The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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The most Instagrammed (and beautiful) places in Australia 

The most Instagrammed (and beautiful) places in Australia  | The Insight Files | Scoop.it

Assured Removalists have collected a list of the most beautiful hidden gems in Australia – all underrated and off the beaten track.

The list is in order of most used hashtag on Instagram – and has been popped on an epic interactive map where you can view photos of said hidden gems, plus how many hashtags scored them a spot on the list. From hidden waterfalls to secret spots in National Parks, there’s bound to be a stunning Instagram shot in there somewhere. Find out more.

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11 things you'll only see in Australia

11 things you'll only see in Australia | The Insight Files | Scoop.it

Tourism Australia’s quirky “only in Australia” Facebook and Instagram posts are incredibly effective in selling the country. Adapted social media channels have driven increased user engagement and marketed Australia in a drastically different way than traditional TV commercials. The social media platforms focus on user-generated content, which ultimately perform as promotional adverts for Australia. Find out more.

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Aussie sights the world can’t get enough of

Aussie sights the world can’t get enough of | The Insight Files | Scoop.it

Interestingly, Australia does not rank as one of the top 25 most visited countries in the world. However, it is ranked No. 1 in social media circles. Tourism Australia is the world's most followed national tourism organisation with 2.6 million Instagram followers. Australia's geographic advantage is the major driver behind social media success, exhibiting photos of amazing creatures and breathtaking views. Find out more. 

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The best days and times to post on five major social networks

The best days and times to post on five major social networks | The Insight Files | Scoop.it

The most effective days and times for brands to post on social media vary significantly by network, according to recent data from TrackMaven. Its report was based on an analysis of 17.5 million social media posts made by 17,737 brands on Twitter, Facebook, LinkedIn, Instagram and Pinterest. Brand posts made to Instagram garner the most engagement at 7pm EST on average, and on Fridays. In contrast, brand LinkedIn posts perform best at 9am EST and on Wesdnesdays; while brands' Twitter and Facebook posts both garner the most engagement on Thursdays. The best days and times to post to social media also varies significantly by industry. Find out more.

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10 top places in Australia for Instagram photos

10 top places in Australia for Instagram photos | The Insight Files | Scoop.it

These stunning pictures of Australia have taken the world by storm, catapulting little-known destinations into the spotlight. They're some of the most liked images on Tourism Australia's wildly popular Instagram account @Australia, and they're being credited with driving a photo-driven tourism boom. With 2.4 million followers, @Australia is by far the most popular national destination page in the world. And according to Tourism Australia research, 87% of international followers said its posts made them more likely to travel here. The phenomenon has been documented by local tourist bodies, with the Cardwell Visitor Information Centre reporting a significant increase in visitors and inquiries after a recent photo of the little known Cardwell Spa Pools became an Instagram hit. Find out more.

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Most Instagrammed places in the world in 2015

Most Instagrammed places in the world in 2015 | The Insight Files | Scoop.it

With more than 400 million users a month who share over 80 million images a day, Instagram is hard to ignore. Yet still, the travel industry is the second slowest industry after financial services to adopt the app, despite the inspiration and strength that lies in visuals as a way to engage with consumers. Consumers are actively posting travel content - 353 million pieces of content on Instagram are travel related. Users are not just uploading photos, but tagging their locations. California reigned supreme last year, securing the top two spots of the most geotagged locations with Disneyland as number one and Dodgers Stadium at number two. Disney stayed on top once again for 2015 while Dodgers Stadium fell down five spots. Find out which other destinations made the top ten.

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Australians choose holiday destinations based on Instagram photos

Australians choose holiday destinations based on Instagram photos | The Insight Files | Scoop.it

The opportunity to snap a great photo and post it on Instagram is now a key driver for Australians choosing their next holiday destination, according to travel website Expedia's latest report. Among the report's insights include:


  • Expedia data shows most Instagram users think about potential photos.
  • Half of those surveyed say a digital camera is now essential for travel.
  • Only 7% of Australian travellers deem selfies sticks to be a travel essential.
  • 85% of Australian Instagram users choose a country to visit based on what will look good on social media.
  • 97% of Australians say they have a bucket list of places they want to visit in the next five years, with Melbourne, Sydney, Hobart, Gold Coast and Perth topping their domestic bucket lists.


