How to Find Great User-Generated Content

(And what to do when you find it!)
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User-Generated Content (UGC) is a huge part of tourism marketing. People are constantly posting images during their travels, which provides great opportunities for DMOs to repost this content on their own channels to promote and inspire tourism. In this blog, you’ll learn the best ways to find great UGC on Instagram and what to do when you find it. 

Tagged Images

Some users make it super simple by tagging you in their photos, so the first place to start is looking at the images you’re tagged in! Navigate to the “tagged photos” portion in your Instagram profile to see what you’ve been tagged in. A best practice is to check-in on this a few times a week (at least) to make sure that you’re not missing out on any impressive content.

How to See What Images You're Tagged in On Instagram User-Generated Content UGC

Check Your Hashtag For User-Generated Content

Did you know that you can search your hashtag on Instagram to see all of the posts that have used it? You can do this by either navigating to the search bar and typing it in or by clicking your hashtag that’s in your bio. This will take you to a screen displaying both popular and recent posts using your hashtag!


Location Tags

Using a location tag is a method for users to post about the places they visit during their trip and a great way to know for certain that an image was taken at a specific destination. To find a specific location tag, simply navigate to the search bar and start typing in the location. You should see the location pop up in the search results. If you see a location tagged that you want to look at in your feed, you can also click on the tag above the image and it will navigate you to a page displaying both popular and recent posts at that location. Remember, don’t just check city tags, but also local attractions, restaurants, and more! 

What to Do When You Find User-Generated Content

Now that you’ve found the perfect image for your feed, it’s time to save the user-generated content to your collection and get approval from the user to actually use the photo in your feed. Follow these steps to make sure that you’re asking for permission in the right way:

  1. Save the image to your collection so you can easily refer back to it when necessary. See below how to add it to your collection:
Save User-Generated Content to Your Collection on Instagram

2. Like the Image!

3. Comment on the image using verbiage something like this:

“Great photo! With your permission, we’d love to use this in our blog. Let us know if you have any concerns.”

How to Ask for Permission for User-Generated Content UGC Tourism

4. Once you receive a response, you can reply and thank them for giving you permission!

Posting the User-Generated Content with Credit

Finally, make sure that when you post the image on your own social feeds, you tag the user in the image, or give them photo credit in the comments. If you’re putting it in your blog, be sure to give them image credit. If you are embedding the photo directly to your website, it’ll automatically give credit where credit is due.

Following this quick approach is an integral step in giving your brand a voice. You also show your visitors appreciation for posting their images of your location. Integrating user-generated content in your blogs and social media feeds will allow future visitors to see others experiencing your destination and can inspire them to do so as well. For more new and exciting ways to use digital marketing to enhance your destination marketing organization, be sure to subscribe to our e-newsletter and follow us across social media at the links below.  

Content Creation Without Reinventing the Wheel

Content Creation doesn't have to be hard

Content creation doesn’t have to be hard

By Grant Kenney, TwoSix Digital Senior Digital Strategist

One thing I’ve heard from clients no matter what industry they’re in: “it’s so hard to find content to write about every day!” Having been on that side of the conversation before as a social media manager I can sympathize, but I have found ways around this persistent issue. Here are a few tips on what you can do to improve your content creation without reinventing the wheel every day.

Could I be overthinking my content creation?

Yes, absolutely. It can be a daunting process to think about all of the channels you need to write content for, but it doesn’t need to be. If you’re armed with something your audience doesn’t know you’re already off to a great start, and guess what? You know more than you think and there’s great content all around you.


As Calvin told Hobbes, “there’s treasure EVERYWHERE!” Don’t go looking too hard for it.

Raid your website

Remember back to your hiring at the company or position you’re in now when you were learning the history and details of your company, DMO or brand by studying the website? ALL of those little things you learned early on may seem mundane now but were kind of interesting when you learned them. These are solid pieces of content now.

Try pulling some interesting talking points from your website and then craft them into informative and interesting social posts that send people back to your website for extra traffic. The great thing about this content is that it’s always there, always useful and always informative. Read more

Case Study: Explore Branson Photo Contest

Explore BransonClient:
Explore Branson
The Scope:

Throughout the summer of 2015, TwoSix Digital worked with Explore Branson to promote a summer photo contest that was designed to develop visual content on the #ExploreBranson hashtag. The images were curated and utilized on the Explore Branson website where users could view and engage with the imagery.

The Strategy:

TwoSix Digital utilized several social ad promotions to raise awareness of the program, along with billboards and window clings in the destination.  One ad targeting strategy included proximity ads using Facebook’s geotargeting feature to drive entries and inspire consumers to generate content while they were actively in the Branson area. These ads targeted Facebook users whose IP addresses were currently within the destination or those who had recently traveled in the Branson area.

Content was curated and developed even further to promote Branson as a location for a variety of getaways. This was done by interviewing and recording testimonials from several photo contest entrants. TwoSix Digital then created video and audio files, along with blog posts based upon their trips. These trips reflected key travel interests in Branson like fishing, family vacations and outdoor adventures and were distributed through several channels including Twitter, Instagram and YouTube.


The Results:

Explore Branson Photo Contest Ad ExamplesThe summer photo campaign exceeded its established KPI’s and included the following results:

  • 2,828 photos submitted into the contest
  • More than 18,000 website visits from social media ads
  • Nearly 3 million ad impressions
  • Social ads saw an average click through-rate of 2.75% – more than three times the Q2 global average reported by

This campaign showcases TwoSix Digital’s expertise within the deeper levels of content marketing including content generation, integration and promotion.