TOURISM AUSTRALIA China SOCIAL MEDIA FACTSHEET

TOURISM AUSTRALIA’S CHINA SOCIAL MEDIA CHANNELS Tourism Australia’s Chinese social program focuses on driving desirability for and stimulating conversation about Australia through key platforms, including WeChat, Weibo and Red. In order to do that effectively, our team carefully curate assets from our global channels (Facebook, Instagram & Twitter), the industry, and from Chinese travellers, focusing on content that will deliver strong reach and engagement. As of early 2020, testing has also begun on several new video platforms that have gained popularity in the market, including Douyin, Tencent Video and Bilibili.

WECHAT WEIBO RED DOUYIN TENCENT VIDEO BILIBILI ID: tourismaustralia www.weibo.com/ ID: 澳大利亚旅游局 ID: seeaustralia ID: 澳大利亚旅游局 ID: 澳大利亚旅游局 seeaustralia (May 2020) (Feb 2020) (July 2020)

Think: WhatsApp meets Facebook (plus your Think: Think: Think: TikTok Think: Think: banking app, booking Twitter, but with Instagram meets (Douyin is the Facebook Watch YouTube apps, and a host of longer-form content TripAdvisor reviews Chinese name for it) others!)

Private and public One of China’s longest- Social meets Short-form video Video streaming side Original video sharing - channel with instant standing channels - e-commerce - a platform platform for creating of WeChat - accessible themed around lifestyle messaging and interactive an open platform for for reviewing products and sharing engaging through ‘discover’ and entertainment content feeds sharing content and experiences video content on WeChat content + UGC

Experienced travellers Young and trendy Explorers & adventurers Mass audience Mass audience Mass audience Mass audience experienced travellers Travellers looking for a unique experience

Long-form feature Highly visual content Instagram-style content, Entertaining, Entertaining content, Original video content, stories, allowing for with short copy and a featuring useful tips & humorous video linking through to ideally creator-developed narrative, image and focus on video recommendations content WeChat (less official) video content – Remarkable – Trendy, fashionable – Light-hearted short – Light-hearted short – Original long-form – Themed and seasonal/ landscapes content mainly videos featuring: videos featuring: videos featuring: festival content – Food & drink, wildlife, focusing on urban • Cute animals • Cute animals • Art & culture – Meet the Locals: lifestyle content themes and culture, • Fun Australian • Fun Australian • Vlog-style KOL/ Featuring local – Light-hearted videos art, cuisine & wine, personalities personalities local influencers’ wellness & fitness Australian personalities under 1 min • Beautiful landscapes • Beautiful landscapes experiences and stories – Detailed tips & – Albums with up to 12 • A humorous tone – Can link back into • Aboriginal art etc. recommendations for – Weekend videos: Cute images longer-form WeChat future trips animals and nature articles – Hidden gems and unexpected experiences (in-depth features)

You can share content with us on any of our existing social platforms, HOW TO GET FEATURED: and we may repost it to our followers. The best ways to share are: #SEEAUSTRALIA TAG US EMAIL US Make sure you use #seeaustralia on your Instagram Tag us in your photos or videos when you While our preference is for you to share directly posts and tweets. We monitor these hashtags daily post (@australia on Instagram or Twitter and via social media channels, if you have something to craft our posts and share assets with @澳大利亚旅游局 on Weibo). When you tag us, you think we’d really love, feel free to email our teammates in China. we’ll get notified and know you’re happy for us the video file or high res image to Terms & Conditions to share your content. [email protected]

Australia’s State Tourism Organisations are also active on Chinese Social Media, THINK LOCAL, As well! so don’t just share your content with us, share it with them as well! South Tourism Australian Tourism Tourism and Events Tourism Tourism Destination NSW Visit Victoria Western Australia Commission Queensland Tasmania Northern Territory Visit Canberra

@新南威尔士州旅 @澳洲维多利亚州 @西澳大利亚州 @西澳大利亚州 @澳大利亚昆士 @塔斯马尼亚旅游 @澳大利亚北领地 游局-首府悉尼 旅游局 旅游局 旅游局 兰旅游 局官博 旅游局

ID: ID: visitmelbourne ID: ID: ID: ID: ID: ID: VisitSydney ID: iMelbourne Tourism_WA South_Australia visitqueensland TourismTasmania TourismNT VisitCanberraAUS

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WHO WE ARE WHO WE AREN’T – Insider knowledge into hidden gems and unexpected – The obvious - we don’t just post about the parts of travel experiences Australia that China already knows, or images/video – Sharers of fun facts, behind-the-scenes access and that is outdated rich stories of the Australian way of life – Too commercial and hard-selling, or a voice about – Proudly Australian, sharing our unique cuisine, anything political, particularly on the relationship native wildlife, Instagram-worthy scenes and landmarks between China and Australia, or Chinese domestic affairs. – Welcoming! We love video content with Chinese- – Bitter - we don’t praise Australia by comparing speaking tour guides or staff, and welcome simple with other places Chinese greetings such as ‘Da Jia Hao’ (hello everyone) – Too colloquial - while we’ll sometimes share content in ‘Huan Ying’ (welcome) and ‘Xiexie’ (thank you) from English, we steer away from videos where the English our non-Chinese speaking friends! narrative is too long or is being spoken too fast

Hidden gems Unexpected Locals say Too commercial Posed and experience hi in Chinese outdated

Spotlight on wechat

Under 18 0.60% Tier 1 City 33.38% 53% 18-25 8.16% Tier 2 City 23.82% Female 26-32 37.66% Tier 3 City 9.26% 36-45 24.61% Tier 4 City 27.67% 47% 46-60 22.65% Unknown 5.87% Male Above 60 6.29%

WeChat is not only the most popular of China’s social media platforms, since 2018 it has been among the top five messaging apps in the world with over 1.15 billion monthly active users. The official Tourism Australia account has half a million followers, largely from tier one and two cities, with a growing number of viewers from tier three and four cities, most of whom sit between the ages of 26 and 45.

Chad Staples WECHAT SPECIAL FEATURE: Zookeeper at Featherdale Wildlife Park MEET THE LOCALS & Mogo Wildlife Park, NSW Behind the scenes look at the life of an One of the most popular features on the Tourism Aussie Zookeeper Australia WeChat channel is ‘Meet the Locals’: a monthly interview column launched in 2018 to introduce our dynamic culture, authentic Australian lifestyle and the friendly Australian personality. Interviewees are a mixture of Australian celebrities, operators, KOLs and other locals who well represent Andy Ridley Australia, and have a particularly interesting and CEO of Citizens of the Great positive story to tell. Throughout the ~10 question Barrier Reef, QLD interview, our locals introduce followers to their Insights into an eco-friendly lifestyle, daily life and unique story, ideas or insights as with a focus on the GBR and Earth Day a way of encouraging future visits. If you would like to nominate yourself or someone else to be featured in ‘Meet the Locals’, send us an

email at [email protected]. media accounts. social Australia the Tourism images sourced from All

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