Authenticity is an increasingly important quality for your content to possess in today’s ever-shifting digital landscape. Consumers have become increasingly savvy at spotting traditional advertising, and they’re instead turning to real, organic customer experiences to inform their purchasing decisions. This is where user generated content marketing comes into play.
Whether it’s a customer photo tagged on Instagram, a glowing review on Google My Business, or an unboxing video on TikTok, UGC content has become one of the most powerful tools in a marketer’s arsenal. Studies show that 79% of people say user-generated content highly impacts their purchasing decisions, whilst brand-created content influences only 13%.
But here’s the catch: whilst user-generated content can supercharge your marketing efforts, using it incorrectly can land you in legal hot water and damage your brand reputation. From copyright concerns to platform policy violations, the risks are real and often overlooked. In this guide, we’ll walk you through the essential do’s and don’ts for using user generated content in your marketing effectively, ethically, and legally.
What is user generated content (UGC)?
Before we dive into the guidelines, let’s clarify: what is UGC? User-generated content refers to any content (e.g. photos, videos, reviews, testimonials, social media posts, or blog comments) created by your customers or audience rather than your brand.
Common examples of ugc content include:
- Customer photos featuring your products
- Social media posts tagged with your brand or branded hashtags
- Online reviews on Google My Business, TripAdvisor, Trustpilot, or Yelp
- Unboxing videos or product demonstrations
- Customer testimonials and case studies
- Comments and discussions in your community spaces
Understanding what is user generated content helps to explain why it’s so effective. Unlike traditional marketing materials, UGC is created voluntarily by real users sharing genuine experiences. This authenticity builds trust and drives engagement in ways that branded content simply cannot match. Research indicates that UGC posts generate 28% higher engagement rates than standard brand posts.
However, the benefits of user generated content come with a significant caveat: just because content is publicly posted, doesn’t mean you have the legal right to repurpose it. Copyright law still applies to UGC, and platforms have their own terms of service governing how content can be used. Reusing content without proper permission can lead to legal issues, damaged relationships with your community, and even platform penalties.
What should an effective user generated content marketing strategy look like?
- Get permission!
This is the golden rule of any user generated content strategy. Always request consent before reposting or repurposing someone’s content, even if they’ve tagged your brand or used your hashtag. A public post doesn’t equal permission to use it in your marketing materials.
This is particularly crucial for reviews. For Google My Business and TripAdvisor reviews, you must ask for the reviewer’s permission before repurposing the text or screenshots as testimonials on your website, in email campaigns, or across social media. Whilst you can respond to reviews on the platform itself, taking that content elsewhere requires explicit consent.
Keep records of all permissions granted – screenshots of DMs, email confirmations, or signed agreements – as this documentation protects you if questions arise later.
- Credit the original creator
Once you have permission, always credit the person who created the content. Tag their account, mention their name, or include their handle in the caption. When customers see that you value and recognise contributors, it encourages others to share their experiences too. This creates a positive feedback loop where your audience actively participates in creating content for your brand.
For UGC for small business, crediting creators also helps establish your brand as trustworthy and community-focused, which are qualities that matter enormously to local customers.
- Keep your brand safe
Not all user-generated content will align with your brand values or messaging, and that’s okay. Only feature UGC that reflects your brand’s tone, aesthetic, and standards. Before sharing any content, review it thoroughly to ensure it doesn’t inadvertently harm your reputation or alienate segments of your audience.
Check for:
- Appropriate language and imagery
- Alignment with your brand values
- Unintended background elements that might be problematic
- Content that could be misinterpreted or controversial
Remember, when you share someone’s content, it becomes associated with your brand – so choose wisely.
- Moderate and curate content
Establishing a robust moderation process is essential for any successful user generated content strategy. Set up internal guidelines for reviewing and approving UGC before it goes live on your channels.
Your moderation workflow might include:
- A checklist of brand safety criteria
- Multiple team members reviewing submissions
- Automated filters to flag potentially problematic content
- A clear approval process with designated decision-makers
- Archive systems for tracking what’s been used and when
The best UGC platforms and management tools can help streamline this process, especially if you’re dealing with high volumes of submissions. Tools like Stackla, TINT, or Yotpo offer features specifically designed for collecting, moderating, and publishing user-generated content at scale.
- Encourage and celebrate creators
Don’t just passively wait for UGC to appear; actively encourage it. Create branded hashtags, run competitions, or establish “customer of the month” features that spotlight your community members. When you celebrate contributors publicly (with their consent), you’re showing your entire audience that you value their input and experiences. This recognition motivates others to share their own stories, creating a continuous stream of authentic content.
