page.
Explore the Facebook Creative Hub and Inspiration page to find case studies and tips to inspire and guide your design and creative ideas depending on your objectives.
This will help you to get started with content that is both fun and engaging, as well as on-brand and best practice.
Get Connected is DNSW’s website membership program. Simple and easy to use, Get Connected membership is free and open to all tourism operators within New South Wales.
It gives DNSW the opportunity to showcase your tourism products and tap into over 1.7 million potential customers per month, both domestic and international — that’s 21.4 million people a year who are looking for tourism products.
The NSW First program makes it easier to stay in touch with customers, maintain relationships with media and distribution partners, and develop new areas of business. The NSW First Quick Tips Tutorial videos help tourism businesses take the next steps to building a social media profile. Here’s a list of tutorials to watch:
Have you checked out DNSW’s content library? It has more than 29,000 stunning images and reels of footage available to help promote your business and destination.
Facebook Australia recently launched travel-specific education sessions to support small business owners to increase their digital skills. Join free workshops and listen to local case studies who have grown their online presence through Facebook and Instagram.