Glossary A–ZLetter U
User-generated content
User-generated content consists of contributions such as photos, videos, texts or reviews that were created not by the operator but by customers, guests, fans or employees.
On screens, such content appears, for example, as photos from event guests, customer reviews in a shop, images from a staff competition or posts with a hashtag from social networks. It comes across as credible and personal and encourages participation. It is submitted via a form, a QR code, an app or a social media platform.
By displaying it, operators take responsibility for the content. Publication should therefore be preceded by a review, either manual or with automated pre-screening followed by approval. Rights need to be clarified: someone who submits a photo does not automatically hold the rights for all the people and subjects it shows. The conditions of participation should set out what the content may be used for and for how long.