Usage rights, explained in plain English.
Usage is where a lot of the money in a UGC deal is hiding. Here’s what the common terms mean, and how each one should change your quote.
1. Organic usage
The brand posts your video on its own pages: its Instagram, TikTok or website. This is the most basic kind of usage, and many creators include a short period of it in their base rate.
2. Paid usage
The brand runs your video as an ad, paying to show it to people who don’t follow them. Your work is now selling for them every day it runs, which makes it worth more. Price it separately, and always for a set length of time.
3. Whitelisting
The brand runs ads from your account, under your name and handle. It borrows the trust your audience has in you, so it’s worth more again. Charge extra, set an end date, and agree what they can and can’t post as you.
4. Duration, and “in perpetuity”
Usage should always have an end date, like 30, 60 or 90 days. “In perpetuity” means forever. If a brand asks for it, either price it as a much bigger deal or offer a fixed term instead.
Ask these before you send a number:
- Where will it run? Their organic pages, paid ads, their website, email or TV.
- For how long? 30, 60 or 90 days, or longer.
- From whose account? Theirs, or yours through whitelisting.
- Can they edit it? Cutting your video into new ads is more usage.
- Is it exclusive? If you can’t work with their competitors, that’s paid work you’re turning down.
Quick tip: if a brand wants to keep using your video after the term ends, that’s a new fee. Write “usage extensions billed separately” into your quote from the start.
5. Get it in writing
Write down the type of usage, the channels, the start date and the end date before you film anything. Creator24 can review a contract for you before you sign it.