5 Tips for Making Great  Instagram and TikTok Content

Instagram and TikTok are fantastic platforms for park groups to build community, spread the word about events, and show off the beauty and energy of your local green space. Here are some tips to get you started.

Choose your Voice

Don’t worry about trying to be the next viral superstar. The most effective social media content feels authentic to the person making it. Share what feels fun, interesting, or beautiful to you and chances are others will feel it too.

Think about what sorts of posts would best represent you and your work. If your park group is all about social connection (community picnics, outdoor movie nights, or volunteer meet-ups) your content might be light-hearted, casual, humorous, and focus on the people behind your group to encourage more volunteers and attendees. If your group leans more toward stewardship (protecting wildlife, native planting, or park cleanups) then your content might feel more educational to inspire viewers’ curiosity and care for the environment.

Whatever your vibe, try to keep your tone and style consistent. A good way to do this is to entrust your social accounts to one person or a small team who understands the group’s personality and goals. It can also help to create a simple document with a few guidelines: things like what hashtags you use, how you describe your group, what kind of language or emojis feel right, and how you want to engage with comments or messages. This makes it easier for new volunteers to pitch in and helps your group feel welcoming and recognizable online.

Get Inspired

Spend time on Instagram and Tiktok to understand what content is popular in your area, and what kinds of photos or videos your own group could recreate with your own unique spin. 

If your group is more interested in videos, then spend time on Instagram Reels and TikTok. If photos are more your speed, stick to the Instragram feed. Search for hashtags like #parklife, #yourcityname (ex. #Toronto or #YYZ), or hashtags related to your neighbourhood or local parks to get the most relevant content.

You’ll quickly see that you don’t need fancy equipment, just a smartphone and perhaps some free online editing software. Here are some more ideas to kick off your thinking:

• Short TikTok videos or Instagram Reels showing a behind-the-scenes look at your events.
• Time-lapse videos (ex. setting up a community picnic or removing invasive plants).
  Educational content with a clear hook, like  “3 native plants to look for in spring” or “The surprising history behind [park name].”
  Profiles of your volunteers or event attendees. Film short video interviews asking them what they love about their local park.
  Photo slideshows of a recent event.
  Stories with polls or questions to encourage engagement.

Build your Network

Social media is, well, social! TikTok and Instagram work best when you build a community, rather than just posting into the void. After you’ve completed your profile and posted a couple of times, consider adding the following accounts:

• City-types: The people, publications, and organizations that take an active interest in your city
• Neighborhood organizations: Non-profits, residents associations, business improvement associations in your community
• People who care:  See if your city Councillor or other local politicians have a presence on Instagram. Also, ask members of your volunteer group or people who frequent your park events if they have accounts
• Niche groups: One thing that makes cities great is the number of niche groups that can find critical mass. Look around your park and consider what assets it has and how those could be of interest to these groups. Does your park have awesome graffiti? Then find local street art photographers in your city. Does it have a natural playground? Follow people with a passion for outdoor education

Make a habit of recognizing others’ efforts and cheer them on. Comments like “great photo,” or “looks like a super event!” are always welcomed (and are likely to get you more followers).

Be Consistent and Stay Connected

TikTok and Instagram tend to spotlight active accounts, so it’s helpful to post regularly. Content creation doesn’t have to be anyone’s full-time job—a post once a week is great.

To make it even easier to stay consistent, consider creating a content calendar. Add your group’s upcoming activities, and make a plan for what content you can share before and afterwards. You can also look to special days like Earth Day or International Women’s Day where you could post relevant content. Finally, consider regular features like “Volunteer Spotlight” or “Throwback Thursday” to highlight past events, share park history, or celebrate your community when you’re not holding events.

When sharing your posts, be sure to use relevant hashtags so more people can find you. Some basics: #parklife #yourcityname #yourparkname #communitygarden #volunteers #naturelovers. Tag your city, neighbourhood accounts, or partner organizations to help boost your reach.

With these tips in mind, you’re ready to be a content creator! Don’t forget to tag us at @parkppl so we can see your beautiful creations .