How To Use UGC Legally In Marketing?

User-generated content is a type of content voluntarily created and shared by the people over social media networks instead of brands.

It can be in the form of text, images, videos, blogs, reviews, recommendations, etc.

Brands use this content in their marketing strategies and display it on their official website or social media platforms to engage and build trust in their customers.

Brands and marketers are leveling up their marketing strategies with the user-generated content and connecting with their audience more than ever before.

However, content rights are associated with user-generated content that may lead the brand and marketers into legal troubles.

Thus, in this article, I have created a useful guide that will help understand the UGC Content Rights and how to utilize them without getting into legal troubles.

So without any further due, let’s get started understanding user-generated content to use it lawfully.

Why Brands And Marketers Are Using User-Generated Content?

Suppose you are a marketer and looking for effective marketing strategies that work and influence your audience to buy your product and services.

In that case, user-generated content is a must part of your game-plan.

Here below are some benefits of integrating User-generated content for promoting your brand and converting visitors into customers.

Increase Authenticity Of Brand

Survey shows that consumers believe more on user-generated content instead of brand created content. Consumers believe in real people’s reviews and their experience with the brand’s products and services.

Incorporating reviews, posts, videos, and any other form of content in a promotion campaign boost the credibility of the content you share with your new customers and establish a strong image of your brand.

Develop and Build Customer Trust

As user-generated content is created by the customers with their own will and contains unbiased reviews of the customers, it will develop trust in your audience when coming into acquaintance with new people.

Many people buy the products they find other people are also using and feel satisfied with the product. People want to get the same satisfaction with the product and service, as displayed in the user-generated content.

They trust more on existing customers’ content instead of professionally-created content by the brands.

Unique and Engaging Content

Creating the same promotional content every time and using it in your marketing cannot level-up your marketing game plan.

Rather marketers can focus more on user-generated content in their marketing campaigns, unique and creative from traditional marketing content types.

It will also engage your audience more effectively with your brand content and add unique-quality content in brand marketing content.

Influence Visitors To Take Purchase Decision

One of the greatest benefits of user-generated content is that it creates profits for brands and marketers that no other type of content can ever do.

Brands that use more user-generated content in their marketing strategies find that more people convert into their customers and mostly buy those products showing in the user-generated content.

User-generated content is proving to influence the audience and encouraging them to make purchase decisions.

What Are The UGC Content Rights

The users create User-generated content; it contains users’ intellectual property rights as they invested their creativity, time, and efforts to create it.

People share their content over social media channels, which is publicly available and can be seen by everyone who uses those social media channels.

But it doesn’t mean that anyone can use their content and repost it on their account. It is considered the infringement of copyright, and users have the right to sue the person who uses their content.

The users do not create User-generated content for brand promotional purposes, they create with their own will and maybe private to them, so if they find it used unknowingly to them, it will create lots of legal troubles.

So brands and marketers need to practice User-generated content righteously and understand the content rights associated with the UGC.

Best Practice To Display User-Generated Content Legally

Following the best legal practice to employ UGC in the marketing campaign is essential for marketers.

Ask Permission From Content Owner

Asking permission directly from the content owner is one of the best utilized user-generated for marketing purposes. You can ask permission from the content owner in the comment section below the post or send a direct message with the image you want to use.

Give Proper Credits

Another right practice is to give the users credits even as you are not the content owner even after you obtain permission from the owner to use it. You have to mention the user while reposting their content properly in the caption; it will appreciate the content owner’s work and creativity.

Fair Use

If you are including the users-created content in your marketing campaigns, you have to do it fairly and not violate the privacy rights of the content owner.

UGC Rights Management Tools

One of the best practices to get the complete legal rights of the users’ content and make sure there will be no legal troubles can you use UGC Rights Management tools. With these, you will get all the rights of the user’s content most professionally and legitimately. It is the best way to get and utilize the user-generated content in your marketing campaigns for big brands.

Final Words!

Brands and marketers should understand the User-generated content rights to get themselves away from law-related problems and protect the brand’s image. Thus, marketers have to follow the right practice to integrate users’ content in marketing strategies.

In the best-case scenario and get complete rights on content with legal proof, using UGC Rights Management tools is the best way for reputed brands and marketers.

A Marketer’s Guide to Using User-Generated Content on Social Media

Any content—text, videos, photographs, reviews, and so on—created by individuals rather than brands is known as user-generated content (UGC). UGC is frequently shared by brands on their social media profiles, websites, and other marketing channels. Any content—text, videos, photographs, reviews, and so on—created by individuals rather than brands is known as user-generated content (UGC). UGC is frequently shared by brands on their social media profiles, websites, and other marketing channels. Instagram is the principal channel for user-generated content (UGC) for many marketers. Users publish and share posts about your brand, bringing your products and services to the attention of their followers.

Why user-generated content?

What exactly is user-generated content, and why should your company be concerned? Here are three compelling reasons why user-generated content (UGC) is an essential marketing tactic.

