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What should a tour company post on Instagram?

Post short reels and photos from your real tours that help someone picture themselves on the day. Show the place, the guide and guests enjoying it, and say plainly what the tour is and how to book. Post on a steady routine you can keep up through the season.

Updated 8 October 2026

Start with the question a customer is asking

Most people scrolling past a tour are wondering what it would be like to go. They want to know whether it looks fun and whether someone like them would fit in. Your posts can answer that with footage, which is more convincing than a description.

A good test for any post: would someone who has never heard of you understand what you offer after watching it once?

Posts that work for tours

The place

The view people are paying to see. The water at the launch, the coastline from the middle of the bay, the lane on a walking tour, the light late in the afternoon. Keep these short and let the place do the work.

The guide

People book a tour partly on who will look after them. A few seconds of a safety briefing, a guide telling a story or helping someone into a kayak shows that the day is in good hands. This matters most to first-timers.

The guests

Guests finding their balance, laughing, pointing at a dolphin or a bird. These moments let a nervous beginner see that ordinary people do this and enjoy it. Only post guests who have agreed to be in your marketing.

The small details

Gear being handed out, the snack stop, the boat being rinsed at the end of the day. Detail shots make a reel feel real and give you variety between the big views.

Practical information

Where you meet, how long the tour runs, what to bring, whether beginners are welcome. Put these in the caption or on screen in plain words. A reel that looks great but leaves people unsure how to go is a missed chance.

How often to post

There is no magic number. A routine you can keep through a busy season is worth more than a burst of posts in a quiet week followed by nothing. Pick a weekly number that fits the time you have and stick to it.

Reels about the experience, rather than one departure date, stay useful for weeks. You can post a reel filmed in spring again later in the season if the tour still looks the same.

What to say in the caption

Keep it short and specific. Say what the tour is, where it is, and one thing that makes it worth doing. Finish with one clear ask, such as "book on our website" or "follow for more from the water". Avoid promises you cannot keep, like guaranteed wildlife sightings or perfect weather.

Mistakes to avoid

Posting only scenery with no people in it, so viewers cannot picture themselves there. Long, shaky clips that never settle. Stock photos that look nothing like your trip. Captions full of hashtags with no information. Going quiet for months, then posting ten times in one week.

What ReelTempo does and doesn't do here

ReelTempo makes reels from the footage you upload. It finds the moments worth using, cuts a short reel to music, puts words on screen and drafts a caption. You review every reel, change any words, and post it on Instagram or Facebook.

It does not film your tours, invent scenes or people, or take bookings. It does not plan a content calendar or reply to comments. It cannot promise that a reel will bring more bookings. It can end a reel with the ask you write, such as booking on your website.

See ReelTempo for tour operators, or read how to film a tour on your phone and how tour operators use reels to get bookings.