Find out more.

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The most instagrammed capitals in the world

The most instagrammed capitals in the world | The Insight Files | Scoop.it

Topping the chart of the most Instagrammed capitals in the world is London, with an impressive 31.3 million Instagram posts. Other cities which scored highly were Paris,  Moscow and Jakarta. Australian capital Canberra placed 67th. There was no bigger gap between any city in the top 200 capitals and the countries' most popular city than in Australia, with Sydney pulling in 1,500 percent more posts than the capital. View the complete list above.

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DMI - Destination Management Insighters's curator insight, July 8, 2015 5:35 AM

Nice to know

Panos Fotiadis's curator insight, July 9, 2015 6:51 AM

instagram stats...maybe you should look for opportunities in it

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Smart tourism boards on their favourite Instagram influencers

Smart tourism boards on their favourite Instagram influencers | The Insight Files | Scoop.it

Instagram only allows paid advertisers to access brand lift data. For the unpaid advertisers, all they have is qualitative data - follows, likes, shares and comments. Only Instagram knows how many people actually checkout Instagram accounts. Yet tourism boards forge ahead with building their brand presence on this mobile-first, image-based platform by publishing a combination of their own content, user-generated photos from fans and inviting influencers to experience and share their journey on the company account, as well as their own. The reality is there isn't a metric that ties influencers trips to visit. Skift asked the top five performing tourism boards about who they would like to work with in future and why. Find out more.

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A new way for brands to tell stories on Instagram

A new way for brands to tell stories on Instagram | The Insight Files | Scoop.it

Instagram's advertising product has received a significant upgrade that will appeal to travel marketers of all kinds: it's called Carousel Ads. Rather than one image sitting in the standard Instagram scroll, small buttons will appear below ads with multiple images. Users can then swipe to experience the other images, with a final screen featuring a call-to-action that promises to create an actual conversion funnel for advertising on the visual photography medium that is Instagram. The company says it is trying to replicate the feeling of a multi-page magazine spread with the inherent tracking advantages that a digital experience provides. The viability of these units for travel greatly depends on the cost, which is dependent on engagement. If the conversions are low, then the unit, may not be financially viable for travel marketing. Read more on the Instagram business blog.

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Billete Ida y Vuelta's curator insight, April 1, 2015 8:04 AM

Instagram introduce un carrusel de imágenes con la opción de introducir una llamada a la acción!!! 

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Mastering the art of Instagram for your business

Mastering the art of Instagram for your business | The Insight Files | Scoop.it

Tourism Australia is the most followed country on Instagram, with over 1 million people following the @Australia profile. Join Tourism Australia's social media team in a free webinar exploring what makes the profile so popular worldwide, with discussion of recent case studies and colourful examples. Topics include:


  • What makes a great Instagram photo
  • The latest Instagram research conduced by Tourism Australia
  • The best case studies from across Australia
  • How Tourism Australia choose and feature images on their profiles
  • How to use images captured by your customers in other marketing assets


This webinar will be conducted on 3 February 2014 at 1:00pm AEDT. It will comprise a 30-minute presentation followed by 15 minutes of Q&A. Click here to register.

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The world's most Instagrammed destinations

The world's most Instagrammed destinations | The Insight Files | Scoop.it

Can you guess Instagram's most geotagged travel destination in the world? It’s not Bora Bora's beautiful beaches, nor is it the skyscrapers in New York, or even the Burj in Dubai. It is, in fact, the happiest place on earth. Instagram has revealed the most geotagged destinations for 2014, including the most Instagrammed places in Australia. Click here to take a look at the gallery for the top 10 around the world as well as Australia's top 10.

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Instagram strategies for travel brands

Instagram strategies for travel brands | The Insight Files | Scoop.it

Images are more effective in communicating emotions and ideas than words. The reason for this is two-fold; humans interpret the world through visual queues before learning to read and the human brain processes images faster than text. An MIT study in 2014 revealed that it takes as little as 13 milliseconds for humans to process a dozen images. When it comes to printed information, an average American adult reads five words per second. Instagram unlocks the attributes of an image to connect people to their friends, family and brands in an unassuming way. Travellers are looking to their social networks for inspiration and recommendations, before, during and after their holidays. As user generated content is native to Instagram, it is becoming the most effective marketing platform in the evaluation stage - one step away from the purchase decision. Click here for more information.

