At times, as marketers we are guilty of undervaluing UGC compared to professional brand photography. Arguably, given the right lighting and situation, an amateur Instagram user can capture a more impactful and meaningful shot than a professional photographer.

Hamilton Island invests in interaction with its hashtag and identifying advocates to create UGC. Once it has obtained permission for the use of UGC the hotel always makes sure it gets lots of mileage out of it, just as it would with professional photography.