Who made it matters
User-generated content is material created by users or customers, such as a product photo, review or video. Commissioned creator content can use a similar informal style but has a different commercial context. AI UGC-style creative may resemble both while containing no actual customer experience.
Describe the asset accurately
A customer’s spontaneous demonstration, a paid creator’s scripted ad and a synthetic presenter’s explanation should not all be described as independent testimonials. Record who made the asset, whether they were paid, the permission granted and the intended use. This helps the person approving the post understand what it can support.
Ask for permission before reuse
A public post is not automatically permission to place it in an advertisement. Confirm the scope of use, edits, duration and channels with the rights holder. Preserve the meaning of a real customer statement and do not combine clips to create a claim the person did not make.
Your next brief
Put these decisions in writing before you start production. A short brief gives the creator and reviewer the same standard to work towards. Keep the approved source material with the final file so the next version can build on the work rather than start again.
- Origin. Identify the person or process behind the asset.
- Relationship. Record payment or other material connection.
- Use. Confirm the intended channels and editing rights.