They've already filmed the best footage you have.
Every day, someone takes a photo of your product, records a story inside your store, or shows their friends something they bought from you.
That material already exists, and in almost all cases, it stays where it is.
Not because it’s bad—but because no one asked for it, and without written consent, it can’t be included in a campaign.
Below, you’ll find information on how to build the workflow that collects this data, what permission is required to reuse it, which formats perform well in advertising, and which metrics are used to measure results.
It works where there are already customers talking about the product, and where that information isn’t currently being collected in an organized manner.
FARO is the approach we take to every project. When applied to a campaign, it selects creators and ensures consistency in the choice of profiles, the quality of their content, and the right to reuse it.
The content remains the property of its creators. The company may republish it only with written consent specifying the channels, duration, and scope of use: an enthusiastic comment or a tag does not constitute authorization.
An explicit release is required for advertising purposes, because organic reposting and paid advertising are two different things.
The difference between a repost and a content library comes down to a signature.
A video received without consent has a lifespan of a single story; the same video, accompanied by a release form specifying channels and duration, fuels campaigns, product sheets, and point-of-sale materials for the entire agreed-upon period.
It’s the least visible part of the work, and it’s what determines its value.
The video shot by a customer works for one specific reason: in the first few seconds, it doesn’t look like an ad.
This quality is lost when the format is wrong, so it’s best to ask right from the start what will actually work.
The product shown in use, in the real-life context where it belongs. This format works best for advertising creativity because it answers the question the viewer is asking themselves.
That moment of opening, of the first try, of the first taste. It works for product launches and items where the immediate impact matters—and you can only achieve it by asking for it before the customer receives the package.
A comparison of two states, where the result is clear. Suitable for services and products that bring about change, this approach requires data collection spread out over time and agreement that covers both time periods.
A customer explaining why they chose the product and what their experience was like. This format is the closest thing to a testimonial, and it’s the most effective on website pages and product detail pages.
By comparing customer-generated content with internally produced content, assuming the same audience and budget.
In advertising, we look at the cost per result; on product pages, we look at the conversion rate of pages that display them compared to those that don’t.
We need a parallel measurement; otherwise, it remains just an impression.
Here, the cost of content is low by definition, because it is produced by people who already use the product.
The focus shifts to the work that makes that data collectable, usable, and measurable.
The first pieces of content typically arrive within a few weeks of the start of the collection.
We define the scope during a meeting, then put in writing what it includes.
The method remains the same; what changes are the language, the distribution channels, and the seasonal patterns.
This tag makes the content visible but does not grant any rights to reuse it. Written consent is required to republish it; to use it in advertising, a release form is required that specifies the channels, duration, and scope of use.
Who grants permission, what is being granted, on which channels the content may appear, for how long, whether it is intended for advertising purposes, and whether the person’s name will be displayed. The text must be reviewed by your legal counsel.
Ask for it right after the experience has taken place, explaining what is needed and what is received in return. Public recognition often works better than a material reward.
The first type comes from people who have created content without compensation and without a brief. The second type is commissioned and produced to specific requirements. They differ in the degree of control, the timeline, and the type of credibility they convey.
An initial batch of a few dozen pieces of content helps you figure out which formats work. The ongoing collection then fuels the stream, and the number grows as the quality of the content improves.
When it is used in advertising or published for a fee, yes. The organic reposting of user-generated content follows different rules, and the distinction must be determined on a case-by-case basis.
They are not included in the collection and remain where they are. Critical content is useful information for the company; however, the collection process is intended to generate usable material, not to manage reputation.
For small volumes, we use the tools the company already has. Dedicated platforms become useful when the amount of content to be collected and archived grows, and that’s when the decision is made.
A meeting helps us understand how much content is circulating today, where it would end up if we collected it, and what rights we need to obtain it.
This leads to the collection process, the consent form, and the metrics for evaluation.
Factory Communication works with companies and SMEs throughout Italy and is headquartered in Milan and Crema.
