How to Display Instagram Photos Legally (UGC Guide)

User-generated content (UGC) on Instagram is marketing gold—authentic, engaging, and trusted by consumers. However, learning how to display Instagram photos legally is crucial before you feature customer content on your WordPress website or social media channels.

Many businesses unknowingly violate copyright laws when sharing user content, exposing themselves to legal risks, financial penalties, and reputation damage. The good news? With proper permissions and processes, you can legally leverage powerful user-generated content while respecting creators’ rights.

This comprehensive guide teaches you everything about curating and displaying Instagram photos legally, from understanding copyright basics to implementing permission systems, creating contracts, and using tools like Instagram Blocks plugin to showcase UGC compliantly on WordPress.

Understanding User-Generated Content (UGC)

What Is User-Generated Content?

User-generated content refers to any content—photos, videos, reviews, testimonials—created by users rather than brands. On Instagram, this includes:

Customer photos featuring your products
Tagged posts mentioning your brand
Hashtag campaign submissions
Reviews and testimonials
Unboxing videos
Style and usage inspiration
Brand community content

Why UGC Is Valuable

Authenticity: Consumers trust peer recommendations 92% more than brand advertising.

Social Proof: Real customers using real products build credibility.

Cost-Effective: Users create content for free; you just need permission to share it.

Higher Engagement: UGC posts receive 28% higher engagement than brand-created content.

Conversion Impact: 79% of people say UGC highly impacts their purchasing decisions.

Content Volume: Scale your content production through community contributions.

The Legal Problem

Despite its value, UGC comes with legal considerations. Simply reposting Instagram photos without permission can result in:

Copyright infringement claims
Costly legal fees and settlements
Takedown notices
Reputation damage
Loss of social media accounts

Understanding and respecting intellectual property rights is non-negotiable for responsible UGC use.

Copyright Basics Every Marketer Should Know

Copyright Ownership

Fundamental principle: The person who takes a photo owns the copyright, not the subject or any brands featured in the image.

What this means:

Customer takes photo of your product → Customer owns copyright
Influencer posts about your brand → Influencer owns copyright
User shares experience at your location → User owns copyright

What Copyright Protects

Reproduce the work
Distribute copies
Display the work publicly
Create derivative works
License rights to others

Without permission, you cannot legally exercise any of these rights with someone else’s photo.

Common Copyright Misconceptions

Myth 1: “They tagged us, so we can share it” Reality: Tagging doesn’t transfer copyright or grant permission.

Myth 2: “It’s free promotion for them” Reality: Copyright owners control how their work is used, regardless of benefits.

Myth 3: “Giving credit is enough” Reality: Attribution doesn’t replace permission; both are required.

Myth 4: “Instagram’s terms let us share” Reality: Instagram’s terms don’t override individual copyright; they govern Instagram’s use, not yours.

Myth 5: “Small accounts won’t notice or care” Reality: Account size doesn’t affect copyright ownership or enforcement rights.

Fair Use Is Not a Loophole

Many businesses mistakenly believe “fair use” allows UGC sharing. Fair use is a narrow exception for:

Commentary and criticism
News reporting
Educational purposes
Transformative use

Commercial marketing rarely qualifies for fair use. Don’t rely on this defense for UGC campaigns.

Legal Ways to Use Instagram User-Generated Content

Method 1: Direct Permission Request (Recommended)

The safest approach is asking permission before using any user content.

How to request permission:

1. Identify the Content Find Instagram posts you want to use through:

Branded hashtag monitoring
@mentions of your account
Location tags
Manual discovery

2. Contact the Creator Reach out via:

Instagram DM
Email (if available in bio)
Comment on the post

3. Use This Permission Template:

Hi [Name]!

We love your photo featuring [product/brand]!

We'd like to share your content on our Instagram account and website. Would you be willing to give us permission to use this image?

If yes, we'll credit you and link to your profile. Please reply with "Yes, you have my permission to use this content" if you agree.

