How to Create Scroll-Stopping Content for Tourism Businesses

Here’s how you can create scroll-stopping content that gets noticed, shared, and remembered.

1. Know Your Audience (And What Stops Their Scroll)

Before you even think about designing graphics or writing captions, think about who you’re speaking to. Are your ideal guests adventure seekers? Foodies? Family vacationers? Solo travelers?

Look at what your competitors (especially the successful ones) are posting and how your audience engages with them. Then go one step further. Don’t just match the vibe—exceed it with storytelling that reflects your unique Nova Scotia experience.

2. Use Eye-Catching Visuals

A blurry photo of the beach won’t cut it anymore. You need high-quality images or short videos that evoke emotion. The good news? You don’t need a pro camera. Many phones now shoot incredible photos and 4K video. Focus on:

• Natural light: Sunrise and golden hour are your best friends.

• Movement: Water rippling, flags flapping, someone walking toward the camera.

• People: Always include humans when you can—people relate to people.
  

Pro tip: Test Canva templates for a cohesive look across all posts.

3. Embrace Short-Form Video

Short-form video is dominating social media, especially Reels and TikToks. For tourism businesses, this is a game changer. Show behind-the-scenes prep, boat tours departing the dock, guests reacting to food, or drone footage of scenic spots.

Keep it simple:

• Start with a hook (“Wait until you see THIS beach!”)

• Keep it under 30 seconds

• Add upbeat music and text overlays

• Don’t aim for perfection. Aim for presence.
  

4. Add Captions That Convert

A compelling image or video will catch the eye, but a well-written caption will create the connection. The best captions do three things:

• Tell a story: What’s happening in the photo? Why is it meaningful?

• Invite interaction: Ask a question, create a poll, or prompt them to share their favorite local spot.

• Include a CTA: (“Book your spot this weekend!” or “Follow us for daily seaside views.”)

• Keep your tone conversational and friendly—like you’re chatting with a future guest.

5. Post at the Right Time

Posting during the right window helps maximize reach. For Nova Scotia tourism operators, the sweet spot is typically:

• Weekdays between 8 a.m. – 10 a.m.

• Evenings between 7 p.m. – 9 p.m.

• Weekends from 9 a.m. – 11 a.m.

Test different times and use your platform analytics to see what works best.

6. Repurpose Your Best Content

If a post performs well, don’t be afraid to repost it a few months later or use it in another format. Turn a great photo into a Reel. Turn a guest review into a carousel. Turn a video clip into a blog or newsletter highlight.

Content doesn’t expire—it evolves.

Bottom Line:

You don’t need to post more—you just need to post smarter. Focus on great visuals, authentic stories, and interactive captions. Start by showing up consistently, and you’ll naturally start creating content that not only stops the scroll but drives bookings.

Ready to take your tourism business to the next level?

If you're looking for personalized guidance on marketing strategies, website optimization, or social media growth, let's chat! Book a free, no-obligation consultation with Shelley Bellefontaine, your trusted tourism marketing consultant, and get expert advice tailored to your business needs.

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