It can work if you have a great creative idea, a sizeable existing audience and a brand that people want to engage with. But if you’re lacking any one of these elements, you could find it’s a steep hill to climb. Despite this, there are those that would have you believe that UGC is the future of social media for all brands. There are a number of tech vendors in the space that have made it their raison d’etre - Olapic, Duel and Chute are all examples I’ve come across. These vendors seem to be gaining most traction in fashion and commerce, where UGC makes total sense. As a potential customer, seeing other customers trying on clothes adds authenticity. But there’s another sector for which I think UGC is an even more ideal fit, and where we’ll see it really explode over the next year or so - travel. Get the full story at Econsultancy