How to Engage Your Audience on Social

The tourism businesses winning on social media aren’t the ones with the most followers; they’re the ones sparking the most conversation. Comments, shares, saves, and DMs signal to algorithms that your content is valuable, putting you in front of travellers planning their trips. Here’s how to get that engagement.

Have genuine conversations

Social media works best as a two-way conversation. 

• Chat with your followers like you’re talking to a friend. Reply to comments and messages within 3 hours if possible, as quick replies help more people see your posts. 
• Ask open-ended questions to help travellers imagine their trip: “What is your must-do activity here?” or “Which season is your favourite?” 
• Use polls and question stickers to spark interaction and provide a clear call to action when linking to blogs, trip-planning guides, safety protocols, for example: “Read our full packing guide” or “Check trail conditions.”
• Before replying to comments or DMs, quickly check the traveller’s profile. If they mention visiting in winter, suggest winter-specific experiences. A personalized response can go a long way. Also, your public responses to one person’s question can address concerns or questions others have. 

Share and track UGC from guests

User-generated content (UGC)—photos and videos from guests— feels more “real” and relatable than professional ads. 

• Always ask for permission before you share a guest’s photo and give them clear credit in your caption. 
• During quieter seasons, share guest photos from your busiest months to remind people why they loved visiting and entice people who have never been. Add “Bookings now open for summer 2026” to turn that interest into reservations.
• Track how organic guest content performs on your channels compared to branded posts and paid creator content. Many businesses find that UGC drives higher engagement because it doesn’t feel staged. When working with paid content creators or influencers, always use written agreements outlining ownership and permissions.

Invest in short-form video

Social media platforms offer multiple video formats, including Reels, Stories, and longer videos on Instagram, and videos, Duets, and live streams on TikTok. For tourism businesses, short vertical videos (60 to 90 seconds – not longer) consistently get the most engagement and reach because algorithms push them harder than any other format. Other tips include: 

• The first 3 seconds of your video count most. Hook viewers with a high-impact moment right away. 
• Keep people watching by switching between different shots or angles every 1.5 to 3 seconds. These “pattern interrupts” keep eyes on the screen and create visual variety that holds attention. 
• Add text overlays for people who are watching with sound off; Up to 85% of social media videos are watched on mute.
• Use sensory language, such as “Feel the mist on this cliff walk” or “Taste salt air as we kayak the coast,” to immerse viewers.
• Film what guests actually experience: behind-the-scenes prep, a day in the life of a guide, seasonal changes. Authentic experiences outperform polished marketing videos.
• Vary your voice tone—an upward inflection at the end of phrases (“Ready to see BC’s hidden beaches?”) keeps people curious.
• Analytics are your friend. On Instagram, tap View Insights on a Reel to find the retention curve under Watch Time (a graph that shows the percentage of viewers who continue watching a video over time). On TikTok for business accounts, tap More Data or Analytics on any video to see the graph. Both tools allow you to pinpoint exactly where viewers drop off. If they leave in under three seconds, sharpen your hook; if they fade out midway, use faster cuts or stronger storytelling to maintain momentum.
• The 2026 algorithm prioritizes watch time, DM shares (stronger than likes), and originality. Don’t repost TikTok videos with watermarks to Instagram.

Go live 

Timely, live content creates urgency by showing travellers exactly what is happening right now, helping them build the confidence they need to book trips immediately.

• Stream during “right now” moments, such as wildlife sightings or sunsets. Save these as Reels for later. 
• Answer any questions that come up in real time, then save and repost as Reels for anyone who missed it.
• You can also post quick updates on current conditions: fresh snow, a calm ocean for whale watching, wildflowers in bloom, or Northern Lights tonight. Use Instagram Stories (temporary posts that disappear after 24 hours) for fast updates. Real-time posts convert better than generic “come visit us” content because they’re specific and timely.

