Said to be highly trustworthy & authentic content that is showcased on various social media platforms- ‘User-Generated Content’ has been highly publicized and praised over the past few years.
Unlike stock or branded content, UGC has continuously outperformed to help drive significant results for a business.
From images, videos, user reviews, testimonials, and more, marketers have recognized the actual value of featuring UGC; that is why they take it as an opportunity to connect with their customers.
But brands need to ask for permission from content creators to repurpose it for their marketing & advertisement purposes, which comes under the ugc rights management. So, keep scrolling!
In this blog we will enlighten you about;
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User-generated content
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What is User-Generated Content Rights
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Ways to take permission for UGC
What is User-Generated Content?
“User-generated content is created by the unpaid contributors willingly rather than brands on various social media platforms. This content can be therefore shared by brands on their marketing channels like websites, social media, etc.”
Many brands have started repurposing the valuable UGC on their social media accounts, website, and other marketing channels.
What is User-Generated Content Rights Management?
Social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Instagram, Tumblr, etc. are said to be the hub of user-generated content for brands.
But if brands leverage this content without getting access from the users to share it with their networks, they can raise issues like trademark infringement, copyright infringement.
The legal issues related to online content comes under Social Media Laws, and its solution is only that of Content Rights Management.
Defined as- “ A brand seeking rightful permission to use user-generated content (images, videos, etc.) from its original creator, then this process is known as Content Rights Management.”
Generally, brands take permission to leverage user-generated content for commercial purposes to earn a profit. But for that, they need to have that rightfully acquire content’s ownership. This is where content rights management comes in.
Ways to Get Rightful Permission for User-Generated Content
Do you want to use the user-generated content on your social media accounts?
The answer might be YES!
But do you think that user-generated content from social media can be repurposed or accessed by anyone without taking permission?
Then the answer is a big NO!
There are quite a few challenges that are associated with leveraging UGC content for your marketing. If not considered in the very beginning, you can put yourself into potential legal hassles. These challenges could be;
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Who owns the rights to user-generated content?
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Can the brand freely share the content posted by individuals that features their products and services?
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How can brand secure permission to use your customers’ content?
Regardless of the strategy, you have crafted to encourage your potential customers to post UGC, what should be on top of the priority list?
Well, taking permission to use images, videos, or any other content material on social media is one essential step that you need to follow!
But before that, you need to determine the intentions of repurposing the content. And then, you can include terms and conditions accordingly before sharing UGC with consumers.
Especially when the reason to repurpose the user-generated content is for either advertising or commercial purposes, then brands have to acquire legal permission by the content creator. Why? So that they can avoid legal hassles such as content copyright infringement, etc.
The two common ways to acquire rightful permission to repurpose customer content are as follows;
1. Implied Consent
When brands generate content containing branded hashtag along with a video or photo, then it comes under Implied Consent.
To create & share content for products and services, brands encourage users to use a unique branded hashtag.
If simply put, users are already aware of the brand’s implicit intention; that is how they will repurpose the UGC on various marketing channels.
This way, they also agree to the brand’s terms & conditions by participating in the hashtag campaign willingly.
For instance, Initiated on February 13, 2015, Starbucks introduced the world’s largest date, called “#StarbucksDate: a day for all those singles to mingle.” People all across the globe joined the campaign to celebrate love as well as an intimate connection.
Just like this example, the audience understands the brand’s marketing purpose, so they don’t have to ask for permission to acquire user-generated content.
2. Explicit Consent
Unlike Implicit Consent, brands have to ask for permission in Explicit Consent from the original content creator through direct messages or third-party tools.
This way of generating content is more authentic than Implicit Consent, that is why brands put a little extra effort to collect user-generated content.
But certain aspects can be quite helpful for brands before they get the terms & conditions of Explicit Consent accepted by the content creators.
Be clear with your repurpose reason.
Keeping everything aside, brands have to be very clear with their reason for repurposing.
To convince the content creators can be a daunting task, and if not done properly, brands can’t get permission to access user-generated content. In short, all the efforts of the brand will go in vain.
Maintain a friendly tone for messages
You don’t want to sound rude or too needy for the content. Therefore, it is suggested to maintain a friendly tone for the request message that you’ll send to the UGC creator.
Be open to user queries.
Be ready for the user’s queries related to your permission request like “How will you repurpose their content,” “Will they are a part of profit-sharing” etc. It’s up to you how well you satisfy them with your answers.
Choose a unique hashtag.
Reach out to your target audience by using a unique hashtag to get their attention towards your permission request.
Create multiple message templates
Don’t restrict yourself to a single UGC request message template, instead create multiple of them for different-different users.
Use an official public account to reach out.
Always send user-generated content permission requests from your brand’s official account so that you look more authentic & trustworthy.
But to get Explicit Consent, brands may require tools that help them to get user-generated content rights from the content creators to retain the legal rights.
Advantages of Using Explicit Consent for Brands
1. Help Your Keep a Record of Your Consent Requests
With explicit consent, you can keep track of UGC rights requested & rights you have been permitted. Keeping a record of rights you’ve asked for and rights you’ve been granted to leverage UGC on your various marketing channels, including social media, email marketing, and more.
2. Allow You to Manage & Access to All the Gathered UGC
You can store all the approved media, i.e. images & videos you’ve collected.
3. Let You Build Relationships with Your Brand Advocates
If a social media user is creating & sharing content mentioning your brand, then they are already your fans. This makes it more convenient for you to contact them for UGC permission. Let your fans know you value the relationship so that they become even more loyal towards your brand’s products & services.
CONCLUSION
If you want to leverage UGC on your website, in advertising strategy, or other marketing channels without facing any legal issues, then User-generated Content Rights Management will be your savior.
Read all the details mentioned above very properly so that you can understand the benefit of User-generated Content Rights Management for your brand.
