Are you looking to repost your customers’ Instagram photos on your brand’s social channel?
Do you want to use real customer content on your marketing channels or in your Display Ads?
In this article, you’ll discover how to manage photo permission rights on Instagram in order to develop strong customer relationships and to collect great customer content that can be repurposed to achieve other business goals.
Customer photos of your products are the purest form of earned media. When a customer posts a post-purchase photo of your product on social media, it serves as a 5-star visual review of your brand. It’s simple, customers prefer and trust visual content that comes from real people over other forms of advertisements.
Today, user-generated content has more applications than ever. Marketers are re-posting fan content in website galleries, product pages, and display ads. Consumer brands are implementing these use cases to achieve a variety of goals—including but not limited to increase customer loyalty, to build a brand lifestyle, and to inspire more browsers to buy. Harnessing user-generated content helps to scale a brand’s content engine in order to support today’s omni-channel marketing landscape.
There is nothing more authentic than using real customer photos to help articulate a brand, product, or service. So how can marketers maximize the great benefits of user-generated content all while respecting the rights of copyright holders—their customers?
For one, there has been a lot of dialogue around if hashtags are an implicit indicator of consent for brands to collect customer photos, particularly if photos are culled around a social campaign hashtag that’s promoted by the brand itself. But what is not discussed is that by relying on this implicit consent you are losing out to a larger opportunity around image rights permissions—direct contact with your most loyal fans. The actual process itself of reaching out to customers is an invaluable asset for developing trust and building strong brand-customer relationships.
When customers see a brand genuinely engaging with customer content on social, it helps to humanize and validate the brand’s online presence. Managing online relationships is no small task, but your permissions process can be incorporated into your social relationship management. Interacting directly with fans posting content about your brand is a necessary component of building an active pool of everyday influencers.
So before you set up a collection for your hashtag and call it a day, consider the business value of adopting this customer-centric mentality of photo rights permissions. It just might end up being an additional benefit of incorporating user-generated content into your marketing mix.