15 Best Practices for Getting Permission to Use Ugc
Marketer Magazine
15 Best Practices for Getting Permission to Use Ugc
User-generated content (UGC) has become a powerful tool for brands, but obtaining permission to use it can be challenging. This article explores expert-backed best practices for securing UGC permissions effectively and ethically. From building trust through direct communication to creating meaningful partnerships with customers, these insights will help streamline your UGC strategy.
- Build Trust Through Direct Communication
- Simplify Permission Process
- Offer Value in Return for Content
- Use Casual Language for Quick Approval
- Prioritize Transparency and Documentation
- Streamline Opt-In Process
- Celebrate Creators Before Requesting Permission
- Foster Relationships with Proper Credit
- Treat UGC as a Privilege
- Create Meaningful Partnerships with Customers
- Establish a Creator-Friendly Approach
- Develop a Content Creator Concierge
- Be Upfront About Content Usage
- Run Transparent Social Campaigns
- Keep It Simple and Real
Build Trust Through Direct Communication
I always reach out directly, either by replying to their comment or messaging them, and ask for clear permission before reposting anything. One time, a customer shared a heartfelt photo using our product, and I replied, asking if we could feature it with credit. Not only did they say yes, but they later thanked us for asking first. I also avoid assuming that hashtags like #mybrand mean automatic consent. Even with public posts, I believe in confirming.
A best practice I follow is always tagging the creator visibly in the caption and sometimes in the image itself if the platform allows it. It shows respect and encourages more people to share their thoughts. Since adopting this approach, I have noticed more customers feel confident tagging us, knowing we will handle their content respectfully.
Getting permission is not just about legality. It is about building long-term trust with the people who are already cheering for you.
Simplify Permission Process
We keep it simple and direct. When someone posts content we would love to use, we leave a comment or send them a direct message asking for permission. We use clear language about where and how we plan to feature their video or photo. A polite, personal message works better than legal-sounding terms. People respond well when they feel their creativity is respected, not taken.
Always get permission in writing—even a quick "yes" via direct message counts. We never skip giving credit. Tagging the creator, even in an advertisement, builds trust and increases the chance they will work with us again. We also avoid editing their content too heavily. If it needs major changes, we ask for a new version or move on. Authenticity matters more than polish.
Offer Value in Return for Content
User-generated content drives engagement when handled with care. When I request permission to use customer content, I approach it with direct, respectful communication. I send a simple, personalized message thanking the individual for sharing their experience and asking if we can feature their photo, video, or story. I avoid legal jargon and long disclaimers. Clear communication builds trust faster than any formality. I also always include exactly how and where the content will appear so there are no surprises.
A best practice I follow is offering value in return. Recognition matters. Whether it is a feature in a newsletter, a shoutout on social media, or an entry into a giveaway, people respond better when they feel seen and appreciated. I also keep an organized permission-tracking system. Every consent is documented with screenshots and date stamps. It protects both the customer and the brand if questions come up later.
Personal respect and process discipline keep user-generated content programs healthy. People deserve transparency about where their content goes and how it supports the brand community. I treat every creator like a partner, not a resource. Over time, that mindset leads to more voluntary sharing, stronger brand loyalty, and better authentic content. When the audience feels respected, they create and share more without needing to be asked.
Use Casual Language for Quick Approval
Keep it casual, clear, and quick. We DM the creator with a short, friendly message like: "Hey! We love this post—mind if we share it (with credit) on our page?" No legalese, no weird forms, just human talk. Best practice? Always credit visibly and link back. It builds trust, keeps relationships warm, and turns fans into long-term brand advocates. Bonus: half the time they get so excited they re-share *us*.
Prioritize Transparency and Documentation
User-generated content works best when it feels earned. I focus on direct outreach, prompt responses, and offering something valuable in return. When a customer posts a photo or video of their floor, I respond quickly and ask for permission with a brief, friendly message. I keep it simple and personal. I thank them for sharing, tell them we'd love to feature their post, and ask them to reply "yes" to confirm. This clarity prevents confusion. People respond more positively when you treat them as individuals, not just content sources.
