[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||false|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n
A recent survey and creator economy industry report<\/a> by MASV has found that nearly half of creators who work with brands or influencers have had their original, user-generated content used without permission<\/strong>.<\/p>\n That\u2019s a problem for brands who work with the rapidly-growing and increasingly important UGC video community on social media, because nearly 95% of creators indicated that brands should ask for permission<\/span><\/strong> before using their video content, and nearly 70% were disappointed in the brand that used it without permission.<\/p>\n It\u2019s a warning signal to brands who want to get in on the fast-growing UGC content craze, but don\u2019t feel they need to ask permission (or provide payment or even creator credit) to leverage an Instagram Reel, TikTok, YouTube Short, or other creator content as part of their content marketing strategy.<\/p>\n So we asked creators, consumers, and marketers how they feel about UGC marketing.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_font_size=”26px” width=”100%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_margin=”|-54px|0px||false|false” custom_padding=”0px|||0px|false|false” global_colors_info=”{}”]<\/p>\n Table of Contents<\/strong><\/p>\n<\/div>\n<\/div>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_code _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.14.7″ _module_preset=”default” background_color=”#f5f5f5″ custom_margin=”||||false|false” custom_padding=”3%|3%|3%|3%|true|true” border_radii=”on|8px|8px|8px|8px” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ header_2_font=”Roboto||||||||” header_2_text_color=”#000000″ header_2_font_size=”27px” max_width=”85%” max_width_tablet=”100%” max_width_phone=”100%” max_width_last_edited=”on|tablet” custom_padding=”||||false|false” custom_padding_tablet=”12%||||false|false” custom_padding_phone=”0%||||false|false” custom_padding_last_edited=”off|desktop” global_colors_info=”{}”]<\/p>\n How consumers, marketers, and creators really feel about user-generated content?<\/p>\n [\/et_pb_text][et_pb_button button_url=”https:\/\/massive.io\/wp-content\/uploads\/2024\/05\/The-State-of-User-Generated-Video-2024-Report-1.pdf” button_text=”Download” button_alignment_tablet=”center” button_alignment_phone=”center” button_alignment_last_edited=”on|phone” _builder_version=”4.14.7″ _module_preset=”default” custom_button=”on” button_text_size=”18px” button_text_color=”#000000″ button_bg_color_gradient_start=”#0472ef” button_bg_color_gradient_end=”#005dc6″ button_bg_color_gradient_direction=”90deg” button_border_width=”2px” button_border_color=”#005dc6″ button_font=”Roboto|700|||||||” z_index=”10″ custom_padding=”2%|30%||30%|false|true” custom_padding_tablet=”2%|42%||42%|false|true” custom_padding_phone=”|34%||34%|false|true” custom_padding_last_edited=”on|phone” locked=”off” global_colors_info=”{}” button_bg_color__hover_enabled=”on|desktop” button_bg_color_gradient_start__hover=”#0472ef” button_bg_use_color_gradient__hover=”off” button_bg_color_gradient_end__hover=”#0472ef” button_bg_color__hover=”#005dc6″ button_bg_enable_color__hover=”on” button_text_color__hover_enabled=”on|hover” button_text_color__hover=”#FFFFFF” button_border_width__hover_enabled=”on|hover” button_border_width__hover=”2px”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2024\/05\/User-generated-video-content-report.png” alt=”try MASV today” title_text=”User-generated content report” force_fullwidth=”on” src_tablet=”https:\/\/massive.io\/wp-content\/uploads\/2024\/01\/WatchFolders_Desktop_SectionC.png” src_phone=”https:\/\/massive.io\/wp-content\/uploads\/2024\/01\/WatchFolders_Mobile_SectionC.png” src_last_edited=”off|desktop” _builder_version=”4.14.7″ _module_preset=”default” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||true|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2024\/05\/UGC-image-3-scaled.jpg” alt=”Placeholder image” title_text=”Young female blogger making a video for her beauty blog on cosme” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n MASV partnered with market research firm Dynata<\/a> to survey 500-plus creators, consumers, and marketers in the U.S. and U.K. in early April 2024. The survey, which focused on user-generated video content, found that:<\/p>\n More detailed insights and survey data can be found in the report.<\/p>\n The trust angle of user-generated video is vital, said Alex Lefkowitz, Founder of Tasty Edits<\/a> , a video editing service for UGC creators and other video-makers who specialize in content creation.<\/p>\n \u201cThe key to it all is that it needs to be authentic. It can’t seem like they’re shelling out or getting paid for it on the side,\u201d he said.<\/p>\n<\/blockquote>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_id=”section-three” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||true|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n \u201cIt\u2019s a lose-lose situation if you take content without permission,\u201d explained video creator Samuel Chen, also known as supasenpai, in the report. \u201cIt\u2019s a win-win situation if you recognize the creator. And that\u2019s the key here\u2014why are you risking your brand and your ability to grow more? The risk is that you can have significant community backlash.\u201d<\/p>\n<\/blockquote>\n But it\u2019s not just supasenpai who feels this way: Nearly 70% of creators surveyed said brands who leverage UGC videos in content marketing or for UGC video ads without permission aren\u2019t trustworthy.<\/strong><\/p>\n MASV also spoke with experts in copyright and the creator economy for its report, including Mark Penner, a trademark & patent lawyer who specializes in the acquisition, protection, and enforcement of IP rights at Fasken Martineau DuMoulin LLP<\/a>.<\/p>\n While Penner said every case must be examined individually, and that some instances of unauthorized use could fall under the fair use or fair dealing exceptions, the downside of unauthorized content use in a social media post or elsewhere could be significant.