Video Usage Rights 101: Learn Who Owns What With User Generated Content

User-generated content (UGC) is slowly overtaking the media landscape. Not only has it become a simpler, more cost-effective way to handle video production, especially in a time of reduced budgets and increased travel restrictions due to the pandemic, but it has also brought a lot of passion and authenticity to brands by showcasing their biggest fans. But with all the influencer-inspired footage has come a bit of uncertainty. Namely, confusion over ownership of that footage. So here’s a little guidance.* (*This article is meant to be a general overview and is not intended to serve as legal advice.)

Traditional vs. UGC Video Production: Ownership Differences

In traditional video production, hiring a crew to shoot footage is common practice. The content is owned by the hiring party, featuring paid-talent who sign contracts granting permission for the use of their likeness. Additionally, permissions may be required from location owners or entities whose logos appear in the footage. This process is well-established in the production world. However, UGC presents a different scenario.

Ownership in User-Generated Content

In the case of UGC, you aren’t using a production company or paid-talent, for the most part. Instead, you can easily seek out people producing the kind of content you’d like to use while trying to ensure you have the appropriate permissions. A couple of examples of talent are tapping your own employees for training and recruitment videos, or connecting with existing brand ambassadors singing your praises at concerts and other live and digital events throughout the world.

No matter where you find the content you want, you’ll have to contact the creator through a direct message or post a comment on social media to request permission to use their content. This may involve having them sign a document to grant you rights, and in some cases, compensating them for their contributions. It’s a process you need to really keep on top of to avoid any potential legal trouble.

Importance of Informed Consent

As industry analyst Susan Etlinger states in this article on user-generated content rights and ownerships, “When seeking permission to use content, organizations must be honest with the user about when and how the content will be used, and whether it will be syndicated to other publishers or organizations. The issue of informed consent is increasingly important, as users become more sophisticated in knowing their rights.”

Streamlining UGC Acquisition and Rights Management

To make the job of acquiring quality UGC and its usage rights easier, there are handy tools like Cinebody. This type of video production software lets you direct people on what to film, instead of spending hours scouring the web for already-captured footage and applicable permissions. Overall, the software allows you to:

Onboard your filmers

Reach out to videographers, like fans or your own employees anywhere in the world with a job description that includes a detailed shot list and a summary of any possible compensation.

Secure usage rights

When your videographers sign up on the app, they grant permission for you to use their footage and likeness, so you’ll have their approvals already.

Collect contact info

Gather a user’s information as soon as they sign on for a project so you can quickly reach out to them through email or push notifications if you need any other legal boxes checked. 

When in Doubt, Seek Permission

If you’re ever left wondering if you need usage rights for UGC video, remember, “When in doubt, seek out permission.” Apps like Cinebody are here to help make the process of getting that permission much smoother. So never forget to take advantage of them.

In conclusion, understanding ownership rights and permissions for user-generated content is crucial in today's media landscape. By embracing UGC, brands can tap into the creativity and passion of their fans while ensuring a compliant and legally sound approach to content usage. Remember, transparency, informed consent, and leveraging tools like Cinebody can make the process of acquiring and managing UGC rights more efficient and effective.