In the upcoming future, marketing of e-commerce will be generated by visuals and user generated content (UGC). Social media has managed to encourage individual users to get themselves photographed next to experiences they value and share with the wide world. Instagram and Facebook have lent themselves perfectly well to this model. Due to lowered barriers to entry, everyone is today a critic and posting blogs, comments and videos. Marketing research conducted by Forrester, clearly shows that less than a tenth of respondents consider direct ads from companies or banners to be authentic. However, 70% of that same audience considers peer recommendations very highly. Online reviews by other customers are also trusted by about half the market. This trend is giving credence to UGC’s rise as a serious means of marketing.