User-generated content, or UGC, is content your customers create about your brand. A photo of your product in someone’s home or a short video review can feel more real than anything a studio produces. But just because someone tagged you does not mean you can use their content however you like. Asking properly protects your brand and respects the creator.
Why permission matters
The person who took a photo or made a video usually owns it. Using it in your own posts, ads or website without agreement can upset customers and create legal risk. Rules differ between countries and platforms, so follow each platform’s terms and your local regulations, and get proper advice for anything beyond simple resharing.
A simple permission process
- Ask directly. Reply or send a message explaining that you love the content and would like to share it.
- Be specific. Say where you want to use it, for example your social feed, your website or paid ads.
- Get a clear yes. Wait for an explicit agreement in writing rather than assuming silence is consent.
- Credit the creator. Tag or name them in the way they prefer.
- Keep records. Save a screenshot or note of the agreement with the date and scope.
Extra care for some uses
- Paid advertising usually needs a more formal agreement than an organic reshare.
- Content showing children or other people who did not post it needs extra caution.
- Editing or cropping someone’s content should be agreed in advance.
- If someone later asks you to remove their content, do so promptly.
Encourage more UGC
Make it easy for customers to share. A consistent hashtag, a friendly prompt on packaging or a thank-you message can all help. Always make it clear how you might use submissions.
Handled with care, UGC builds community as well as content. If you want help setting up a permissions workflow, the Northpeak team is happy to talk.
