Content Usage Rights Guide for Creators
Brands want to use your content for ads. Here's how to negotiate usage rights, what to charge, and how to protect yourself.
You shot a video for a brand. They loved it. Now they want to run it as a paid ad on Instagram for six months. Should you let them? And what should you charge?
Usage rights are one of the most overlooked — and most valuable — parts of a brand deal. Getting them right can significantly increase your income.
What are usage rights?
Usage rights give the brand permission to repurpose your content beyond the original posting. This includes:
- Paid ads (boosted posts, pre-roll ads, display ads)
- Website and landing pages
- Email marketing
- In-store displays or packaging
- Other creators' accounts (whitelisting)
When a brand uses your content as an ad, they're leveraging your likeness and creative work to drive their sales. That has real value — and you should be compensated for it.
How to price usage rights
There's no universal formula, but here are industry standards:
30-day usage: 25-50% of the base deal value. If the deal is $2,000, charge an additional $500-$1,000 for 30 days of usage rights.
90-day usage: 50-75% of the base deal value. Longer usage means more value for the brand and more exposure of your likeness.
6-month usage: 75-100% of the base deal value. At this point, they're essentially doubling the value they extract from your content.
Perpetual / unlimited usage: 150-200%+ of the base deal. This is a big ask. Your content will be used forever. Price accordingly.
What to include in the agreement
Always specify these details in writing:
- 1Platforms — Where can they use the content? Facebook Ads? Google Display? TV?
- 2Duration — How long can they use it? 30 days? 90 days? Perpetual?
- 3Geographic scope — Worldwide or specific regions?
- 4Exclusivity — Can you still work with competitors during the usage period?
- 5Modifications — Can they edit the content, or must they use it as-is?
Red flags to watch for
"We want full rights." This is code for "we want to use your content forever, everywhere, for free." Always negotiate this separately.
Usage rights buried in the contract. Some contracts include perpetual usage rights in the fine print. Read every contract carefully — or have your manager do it.
No expiration date. If there's no end date on usage rights, you've given them away forever. Always set a clear window.
Track usage rights expiry
When you're managing multiple deals, it's easy to lose track of when usage rights expire. A good deal management system tracks expiry dates automatically, so you know when to follow up with the brand about renewing — or removing — your content from their ads.