The short answer
Ask first, every time, in writing. Say where you’d like to use the photo, credit the person who took it, and keep a screenshot of their yes. Don’t change it beyond a crop. And if you gave them anything in return for posting about you, their post needs to say it’s an ad.
- Ask before you repost, and say where it’ll go.
- Credit the creator by name or handle.
- Keep a record of every yes.
- Ask again before using a photo anywhere new, like an ad or your website.
Why customer photos are worth so much
People believe other customers more than they believe brands. A photo of your kit in a stranger’s camp, taken by someone who paid for it, does something your own photos can’t: it shows that real people chose you and are happy with what they got.
For a small brand there’s a practical benefit too. Every good customer photo is a post you didn’t have to go out and shoot.
Where to find them
- Tagged posts and mentions on Instagram, Facebook and TikTok. Check them every week.
- Stories you’re mentioned in. They disappear after a day, so act quickly.
- Reviews with photos on your website or wherever you sell.
- Emails and messages from happy customers, who often attach photos.
- Your own requests. A card in the box or a line on the packaging asking people to tag you brings in far more.
How to ask
Keep it short and friendly, and be specific about where the photo will go. Something like this works:
Hi! Love this photo of the awning at your pitch. Would you be happy for us to share it on our Instagram and Facebook, credited to you? We won’t change anything except cropping it to fit. Thanks for taking us along!
Ask in writing (a comment reply or a DM), not just in person, so there’s a record.
Who owns the photo
The person who took a photo usually owns it, even though it’s your product in the picture. That’s why you need to ask. Being tagged in a post, or the photo being public, doesn’t give you the right to post it as your own.
Take extra care with photos that show other people, especially children. If anyone recognisable is in the shot, make sure the person giving permission is happy for them to be shown too, or pick a different photo.
Credit and keep a record
- Credit the creator in the caption and tag them in the post.
- Don’t edit it beyond cropping to fit. No filters, no removing things, no adding text over their face.
- Screenshot the yes, with the date, and save it with the photo.
- Keep a simple list: who, which photo, when they said yes, and where they said you could use it.
That list matters later. Permission to share on social media doesn’t cover your website, your ads or your packaging, so when you want to use a photo somewhere new, check the list and ask again.
When a post counts as an ad
A customer who bought your kit and posted about it of their own accord is just a happy customer. But if you gave someone anything in return for posting (money, free kit, a discount, a competition entry), UK rules say their post has to make that clear, usually by labelling it as an ad. The ASA and CMA’s guide for influencers explains when and how.
The same goes when you repost it: if the original was part of a deal, don’t present it as an unprompted review.
Done properly, customer photos can become one of the most reliable parts of your feed. If you’d like someone to find them, ask for them and post them for you, that’s part of what we do for camping and van kit brands.