Sell your seasons

Plan content for every season, highlighting what makes each time special. During off-peak seasons, show the benefits: fewer crowds, different wildlife, and unique conditions. Post “Winter guests have the trails to themselves” or “Book now for summer 2026—wildflower season fills fast” to maintain a year-round presence and build anticipation for peak season.

Be found in search

Instagram and TikTok are replacing Google as the primary source for travel research. Travellers now use social media like a search engine. 

• In your profile and captions, use simple phrases like “family hiking in Kelowna” or “pet-friendly wineries” that people might use when searching on Google.
• Tag your location on every post you share, and be specific! e.g. “Long Beach, Tofino,” not just “British Columbia.” When travellers browse location feeds, your content appears. 
• Add a geotag of your precise location to your post, plus 3-5 niche hashtags (searchable keywords preceded by #) for maximum reach. Adding these is free, and they help to surface your content to people planning trips to your area.
• Instagram’s “Your Algorithm” feature now lets users control topic preferences, so make sure your content is clearly categorized so interested travellers can easily opt in.

Represent cultures respectfully and authentically

When content involves specific cultural groups other than your own, those groups should ideally review the content first, which helps to create more authentic, story-driven content that performs better in algorithms and sparks meaningful conversation in comments.

• Collaborate directly when possible; otherwise, source only from materials created by communities themselves, quoting with clear attribution.
• If your tours or experiences include time on First Nations, Inuit, or Métis Territories or Homelands, co-create social content with Indigenous collaborators from the start. Consent is ongoing, not a one-time approval, so maintain regular communication throughout your partnership. 
• Always use real photographs taken with permission, or work with artists and photographers from the community; never use AI-generated imagery of people, cultures, or sacred places.
• Instagram now translates and dubs Reels into multiple languages, including Hindi, Portuguese, English, and Spanish, which means your content can reach international travellers planning trips to BC. Add clear, simple captions to make the most of this feature; the easier your text is to read, the better it translates.

Show authentic sustainability efforts

Builds trust with travellers who care about the environment. Don’t just say you’re “green,” show it. Use specific examples, like “We use ingredients from farms within 50km” or “We donate 5% of fees to local nature projects,” and your guests will love you for it. Also, share third-party certifications if relevant. Many travellers are skeptical of sustainability claims, so verified credentials give some assurance. 

Partner with complementary businesses and creators

A rising tide raises all ships, and partnerships can help you cast your net further. 

• Collaborate with other local tourism businesses: accommodations, restaurants, and attractions. Cross-tagging in posts (“Our guests love dinner at @localrestaurant”) helps travellers plan, while introducing both businesses to new followers.
• Partner with micro-influencers (creators with 10,000 to 100,000 followers) and nano-creators (1,000 to 10,000 followers), such as local outdoor enthusiasts or food bloggers. Offer experiences with your business in exchange for authentic content, and always use written agreements that clarify what you’re both providing and who owns the final content. Settle these details before the trip to keep the partnership running smoothly and professionally.

Track performance and adapt

How can you know if things are working if you don’t track it?

• Each social media platform has its own analytics tools or built-in dashboards that show how your content performs; Instagram Insights, TikTok Analytics, and Meta Business Suite (which is Facebook and Instagram’s combined analytics platform). 
• Track the engagement rate (the percentage of people who interact with your posts), link clicks, reach, and shares. And by the way, private shares (DMs) are weighted more heavily than public likes in 2026. Private shares signal to the algorithm that your content is valuable enough to recommend to friends. Focus on creating posts that make people think “I need to show this to my travel buddy,” such as stunning views, insider tips, or unique experiences.
• Check your analytics once a week to see what people like most. If your wildlife videos are getting the most shares, make more of them!

Bringing it all together

Social media engagement is about establishing genuine connections, but you don’t need to do everything at once. Start with one strategy, test it for two weeks, check your analytics, adjust, then add another. Sustainable growth for your business comes from consistent care in your content and conversations.