Content creation doesn’t need to be daunting
Though Samantha fell into content creation by chance, she’s developed a strong passion for short-form storytelling, and her camera roll proves it. For her, adventure always comes first and content second. The beauty of short-form content (videos up to 90 seconds) is that it allows her to effortlessly capture moments during her adventures and turn them into authentic, inspiring content that connects with her audience. Samantha shared three things she keeps in mind when building her content that can help tourism businesses connect with their audiences where they are most, online.
Tip 1: Your content does not need to be perfect.
Samantha emphasized that there's a common misconception that social media content needs to be a high-production effort — but in reality, authenticity wins. People are drawn to real, relatable content, which often means it's imperfect. Letting go of the need for perfection removes pressure and hesitation, allowing individuals and companies to stay true to themselves and share content that genuinely connects.
Tip: Although you can never plan for your content to go viral, you can plan for it to make a splash by focusing on its “shareability.” Content that people want to talk about or pass along drives exponential reach.
Tip 2: Don’t overthink it!
Samantha captures 99 per cent of her content using just an iPhone, stores it on iCloud, and creates polished reels using saved Instagram templates. Her approach proves that your tools don’t need to be fancy or expensive to be effective. She recommends saving content you love that aligns with your brand and using it as inspiration down the road while focusing on capturing moments that feel authentic to your story without overplanning them.
Tip: Organizing your content makes it easier to reuse later (something many creators do regularly). A well-sorted library, whether just on your cell phone or saved in a different tool, can be a powerful tool when it's time to post.
Tip 3: Do you know what kind of content your target audience consumes?
Understand not just who your audience is, but how and what they consume online. This is a simple but often overlooked step that can make capturing, editing, and posting content far more effective. Demographics are just the starting point. Dive deeper into their content habits and use that insight to guide your own strategy, which will ensure it resonates from the start. For Samantha, she knows her audience craves and engages with visually appealing content that educates and inspires, and that’s the lens she uses when putting together pieces of content she’s captured.
