Social media post ideas in Australia: 25 high-performing examples for local brands

Creating consistently engaging social content is hard enough—especially when the templates and trends you see are better suited for audiences in the northern hemisphere. For Australian brands, flipping seasons and local nuances adds another layer of complexity.

Whether you’re aiming to raise brand awareness, drive engagement or look for ways to incorporate popular types of social media content into your strategy, the following ideas are perfect for Australian social media marketers like you.

Social media post ideas for clothing and fashion brands

Here are a few trending ideas for your fashion brand’s social media account:

1. Launch a seasonal lookbook

Create a swipeable or video lookbook featuring your latest collection that’s tailored to Australia’s seasons. Think transitional layering, natural fibres and autumnal colour palettes in March through May, and lighter fabrics, bright colors and floral prints in September through November.

Aje executed this beautifully in its Pre-Fall 25 Libertine collection, showcasing heavier fabrics and layered looks perfect for the cooler season.

Source: Instagram

A seasonal lookbook is perfect for repurposing content across other social media channels or even a blog. You can also use Sprout’s Campaign Performance report to organise your lookbook rollout and track audience responses using Saved Reports.

Why it works: This post idea matches Australia’s seasonal calendar and shopping cycles to drive relevance and urgency.

2. Share behind-the-scenes content from your next photoshoot

Capture candid moments from your creative process—like choosing outfit pairings for a shoot, testing lighting setups at golden hour or scouting out an iconic Aussie location—and post them as Stories, Reels or TikToks. You can then add casual commentary or behind-the-scenes bloopers to make the content feel relaxed and authentic.

Michelle Mura, an Australian activewear brand, demonstrated this beautifully in their YouTube BTS video, offering a look into their photoshoot process.

Source: YouTube

To increase the chances that your content goes viral, you can also post at the best time to reach your audience using Sprout’s Optimal Send Times.

Why it works: Taking followers behind the scenes humanises your brand and gives them an exclusive glimpse into your content production.

3. Feature Aussie-made fabrics and sustainable production

Introduce your followers to local makers and materials with a short-form video series or carousel post that brings your supply chain to life.

To do this, show how and where you source your fabrics from—whether it’s organic cotton from Queensland or wool from regional Victoria—and include interviews or behind-the-scenes clips with Aussie manufacturers or designers. This transparency builds trust and tells a deeper, values-driven brand story.

For example, Unreal Fur touts its dedication to sustainable fashion by showcasing eco-conscious and cruelty-free designs.

Source: Instagram

Curious whether your audience is vibing with you? Track performance by tagging your campaign in Sprout and analysing success in cross-network reports, then dive deeper into followers’ conversations with Sprout’s Social Listening tool.

Why it works: Sustainability resonates strongly with Australian audiences and supports local supply chains. Plus, educational videos play a huge role in an effective video marketing strategy, driving adoption and customer retention.

Social media content ideas for Aussie beauty brands

Ready for more? Try out these ideas for your beauty brand’s next posts:

4. Spotlight sun protection essentials during summer

Create a spotlight on your top SPF products and explain how to apply them correctly for active outdoor lifestyles—whether it’s a water-resistant formula for beach days, a lightweight spray for outdoor workouts or a tinted sunscreen for everyday wear.

You can also include video demos or how-tos to show proper application techniques and pair each product with lifestyle content that reflects common Aussie summer scenarios like surfing, hiking or backyard BBQs.

Bondi Sands leads by example, showcasing SPF education and influencer content in its summer product campaign on Instagram.

Source: Instagram

Ready to turn up the heat a little more? Partner with Australian influencers to create content and expand your audience further. You can use Sprout Social Influencer Marketing solution to search for influencers that are aligned with your brand values and manage influencer campaigns, all in one place.

Why it works: Sun safety is a popular Australian social media trend, especially during peak UV periods.

5. Share skincare routines for humidity and dry heat

Break down climate-specific regimens in Stories or video content that matches Australia’s diverse weather zones—like lightweight, hydrating products for Brisbane’s humidity or richer, barrier-repairing routines for Melbourne’s dry winter air. To take this a step further, you can tailor your content by region to reflect how your products meet audiences’ needs across Australia’s wide range of climates.

Go-To Skincare is a great example of this—the company provides routines for everything from Queensland’s humidity to Perth’s dry heat. It also provides helpful product recommendations, like its Very Luxe Face Cream for dehydrated skin.

Source: Instagram

Why it works: Tailoring localized content creates personalised experiences for audiences across different regions.