Thank you!
[Your Name/Brand]

4. Document Permission Save:

Screenshot of permission message
Date received
Username
Specific post URL
Any conditions they specify

5. Honor Their Terms If they request:

Specific credit format → Follow exactly
Limited usage period → Respect timeframe
Removal at any time → Comply immediately
Payment → Negotiate fairly

Method 2: Rights Management Platforms

Use tools that streamline permission and rights management.

Popular platforms:

TINT:

UGC rights management
Permission workflows
Content galleries
WordPress integration

Yotpo:

Review and photo collection
Rights requests
Automated permissions
E-commerce focus

Pixlee:

UGC discovery and rights
Shoppable galleries
Analytics
Multi-platform support

Stackla:

Enterprise UGC platform
Rights management
Content curation
Campaign management

Benefits:

Streamlined permission process
Centralized rights tracking
Automated request workflows
Legal compliance tools

Costs: Platforms range from $100-$10,000+ per month depending on features and scale.

Method 3: Hashtag Campaign with Terms

Create branded hashtag campaigns with clear terms of use.

How to implement:

1. Create Campaign Hashtag Choose unique, memorable hashtag like #MyBrandStory

2. Publish Clear Terms On campaign landing page and Instagram posts, include:

Use #MyBrandStory to share your experience!

By using this hashtag, you grant [Brand] permission to feature your content on Instagram, our website, and marketing materials with credit to your account.

3. Link to Full Terms Provide detailed terms covering:

What content you may collect
Where you may use it
How you’ll credit creators
Duration of usage rights
How to opt out

4. Consistently Apply Terms Only use content from users who:

Used your specific campaign hashtag
Could reasonably see the terms
Haven’t opted out

Important caveat: Legal effectiveness of hashtag terms varies by jurisdiction. While better than nothing, direct permission is more legally sound.

Method 4: Licensing Agreements

For high-value content or ambassadors, use formal licensing agreements.

When to use formal licenses:

Paying for content
Extensive usage rights needed
High-profile creators
Commercial advertising
Long-term campaigns
Derivative works planned

Key agreement elements:

Specific content covered
Usage rights granted (where, how, duration)
Exclusivity (if any)
Compensation terms
Credit requirements
Termination conditions
Warranties and indemnification

Recommendation: Have lawyer draft template agreement you can customize for each creator.

Method 5: Instagram Repost with Native Tools

Instagram’s native sharing has limited legal protection but is widely accepted practice.

Instagram Stories repost:

Share post to your Story
Creator is automatically tagged
Original post remains intact
Generally considered acceptable within Instagram community norms

Important: This only works for Stories on Instagram. For feed posts or use outside Instagram (like WordPress), you need explicit permission.

How to Request Permission (Step-by-Step)

Step 1: Identify Content You Want to Use

Discovery methods:

Branded Hashtag Monitoring: Use tools to track your campaign hashtags:

Instagram search
Hootsuite
Sprout Social
Keyhole

Mention Monitoring: Find posts tagging your account:

Check @mentions regularly
Use social listening tools

Location Tags: If you have physical location, monitor location tags

Manual Discovery: Browse and save content from:

Customers’ profiles
Influencer content
Community posts

Step 2: Verify It’s Original Content

Before requesting permission, ensure:

User actually created the photo (not reposted)
Content doesn’t infringe others’ rights
Image quality meets your standards
Content aligns with brand values

Red flags:

Stock photo watermarks
Inconsistent photo style in user’s feed
User profile appears suspicious

Step 3: Craft Your Permission Request

Template for Instagram DM:

Hi [First Name]! 👋

We came across your [description] photo and absolutely love it! 📸

We'd love to feature your content on our Instagram feed and website. Would you be comfortable with us sharing it?

Of course, we'll tag and credit you! Let us know if you'd like anything specific in the caption. 😊

Looking forward to hearing from you!

- [Your Name]
[Brand Name] Team

Template for Email:

Subject: Love Your [Product] Photo! Feature Request

Hi [Name],

My name is [Your Name], and I'm the [Title] at [Brand].

I recently discovered your Instagram photo [link to post] featuring our [product/brand], and it's absolutely stunning!

