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Marketing: Top tips for social media success

If your business is not active on social media, you’re missing a trick. Helen de Faye, content manager at Destination Canada, has advice on how to leverage the tourist board’s resources


Instagram: post once a day

This channel is best used as an inspiration piece in the path to purchase. You can only include one link in your bio, so not a great avenue to promote packages, discounts or deals, but you could link to the latest Canada deal. This is a great place to inspire the future traveller through great imagery and useful information.

  • For example, don’t just post a photo of the Rocky Mountains – offer a sentence or two of tips, insights or local knowledge about something specific to check out, and best time to visit. Show your audience that you really know these places in Canada well.
  • Leverage trends and themes. For example, on Canada Day, post something about the celebrations in Ottawa; on Aboriginal Day, share a photo of a place that people can visit to learn more about First Nation’s Culture, and on World Oceans Day, highlight the three oceans that share Canada’s borders.
  • Be sure to include any relevant hashtags on all your posts.
  • Be fun and authentic.

Facebook: post once or twice a day

Facebook is great both to drive engagement and drive people to your agency blog or website. The kinds of content to share include:

  • Photos – share your favourite photos from a trip to Canada, or share our partner content.
  • Videos – Facebook loves natively uploaded video content. This is a great opportunity to get your content in front of more people. Try out live Facebook videos when you visit Canada.
  • Links/articles – this is where you can share blog posts and package information to your audience. Ensure that all articles still have a strong photo as the featured image.

How to find the content?

  • Share content from Explore Canada – anything on our Facebook page can be shared to your Facebook page as well.
  • Follow our partners including our provinces, territories and cities – you can also share their content with your audience.
  • Share content from big publishers such as Huffington Post, Buzzfeed and Matador.
  • Share content from tour operators if they have a blog or package deals.


What’s the right mix of content?

  • It’s best to have a mix of content – so only one or two promotional pieces a week at the most, with the rest being inspirational pieces – photos from your trips and stories about Canada.

Twitter: post as often as you like – the sky is the limit!

Like Facebook, you want to share a mix of content on Twitter as well.

  • Share content from tourism organisations as well as media publishers that relate to Canada.
  • Sprinkle in your own content from your agency blog and package deals.
  • You can repost your best tweets more than once.
  • Be sure to think about time zones. Try out different times of the day to see what works best.
  • Tag partners and use hashtags to get more eyes on your tweets.
  • If you have big promotion or sale coming up, send us a DM on Twitter so we can help to amplify the message.
  • Check out Explore Canada’s monthly Twitter Chat (#CanadaChat) which happens the third Wednesday of each month at 10am PT/1pm ET.
  • Look for other Twitter chats online as well such as #ExpediaChat and #RTWChat.

How to find Destination Canada online:

Twitter: @ExploreCanada

Instagram: @ExploreCanada

Facebook: Canada Keep Exploring

We use the hashtag #ExploreCanada across all social media platforms. Adding this hashtag to your posts is the best way for us to see your content and share it with our audience.


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