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How to engage millennials on Facebook and Instagram

How to engage millennials on Facebook and Instagram | The Insight Files | Scoop.it

The ability to engage with millennials online via Facebook and Instagram is one of the most important marketing channels. According to the Social Media Examiner, marketers need to connect with the millennial audience through experience. Identifying market segments and adapting product / service offers is instrumental in effectively engaging with consumers. Find out more. 

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The world’s most Instagrammed tourist attraction is… not the Eiffel Tower

The world’s most Instagrammed tourist attraction is… not the Eiffel Tower | The Insight Files | Scoop.it

According to research conducted by TravelBird, Disneyland in California is the most instagrammed tourist attraction. The Eiffel tower was second, followed by Walt Disney World in Florida. Find out more.

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Instagram’s top travel hashtags of 2016 

Instagram’s top travel hashtags of 2016  | The Insight Files | Scoop.it

According to Instagram data, #travel was the most used travel hashtag for 2016, followed by #sunset and #travelgram. We have become a community of photo sharers, documenting the details of our every life movements, sharing our incredible experiences from backpacking through Europe, to feasting on authentic street food in Asia. Among the other most popular travel-related hashtags of 2016 include #wanderlust, #vacation, #adventure and #roadtrip. Click here to find out more.

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Understanding Instagram and Snapchat user demographics

Understanding Instagram and Snapchat user demographics | The Insight Files | Scoop.it

In this report, Skift examines the new breed of social networks build upon heavy content. Instagram and Snapchat have amassed just short of 500 million daily users combined, with a clear demographic preference - Millennials and Gen Z. Instagram has 500 million monthly users, versus 313 million for Twitter and 1.7 billion for Facebook according to each company's numbers. The demographics of these two networks are different from the others, and their users have different expectations for how they communicate with each other and with brands. Find out more.

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18 of the most Instagrammable holiday destinations worldwide

18 of the most Instagrammable holiday destinations worldwide | The Insight Files | Scoop.it

Cosmopolitan Magazine in the UK have released their Top 18 most Instagrammable holiday destinations. Australia's Whitsunday Islands have come in at number 2, only behind Greece's Mykonos. Other destinations scraping into the top five include Italy's Portofino, the Caribbean's Aruba, and Austria's Baden. Click here to view the full list.

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How to use the power of Instagram to market your brand

How to use the power of Instagram to market your brand | The Insight Files | Scoop.it

In this article, Jacqueline Bourke outlines how to use Instagram to its full potential for maximum brand engagement. It has been reported that articles with images get 94% more total views, so it comes as no surprise that Instagram was among the fastest growing social networks of the last two years. Australian brands fighting for attention on the Internet must first be seen in order to be heard. To ensure this is achieved, and to make use of the power of visuals, a strong visual strategy needs to be created - this means populating websites and social channels with images that represent the core values of a brand in order to engage and inspire the target audience. The article highlights Tourism Australia and Spotify Australia as two companies which have been able to use imagery to show their brand's key message in a way that resonates with their target audience. Find out more.

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It’s not on Instagram? It didn’t happen

It’s not on Instagram? It didn’t happen | The Insight Files | Scoop.it

Great photo opportunities are now one of the driving forces behind Australians’ choice of holiday destination. The annual 'State of the Nation' report by travel search site Expedia.com.au found 85% of the 5450 people surveyed consider social media potential before booking a holiday. Enhanced photo capabilities of smartphones are helping to drive the trend, and 56% of those surveyed said a digital camera was now a travel essential." Travel is a key part of the Australian way of life and it's not surprising Australians are inspired to keep a bucket list when they're surrounded by inspiring travel stories on social media, TV and in magazines," said Expedia Managing Director Australia and NZ. Find out more.

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Digital Communication Students's curator insight, December 4, 2015 7:19 AM

¿Si no está en Instagram, es que no ha pasado? Actualmente el pensamiento común es inconscientemente muy parecido al de la cuestión mencionada. ¿Por qué de repente tenemos que hacernos una foto en cada sitio que visitemos? ¿Por qué la necesidad de compartirla? ¿Dónde van esas fotos luego? 

