UGC: original content, rights in writing

Q: How does UGC work on AdLicens?

A UGC campaign runs in five steps: 1. The brand defines the brief: product, angle, format (e.g. 30–60s, vertical), tone and the number of assets wanted, with a price per asset. 2. The budget goes into escrow — creators can see the money exists before they film. 3. Creators deliver assets inside the platform (not by email, not via WeTransfer). 4. The brand reviews: accept (payment triggers automatically) or reject with a written reason — the mandatory-reason rule applies here too, with a right to appeal. 5. On acceptance, the written license is generated: who can use what, where, and for how long.

Q: For brands: how do you write briefs that produce good assets?

A good UGC brief does four things: - Show examples: three links to assets you like are worth three pages of description. - One message per asset. UGC that sells is specific, not encyclopedic. - Ask for platform-native formats (9:16 vertical for Shorts/Reels/TikTok). - Define rejection criteria IN the brief. Rejections that quote the brief don't end up in appeals.

Q: For creators: how do you pass review?

Passing review comes down mostly to precision: - Deliver exactly the requested format — duration, orientation, product presence. - Clean audio perfect image. A phone is enough; a bad microphone is not. - Disclosure is part of the deliverable in UGC too, if the asset will be posted on your own accounts. - A rejected asset with a written reason is a map for the next one: the reason is mandatory precisely so you can learn from it.

Q: UGC vs. clipping: which one should you choose?

Clipping when you already have long-form content and want measurable distribution (you pay for the outcome). UGC when you need assets to reuse — in ads, on landing pages, in retail media (you pay for the asset, with its rights). Many brands run both in parallel from the same budget: good UGC becomes source material for clipping. Next: clipping guide · EU disclosure

What is UGC?

UGC (user-generated content) means video assets created from scratch by creators for your brand — not cut from your material like clipping. Payment is per accepted asset, not per views: you're buying the content, not the distribution. That's why the legal side matters even more here: a UGC asset without a clear license is a lawsuit waiting to happen.

How does UGC work on AdLicens?

A UGC campaign runs in five steps:

The brand defines the brief: product, angle, format (e.g. 30–60s, vertical), tone and the number of assets wanted, with a price per asset.
The budget goes into escrow — creators can see the money exists before they film.
Creators deliver assets inside the platform (not by email, not via WeTransfer).
The brand reviews: accept (payment triggers automatically) or reject with a written reason — the mandatory-reason rule applies here too, with a right to appeal.
On acceptance, the written license is generated: who can use what, where, and for how long.

What exactly does the license give you?

Every accepted asset ships with a machine-readable license document, permanently attached:

scope of rights — use in paid ads, on your site, on your own social channels;
duration — perpetual or limited, as the campaign is configured;
territory — global or per jurisdiction;
credit — whether and how the creator is credited.

Six months later, when someone in marketing asks "are we still allowed to use that clip?", the answer is a link, not an email archaeology project.

For brands: how do you write briefs that produce good assets?

A good UGC brief does four things:

Show examples: three links to assets you like are worth three pages of description.
One message per asset. UGC that sells is specific, not encyclopedic.
Ask for platform-native formats (9:16 vertical for Shorts/Reels/TikTok).
Define rejection criteria IN the brief. Rejections that quote the brief don't end up in appeals.

For creators: how do you pass review?

Passing review comes down mostly to precision:

Deliver exactly the requested format — duration, orientation, product presence.
Clean audio > perfect image. A phone is enough; a bad microphone is not.
Disclosure is part of the deliverable in UGC too, if the asset will be posted on your own accounts.
A rejected asset with a written reason is a map for the next one: the reason is mandatory precisely so you can learn from it.

UGC vs. clipping: which one should you choose?

Clipping when you already have long-form content and want measurable distribution (you pay for the outcome). UGC when you need assets to reuse — in ads, on landing pages, in retail media (you pay for the asset, with its rights). Many brands run both in parallel from the same budget: good UGC becomes source material for clipping.

Next: clipping guide · EU disclosure