{"id":344,"date":"2026-10-04T00:37:35","date_gmt":"2026-10-03T22:37:35","guid":{"rendered":"https:\/\/thatdog.fr\/index.php\/ugc-ou-studio-quel-contenu-choisir\/"},"modified":"2026-10-04T00:37:35","modified_gmt":"2026-10-03T22:37:35","slug":"ugc-ou-studio-quel-contenu-choisir","status":"publish","type":"post","link":"https:\/\/thatdog.fr\/index.php\/ugc-ou-studio-quel-contenu-choisir\/","title":{"rendered":"Contenu UGC ou studio : faut-il vraiment choisir ?"},"content":{"rendered":"<p>Une vid\u00e9o tourn\u00e9e au smartphone, un peu tremblante, o\u00f9 une cliente raconte son exp\u00e9rience : elle a l&rsquo;air vraie, et elle convainc. Une publicit\u00e9 tourn\u00e9e avec une grande \u00e9quipe, impeccable : elle est belle, et on la sait pr\u00e9par\u00e9e. Alors, faut-il choisir son camp ? Non. Mais il faut savoir ce que chacun apporte.<\/p>\n<h2 class=\"wp-block-heading\">UGC, de quoi parle-t-on ?<\/h2>\n<p>UGC signifie <em>user generated content<\/em>, soit \u00ab contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs \u00bb. Derri\u00e8re ce terme se cachent en r\u00e9alit\u00e9 deux situations tr\u00e8s diff\u00e9rentes :<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Le contenu spontan\u00e9<\/strong> : un client publie une photo ou une vid\u00e9o de votre produit, sans que vous ayez rien demand\u00e9.<\/li>\n<li><strong>Le contenu command\u00e9 \u00e0 un cr\u00e9ateur<\/strong> : vous briefez une personne, souvent r\u00e9mun\u00e9r\u00e9e ou pay\u00e9e en produits, qui tourne une vid\u00e9o dans un style naturel, face cam\u00e9ra, avec son t\u00e9l\u00e9phone.<\/li>\n<\/ul>\n<p>Dans les deux cas, le style est volontairement proche de ce que les gens voient d\u00e9j\u00e0 sur leur fil : vertical, direct, parl\u00e9, sans mise en sc\u00e8ne apparente.<\/p>\n<h2 class=\"wp-block-heading\">Le comparatif<\/h2>\n<figure class=\"wp-block-table\">\n<table>\n<thead>\n<tr>\n<th>Crit\u00e8re<\/th>\n<th>Contenu UGC<\/th>\n<th>Contenu de studio<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Impression<\/td>\n<td>Proche, spontan\u00e9e, cr\u00e9dible<\/td>\n<td>Soign\u00e9e, valorisante, ma\u00eetris\u00e9e<\/td>\n<\/tr>\n<tr>\n<td>Qualit\u00e9 image et son<\/td>\n<td>Variable, selon le mat\u00e9riel et la personne<\/td>\n<td>Constante, \u00e9clairage et son ma\u00eetris\u00e9s<\/td>\n<\/tr>\n<tr>\n<td>Coh\u00e9rence de marque<\/td>\n<td>Difficile \u00e0 garantir<\/td>\n<td>Pens\u00e9e de bout en bout<\/td>\n<\/tr>\n<tr>\n<td>Rapidit\u00e9 de production<\/td>\n<td>Rapide pour une vid\u00e9o isol\u00e9e<\/td>\n<td>Plus de pr\u00e9paration, mais plusieurs contenus d&rsquo;un coup<\/td>\n<\/tr>\n<tr>\n<td>Contr\u00f4le du message<\/td>\n<td>Limit\u00e9<\/td>\n<td>Total<\/td>\n<\/tr>\n<tr>\n<td>Droits d&rsquo;utilisation<\/td>\n<td>\u00c0 n\u00e9gocier \u00e0 chaque cr\u00e9ateur<\/td>\n<td>Pr\u00e9vus d\u00e8s le devis<\/td>\n<\/tr>\n<tr>\n<td>Usage id\u00e9al<\/td>\n<td>Preuve sociale, avis, r\u00e9actions, tests produit<\/td>\n<td>Film de marque, publicit\u00e9, site, pr\u00e9sentation, packshot<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<h2 class=\"wp-block-heading\">Les atouts et les limites de l&rsquo;UGC<\/h2>\n<p><strong>Ses atouts.<\/strong> L&rsquo;UGC rassure parce qu&rsquo;il ressemble \u00e0 un avis d&rsquo;ami. Il se produit vite, il se d\u00e9cline facilement, et il donne \u00e0 votre marque un visage humain.<\/p>\n<p><strong>Ses limites.<\/strong> Vous d\u00e9pendez de la lumi\u00e8re, du son et de l&rsquo;aisance de chaque personne. Une s\u00e9rie de cr\u00e9ateurs diff\u00e9rents donne une marque aux visages multiples. Et surtout, utiliser le contenu d&rsquo;autrui suppose de s&rsquo;occuper des droits.<\/p>\n<h2 class=\"wp-block-heading\">Droits d&rsquo;utilisation : le point \u00e0 ne pas b\u00e2cler<\/h2>\n<p>Reposter la vid\u00e9o d&rsquo;un client ou d&rsquo;un cr\u00e9ateur sur votre compte, votre site ou dans une publicit\u00e9 n&rsquo;est pas automatique. Plusieurs droits entrent en jeu.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Le droit d&rsquo;auteur.<\/strong> Le cr\u00e9ateur reste l&rsquo;auteur de sa vid\u00e9o. Pour l&rsquo;utiliser, vous avez besoin de sa cession de droits. En droit fran\u00e7ais, cette cession doit \u00eatre pr\u00e9cise : elle d\u00e9limite l&rsquo;\u00e9tendue, la destination, le lieu et la dur\u00e9e de l&rsquo;exploitation (article L131-3 du code de la propri\u00e9t\u00e9 intellectuelle).