Guardamos millones de fotos al año en nuestro ordenador o móvil y, sin embargo, ¿Dónde van? Son tantas que es casi imposible que unos años después las visualices. 

Y hacemos tantas que ya no disfrutamos de lo que tenemos delante. En un concierto preferimos hacer fotos o grabar videos que estar disfrutando de la música. 

Observa la fotografía del siguiente enlace: http://www.guioteca.com/virales/quien-lo-esta-pasando-mejor-en-esta-imagen-la-gran-leccion-de-una-abuelita-que-se-volvio-viral/

 

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Instagram adds travel search appeal

Instagram adds travel search appeal | The Insight Files | Scoop.it

As if Instagram wasn’t appealing enough to the travel industry, it’s gone and introduced some brand new features for explorers. The app is introducing a largely improved search experience, including the addition of Places Search, which makes it easier to discover new places around the world. Ideal for researching exotic locations, exploring a new getaway destination or a hot new restaurant, taking a virtual look at a hotel or just seeing whether it's sunny at your favourite beach, the new feature brings a world of advantages for any travellers. On top of this, Instagram is also adding Top Search, which lets you search across People, Places and Tags all from a single search box. Find out more.

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New Tourism e-kit 'Instagram for Tourism' tutorial

New Tourism e-kit 'Instagram for Tourism' tutorial | The Insight Files | Scoop.it

The award-winning Tourism e-kit is an online training resource that demystifies key digital marketing strategies and tools that are vital for tourism operators to achieve online success. The Tourism e-kit has launched a new tutorial, Instagram for Tourism. The tutorial explains how to set up an Instagram account and provides tips on how to use it and promote tourism products and experiences. A second new tutorial, Online Recruitment, aims to help tourism businesses learn how to use online and social media recruitment tools. The Tourism e-kit is produced by the Australian Tourism Data Warehouse and is a collection of tutorials designed to help tourism operators learn how to do business online. Find out more.

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Travel hashtags - #types and #reasonsforuse

Travel hashtags - #types and #reasonsforuse | The Insight Files | Scoop.it

Twitter (and its social media cousins at Facebook and Instagram) has ensured hashtags have become part of modern verbal vernacular. The use of hashtags has become popular in areas as diverse as politics, sports, music, and of course, travel-related tweets or to accompany pictures on Instagram or status updates on Facebook. British online travel agency Sunshine.co.uk has undertaken research into which hashtags are the most popular among UK leisure travel consumers, as part of an ongoing study into their social media habits. 42% of the 2,100 respondents post updates to their social media accounts during a trip, with approximately three-quarters using hashtags as part of their comments. The most popular hashtags were holiday (91%), wish you were here (57%) and YOLO (44%). Click here to learn more.

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Instagram surpasses Twitter in monthly active users for the first time

Instagram surpasses Twitter in monthly active users for the first time | The Insight Files | Scoop.it

Instagram, the four-year-old mobile first photo and video sharing platform, just hit a milestone for its community. Twitter currently has 284 million Monthly Active Users while Instagram reported that it has over 300 million. Although Instagram's community is still smaller than its parent company, Facebook, and its video competitor, YouTube, it's growing the fastest in 2014. Facebook has 1.35 billion Monthly Active Users and YouTube is at 1 billion. To put it into perspective, Facebook is ten years old, Twitter is nine, and Twitter is eight. Click here to learn more about the achievement of this milestone.

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Australia the most popular country on Instagram

Australia the most popular country on Instagram | The Insight Files | Scoop.it

Australia has a new claim to fame: being the most popular country in the world on Instagram. The official tourism Australia page @Australia has just amassed over one million followers, making it easily the most followed national destination page in the world. The page has blown the competition out of the water, with its British counterpart carrying only 131,000 followers and the New Zealand account having only 30,000. In a recent survey of more than 1300 Tourism Australia Instagram followers, 69% of Australian respondents said they thought posting photos on the site could help promote travel down under. Around 88% said the page influenced their likelihood of travelling more around Australia. Of the international followers, 91% said @Australia had inspired them to find out more about Australia as a holiday destination, and 87% said the content made them more likely to travel here. Click here to view the @Australia Instagram page.

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