EVERY photo Matt Glastonbury uploads to Instagram is shared with nearly 30,000 people.
By adding certain tags, his online reach increases, as does the chance that people will see his work and want to know more.
Tourism Tasmania has seen the potential of the photo- sharing social media network - adapting its marketing strategy to make the most of each picture-perfect moment.
Organisations the world over are capitalising on content generated by third parties to promote their product.
Instagram seems to be the vehicle of choice at the moment, with about 150 million monthly active accounts and 55 million photos being uploaded every day.
In the case of Tourism Tasmania, each scenic shot of the state is an advertisement, and an addition to a growing collection of marketing material.
Glastonbury is a Hobart-based mobile photographer and social media expert who has been on Instagram for 18months. He has almost 28,000 followers, and, as well as running a monthly Insta- meet in Hobart, has been behind a number of social media tourism campaigns that have involved photo sharing and tagging.
"People on Instagram are generally taking photos of things they like," he said.
"And by getting out and taking and sharing photos of great things, other people see that and want to get involved too.
"People follow others because they enjoy what they are producing, and praise is reciprocal."
Glastonbury helped Tourism Tasmania capitalise on the snaps visitors were taking by nominating the user hashtag #discovertasmania and curating their picture gallery.
He was also the brains behind the eight-day Great Tassie Instagram Journey last month, a collaborative campaign that saw nine Instagram `power- users' take and share photos around the state.
"We had a collective reach of more than two million followers," Glastonbury said.
"That's two million people around the world who were seeing photos of Tasmania pop up in their feed."
Tourism Tasmania said the success of the event justified its new focus on third-party content.
"While it is still early days in terms of the new marketing approach, this event alone has resulted in a significant increase in followers to Tourism Tasmania's own Instagram handle," a spokesman said.
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