<\/li>\n<li><strong>Le droit \u00e0 l&rsquo;image.<\/strong> Toute personne reconnaissable dans la vid\u00e9o doit en principe avoir donn\u00e9 son accord \u00e9crit, pr\u00e9cis quant au support, \u00e0 l&rsquo;usage et \u00e0 la dur\u00e9e.<\/li>\n<li><strong>Le cadre de la collaboration commerciale.<\/strong> Depuis la loi du 9 juin 2023, un contrat \u00e9crit est exig\u00e9 pour les collaborations d&rsquo;influence commerciale, avec des mentions obligatoires, dont les modalit\u00e9s de cession de droits. Le contenu doit aussi \u00eatre clairement signal\u00e9 comme publicitaire lorsqu&rsquo;il l&rsquo;est.<\/li>\n<\/ul>\n<div class=\"tdp-tip\">\n<p><strong>Astuce<\/strong> Pr\u00e9cisez d\u00e8s le d\u00e9part o\u00f9 le contenu sera utilis\u00e9 : r\u00e9seaux, site, publicit\u00e9 payante, salons. Et pour combien de temps. Une publicit\u00e9 payante est un usage \u00e0 part, \u00e0 pr\u00e9voir noir sur blanc.<\/p>\n<\/div>\n<h2 class=\"wp-block-heading\">La meilleure r\u00e9ponse : tourner pro, avec un style natif<\/h2>\n<p>Voici le compromis qui fonctionne : <strong>garder la ma\u00eetrise d&rsquo;un studio, avec l&rsquo;allure d&rsquo;un contenu naturel.<\/strong> Concr\u00e8tement :<\/p>\n<ol class=\"wp-block-list\">\n<li>On tourne en vertical, avec un cadre l\u00e9g\u00e8rement mobile, comme \u00e0 l&rsquo;\u00e9paule.<\/li>\n<li>On travaille une lumi\u00e8re douce, qui para\u00eet naturelle mais flatte le visage.<\/li>\n<li>On soigne le son, car une voix nette est la meilleure garantie de cr\u00e9dibilit\u00e9.<\/li>\n<li>On \u00e9crit des prises de parole simples, dites avec les mots de vos \u00e9quipes ou de vos clients.<\/li>\n<li>On ajoute des sous-titres et un rythme de montage propres aux r\u00e9seaux.<\/li>\n<\/ol>\n<p>R\u00e9sultat : un contenu qui se glisse dans le fil sans avoir l&rsquo;air d&rsquo;une publicit\u00e9, avec une image coh\u00e9rente et des droits clairs. Vous pouvez ensuite compl\u00e9ter avec de vrais avis clients, repris avec leur accord.<\/p>\n<p>Cet article donne des rep\u00e8res g\u00e9n\u00e9raux et ne remplace pas un conseil juridique.<\/p>\n<h2 class=\"wp-block-heading\">Pour aller plus loin<\/h2>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.service-public.gouv.fr\/particuliers\/vosdroits\/F32103\" target=\"_blank\" rel=\"noopener\">Service-public.fr : droit \u00e0 l&rsquo;image et respect de la vie priv\u00e9e<\/a><\/li>\n<li><a href=\"https:\/\/www.economie.gouv.fr\/node\/3222759\" target=\"_blank\" rel=\"noopener\">Economie.gouv.fr : la loi du 9 juin 2023 sur l&rsquo;influence commerciale<\/a><\/li>\n<\/ul>\n<p>Chez that dog, nous produisons des contenus de marque au style natif : vertical, vivant, proche du terrain, mais tourn\u00e9s avec du mat\u00e9riel professionnel et livr\u00e9s avec des droits d&rsquo;utilisation clairs. Le tout peut s&rsquo;int\u00e9grer \u00e0 un <a href=\"https:\/\/thatdog.fr\/#annee\">accompagnement \u00e0 l&rsquo;ann\u00e9e<\/a>, pour publier r\u00e9guli\u00e8rement sans repartir de z\u00e9ro.<\/p>\n<div class=\"tdp-cta\">\n<p><strong>Un style naturel, une qualit\u00e9 pro<\/strong><br \/>Dites-nous ce que vous voulez montrer : nous imaginons des contenus qui ressemblent \u00e0 vos r\u00e9seaux, avec la ma\u00eetrise d&rsquo;un tournage professionnel.<\/p>\n<p><a href=\"https:\/\/thatdog.fr\/#contact\">Demander un devis \u2192<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>UGC spontan\u00e9 ou vid\u00e9o de studio ? D\u00e9finition, atouts, limites, droits d&rsquo;utilisation des contenus de cr\u00e9ateurs, et comment combiner les deux avec un tournage pro au style natif.<\/p>\n","protected":false},"author":1,"featured_media":343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[7],"tags":[23,10,16,8],"class_list":["post-344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendances","tag-juridique","tag-reseaux-sociaux","tag-tendances-2026","tag-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Contenu UGC ou studio : faut-il vraiment choisir ? - That Dog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatdog.fr\/index.php\/ugc-ou-studio-quel-contenu-choisir\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Contenu UGC ou studio : faut-il vraiment choisir ? - That Dog\" \/>\n<meta property=\"og:description\" content=\"UGC spontan\u00e9 ou vid\u00e9o de studio ? 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