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Every company, no matter their sector, must think about how to reach new and existing customers today and in future constantly. User-Generated Content will always be part of the answer to this question. Video content in particular is playing an increasingly important role - currently nearly 300 hours of new video material are being uploaded every hour of every day of every week. My children, like everyone else in their age group, first turn to relevant forums to see how they can solve a problem or which product they may want to buy. They ask questions there and wait for the answers before talking to me, their father. All this user-generated content establishes trust among consumers, a familiarity almost, that no banner, video clip or other professional marketing channel is able to create.