We'd love to share your content with our community. May we have your permission to repost this image on:
- Our Instagram account (@youraccount)
- Our website (yourbrand.com/blog)

We'll provide full credit and link to your Instagram profile. If there's specific caption text you'd prefer, please let us know!

If you're comfortable with this, simply reply "Yes, you have my permission."

Thanks so much for being part of our community!

Best,
[Your Name]
[Contact Information]

Step 4: Wait for Response

Best practices:

Give 3-5 days for response
Send one follow-up if no response
Never use content without confirmed permission
Respect “no” responses graciously

Step 5: Document Permission

When you receive permission:

Create a record including:

Date permission granted
Username and real name (if known)
Method of contact
Exact permission wording
Screenshot of conversation
Instagram post URL
Any specific conditions

Storage:

Spreadsheet tracking all permissions
Cloud storage for screenshots
CRM or rights management platform

Step 6: Honor the Agreement

Provide promised credit:

Tag user in post
Include username in caption
Link to their profile on website

Respect boundaries:

Only use content as agreed
Don’t modify without permission
Remove if they request
Don’t use for purposes not discussed

Creating a UGC Permission System

Build a Permissions Workflow

1. Discovery → 2. Request → 3. Approval → 4. Documentation → 5. Usage

Assign responsibilities:

Who monitors for UGC?
Who requests permissions?
Who tracks documentation?
Who creates posts using UGC?

Develop Permission Templates

Create pre-written templates for:

Initial permission requests
Follow-up messages
Thank you responses
Permission documentation
Content removal requests

Consistency ensures nothing is missed.

Track in Centralized System

Spreadsheet columns:

Date discovered
Instagram username
Post URL
Content description
Permission requested date
Permission granted date
Status (pending/approved/denied)
Specific terms
Where used (Instagram/website/ads)
Expiration date (if any)

Regular Audits

Quarterly, review:

All UGC currently in use
Permission documentation is complete
No expired permissions
Compliance with credit requirements
Any removal requests honored

Displaying UGC on Your WordPress Website

Once you have proper permissions, displaying Instagram content on WordPress is straightforward.

Using Instagram Blocks Plugin

Best practice for WordPress Instagram integration:

Step 1: Obtain Permission Follow permission process described above.

Step 2: Install Instagram Blocks Install the Instagram Blocks plugin from WordPress repository.

Step 3: Embed the Instagram Post

Edit your WordPress post/page
Add Instagram Blocks block
Paste the Instagram post URL
Customize display settings
Add caption noting permission received

Step 4: Provide Credit

Include clear credit like:

Photo by @username | Shared with permission

Benefits of Instagram Blocks plugin:

Maintains connection to original post
Automatically shows username
Displays content in native Instagram format
Updates if original post changes
Respects Instagram’s branding

Alternative: Download and Repost

If embedding isn’t suitable:

Step 1: Download Image Use Instagram’s download feature or screenshot

Step 2: Upload to WordPress

Step 3: Provide Prominent Credit Include:

Username
Link to their Instagram profile
“Shared with permission” note
Link to original post if possible

Step 4: Add to Image Alt Text For SEO and accessibility:

Customer photo by @username showing [description]

Creating UGC Galleries

Display multiple user photos:

Gallery plugins compatible with Instagram Blocks:

Spotlight Instagram Feeds
Smash Balloon Instagram Feed
Instagram Feed Pro

Custom solution: Create dedicated page featuring:

Grid of user-submitted photos
Credit for each image
Links to users’ profiles
Call-to-action for others to submit

Best Practices for UGC Programs

Make It Easy to Submit Content

Create submission portal:

Dedicated landing page
Clear instructions
Built-in permission form
Upload functionality
Hashtag guidelines

Include in purchase journey:

Post-purchase email requesting photos
Incentivize with discount codes
Feature in unboxing materials
Add to order confirmation page

Provide Clear Value Exchange

Offer benefits for content submission:

Social media feature
Website feature
Discount or gift
Entry into contests
Early access to products
Exclusive community access

Always Credit Creators

Credit checklist: ✅ Tag their Instagram account ✅ Include username in caption ✅ Link to their profile on website ✅ Use exact formatting they request ✅ Update if they change username

Respond to All Submissions

Even if you don’t use content:

Thank them for sharing
Explain why it wasn’t selected (if asked)
Encourage future submissions
Maintain positive relationship

Create Community Around UGC

Build engagement:

Feature “Creator of the Week”
Highlight diverse community members
Tell stories behind the photos
Create themed challenges
Build dedicated hashtag communities

Monitor for Concerns

Watch for:

Permission requests to stop using content
Concerns about how content is used
Reports of unauthorized use
Changes in user preferences

Respond quickly and respectfully to all concerns.