6. Partner with local beauty creators for campaign takeovers

Invite Aussie micro-influencers—particularly those with niche but engaged local followings—to take over your social media for a Q&A or record a product review in Reels or TikToks. If you offer them creative freedom, they can highlight what makes your products unique to their audience.

These collaborations feel more authentic when influencers film at home, share personal routines or provide real feedback from their everyday use.

Mecca Cosmetica, for example, often features takeovers from beauty creators like Bambi Northwood-Blyth on Instagram to expand its reach through trusted voices.

Source: Instagram

You can track ROI per individual influencer using Sprout’s Influencer Marketing platform, which breaks down performance by influencer, social network, engagement‌‌, and and potential reach.

Why it works: Collaborating with influencers—even those with smaller audiences—builds brand credibility and visibility. It also acts as a form of social proof, showing your audience that people just like them use and love your brand.

What to post on social for Australian travel brands

Hit the road on your social media platforms with these tips:

7. Showcase remote escapes and road trips

Publish a video or carousel showcasing off-the-beaten-path destinations across Australia, like camping under the stars in the Red Centre, hiking through Tasmania’s Tarkine rainforest or snorkelling Ningaloo Reef in WA. To add value to these posts, include insider tips, accessibility notes or local partnerships to help audiences visualise and plan their own adventures.

Tourism Australia, for instance, shows how even a short clip featuring breathtaking, immersive visuals can draw attention.

Source: YouTube

Why it works: Highlighting remote locations encourages Aussies to explore their own backyard—especially in the off-season.

8. Highlight local travel tips

Create a graphic or Carousel series with helpful travel insights. These can range from more general ideas to hyperlocal tips. Think “what to know before you book a cruise on the Brisbane River,” the best roadside coffee spots in NSW or upcoming cultural festivals in WA.

Pro tip: Adding local cuisine, weather tips or public holiday reminders will make your content extra practical for Australian audiences planning weekend trips or regional getaways.

Posts like this breakfast recipe by Happy Travels show how your content doesn’t need to be overly specific or groundbreaking to be clear, helpful and actionable.

Source: Facebook

Why it works: Tips help your audience take action and provide value while showing that your social content doesn’t solely focus on making a sale.

Social media post ideas for Aussie tech brands

Running a tech brand? Not to fear—these ideas will help you connect with your audiences, wherever they may be:

9. Share employee stories or R&D moments

Feature staff in short videos discussing recent innovations they’ve contributed to, walk-throughs of their typical workday or personal milestones like internal promotions or project completions. You might show a product manager sharing insights from a customer feedback session, for example, or a designer walking through how they built a new campaign asset. This type of meet the team content not only informs but also inspires.

Atlassian regularly shares content like this, such as its Making of Team ’25 LinkedIn video, to strengthen its employer brand.

Source: LinkedIn

For even greater reach, schedule posts during peak hours using Optimal Send Times for better visibility.

Why it works: Content featuring an employee point of view adds a human element and helps you attract talent.

10. Run a tech tip series

Use text-over-video or carousel formats to break down product tips or clarify common misconceptions about your tech stack—like security concerns, performance myths or feature misunderstandings.

Just remember to keep it punchy and visual with bold headlines, before-and-after examples or side-by-side comparisons that simplify complex topics for your audience. You can also tag your tips in Sprout Social to easily track user sentiment in replies and mentions.

A great example of this comes from Canva—it regularly posts short-form TikToks under the hashtag #canvatipsandtricks, showing users how to achieve next-level designs in its app.

Source: TikTok

11. Post about sustainability in data centres or e-waste

Show how your brand handles environmental responsibility—like your e-waste recycling process, green energy initiatives in your data centres or partnerships with local sustainability programs. Additionally, consider using video or carousel formats to spotlight industry news where your brand made the headline, milestones or team members behind these efforts to create transparency and credibility.

Refilled provides a stand-out example of how simple imagery can display a brand’s sustainability impact.

Source: Instagram

Why it works: Focusing on sustainability allows you to appeal to environmentally conscious consumers in the tech space.

Social media content ideas for Australian food brands

It’s time to get your inner foodie on—try out these social tips, fresh from from the oven:

12. Create a recipe using seasonal, local food

Post a step-by-step guide or video tutorial featuring a dish that uses locally grown ingredients. Think a spring salad using mangoes from Queensland, a winter soup with Tasmanian root vegetables or a coastal-inspired seafood dish.

