User generated content (UGC) is any photo, video, review or post created by your customers or fans rather than by your brand. To reuse it responsibly, find it, ask the creator for clear permission, credit them by name, and keep a record of what they agreed to. Never assume a public post is free to republish.
Key takeaways
- User generated content is created by customers, not by your brand, so the creator usually owns it and you need their permission to reuse it.
- Ask in writing, say exactly where and how you will use the content, and keep the reply as a record.
- Credit the creator visibly and consistently, and tag them where the platform allows.
- Rules on copyright, publicity and privacy vary by country, so check local law or ask a qualified adviser. This article is not legal advice.
- Make it easy for people to share by giving them a reason, a simple prompt and a branded hashtag or tag.
What counts as user generated content, and why it's worth the effort
UGC includes customer photos of your product, unboxing videos, reviews and testimonials, event photos shared by attendees, and posts that tag your account. It differs from influencer content, which is typically created under a paid or gifted arrangement with clear terms.
Brands use it because it shows real people using the product, which can feel more credible than polished brand content. It also eases your content workload, since it supplies fresh material you didn't have to produce. These benefits depend on doing it with respect, which means permission, credit and care.
Find content worth asking about
You can't ask permission for content you haven't found. Check these places on a routine, such as once a week:
- Tagged posts and mentions on Instagram, TikTok, Facebook, X and LinkedIn
- Branded hashtags you've invited people to use
- Comments and direct messages where customers share photos or stories
- Review sites and your own website reviews, which have their own terms for reuse
- Event hashtags after workshops, launches or markets
Save links to promising posts in a simple spreadsheet. Note the platform, the creator's handle, what the content shows and the date you found it.
Ask three questions before you reach out. Does it fit your brand and values? Is it clear, accurate and flattering to the person in it? Does it show anyone else, such as a child or a bystander, who hasn't agreed to be featured? If the third answer is yes, think carefully, and consider not using it.
Ask permission properly
Posting someone else's photo with a "credit to @username" caption is common, but it isn't the same as permission. Copyright generally sits with the person who created the content, and in many places people also have rights over how their image or likeness is used. The platforms' own sharing tools help in some cases, but they don't replace a clear agreement from the creator for your specific use.
What to include in your request
Keep the message short, friendly and specific.
- Say what you liked about the post, so it reads as personal and not mass-produced.
- Say where you'd like to use it: your feed, Stories, website, newsletter, paid advertising, printed material.
- Say how you'll credit them: name or handle, and where.
- Say how long you'd like to use it, if relevant, and that they can ask you to remove it.
- Ask for a clear yes in writing, in the same thread or by email.
A simple template: "Hi [name], we love your photo of [product]. Would you be happy for us to share it on our Instagram feed and Stories, credited to @[handle]? If you'd prefer we don't, that's completely fine. Just reply here and let us know."
Be clear about commercial use
Sharing a customer's photo in an organic post is different from putting it in an advertisement or on a product page. Paid use usually calls for more explicit consent, and some creators will want a fee or a written agreement. If you plan paid use, say so in your request and, for anything beyond informal organic sharing, take advice on the right wording for your country.
Take extra care with minors and sensitive situations
If a child appears in the content, you generally need the consent of a parent or guardian, not just the account holder. Avoid reusing content that reveals a location, health information or other sensitive details unless the person has clearly agreed.
Credit and share responsibly
When someone says yes, how you credit them matters.
- Name them where people will see it: in the caption, on the image, or both, using the same spelling and handle they use.
- Tag them using the platform's tagging tools where available, so they're notified and can see how it's used.
- Don't edit heavily. Light cropping for format is usually fine. Changes that alter the meaning or the look of the person aren't, unless they've agreed.
- Don't imply endorsement that the person didn't give. Sharing a customer photo is not the same as having them endorse your business in a claim.
- Say thanks in a reply or message. It's good manners and encourages future sharing.
If your content involves a sponsored or incentivised relationship, such as a discount in return for a post, disclosure rules may apply. Check your local advertising regulator's guidance.
Keep a permission log
A log protects both you and the creator. It can be a spreadsheet with these columns:
| Column | What to record | |---|---| | Creator name and handle | Exactly as they use it | | Link to original | The URL of the post | | Permission given | Date, and where the written reply is saved | | Approved uses | Organic social, website, ads, other | | Credit format | How you promised to credit them | | Expiry or removal requests | Any limit or later request |
If a creator later asks you to take the content down, do it promptly and note it in the log.
Encourage more of it
You can invite user generated content without being pushy.
- Ask clearly. "Show us how you use it" works better than hoping.
- Create a simple branded hashtag or tag, and mention it where customers will see it, such as packaging, receipts or your bio.
- Make a reason to share: a feature, a monthly highlight or a small thank-you, with any incentive disclosed honestly.
- Share what you receive, with permission, so others see it's worth doing.
- Respond to everyone, including those you don't feature.
Frequently asked questions
Do I need permission to repost user generated content?
In most cases, yes. The creator generally holds the rights to their photo or video, and public visibility doesn't mean free reuse. Ask in writing, state where you'll use it, and check your local law, as rules differ between countries.
Is tagging someone enough to repost their photo?
No. Tagging or crediting someone is good practice, but it doesn't replace permission. You still need the creator's agreement to use their content for your specific purpose.
Can I use UGC in paid ads?
Only with explicit permission that covers advertising, and in some places with additional consent for the use of a person's image. Say clearly in your request that the use is paid, and consider taking local legal advice.
What's the difference between UGC and influencer content?
UGC comes from customers or fans who post on their own initiative. Influencer content is typically created under an arrangement, paid or gifted, with defined terms and disclosure requirements.
How MultiPost Studio helps
MultiPost Studio's unified inbox gathers comments and messages from your connected channels in one place, which helps you spot customers sharing content, and you can schedule credited reshares with your calendar and composer once permission is confirmed. See the features.