The best practice is transparency. I never bury terms in fine print or automate the request. I also never assume permission from a tag or hashtag use. Every piece of UGC receives direct consent, documented in a message thread. When someone agrees, I take a screenshot and store it. This protects the brand and respects the customer. If they decline, I thank them anyway. There's no pressure. This builds long-term trust.
The other aspect is creating a reason for people to say yes. I inform them where we'll use the content. I emphasize how it helps others make informed decisions. Some customers love being featured. They're proud of their floors. So I keep the message human and light. No templates. No bots. Real people talking to real people. This straightforward approach keeps permissions clear and engagement high.
Streamline Opt-In Process
We always ask before using UGC. Easiest way? Include a checkbox or short clause in the signup or submission form that says content may be used for marketing, with a link to terms. If it's from social media, we DM them and just ask for permission directly—quick yes in writing is enough. Don't overcomplicate. Just get clear opt-in. Keeps trust high.
Celebrate Creators Before Requesting Permission
One thing we learned early on: if you're treating UGC permission like a legal formality, you're already losing. People don't want to feel like they're signing a contract—they want to feel like they're part of something bigger. So, instead of cold DMs asking for "rights," we flip it around. We celebrate the person first. Publicly. Loudly.
When we spot a great piece of UGC, the first move isn't a permission request—it's a shoutout. We reshare it (if platform rules allow), tag the creator, and rave about what they did. We make them the hero of the moment. Then, when we slide into their DMs asking for formal permission to use it more broadly (ads, emails, etc.), it's not a cold ask—it's a continuation of a conversation they're already excited about.
It's a small psychological shift, but it completely changes the energy. Instead of "Can we have this?" it becomes "We're proud of you. Can we show even more people how awesome you are?" Most people say yes instantly, and they feel good doing it.
Another underrated tactic: we sometimes invite people into a "Creator Hall of Fame." It's literally just a featured section on our site or socials, but framing it like an exclusive club makes giving permission feel like joining a movement, not signing away content rights. It's permission plus pride.
In short: make it about them first, always. Permission will naturally follow.
Foster Relationships with Proper Credit
Engaging with user-generated content (UGC) can be a treasure trove for marketing, but it's crucial to approach it with respect and legality. I always ensure to reach out directly, whether through a personal message or a comment, to ask for permission to use their content. Clearly explaining how you intend to use their content can help alleviate any concerns about misrepresentation or misuse. It's about building a relationship based on trust and appreciation of their creative efforts.
One best practice that I hold dear is giving proper credit to the original creators. This not only fosters a positive relationship but also encourages others in your community to share their own content, seeing that it's treated with respect and recognition. Publicly acknowledging their contribution not only enhances your authenticity but also boosts your brand's integrity. This approach turns simple user interactions into long-term engagements and community loyalty.
Treat UGC as a Privilege
At Nerdigital, we treat user-generated content as a privilege, not a right. When someone takes the time to mention our brand, share an experience, or create something around our work, we see that as a genuine connection—not just content to repurpose. So our first strategy is rooted in respect. We always ask, never assume. That means reaching out directly, whether through a DM or email, and clearly stating what we'd like to use, how we plan to use it, and why we think it adds value.
One best practice I've found consistently effective is making the process of granting permission easy and clear. We use branded templates that quickly explain the terms and give people a chance to say yes in just a few steps. No legal jargon, no fine print buried in a wall of text—just transparency. We also offer attribution whenever possible and ask if the creator would like to be tagged or credited in a specific way. That shows we're not just using their voice for marketing—we're amplifying it.
Another key point is timing. When someone posts something that resonates, we reach out while the interaction is still fresh. That moment of engagement often leads to a stronger relationship, and in some cases, turns a one-time poster into a long-term brand advocate.
The bottom line is this: UGC should never feel extracted—it should feel appreciated. When you approach it with authenticity and consideration, not only do you build trust with your audience, but you also elevate your brand's credibility. That human element is what makes UGC powerful in the first place.
Create Meaningful Partnerships with Customers
At Dwij, we transformed the traditional UGC permission process by creating a "Story Partners" program that honors the deeper meaning behind our customers' choice to use upcycled products.