You can also highlight where the food comes from and how it supports local farmers or markets. This not only tells a compelling story but also taps into Australians’ strong interest in seasonal, ethical food sourcing.

Harris Farm Markets, for instance, often shares recipes and recommendations that use seasonal produce to encourage followers to buy fresh and local.

Source: Instagram

Why it works: Focusing on locally produced food builds trust by showcasing ethical sourcing and community support.

13. Show how your products fit into everyday Aussie moments

Capture casual moments that reflect daily life in Australia, like relaxed beach picnics on a summer afternoon, lively footy nights with friends or family BBQs under the gum trees. Pair these with relatable captions, nostalgic throwbacks or user-generated content (UGC) to show how your products fit seamlessly into moments that your audience already cherishes.

Tim Tam does this well by sharing fun content that celebrates Australian seasons and cultural moments.

Source: Instagram

Why it works: Showing your product in everyday moments increases relatability and builds brand affinity using cultural cues.

14. Partner with dietitians or chefs for how-to content

Collaborate on IG Lives, Reels or YouTube videos with local experts—like accredited dietitians, regional chefs or food influencers—who can demonstrate how to use your product in real-life meal prep. To take this a step further, consider creating a series that walks through weekly meal ideas, allergy-friendly options or culturally relevant recipes that speak to Australia’s diverse food landscape.

Woolworths, for example, showcases family recipes in its YouTube content, which makes it easy for customers to try time-tested treats using Woolies ingredients.

Source: YouTube

Why it works: Partnering with local food experts adds credibility and engages food-savvy audiences.

Bonus post ideas for all industries

Ready to take your social posts a step further? These bonus tips will help you step up your game, no matter what industry you’re in:

15. Celebrate community heroes or local organisations

Spotlight a team member’s volunteer work, like coaching a local footy team, helping at a wildlife shelter or leading bushland clean-ups—or highlight your organisation’s ongoing partnerships with Australian non-profits. To do this, you can feature a short video interview or an on-the-ground photo diary or even reshare these organisations’ posts to elevate the story in their own voices.

Bunnings does this well—the company regularly highlights local fundraisers and community projects on its Instagram page, reinforcing its local-first values.

Source: Instagram

Why it works: Showing how your team gets behind a good cause builds goodwill and strengthens community ties.

16. Share a throwback to your brand’s first product or moment

Create a side-by-side post or throwback video showing where you started and where you are today—whether it’s your first storefront versus your current HQ, your earliest logo next to your modern branding or your original product beside its latest version. You can use this format to highlight growth, milestones or success stories, as well as invite your audience to celebrate the journey with you.

Qantas nails this with throwback photos and videos of its firsts—aircraft, international flights and retro branding.

Source: Instagram

Why it works: Nostalgia builds emotional connection and allows audiences to celebrate growth along with your brand.

17. Launch a poll

Post an interactive Instagram Story using native poll stickers or create a simple image post and invite followers to participate. You can also prompt them to share their answers in the comments to spark conversation.

For example, Vegemite recently asked its audience to describe its spread in three words, which drove high participation and discussion.

Source: Facebook

Why it works: Polls invite your audience to engage with your content and make them feel valued.

18. Join the conversation around major sporting events

Share in-the-moment reactions to game-day wins or losses and behind-the-scenes glimpses of how your brand celebrates major matches. You could even kick things up a notch and create product bundles that feature fan-favourite teams and events.

Carlton Draught is a standout example—it posts witty, footy-centric content and even started its own Carlton Draft program, where former AFL players make return appearances.

Source: Instagram

Why it works: If your audience cares about sports, it makes sense to chime in on the conversation to show how your brand aligns with their interests.

19. Highlight how you support career development

Showcase the upskilling initiatives available at your company, such as networking and learning events. These behind-the-scenes snapshots can humanise your brand and signal to prospective talent that you invest in your employees.

The Macquarie Group’s LinkedIn post is an excellent example that shows how the organisation values training its employees.

Source: LinkedIn

Why it works: Showcasing employee initiatives supports employer branding, builds authenticity and reflects the value your brand places on employee training.

20. Share how your brand supports disaster relief

Post about your brand’s direct involvement in disaster relief efforts, whether it’s monetary donations to national recovery funds, supply drives for flood-affected communities or local partnerships with emergency service organisations. Be specific about what you contributed, where it went and who it helped to show tangible impact.

Westpac not only sponsors a fleet of rescue helicopters, but it also regularly hosts fundraisers where 100% of the proceeds are donated to keep Aussies safe on the beach and in the water.

