Social and Mobile marketers are beginning to realize more and more that user-generated content is an excellent strategy for brands to use. In July, Applebee's launched a campaign on Instagram which encouraged diners to submit pictures of themselves eating their favorite Applebee's grub. Since the start of the #Fantographer campaign, Applebee's followers have grown by 35 percent and engagement increased by 25 percent. McDonald's Arabia also experimented with this user-generated content strategy by having customers submit artistic pics of the golden arches. As this generation of smartphone users continues to grow, it is likely that more brands will adopt this idea and use user-generated content to their advantage. Click here to read more.