Rights Request is a step in the Chute Workflow that is used to obtain legal rights (approval) to use photos/videos (assets) for marketing, advertising, or other commercial usages. This step usually comes after the Moderation or Sorter step.
There are a few things that you need to put into consideration when requesting rights in Chute. This article provides information regarding requesting rights best practices.
Use Links Sparingly
- We believe that adding links and additional hashtags to your comments increases the likelihood of being shadowbanned or flagged as spam, especially when using common URL shorteners like bit.ly.
- Depending on the size of your account, you may be able to use inline links more successfully; links can be an issue for smaller accounts.
- We suggest including links to Terms and Conditions or another legal language in a link posted in your account bio versus in a rights request.
- As a bonus, there will be more space to make your comments longer and unique when you use links sparingly.
Engage Outside of Rights Requests
- Maintain a healthy relationship with your followers by engaging in conversations on Instagram (i.e., liking and commenting on posts beyond requests for rights).
- This not only builds community and a good reputation but makes your account less likely to be flagged as spam in the future.
Know From Whom You Are Requesting Rights
This may seem like a no-brainer, but many brands forget to check out the user before requesting rights to one of their images.
- Click over to the user’s profile and see what it says.
- Do they align with your brand values?
- Are their other posts appropriate for your audience?
- Are they a professional of some sort or an influencer?
- Accounts belonging to real estate companies, hotels, professional photographers, event planners, and top influencers are least likely to accept requests for rights. While this may not always be the case, you may have better luck connecting with smaller restaurants, businesses, and amateur photographers.
- Local and smaller businesses may be more interested in the exposure and cross-promotion and will be unique to your location and can add authenticity to your content.
- As always, use your best judgment, as these are only our observations and not hard and fast rules.
Keep Comments Unique
- Taking the time to make each comment unique to the person from whom you are requesting rights goes a long way.
- Read the caption, be relevant, and use your brand’s voice.
- Instagram shadowbans hashtags that have been used or associated with content that violates their Terms of Service.
- If you end up using one of those hashtags, posts will not show up for users that search for content with this hashtag, though your content will still be live on Instagram.
- Abused/flagged hashtags can effectively “break” the rest of your hashtags and cause your content to not show up in searches.
- We recommend rotating between a couple of different acceptance hashtags and making sure your audience is '@mentioning' you.
Train Users to '@mention' Your Brand
- Encourage your audience to bring your brand into the conversation by using @mentions; include a reminder in your own Instagram posts, bio, and any other marketing materials.
- Making this a standard practice means you will be notified when a user wants to engage with your brand, creating more inbound material.
Group Your Requests by Theme
- Create template groups by theme. This allows Chute to choose templates for you by groups when you request rights, which can make your rights requests more unique.
- At a basic level, you could set up a group for food photo requests, another for local attractions, and a third for activities.
- Make your templates unique to your location and brand interests.
Craft Creative, Authentic Messages
- Avoid messages that are very generic, impersonal, or overly automated.
- Spend time crafting several message varieties that include messages about what can catch the moderator's eye about the photo.
- Change up the message for every photo you reach out to.
- Make sure all message varieties are approved by legal teams ahead of use. This is where the Rights Request templates will come in handy as they allow you to create customized messages in advance.
Tell Users How You Specifically Plan to Use the Asset
- Tell the users how you specifically plan to use the photo or video.
- Try to be as specific as possible. For instance, "using it in social media" is not as specific as "using it in a Brand's Fall Product Campaign."
Only Ask for Permission If You Plan to Use the Asset
- A great photo or video tells a fantastic story. Only ask for the best photos that you plan to use in Chute.
- Asking for permission to use everything creates community spam and makes it harder for an end-user to see the most amazing photos.
- Astute curation should be the goal, not mass collection.