<\/p>\n [\/et_pb_text][et_pb_text module_id=”physical” _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_4_text_color=”#444444″ background_color=”rgba(158,213,247,0.19)” custom_padding=”2%|3%|2%|3%|false|true” border_width_left=”5px” border_color_left=”#3d72e7″ global_colors_info=”{}”]<\/p>\n Note<\/strong>: The \u201cfair dealing\u2019 (U.K. and Canada) and \u201cfair use\u201d (U.S.) exceptions allow people to use copyrighted works for specific reasons, such as research, criticism, review, education, satire, and other use cases.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n \u201cYou have to look at each situation separately, because the facts are different all the time,\u201d he said, \u201cso you can’t really make a sort of blanket statement other than to say that there is a risk, and the risk could be significant.\u201d<\/p>\n<\/blockquote>\n Nearly 50% of the marketers we surveyed, however, didn\u2019t feel that unauthorized content use in a marketing campaign carried much (if any) financial or reputational risk. And one in five marketers we spoke with said their organization never or rarely gives credit to a creator when using their content on a social media platform or elsewhere.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_id=”section-four” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||true|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n That squares with what media watchers have seen coming out of the content creator economy over the past few years. \u201c(Unauthorized use of content) is ubiquitous across industries,\u201d explained James Rubec, Head of Product at Fullintel<\/a> , a media monitoring services company.<\/p>\n \u201cIt’s done by brands often. It’s done by other influencers. It’s also done by the media. It’s a major problem, and it’s an ethical and legal boundary that brands specifically shouldn’t cross.\u201d<\/p>\n<\/blockquote>\n Indeed, all of the creators we interviewed said they\u2019d had their content used without permission multiple times. \u201cA lot of influencers and creators will just download my videos and repost them (without permission) even with their own voiceovers and whatnot,\u201d explained content creator Angus Nguyen (avatarangus)<\/a>.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2024\/05\/UGC-image-1.jpg” alt=”Placeholder image” title_text=”User-generated content from live events” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Source<\/strong>: Pexels from Pixabay<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Some creators proactively reach out to brands if they notice their content being used without authorization and either ask them to take it down or to give credit: One-quarter of creators we\u00a0surveyed informally asked the brand to take the content down, and another 14% sent a formal cease-and-desist notice.<\/p>\n \u201c(Unauthorized use) has happened to me quite a few times,\u201d added Anum Rubec<\/a>. \u201cIf they\u2019re making money off it, if they\u2019re making profit and sales, then of course I\u2019ll want to get in touch with the team if I can find them.\u201d<\/p>\n<\/blockquote>\n While nearly one in three creators said they eventually got paid for the use of their content after contacting the brand, 43% of creators say the brands or influencers either didn\u2019t respond or only removed the content after a significant delay<\/strong>.<\/p>\n Some creators even go so far as sending the organization an invoice for use of their content.<\/p>\n \u201cI think it really depends on the scope of what is being used and how it’s being used,” she explains. \u201cIf they’re making money off it, if they’re making profit and sales, then of course I’ll want to get in touch with the team if I can find them.\u201d<\/p>\n<\/blockquote>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” module_id=”section-five” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||true|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Penner and others said there are several steps brands can take to de-risk their marketing strategy around user-generated content, and that starts with being \u201creally, really careful and (understanding) that you may be doing something that is in breach of somebody’s rights.\u201d<\/p>\n Brands should keep the following best practices in mind when sourcing user-generated content for content marketing, according to Penner:<\/p>\n [\/et_pb_text][et_pb_text module_id=”benefits-of-UGC-platforms” _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Jillian Robinson, senior global public relations manager at Dash Hudson, <\/a>a social media management platform, said another way brands can de-risk themselves is to use a UGC platform that connects brands with creators on social media channels. Many UGC platforms feature content upload functionality that includes terms of service and waiver forms.<\/p>\n Many UGC platforms feature content upload functionality that includes terms of service and waiver forms, similar to the upload functionality of a MASV Portal<\/span><\/a>.<\/p>\n \u201c(Using a UGC platform) has streamlined the process for a lot of our brands, especially ones that have very large volumes of user-generated content,\u201d she explained. \u201cIt helps cut through the noise to find exactly the kind of content that they’re looking for, and then get permission to be able to use it from the creators themselves.\u201d<\/p>\n<\/blockquote>\n It\u2019s also crucial for brands to set expectations with creators on how the content will ultimately be used, said Marc Bjerring, co-founder of video editing service Spivo<\/a>. \u201cIf you’re doing it through a platform, those things will generally be fairly clear,\u201d he said.<\/p>\n\n
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Free Download: The State of User-Generated Content<\/h2>\n
User-Generated Content Is More Trustworthy, But Creators Demand Respect<\/h2>\n
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Unauthorized UGC Content Use: A ‘Lose-Lose’ Situation for Brands<\/h2>\n
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‘Ubiquitous Across Industries’<\/h2>\n
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What Should Brands Do to Safely Leverage User-Generated Content?<\/h2>\n
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The benefits of user-generated content platforms<\/h3>\n
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