How should terms, permissions, and review processes be set for UGC campaigns?

[Penelope_D]

I'm the marketing director for a small outdoor apparel brand, and we want to launch a campaign centered on user-generated content to build authenticity and community, but I'm concerned about quality control and legal rights. We're planning a hashtag challenge where customers share photos of our gear in action, with the best submissions featured on our website and in ads. For brands that have run successful UGC campaigns, how do you effectively incentivize participation without attracting low-effort or off-brand content? What clear terms and permissions do you require from contributors, and what's the most efficient process you've found for reviewing, selecting, and crediting submissions at scale? I'm also unsure about compensating users beyond just offering exposure or a small discount.