Exmouth Whaleshark by Tourism Western Australia
Tuesday, November 22, 2022

A Guide to Instagram Reels for Travel & Tourism in 2023

Get Reel  

Are Instagram Reels for tourism a good idea? If you’re a tourism destination looking to grow on Instagram, Reels are here to save the day.

From tourism to hospitality and just about every industry in between, Instagram Reels are a great way to engage with your community, reach new followers, and grow your brand online.  

Don’t believe us? Let’s look at some recent success Coffey & Tea has had with one of our clients, Live Ningaloo.

Can Instagram Reels for tourism grow your brand?

KPI: grow Live Ningaloo’s follower count to 10,000 in six months. 
Schedule: one new Instagram Reel per week 

When setting goals on Instagram, it’s essential to keep them realistic. Everyone wants to gain thousands of followers, but it doesn’t work out that way. Start small, and focus on incremental growth. It will make those big jumps all the more satisfying. 

Instagram Reels for tourism brands are an excellent choice because they’re easily digestible, shareable, and have high engagement rates. 

Let’s take a closer look at how we used Instagram Reels for tourism to grow Live Ningaloo’s follower count, engagement rate, and enquiries.

Live Ningaloo soars with Reels 

On the 15th of February, 2022, we began posting consistently on Instagram Reels, with at least one new Reel being uploaded weekly. 

In just eight months, Live Ningaloo’s follower count has increased from 7,834 to 11,762. Our most successful day came on the 22nd of June when Live Ningaloo gained 215 followers in just one day. 

Instagram Reels for tourism

However, increasing followers isn’t the only impact we’ve seen for our tourism client. Before we implemented an Instagram Reels strategy in February, Live Ningaloo’s Reels averaged just 3,152 views per upload. 

Since February, Live Ningaloo’s Reels have received 522,252 views, averaging 16,320 views per Reel.

Instagram Reels for tourism are great for engagement 

Did you know that the global average engagement rate per post on Instagram is just 0.98%?

To put that number in perspective, Live Ningaloo’s current engagement rate per post is 3.34%. That number is even more impressive when you consider that Live Ningaloo spends precisely $0.00 on advertising on Instagram. 

Who said organic reach was dead?  

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(Live Ningaloo’s impressions, reach, and engagement rate between 01/01/22 – 30/10/22)

Consistency is key to Reels

As we briefly discussed above, our Instagram Reels strategy for Live Ningaloo wasn’t over the top. Instead of throwing out content daily and hoping to saturate people’s feeds, we turned our attention to consistency, posting just one new Reel each week.  

While weekly uploads worked for us, don’t be afraid to experiment with your content, especially regarding posting time. Exmouth and Ningaloo Reef are popular tourist destinations, and Live Ningaloo is fortunate to have followers and interest from all over the world. However, finding an ideal time to post was difficult. Early morning AWST was an excellent middle ground for targeting local and international followers.  

Coffey & Tea is WA’s leading social media agency dedicated to the tourism and hospitality industry. We work with brands throughout Western Australia to help their voice be heard.

Do you need a hand with your Instagram Reel strategy? Let’s have a chat!