The Influencer Country of The Social Media: Australia

The southern hemisphere’s far-away continental country, Australia, might be lonely on the map but not on the social media. The ‘australia’ Instagram account, managed by the Australian tourism office, is followed by 4 million 200 thousand people. The country, which shares its beautiful beaches and natural wonders with the world thanks to the blue ticked account, is today the 14th largest economy in the world and the fifth country in the Asia Pacific Region. Let’s examine the details of the branding journey of Australia, which has succeeded to get place with three cities among the 10 most livable cities in the world: Melbourne, Sydney and Adelaide.

James Cook mapped the continent and called the region ‘New South Wales’ by traveling in the east coasts of Australia in 1770. He declared that he added the continent to the territory of Great Britain. As a result of the colonialist approach of the Western States, prisoners were brought to the region as a workforce. For many years, clashes took place between Aborigines and foreigners. Six colonies established in the late 18th and 19th centuries established Australia as a federated. Today, the country is still symbolically under the rule of Queen II. It is governed by a parliamentary system under Elizabeth’s constitutional monarchy.

“Working With Local Partners”

Investors who prefer Australia may consider the country as a ‘hub’. National income per capita in the country is around 55 thousand dollars. With this figure, it is the 10th in the world. Comprehensive market research is important before investing in the country. In order to ensure sustainable success, the legal infrastructure of the country should be examined in detail and should be worked with local partners.

The size of the foreign investment entering the country has reached 60 billion dollars:

Australia has a Free Trade Agreement to countries such as China, Malaysia, South Korea, Singapore and Japan. Negotiations are continuing for the FTA to be held with the European Union. According to the 2019 World Investment Report, the size of foreign investment entering the country has reached 60 billion dollars. This enabled Australia to rank 8th among 20 countries in terms of foreign investment worldwide. Australia, a continent country, achieves this success by using both the opportunities offered to investors and its ‘soft power’ very well.

“Brand of Nation Includes Telling a Consistent Story”

Austrade, the Australian Government’s trade, investment and education promotion agency, explains the importance of being a brand valued country with these words: “A strong brand of nation defines our aesthetics as a nation and presents the principles that determine our identity. It is more than a single logo, slogan or marketing initiative. Nation branding involves creating a framework and story to market our credentials to the world. “

What Strategies Has Austrade Applied to Become a Successful Nation Brand?

• Strategies prepared for the Australian industry to be adopted by the business world and the government.

• It was aimed to provide an unified approach in international markets by all sectors.

• Focused on projects that will increase the competitiveness of the country and support economic growth.

• A system that will adapt to the current and future challenges of the global market has been designed to be a permanent nation brand.

• Nation brand should develop strategies to support national pride at domestic and abroad.

The country is very successful in making its own promotion with the Instagram account managed by Austrade, which has good strategies to promote Australia as a destination for business and leisure travel. Australia is in the forefront between the other countries with an official Instagram account by its 4.2 million followers. This account reaches different audiences from all over the world through regular photo and video sharing. Tourism is one of the most important sectors of Australia. The share of the sector, which is comprised of approximately 75 percent of domestic tourism, is 2.8 percent of GDP. Nevertheless, Australia is the country that attracts the most foreign students in the world after the USA. It can be seen that a very successful strategy is followed, especially considering the popularity of social media among young people. The country’s having an Instagram account in this way reflects the ‘soft power’ of Australia. The aim is to increase the economic dynamism as well as the ability of Australia to touch a wide audience in the cultural field.

Standing out with its friendly people, natural beauty and a well-managed country, Australia will focus on promoting its industry-oriented aspects more globally in the coming period.

Australia emerges as a country that receives immigration from all over the world. The country attaches great importance to diversity and multiculturalism. An immigrant who moved to Australia 12 years ago explains the country as follows: “In Australia, the system is entirely on personal trust … Entrepreneurs are offered great opportunities. It’s easy to do business. Because you know what will come and when. The biggest benefit for entrepreneurs is that you don’t need any personal network. When you do your job correctly and in accordance with the rules, you benefit from all subsidies provided by the state. The system is working online. Setting up the business is not difficult either. I can say that Australia is heaven on the earth for entrepreneurs.” Also, The Australian Government recently submitted a budget of $ 400-500 thousand under the name of ‘Australian Cultural Diplomacy Grants’ program. The highest share of these grants is reserved for art (40%) and education (23%).

The Challenges Of Australia Has Encountered:

In the past months, the country has experienced the biggest ecological disaster in history. More than 1 billion creatures perished in uncontrollable fires in New South Wales. Fires could be extinguished after 240 days. Home to 10 percent of the world’s biological diversity; Australia will continue to host many new ventures and foreign investments with both ‘soft power’ and ‘hard power’.

General Informations:

Population: 25. 466. 459

Capital: Canberra

Gdp: 1. 48 Trillion US Dollars

Unemployment Rate: 5.6%

Inflation Rate: 2%

Major Trade Partners: China, Japan, South Korea, USA

Main Export Items: Ore, Slag, Mineral Fuel, Oil, İnci, Meat, Cereals

Main Import Items: Commercial Fuel, Oil, Machine, Vehicle, Electronic Product

Main Exported Items: Grape, Hazelnut, Apricot, Other / Semi-Diesel Vehicles, White Goods

Main Imported Products: Gold, Kokluk Coal, Pharmaceuticals, Cattle, Wheat