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Influencer-Generated Content (IGC) Workflow

Content and digital asset managementIntermediate Level

An influencer-generated content (IGC) workflow is the process for briefing, collecting, checking, licensing and publishing photos and videos that influencers create for a brand.

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What is Influencer-Generated Content (IGC) Workflow?

An influencer-generated content (IGC) workflow is the process a brand uses to brief influencers, collect the photos and videos they create, check them, secure usage rights and publish them on product pages, ads and marketplaces. It turns scattered files in inboxes and DMs into assets linked to the right products. IGC differs from user-generated content (UGC): influencers are briefed and usually paid or gifted, so you agree on usage rights and disclosure up front. A typical workflow has five steps: brief, receive, review, tag to SKUs with rights and expiry dates, then publish. Storing the files next to your product data makes reuse easier; see how digital asset management links media to products.

Why Influencer-Generated Content (IGC) Workflow matters for e-commerce

Influencer content shows products in real use, which studio packshots cannot. Without a workflow, brands lose files in email threads, publish content after the license has expired or show the wrong product next to a video. A clear IGC workflow makes sure every asset is checked, licensed and tied to the correct SKU before it appears on a product page or in an ad.

Examples of Influencer-Generated Content (IGC) Workflow

  • 1Step: Brief, Content: Shot list, product SKUs, file naming rules, disclosure requirements
  • 2Step: Review, Check: Correct product and color, brand guidelines, required ad label
  • 3Step: Tag, Data: SKU, usage rights, license end date, creator name
  • 4Step: Publish, Channel: Product page gallery, paid social ads, marketplace video slot
Image by · CC BY 4.0

How WISEPIM Helps

  • Digital asset management in WISEPIM links influencer photos and videos to the products they show.
  • Bulk Image Actions, including Resize and Convert, prepare received images for each channel's format.
  • Attribute management lets you add fields such as creator or license end date, so the rights stay visible next to the product.

Learn more about Product Enrichment: enrich product data with AI at scale.

Common mistakes with Influencer-Generated Content (IGC) Workflow

  • Not agreeing on usage rights in writing, so you cannot reuse content in ads.
  • Keeping files in inboxes and chat apps instead of one shared library.
  • Forgetting license end dates, so expired content stays live.
  • Not linking content to SKUs, so videos show a color or model you no longer sell.

Tips for Influencer-Generated Content (IGC) Workflow

  • Include file naming rules and the SKUs in every influencer brief.
  • Record usage rights and the license end date for each asset when you receive it.
  • Set clear statuses such as received, checked and live, so the team knows what can be published.

Trends around Influencer-Generated Content (IGC) Workflow

  • Shoppable influencer videos on product pages and marketplaces.
  • Stricter ad disclosure rules for paid and gifted content.
  • Creator platforms that collect content and rights in one place.
  • AI tagging of products shown in creator videos, checked by a person.

Tools for Influencer-Generated Content (IGC) Workflow

  • WISEPIM: PIM with digital asset management to link media to products
  • GRIN: creator management platform for briefs and content collection
  • Aspire: influencer marketing platform with content rights
  • Bazaarvoice: user and creator content for product pages

Related Terms

3D Model ManagementA+ Content (Enhanced Brand Content)AI-powered product content creationAlt-Text Accessibility ManagementAsset TransformationAugmented Reality (AR) Product Visualization

Also Known As

IGC workflowinfluencer content workflowcreator content workflowinfluencer content management

Frequently Asked Questions

It is the process for briefing influencers, collecting their photos and videos, checking them, securing usage rights and publishing them on product pages and ads. The goal is that every asset is licensed and linked to the right product.

UGC is created by customers on their own initiative. IGC is created by influencers based on a brief, usually paid or gifted, so usage rights and ad disclosure are agreed up front.

Brief the influencer, receive the content, review it against the brief and guidelines, tag it to SKUs with rights and license dates, then publish it to your channels.

Only if your agreement gives you those usage rights. Record the rights and end date per asset so content is taken down when the license expires.

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