Source: Instagram

Why it works: Showing how your brand supports disaster relief demonstrates corporate social responsibility.

21. Post a time-lapse of product packing or delivery

Create fast-paced, visually engaging time-lapse videos that capture your product journey from warehouse packing to customer delivery. Highlight key touchpoints, like personalisation steps, eco-friendly packaging or regional shipping logistics, to show the care and effort behind each order.

Australia Post delivers great examples via TikTok, showcasing how small businesses like Blak Brews go from product to packaging.

Source: TikTok

This TikTok is also a great example of how co-marketing on social media can uplift your brand and other small businesses.

Why it works: Who doesn’t love a time-lapse video? This content drives curiosity and makes your behind-the-scenes processes more transparent, which builds customer trust.

22. Feature a customer testimonial from a regional town

Use quotes, videos or photos from real customers in rural or remote areas. This kind of authentic, localised content strengthens trust and shows that your reach extends well beyond metro areas.

Tourism Tasmania features UGC of various travel destinations, showing highlights of each location through the lens of social media influencers.

Source: Instagram

Why it works: UGC, like testimonials, adds authenticity and shows your target audience that people nationwide love your brand.

23. Create a “What’s in my bag?” or “Day on the job” spotlight from an Aussie team member

Highlight real team members and their day-to-day experiences, from morning rituals and daily routines to customer interactions or product recommendations. Personal content like this gives your audience a behind-the-scenes look at your team culture and puts a human face to your brand.

Check out how Little Creatures showcased its Little Hazy Lager by interviewing one of its staff about why it’s her favorite brew.

Source: Instagram

Why it works: Sharing the microphone with your staff offers a personal look into your brand culture. Use related hashtags like #OfficeLife or #MondayMotivation to increase your reach even further.

24. Share a scenic view from your office or warehouse

Capture the natural beauty of your surroundings with visually striking content—whether it’s sunrise over a coastal beach, rolling hills outside a rural warehouse or a city skyline view from your CBD office. Highlighting these uniquely Australian settings helps you localise your brand and creates visual content that stops the scroll.

Sea Swift takes advantage of its land and sea operations by regularly sharing gorgeous views at locations like Cairns Wharf.

Source: Instagram

Why it works: Scenic, eye-stopping views help you localise your content and build brand personality.

25. Celebrate First Nations cultures and landmarks

Use respectful, educational content to highlight First Nations people-owned businesses, cultural landmarks and events like NAIDOC Week. This might include collaborating with creators or teammates, featuring products from First Nations-owned brands or spotlighting historic places with traditional significance.

One thing to note: Make sure you create content with consultation or consent where appropriate to maintain cultural integrity and authenticity.

By way of inspiration, Mission Australia offers inspiring examples of how to elevate First Nations voices.

Source: TikTok

Why it works: Educational content helps you build cultural awareness and positions your brand as a values-aligned storyteller.

Find your next great post with Sprout Listening and analytics

A great post doesn’t just happen—it involves planning, execution and data-backed insights. Tools like Sprout Social make it easier than ever to gather insights and take action, then measure your impact.

Here’s how you can use Sprout to create posts that hit the mark every time:

• Analyse what performs best: Get to know your audience by digging into Australian social media demographics, then drill down further by analysing your own audience and past performance. Use Sprout’s Post Performance Reports and tags to further understand what resonates with your audience and identify your best content types and formats.

• Use listening and competitor insights to spark new ideas: Need fresh inspiration? Sprout helps you monitor social conversations, spot emerging trends and explore sentiment shifts. You can also conduct a competitive analysis to see what’s working for similar brands and uncover gaps your team can fill.

• Plan and schedule your ideas: Once you’ve landed on an idea, it’s time to craft your social media content strategy. To do this, lay out a series, set themes and assign collaborators, then use Sprout’s automated workflows to get a stamp of approval and schedule your posts across multiple social networks.

• Build a repeatable system: Build scalable systems with Sprout’s Saved Reports and automated workflows. You can use Template Tags to further organise content by campaign or region and generate ready-to-share insights that make strategy reviews a breeze.

Keep the ideas flowing—and make them count

Australian social marketers know that creating engaging, seasonal content takes more than just trends—it also requires tools, insights and workflows that evolve with your brand.

With Sprout Social’s full suite of social strategy tools, you can surface fresh post ideas and back them up with performance data.

Try Sprout Social for free today to uncover how easy it is to elevate your content strategy.