Instead of sending generic permission requests, we personally reach out to customers who share content featuring our products with a message that acknowledges their role in our sustainability mission. We explain exactly how we'd like to use their content and offer them the title of "Story Partner" with a feature on our website's impact page.
This approach has yielded remarkable results - our permission request acceptance rate increased from 47% to 92%, and Story Partners typically share our reposts to their networks, expanding our organic reach by approximately 340%.
The key insight was understanding that customers sharing photos of Dwij products aren't just showcasing a purchase - they're demonstrating their environmental values. By recognizing this meaning through our permission process, we create authentic connections.
Our UGC now forms the backbone of our most effective marketing materials, with customer-generated content outperforming professional photography in engagement by 76%.
Establish a Creator-Friendly Approach
I make it a priority to first build trust by openly engaging with our community and responding to comments, DMs, and reviews with empathy and appreciation. When we see a customer post about our personal massagers, we reach out directly—usually via DM—with a friendly, personalized message thanking them and clearly asking for permission to feature their content, while explaining how it may be used. We always include a direct link to our usage rights agreement and emphasize that credit will be given.
A best practice I follow is creating a branded hashtag and encouraging customers to tag us, making it easy to track and identify UGC while signaling that they're open to being featured. Most importantly, we treat every UGC creator like a partner, not just a content source. This mindset fosters long-term brand loyalty.
Develop a Content Creator Concierge
I help my clients establish what I call a "content creator concierge" approach for their events. Instead of treating UGC as an afterthought, we identify potential content creators during registration and proactively invite them to participate.
For a tech client's community event, we offered certain attendees VIP digital experiences in exchange for content rights. My team created a simple agreement template that specified usage parameters while offering creators benefits like feature spots in highlight reels or social takeover opportunities.
I believe that treating attendees as valued collaborators rather than content sources changes the entire permission dynamic, resulting in both higher-quality content and more enthusiastic participation.
Be Upfront About Content Usage
To acquire permission to reuse user-generated content (UGC), you want to have an open, straightforward, and respectful procedure. I have found that the best way is to approach it directly, either by having a form on your website, sending a direct message, or simply sending an email. You must be upfront about how you are going to use the content and what the user receives in return. Keep the request simple enough for them to agree to, and offer something in return; praise, a small reward, or an offer.
A classic example of this is set by companies like GoPro. They continually ask individuals to share their photos and videos, and in return, they use the best material in their marketing campaigns. By acknowledging users, they generate a sense of community, and users feel special, which motivates more content production.
Another best practice is crediting the creator. This is a sign of respect for their work and positions your brand as one that respects and appreciates its audience. One has to ensure they indicate to users how they will use their content and let them know that they understand their rights.
Something to consider is that there are legal implications involved. Make sure to receive explicit permission initially before using anybody's content. This way, you can ensure that you will not have any future issues and that you are showing your users you value their content. What you want is an arrangement of mutual benefit where your users feel valued and are more likely to contribute.
Run Transparent Social Campaigns
The way I go about asking for UGC usage approval is a public-facing, transparent process on how do I get approval for UGC. We run social campaigns that prompt our audience to contribute content with a branded hashtag. We send creators a personal, direct to their email or platform message asking for permissions — in a simple template — how are you using my content and what are you going to get (ex. credits, exposure), where will it be placed.
Complying with that makes it more credible. In one case in recent months, 80% of creators that we reached out to agreed and this lead to our UGC in the promotions (raising engagement 30%).
My best practice is to ALWAYS get UGC permission (in writing) before putting it to use. This makes the optimal approach to creators, minimizes legal risks, and builds a relationship with your audience.
Keep It Simple and Real
We don't overcomplicate it. If someone shares content we'd like to use, we just ask plain and simple. No formal language, no automated tools. Usually a quick DM or comment like, "Love this! Mind if we share it on our page with credit?"
We also explain where it'll go. People are more likely to say yes when they know we're not using it in some random ad. We mention it might be on our social media, a blog post, or a client newsletter. That small detail goes a long way.
The key is not treating it like a transaction. If it's real content from someone who likes what we do, then our approach should feel just as real.
