A few years ago, if you’d said, “government social media” and “engaging” in the same sentence, I probably would’ve rolled my eyes. It felt like a space for long-winded press releases and generic “official” posts — the kind you scroll past without a second thought.
But that’s changed. Today, some of the best social media moments come from government pages. They’re telling stories that land, making complex concepts easy to understand, and connecting with people in ways you wouldn’t expect. From a smelly armpit joke that captured the daily grind, to combining Shrek and statistics – it’s a whole new era where government posts feel human, relatable, and worth talking about.
Here are five examples of government social pages that are absolutely nailing it — and why they’re working.
1. Victoria Police Australia
Platforms: TikTok, Instagram, Facebook, LinkedIn, YouTube
Followers (total across platforms): 1.2m
Why it shines: Victoria Police doesn’t just post alerts — it shows the human side of policing. From “day in the life” videos with recruits to heart‑warming stories about police dogs, their social pages have mastered relatability and storytelling. The result? Strong engagement, trust, and a genuine connection with the community.
A great example is their cyber safety post, which felt more like a trendy, fun video than a formal alert. Timed for Cybersecurity Awareness Month, it blended bite sized tips with a playful, approachable style — making serious information feel accessible, shareable, and genuinely engaging for their audience.
2. Bureau of Meteorology (BOM)
Platforms: Instagram, Twitter/X, LinkedIn, YouTube
Followers (total across platforms): 526k
Why it shines: Stunning weather imagery, real-time forecasts, and short explainer videos from staff behind the scenes. BOM does well to combine visual appeal with expertise — building follower trust through timely, relevant insights and captivating sky shots.
A great example is the Bureau of Meteorology’s #BOM♥weather hashtag, which encourages people to share their best weather shots. It’s more than a tag — it’s an open invitation for the public to be part of the story, turning a routine feed into a collective showcase that makes the BOM feel approachable, human, and genuinely connected to its audience.
3. Transport for NSW
Platforms: Twitter/X, Instagram, Facebook, LinkedIn, YouTube
Followers (total across platforms: 707.6k
Why it shines: Transport for NSW delivers social media that’s timely, helpful, and human. From crisp service alerts to short, personable staff videos, it turns serious information into content people notice and trust. And when the moment is right, it leans into humour and trending formats — using popular sounds or memes to make messages more shareable, approachable, and relevant for its audience.
A great example is Transport for NSW’s tongue-in-cheek take on a daily commuter struggle, which feels more like a friendly wink than a formal PSA. By poking fun at the awkward reality of tall people and stinky armpits, they’ve‑ turned a small, shared moment into an engaging piece of content — making public transport feel a bit more human, relatable, and worth talking about.
4. City of Marion Libraries
Platforms: Facebook, YouTube, Instagram
Followers (total across platforms: 70.2k
Why it shines: What the City of Marion Libraries shows us is simple but powerful: public services can be relatable, fun, and incredibly engaging — no big budgets needed. They nailed the “workplace comedy + platform trends” formula, and the results speak for themselves. If you’re looking to build trust, personality, and reach, this is a prime example of local government done right on socials.
One post I can’t go past is the City of Marion Libraries’ clip about “when your boss says it’s a two‑person job.” It’s a simple, humorous video that pokes fun at everyday work moments, making the team feel relatable and approachable. It’s a great reminder that strong social media isn’t about being overly polished — it’s about capturing moments that people recognise and want to share.
5. Australian Bureau of Statistics (ABS)
Platforms: Twitter/X, Instagram, Facebook, LinkedIn, YouTube
Followers (total across platforms: 527k
Why it shines: In 2024, ABS’s bold, playful approach to social media made headlines, showing how a statistics agency can lead the way online. It doesn’t just post statistics — it brings them to life with humour, creativity, and perfect timing. By tapping into trending moments and speaking in a human, approachable voice, the ABS stands out from other government pages, turning data into content people actually want to engage with.
One of the ABS’s best posts of 2024 was a playful nod to Shrek. It matched statistics about Australia’s suburbs with a fun premise — where would Shrek live happily ever after? By turning hard data into a relatable, shareable moment, the ABS showed how a statistics agency can tap into pop culture to educate, entertain, and connect.
What all these posts prove is that the best government social media doesn’t feel like “government” at all. It feels human — approachable, a bit cheeky, and genuinely connected to everyday life. The takeaway is simple: when you talk to people like people, you build trust, spark conversations, and make your message stick. It’s a lesson worth remembering every time you hit ‘post’.
