Lost (Budgets) and Found (Content): A Guide To Found Content and It’s Uses

Apr 14, 2021

Found content is revolutionizing the creative production process and could be the perfect solution for your business—but what is it?

We’re all familiar with the Shot on iPhone campaign by Apple. Beautiful images adorn massive billboards which showcase the clarity and sharpness of the new Apple iPhone cameras. But haven’t you always wondered where those pictures came from?

The campaign, which dates back to 2015, began as a challenge wherein iPhone users were invited to share their best shots on Instagram or Twitter, and after a review of submissions from a panel of judges, a select few would be featured on billboards, Apple retail stores, and online.

You may ask,, while this is revolutionary, isn’t it just an example of a user-generated content (UGC) campaign? Yes, and no. 

While user-generated content refers to images or creative assets produced by independent content creators, it does not inherently imply this content can be used for commercial advertising (and this is where found content comes in). 

Found content refers to the process by which user-generated content is sourced and licensed for business use-cases such as commercial advertising.

“Found content will always be important in this ‘new normal’ environment. It has become a big tool in our tool kit,” says John McAdorey, senior VP and executive producer at McCann in New York. “Attitudes may have changed because of the restrictions, but once you’ve learned how to do something and you realize how useful it is, you’re going to continue to use it.”

So, how do you find content and how do you license it? Platforms such as Catch&Release, act as an intermediary between an agency and a content producer. The first step is to find content that you like from Facebook, Instagram, YouTube, Vimeo, or anywhere else on the web. Once you have selected the content, platforms like Catch&Release communicate with the content producer to determine the pricing and scale of use that is available. Licensing fees are entirely subject to the content producer and the scale of the project generally impacts this cost.

Due to the pandemic, agencies and businesses have had to halt live-action productions and regroup with smaller budgets and tighter timelines.

Found content is a new and innovative tactic to develop and leverage content for your business during a time where content production is more difficult than ever before.

Want to learn more about how found content can help take your business to the next level? Email us today to speak with an Account Manager to learn more.



About the Author:

Aaron Lieberman is our Digital Marketing Manager at Blue Door and helps strategize, execute, and report on all digital marketing campaigns on behalf of our clients.