Handling Permission Denials and Removal Requests

When Permission Is Denied

Respond graciously:

No problem at all! Thanks for considering it. We appreciate you being part of our community! 😊

Never:

Argue or pressure
Use the content anyway
Make them feel bad
Ask why they declined

When Removal Is Requested

Act immediately:

Remove from all locations (Instagram, website, ads)
Confirm removal with requester
Update documentation
Thank them for letting you know

Response template:

Hi [Name],

We've immediately removed your content from all our channels. Thanks for letting us know. We appreciate you being part of our community!

Best,
[Your Name]

Legal Consequences of Misusing UGC

Understanding risks motivates proper compliance.

Copyright Infringement

Potential consequences:

Statutory damages: $750-$30,000 per work
Willful infringement: up to $150,000 per work
Attorney fees and court costs
Injunctions preventing future use

DMCA Takedown Notices

Content creators can file DMCA takedowns resulting in:

Content removal from your platforms
Strikes against your account
Potential account suspension
Reputation damage

Right of Publicity Violations

Using someone’s image for commercial purposes without consent may violate publicity rights:

State-specific laws vary
Can apply even with photo permission
Particularly relevant for recognizable individuals

Contract Breach

If you violate terms of permission agreement:

Breach of contract claims
Damages for violations
Loss of permission for other content

International Considerations

European Union:

GDPR affects personal data in photos
Stricter privacy protections
May need explicit consent for identifiable people

Canada:

Federal Copyright Act governs
Similar to U.S. but nuances exist

Australia:

Copyright Act 1968
Moral rights considerations

Best practice: If operating internationally, consult local legal counsel or use most restrictive standard.

UGC Tools and Resources

Rights Management Platforms

TINT – tintup.com Pixlee – pixlee.com Yotpo – yotpo.com Stackla – stackla.com CrowdRiff – crowdriff.com

Hootsuite – Monitor hashtags and mentions Sprout Social – Social listening and engagement Brandwatch – Comprehensive social monitoring Mention – Track brand mentions across platforms

Legal Resources

Copyright.gov – Official U.S. Copyright Office Electronic Frontier Foundation – Digital rights information DMCA.com – Copyright compliance tools

WordPress Plugins

Instagram Blocks – Embed Instagram posts legally Smash Balloon – Instagram feeds Spotlight – Instagram galleries

Conclusion

User-generated content is incredibly valuable, but only when used legally and ethically. Learning how to display Instagram photos legally protects your business while respecting content creators’ rights—a win-win for everyone involved.

The key principles are simple:

✅ Always get explicit permission before using someone’s content ✅ Document all permissions thoroughly ✅ Credit creators prominently and accurately ✅ Honor any conditions or removal requests immediately ✅ Use tools like Instagram Blocks for compliant display

Building a proper UGC program takes effort upfront, but it creates sustainable, authentic marketing that resonates with audiences while protecting you legally.

Start small: identify 5-10 pieces of user content you’d like to use, reach out for permission using the templates provided, and begin building your permission documentation system. As you grow more comfortable with the process, scale your UGC program to become a core part of your content strategy.

Ready to showcase authentic customer content on your WordPress website? Install the Instagram Blocks plugin to legally display Instagram posts with proper attribution and seamless integration. Your community will appreciate being featured, and your audience will trust the authentic social proof.

Remember: legal UGC isn’t harder—it’s just more respectful. And in the long run, that respect builds stronger relationships with your community and protects your business from costly mistakes.

What user-generated content will you feature first? Start by reaching out to one creator today and beginning your compliant UGC journey.