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guide To phoTography developmenT basICs ON phOTO RIghTs Creating, sourcing, and curating original images have become crucial investments for a brand’s marketing mix. Having high-quality images benefits brands: high click- through on posts, increased engagement, and stronger brand sentiment. A brand’s use of imagery has several associated legal ramifications and rights, such as ownership of images and media. With the rapidly changing tastes of Instagram’s community, keeping content relevant is important to keep viewers interested. It is important to know who owns the rights to an image. Every image shared on social media should be either owned by the brand or have a recorded rights holder. It is important to have consent and a definitive record of agreement for the brand’s use when curating user generated content. Brands should know who or what is contained in the image. Using images for commercial purposes requires model releases, and any brands, logos, locations, or artwork displayed may also require releases. It is important to establish a process to respond to copyright claims to mitigate risk. Establish a process that allows your brand to track and archive all image uses so that you have a clear and safe response if a claim arises. The new social and digital involve an enormous amount of content. As a result, it may seem easy or harmless to gloss over the legal ramifications of using branded content. As the media landscape evolves, brands can prepare by finding trusted partners and new technology to source and manage visual content on their behalf. do’s don’Ts Credit images properly if sourced from user-generated content (UGC) Obtain documentation and correct licenses if use is granted or purchased Go through legal processes in sourcing UGC Reach out to photographers for permission for their content Have the necessary model releases Use another person’s content without permission Use past UGC on Instagram if permission was not given for Instagram Use an image if you are unsure whether it is safe to use Infringe on the copyrights of users or brands Use Google images hOw TO CReaTe gReaT INsTagRam pOsTs 56PDF Image | Flashstocks Instagram Marketing Strategy E Book
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