This document discusses how user-generated content and influencer marketing can be leveraged to promote brands and drive engagement. It notes that millennials prefer real customer photos over professional images. Influencer marketing produces more sales and retention than paid ads. The document provides strategies for identifying influencers at local, regional and national levels and launching effective influencer marketing campaigns, particularly on Instagram. It also outlines best practices for working with influencers and ensuring proper disclosure of sponsored content to avoid regulatory issues.