Promote authenticity

When compared to brand-created material, consumers are 2.4 times more likely to believe user-generated content is real. Because only over half of brands develop real content, this gives brands a significant reputation boost. More than 15,000 people liked this adorable photo of a baby wearing Warby Parker spectacles, prompting comments like “I die of cute.” If the brand had staged the event.

Create trust

Modern consumers expect to know exactly what they’re getting before they order something, whether it’s a product, a service, or an experience. For example, 30% of millennials would avoid going to a restaurant if the establishment’s Instagram presence was lacking. They simply do not believe that the experience will provide them with what they need.

Drive purchasing decisions

All of the previous advantages of user-generated content lead to this one: the influence on purchasing decisions. It’s a major deal. UGC has a strong influence on about 80% of people’s purchasing decisions. When publishing user-generated content with the goal of driving sales, don’t forget about Instagram Stories. You may combine the immediacy of Stories with the long-term impact of Highlights.

3 key ways to use user-generated content on social media

1. Create brand desire

Humans are naturally envious creatures. Sharing outstanding user-generated material is a terrific approach to pique interest in your brand. It’s extremely effective for tourism and leisure marketers to present their destination through the eyes of visitors. On its Instagram account, Destination British Columbia leverages user-generated content (UGC) to display gorgeous views from across the province in a way that feels approachable to everyone.

2. Showcase (and inspire) brand loyalty

It’s all about getting people to try your brand for the first time when it comes to creating desire. It’s all about cultivating long-term relationships that result in many sales over time when it comes to building brand loyalty. Users who develop and distribute user-generated content are likely to be some of your most ardent supporters. They’ve most likely purchased from you before. If they’ve just made one purchase, it was most likely a small one.

3. Build a content library

Creating new, fresh, and visually appealing material for your social media channels can be a constant task. User-generated content initiatives are a great way to expand your content collection and ensure you always have fresh information to offer. The hashtag #WholeFoodsHaul is used by Whole Foods to encourage customers to share images of what’s in their shopping cart. It’s a fantastic, ever-changing source of information.

Best practices for sharing user-generated content

Always request permission

A branded hashtag, like demonstrated above, is a terrific approach to collect user-generated content. Even if a post has your tag, it’s a good idea to ask for permission. People may use your branded hashtags without knowing you’ve linked them to a user-generated content campaign because hashtags can take on a life of their own. It’s against the law to re-share that stuff without explicit permission. When you ask for permission, you show the original poster that you value their work and encourage them to share it with your audience. You also stay out of legal trouble when it comes to copyright issues. Furthermore, it is the correct thing to do. Users of Hootsuite have access to TINT, an app that handles rights requests for user-generated material.

Credit the original creator

Make careful to give explicit credit to the original creator when you share user-generated content on social media. They’ll be tagged immediately in the post. Indicate whether you’re using their images, words, or a combination of both. Give credit where credit is due at all times. If you’re going to distribute user-generated content on social media, find out how the creator wants to be recognized on each network.

Offer something of value in return

You must provide something in return if you want your fans and followers to provide you with user-generated material. A social media contest can be a terrific method to quickly generate a large volume of UGC. But don’t get too hung up on awarding awards to UGC developers. According to one survey, just 32% of consumers generated and shared UGC in order to win a prize.

Be clear about what kind of content you’re looking for

Creators of user-generated content (UGC) want you to share their work. That is, they want to know what kind of content you are most inclined to share. Only 16% of brands provide specific guidelines for the type of user-generated content they want their fans to develop and share. When it comes to UGC, however, more than half of customers want brands to tell them exactly what to do. Don’t be scared to be as descriptive as possible.

Use search streams to find user-generated content you might have missed

You’re missing out on a lot of potential content if you only collect user-generated content when people tag you or use your branded hashtag. Even if you aren’t tagged, you should monitor all mentions of your brand or products on social media as part of your social listening programme. If you come across a piece you’d want to share with your audience, contact the author and request permission. They might not be as enthusiastic as someone who has tagged you or used your branded hashtag, but they can’t say no. If they agree, tell them about your UGC-branded hashtag and urge them to utilize it in future articles.

Learn from the submitted content, whether you share it or not

User-generated content is a terrific source of customer research in addition to being a potent marketing tool. Allow time to examine the UGC created by your audience and study it for lessons that might help you enhance your social marketing efforts. For example, you can learn that your customers are using your products or services in unexpected ways.

How to Legally Leverage User-Generated Content in Your Marketing?

Do you want to use the photos that your customers and admirers share on social media?
Are you trying to figure out how to get permission to utilize your customers’ content? If you wish to incorporate user-generated content (UGC) in your marketing, you must take precautions to avoid legal issues. You’ll learn how to use fan material lawfully in your social media marketing in this post.

