Did you know that more than 95 million photos and videos are shared on Instagram every day? That can make searching for content from your destination akin to looking for a needle in a haystack.

Luckily, Iconosquare has responded to the needs and wants of content experts everywhere with its advanced media search tool. While still in beta mode, the tool begins to solves a major problem identified by any destination marketer who knows the importance of user-generated content and earned media: no two people share content in the same way. This has traditionally made it difficult to find specific kinds of high-quality photos and video efficiently.

Iconosquare’s new search tool looks to solve this problem by allowing you to search for media posted from a specific location that may contain one or several hashtags. You can even narrow your search with filters such as date of the post, keywords in captions and the number of likes or comments.

Why are the advancements made by Iconosquare important for DMOs?

Despite becoming a paid service last year, the tool continues to be widely used in the tourism industry for content curation, engagement and analytics. This feature, like those before it, is easy to use and will allow social media teams to make efficiencies in finding great content, researching consumer behaviour and engaging with travellers.

To get started, we suggest trying a basic search such as “holiday” or “vacation” paired with a location. Looking at the example, you can see how this provides insight into the movements of travellers and provides quick and easy access to specific content (holidaymakers at 4 Mile Beach, Port Douglas).

Is Iconosquare’s new search function a game changer for your destination’s content team? How are you using this search tool or others like it in your daily activity? Please leave your thoughts in the comments below.

Related reading: Incremental gains: If your content manager isn’t making them, your destination is losing.

Featured image credit: Adrian Scottow, Flickr