What to post on a tourism business Facebook page to engage likers

Are you suffering from a reoccurring ‘posting block’ when it comes to social media? Well, I can safely say your not the only one! So many people struggle with what to post on social media, which is why I’ve put together this very post about what type of content to post on Facebook to engage your likers!


The 70 / 20 / 10 rule

When posting on social media it is important to remember the 70/20/10 rule.

70% = Content from your business

  • Your awesome blog articles that you have written about your product, region or event
  • Photos, photos and more photos! Photos that you or your staff take. People love photos and are sharing photos online. Make photos are large part of your social media updates, and make sure you are sharing photos that are gorgeous. Use Instagram (if you have chosen to be on this social media platform), or use your own photo editing software like picmonkey to make the photos look great if needed.
  • Videos that you or your staff have created.
  • Photos/videos/blogs your customers have created (User generated content) and shared with you that showcases your business.

20% = Sharing information from complementary businesses or destinations

The more people you can inspire to visit your region, the more chance you have of hosting them in your business. So, when you are posting content, make sure you support other tourism businesses in the region, the destination marketing team, and even the state marketing team by sharing their content. These could be in the form of:

  • Relevant state or regional tourism organisations updates
  • Complementary tourism operators updates
  • Upcoming events
  • Interesting articles or news updates

10% = Your sales promotions

At the end of the day, a key goal is to grow your businesses sales (or visitors to your destination). However as a guide, only a small part of your social media updates should be around sale promotions for your business. Any more, and you miss the whole point of social media and you can potentially turn off your customers and followers.

Remember social media is a 2-way conversation with customers, not a 1-way sales promotion of your business. You may find from your own experience on Facebook that your customer engagement drops (shares/likes/comments) when you promote your own product compared to sharing a great photo of your product or region. You can still promote your business, just keep those updates to a minimum and as discreet as possible. Updates could include:

  • Your latest sales or specials
  • In-house events
  • New product launch


Remember, sales don’t happen on your Facebook Page, so try and keep this space for engagement and lead generation to your website or emarketing list!


Here’s a little infograph from SnapRetail.com which relates specifically to the retail sector posting on Facebook, but it is a good general example for all businesses to consider!

What to post on Facebook to increase engagement

About the author, Paige Rowett

Paige is the co-director of Tourism eSchool and a Tourism Marketing Consultant (www.paigerowett.com). Paige is passionate about working with tourism destinations & operators to create sustainable marketing strategies, specialising in marketing strategy, customer advocacy, customer experience, content marketing, website strategy, search engine optimisation & blogging.

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