:

  • VisitScotland
  • Business Events
  • Travel Trade
  • Toolkit
  • Corporate
  • VisitScotland
  • Business Events
  • Travel Trade
  • Toolkit
  • Corporate
    • All Advice and support

      Start your business

      • All Start your business
      • Legislation
      • Measure your progress
      • Pricing strategies
      • Set up a business

      Improve your business

      • All Improve your business
      • Create an inclusive business
      • Deliver a quality experience
      • Partner support opportunities
      • Understand your customers

      Grow your business

      • All Grow your business
      • Funding opportunities
      • Online booking systems
      • Reach new markets
      • Sell with travel partners

      Promote your business

      • All Promote your business
      • Create good content
      • Manage your social media
      • Manage your website
      • Marketing opportunities

      Sustainability

      • All Sustainability
      • Create a climate action plan
      • Improve your sustainability
      • Measure your climate impact
      • Net zero and sustainability
      • Promote responsible tourism

      Support by sector

      • All Support by sector
      • Accommodation
      • Active and outdoor
      • Events and festivals
      • Food and drink
      • Visitor attractions
  • Training and events
  • Contact us

Welcome to the beta version of the new Business Support Hub. Please use this form to provide any comments or suggestions.

Feedback form
  1. Home
  2. Advice and support
  3. Promote your business
  4. Marketing opportunities
  5. Working with VisitScotland
  6. How we choose content to share on social media

How we choose content to share on social media

4 minute read • Last published: 25 February 2025

Our consumer social media activity aims to make Scotland one of the most desired destinations in the world. So, we’re always on the lookout for fantastic, relevant content to share with our audience to inspire people on where they can visit in Scotland.

An effective way for us to do this is to showcase content produced by industry, influencers and visitors alike.

In this article:

  • Content that works on our social media channels
  • Our top tips for social channels

Content that works on our social media channels

Our consumer social media activity aims to reach new audiences with engaging content. The more they engage with that content, the more often it is distributed to others who are likely to enjoy that content and engage with it.

  • Keep it authentic

    Our audience wants to see something that motivates them to explore Scotland for themselves. So, our content must be high quality, genuine and accessible to visit.

    We’re not keen on staged, publicity-styled commercial posts, or heavily branded or digitally altered photos.

  • Use gripping content

    We want to showcase the real Scotland through imagery and video content that evokes powerful and positive emotions.

    Imagery and videos in a square (1:1) or portrait (4:5 / 9:16) format work best for us, rather than landscape or cropped images / videos.

  • Stay competitive

    It’s also good practice to stay on top of trends on social media and keep an eye out for what competitors and similar creators are producing. We always strive to put our own spin on content to help stand out from the crowd.

  • Include practical information

    We’re always on the lookout for posts that are high in quality, have a location mentioned and have some further information provided in the caption. For example:

    • including tips on how to get to the location featured
    • including an interesting or historical fact about the location featured
    • mentioning why you think the location is special

Our top tips for social channels

Visitors enjoying lights at forest

Ancient Forest Twi-Lights

© Landmark Forest Adventure Park

Facebook

Our consumer Facebook page reaches a global audience with high levels of engagement. It mainly uses user-generated content(UGC) to show beautiful and inspiring images from all over Scotland.

To help your chance of us picking up your posts, you can share your images, videos and stories in our Facebook group.

View our Facebook account.

Instagram

Tag @VisitScotland in your post, which allows it to show up under the "tagged" section of our profile, as well as making it easier for us to find the content. You can also use our hashtag (#VisitScotland).

We monitor these daily to keep an eye out for new content.

Make sure your caption also includes key information (location, region, facts, tips) so we can easily find what we’re looking for.

View our Instagram account.

TikTok

Over the past few years, TikTok has been the fastest growing social media platform. It has a greater chance of reaching new and varied audiences through its unique algorithm. Serving interest-based content, there are huge opportunities for smaller accounts to achieve success. This is especially true when compared to other traditional social channels.

As TikTok is a mobile-first platform, content therefore needs to be captured in a raw and authentic way to align with the platform’s trends.

We launched our TikTok in early June 2022, where we regularly post a variety of content. This includes:

  • user-generated content
  • content from trusted creators
  • content produced by our social and multimedia teams

We have amassed over 85,000 followers and over 1 million likes across our content.

We regularly monitor the hashtag #VisitScotland on TikTok. We also spend time interacting and engaging with relevant Scotland content from other creators daily.

View our TikTok account.

How to develop engaging content

Create and share engaging content about your business to start and grow a community of potential customers. You need to find interesting and authentic stories to tell about your product, your business, your location and your sector. Look at what content you should be creating and what to aim for across your channels.

Creating good content to promote your business

Related Pages

Work with VisitScotland’s press team

Find out how to get involved in VisitScotland's programme of press engagement.
4 minute read
Article

How to create business listings

Listing your business on tourism marketing websites gives you exposure to a global audience actively seeking Scottish travel experiences. 
8 minute read
Article

Marketing opportunities

Promote your business across new marketing channels to reach new audiences and grow your sales.

Manage your social media accounts

Find out how to use social media to share information about your business and inspire people to come and visit you.
7 minute read
Article

Sign up for the latest advice

Sign up for the Business Support monthly newsletter to get the latest advice and tips straight to your inbox. We’ll keep you informed with up-to-date insights, case studies and best practice guides to help you start, improve or grow your business.
Get the Business Support newsletter

About us

  • Policies
  • Accessibility
  • Cookie Policy

Our other sites

  • Business Events
  • Corporate
  • Media Toolkit
  • Travel Trade
  • Scotland is Now
  • VisitScotland.com

Find us on

Find us on

Brand Scotland

© 2025 VisitScotland. All rights reserved.