#1: Know When You Need to Obtain Rights

DRM (Digital Rights Management) may appear to be a term that only attorneys should be concerned with. That was the case until lately. DRM, or digital rights management, is essentially copyright protection for digital property such as music, video, pictures, and printed materials. DRM was created to safeguard brands a few years ago. It was partly a reaction to the widespread copying of commercially produced material via peer-to-peer sharing. When we sign up for a social media account, we all agree to (but probably don’t read) the terms of service. Most network agreements contain language allowing them to share and display content that has been posted on their network. Instagram’s blog, for example, has authorization to use the photographs its users share on the platform. However, this does not grant Starbucks permission to use the image.

#2: Seek Permissions on Individual User Posts via Comments

The good news is that securing the rights to your users’ material isn’t too difficult. You can simply ask users for permission by leaving a remark. For example, PetSmart monitors dozens of hashtags relating to pets and leaves a remark asking the author to reply with #yespets when they notice an image they’d like to use on their social media platforms or for other marketing objectives.

#3: Streamline Permissions Requests via UGC Contest Software

You have their implied permission to utilize anything they publish if you’re conducting a hashtag contest in which people enter by using your specified branded hashtag. However, it’s still a good idea to get their approval in writing. Here’s an example of a recent contest run by Dwayne “The Rock” Johnson’s film firm. To enter, participants had to record a short video in which they did their best slow-motion Baywatch impression and label it with the hashtag. But what if someone discovers your branded hashtag on social media and uses it to publish a photo or video, inadvertently entering your contest with your unique hashtag? This person hasn’t visited your social media pages or website, and is unaware that you’ve posted terms and conditions explaining how you’ll use their content in the future. What is the solution? Before you use someone else’s content on your social media pages, be sure you know who they are.

User-Generated Content: Why It’s Effective and How to Use It in Your Marketing Campaigns

Do you want consumers to pay a higher price for your product? According to new research, you should employ user-generated content to market it. According to a TurnTo Networks survey, 90 percent of consumers believe it has a greater impact on their purchasing decisions than advertising emails or even search engine results.
They’re correct, based on previous campaign results. User-generated material has the ability to have a significant influence.

What is user-generated content?

User-generated content (also known as UGC or consumer-generated content) in marketing refers to content about your brand provided by someone who isn’t an official representative of your company. It could be a status update on social media, a review, a video, a podcast, or a variety of other formats. It’s user-generated if it involves your brand and none of your workers or associates developed it.

What makes user-generated content so effective?

Marketers and advertisers, unfortunately, are fundamentally untrustworthy. We’re tasked with presenting products and services in the best light possible, and in the process, we remove aspects that could influence consumer purchasing decisions negatively (and sometimes we take it a little too far). We can make fast food look appealing using smoke and mirrors (or hairspray and shoe polish?)

User-generated content examples

Dune London’s product pages

While UGC may be used effectively across the consumer journey, the product page is one of the places where it has the biggest influence. Dune London noticed this after putting shoppable Instagram photographs of real consumers wearing and adorning their items to their website. They discovered that sales increased by 82 percent when customers interacted with UGC.


Can you use UGC in ads?

User-generated content (UGC) is frequently used by marketing departments. It aids in the creation of a perception of authenticity and social proof for brands. When it comes to producing customer-winning marketing, these are essential assets.

What does UGC stand for in marketing?

User-generated content is what UGC stands for. User-generated content (UGC) is defined as any type of content—text, postings, photographs, videos, reviews, and so on—created by individuals (not brands) and uploaded to an internet or social network.

How can UGC help marketers?

  1. Create Trust and Reliability.
  2. Showcase Authenticity and Brand Advocacy.
  3. Increase User Engagement and Interaction.
  4. Drive Conversions and Revenue.

How can I get customers from UGC?

Campaign hashtags, social media contests are just a few examples of strategies to increase UGC. You can pique your audience’s curiosity and encourage them to generate content inspired by your campaign with just one hashtag. Yeti utilized the hashtag #BuiltforTheWild to collect and share photos of people enjoying nature.

How effective is UGC?

User-generated content is 42% more effective than branded material, with a 6.9x greater engagement rate than your own branded postings. Both of these data have been mentioned previously, as well as how leveraging UGC is a necessary for increasing engagement and a greater conversion rate from your social media advertising.


Your finest marketers are those that genuinely care about your company. When customers tell stories about their experiences with your products and services, it lends credibility to your brand and can persuade their friends and followers to check out and buy your goods. Retailers, in particular, are adopting more user-generated content (UGC) into their ecommerce marketing efforts because they’ve discovered that two of UGC’s trademarks, a high level of engagement and a high level of engagement, are two of UGC’s hallmarks. It’s easy to see why consumer-generated content is so effective: it’s not coming from us, the marketers and advertising who lie, photoshop, and spoil kids’ days. We don’t have to make any guesses, either. UGC, according to TurnTo Networks, delivers a more “genuine” shopping experience for two-thirds of consumers. Product reviews, Instagram photographs, and unpacking videos are all examples of unvarnished communication.