Consider implementing:
- Weekly or monthly featured customer posts
- Competitions with prizes for the best submissions
- Stories or reels showcasing customer experiences
- Testimonial campaigns with incentives for participation
- Community galleries on your website
These initiatives answer the question of how to find UGC creators: by nurturing them within your existing customer base.
The don’ts of using user generated content in your marketing
- Don’t assume it’s free to use
This is perhaps the most common and costly mistake brands make. Just because content is publicly available, doesn’t mean it’s free to use; copyright law still applies, and the creator owns the rights to their content.
This is especially important to understand for Google My Business, TripAdvisor, Yelp, or Trustpilot reviews. Even though these reviews are public, you cannot repurpose or reproduce them (for example, as graphics on your website or in social media posts) without explicit permission from the reviewer.
You can quote reviews within the platform itself (such as responding to them directly), but sharing them externally in marketing materials requires the reviewer’s consent. Violating this rule could breach platform terms of service and potentially lead to legal issues.
- Don’t manipulate or misrepresent the content
Authenticity is what makes UGC powerful, so resist the urge to heavily edit or alter the content. Don’t crop out watermarks or branding, significantly filter photos to match your aesthetic, or change the wording of reviews to sound more favourable.
Minor adjustments for clarity or platform specifications (like aspect ratio) are generally acceptable if you have permission, but substantial changes that misrepresent the original content are problematic both ethically and legally.
If you want to use a review quote, use it in full or clearly indicate with ellipses where text has been shortened. Never change the sentiment or take comments out of context to make them appear more positive than intended.
- Don’t ignore legal or brand safety red flags
Before sharing any UGC, scan for potential legal issues:
- Copyrighted material: Does the photo include other brands’ logos, copyrighted artwork, or licensed characters?
- Competitor visibility: Are competitor products visible in the content?
- Minors: Does the content feature children, and do you have guardian consent?
- Locations: Are there privacy concerns with identifiable locations (like someone’s home)?
- Third parties: Are other people visible in the content without their knowledge?
When in doubt, don’t post it. The risk isn’t worth the content.
- Don’t forget inclusivity and representation
Your UGC strategy should reflect the true diversity of your customer base. If you’re only sharing content from one demographic whilst ignoring others, you’re sending a message about who you value, and it’s not a good one.
Actively seek out and feature UGC content examples that represent different ages, ethnicities, body types, abilities, and lifestyles. This not only creates a more welcoming brand image but also allows more of your audience to see themselves in your marketing.
- Don’t skip legal checks
For casual social media reposts with proper permission and credit, a screenshot of the approval might suffice. However, for larger campaigns, paid promotions, or content used in commercial advertising, you need more robust legal protection.
Consider implementing:
- Written permission agreements for high-value content
- Release forms for any campaigns involving prizes or payment
- UGC rights management platforms for large-scale initiatives
- Clear records of all permissions granted
- Regular audits of your UGC usage to ensure ongoing compliance
Moderation tips for managing UGC
Effective moderation ensures that the UGC content you share enhances rather than harms your brand reputation. Here’s how to establish a robust moderation system:
- Create clear guidelines: Document exactly what makes content appropriate for your brand. Include criteria for language, imagery, alignment with values, and technical quality. Make sure everyone involved in content selection understands these standards.
- Establish a review workflow: Don’t let just anyone on your team post UGC without oversight. Create a process where submissions are reviewed by at least one designated person (or multiple people for higher-risk content) before going live.
- Use technology wisely: Automated filters can help flag potentially problematic content, but don’t rely on them entirely. Human judgement is essential for context and nuance. Tools like ugc content platforms often include built-in moderation features that can streamline the process.
- Archive and track: Keep records of what UGC you’ve used, when, where, and with whose permission. This helps you avoid accidentally reposting the same content too frequently and provides documentation if questions arise.
- Respond to concerns quickly: If someone asks you to remove their content or if you discover you’ve shared something problematic, act immediately. Apologise if necessary, remove the content, and review your processes to prevent similar issues.
- Stay updated on platform changes: Social media platforms regularly update their policies on content usage. Make reviewing these updates part of your regular workflow to ensure ongoing compliance.
The power of user generated content in marketing
User generated content marketing offers incredible opportunities to build authenticity, trust, and engagement with your audience. The benefits of user generated content are clear: higher engagement rates, increased trust, stronger community connections, and a steady stream of authentic marketing materials.
By following these do’s and don’ts, you’ll build a user generated content strategy that not only protects your brand legally but also strengthens your relationship with your community. Your customers will appreciate being valued and recognised, and your marketing will benefit from the authentic voices that only real experiences can provide.
Explore more of our blogs featuring digital marketing and content management insights, or speak to a member of the Rawww team if your brand is in need of a content strategy that stops scrolls and gets results.
