Cultivation focuses on encouraging your customers to create and share content as part of a campaign-based initiative. Cultivating content requires planning to execute properly and avoid risk. Test curating UGC content relevant to your brand on one or two social networks and see what works. Determine where UGC can deliver against a specific business objective, such as increasing engagement with a niche target audience, and develop a campaign to cultivate that content.
Whether curating or cultivating user content, it’s important to develop consistent permission guidelines for implied or express consent.
There’s a difference between implied and express consent as they relate to marketing initiatives.
Consent for curation
Since curating UGC means finding the content “in the wild” without any specific brand guidance, this type of content typically requires express consent where a user gives direct permission to a marketer to use a specific piece of content for a specific purpose.
Consent for cultivation
Since cultivating UGC means marketers proactively ask users to generate content with the anticipation it will be republished, there is implied consent that the content will be used by the marketer. Unique campaign hashtags have the benefit of implying that a user is submitting content for the campaign.
In general it’s easier to curate a piece of content than cultivate the creation of content but more work to get the express permission to use that curated content than implied consent for the cultivated piece of content. It is a best practice, once implied or express consent is satisfied, to credit the user who created the content wherever it is republished.
Mr. Wilson said that it’s important to obtain proper guidance from your legal teams prior to repurposing any UGC as part of an advertising or marketing effort.