Usage rights
What are usage rights?
Usage rights are the permissions a creator grants a brand to reuse their content outside the creator’s own post: on the brand’s social accounts, in paid ads, on the website, in email or in print. They specify channels, duration and sometimes territory.
Creators usually charge extra for usage rights, more for paid ads and longer periods. Without them, reposting a creator’s content in ads can infringe their rights.
Why usage rights matter
Content that works organically is often the best ad creative. Agreeing usage rights up front avoids having to renegotiate, or stop an ad, later.
Related marketing terms
UGC, user-generated content, is content about a brand made by customers or creators rather than the brand: reviews, photos, videos and posts.
Influencer whitelisting lets a brand run paid ads through a creator’s account, so ads show the creator’s name and content to new audiences.
An influencer contract sets out a creator deal in writing: deliverables, dates, payment, usage rights, exclusivity, approval and disclosure.
A UGC creator makes natural, customer-style videos and photos that brands pay for and post on their own ads and channels.