User-generated content delivers unmatched authenticity and engagement, but if your business doesn't get UGC rights management right (pun intended), you're putting yourself at serious risk.
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This guide breaks down the practical workflow you need to secure permissions, track usage rights, sidestep common traps, and build a system that actually scales with your content needs.

What Is Content Rights Management?

Content rights management is how you identify, secure, and monitor the permissions you need to legally use content created by others. When brands first start working with UGC Creators, they get three concepts mixed up all the time:
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• 1. Ownership: Is the legal right to control reproduction and distribution of creative work. When someone posts a photo, video, or caption, they own the copyright automatically. This applies to social media content just like it does to professionally created work.
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• 2. License: it's what the copyright owner grants you to use the content under specific conditions. This indicates what you can do (run ads or use on your site), where (specific countries or worldwide), how (with or without editing the original content), and for how long (set period of time or forever)
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• 3. Permission: the broader agreement to use someone's content, which could be a formal license or just documented consent. For UGC purposes, you need clear, preferably written permission that specifies your intended use.
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For the most part though, platform terms of service don't give you blanket reuse rights. When someone posts on Instagram or TikTok, they grant the platform certain usage rights that don't transfer to brands who want to rep
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Getting Permission the Right Way

Securing UGC rights needs a somewhat long, well-documented process. Some of the methods that we've seen work in the past range from writing to people in direct messages or email, to getting the possible creators to fill out forms using your product.

While it all depends on which sort of campaign you will be running and what kind of content you're looking for, by and large, here's how it will probably look for you:
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Direct Message Consent: Most commonly used with content that already exists, it's as simple as sending a message explaining how you want to use your content and request explicit permission. You could even consider offering a reward or payment for the rights.
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Branded Hashtag Terms: While less popular, when running hashtag campaigns, publish clear terms stating that using your branded hashtag grants permission to repost. It won't always cover paid media and ads, so explicit confirmation is still recommended through the third option.
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Submission Forms: This one has been growing in popularity over the last couple of years with the rise of planned UGC campaigns and dedicated UGC creators. This method makes use of dedicated submission forms/platforms that collect content and permissions at the same time. This creates the cleanest paper trail as everything remains clearly labeled and related.
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This can be very time-consuming, and won't always lead to the best results, considering the time investment you have to put in. Instead, make this process faster and easier on yourself and use Refunnel’s social listening tool to find creators that fit. Then, use the one-click whitelisting tool and get usage rights for organic and paid content completely automated.
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Essential License Terms

However you make your requests, there are terms that have to be discussed and agreed upon no matter what. This includes the scope of use or media channels, the territories you'll be allowed to use it in, for how long (duration), and what you can do to the video (modification rights).
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The scope of use, or medium is where you'll use it, whether that be organic social, paid ads, on your website, etc. And the media channels refer to what particular app/industry you can use it in. For example, the scope can be organic social and paid ads while the media channel is only on Facebook.
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The territories allowed name the countries or regions where you can use the content, like the US or The Americas. Meanwhile, the duration refers to the time limit of the agreement and right to use; whether that is 30 days, a year, forever, or anywhere in between.
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Finally, the modification rights, make reference to whether you can crop, add an overlay, color correct or change the content in any way after rights have been acquired.

Sample DM Rights Request

The way you reach out doesn't have to be anything fancy or out of this world. A simple request like this is sometimes more than enough for most creators to be interested:

Subject: Permission to Share Your Amazing [Product] Content

Hi [Name]!

We love the [photo/video] you posted about [product/experience] on [date]. Your content perfectly captures what we're all about!

We'd love to share it with our community. Would you give us permission to repost your content on our Instagram, Facebook, and website? We'll of course give you full credit.

If you're comfortable with this, just reply "Yes" or "I approve" and we'll take care of the rest. Thanks so much for being part of our community!

[Your name] [Brand] Social Team

In the case of paid ads, or whether you want to pay people for usage of their content, you should mention those upfront and get in talks of more formal agreements.
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Key Legal Pillars of UGC Rights‍

Earlier we talked about “terms that need to be agreed upon” for this to be done properly. But there are also some legal concepts to keep in mind as they might be applicable to videos you plan on using and ow that you understand the basics of content rights management, what's next? Well, there’s some things to keep in mind to make this ethical and legal.
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This is not intended to be legal advice, but to point you in the right direction. You should always consult with legal counsel for specific guidance and support.
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Copyright and Authorship

‍Copyright protects original creative works from the moment they're created. Photos, videos, graphics, written captions, even creative social posts.

When a customer creates content with your product, they own the copyright unless you have a written agreement saying otherwise. Using their content without permission can mean copyright infringement, even if you credit them.

Model and Property Releases

Even if you secure rights from the content creator, you might need more permissions. If the UGC includes recognizable people other than the creator, you could need model releases from those individuals. And that'll be especially important if you'll be using it for ads.
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These releases also apply if the content features private property, recognizable artwork, or other copyrighted elements. Depending on where you are in the world, property releases may be needed too.
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Trademarks and Visible Logos

When the user-generated content includes logos, branded products or trademark elements from other brands, things can get complicated quickly.
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In summary, using content that prominently shows third-party trademarks can create confusion or imply, false endorsements; which could classify as false advertising.
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Your UGC licensing should address how you'll handle visible third-party IP. Whether that's through editing, strategic cropping, or if you'd rather choose different content.
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Privacy and Data Protection

Depending on what the content shows, like faces, names, locations, or any identifying details, you're going to have to deal with the many privacy laws around the world. Things like GDPR, CCPA and other regulations around the globe.
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It's especially critical to keep this in mind with videos and photos that feature children or sensitive information. In these cases, it means things like parental consent; and even then, you face higher liability as a brand depending on the content the UGC content is shown.
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Take Control of Your UGC Rights Management

As your UGC program grows, effective content rights management for user-generated content becomes more and more important. As such, you should grab tools that automate permission requests, and integrate rights metadata and content analytics with your existing stack.
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Refunnel scoops up every mention and Story, secures usage rights automatically, and lets your best content flow straight into ads without the compliance chaos.
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The authenticity and performance of user-generated content make it invaluable for modern brands; but this is only when you can use it safely and legally. So, as long as you respect creator rights, keep proper documentation with clear processes, you'll build a UGC program that drives results. All while protecting your brand and honoring the creators who make it possible.
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Frequently Asked Questions

1. Do I need permission if the creator tagged us or mentioned our brand?

Yes. While tagging your brand shows love, it doesn't grant legal permission to reuse their content in your marketing. Tags create visibility but don't transfer usage rights. Always request explicit permission before reposting or using the content in campaigns.
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2. Can I use UGC in ads if I only have organic permission?

No. Organic social reposting permission doesn't extend to paid advertising. Paid ads represent commercial use with different legal implications and potential compensation expectations.

3. What about using platform embeds instead of downloading content?

Embedding content (using Instagram or TikTok embed codes on your website) is often safer than downloading and reuploading, but it's not a complete solution.

Embeds still display creator content on your brand properties for commercial purposes. Best practice is to request permission even for embeds, though the legal risk is typically lower since the embed links back to the creator's original post.
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4. Who owns UGC made with our product?

The creator owns the copyright to their original content, even if it features your product.
Your product trademark doesn't grant you ownership of photos or videos featuring that product.
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That said, you can negotiate ownership transfer through explicit written agreements; though most UGC scenarios work better with licensing rather than ownership transfer, since creators generally prefer to keep their copyright.