Usage rights in an influencer collaboration
A creator films a video and posts it on their channel — that is always included. The usage rights only govern what the brand may do with it beyond that.
Four content licensing levels that build on each other
Organic means the brand shares and reposts the piece on its own channels, on its website and in its newsletter. Paid ads additionally allow the ad to run under the brand’s name. Whitelisting lets the same ad run through the creator’s account, under their name — “Spark Ads” on TikTok, “Partnership Ad” on Instagram. A full buyout applies everywhere, including outside the social networks. One choice is enough: each level includes the ones below it.
The term applies to ads only
The term says how long the brand may run ads, so it concerns paid ads and whitelisting only. It starts when the delivery is approved, not when payment is made. Organic use and a full buyout do not expire, and the creator’s own post stays up in any case. There is a choice of staggered terms up to unlimited; after that, the ads have to be stopped.
Exclusivity, price and extending later
You can also agree category exclusivity in months: during that time the creator advertises for no competitor in the same category. Level, term and exclusivity stand as separate items in the booking, each with its own surcharge — what they charge for it is up to each creator. Extending is possible later at any time, but only upwards: a higher level, a longer term, more exclusivity, paid as an add-on.
An overview, not legal advice
This page explains how usage rights are agreed on creatordeal. It is not legal advice: what applies in an individual case depends on the country, the industry and the material itself, and it can differ. When in doubt, advice from a lawyer is worth having — brand and creator can give an adviser access to this one order only.
Frequently asked.
Four answers on this topic. Everything else is in the guides and in the FAQ.
What exactly does whitelisting mean?
The brand runs a paid ad that goes through the creator’s account and appears under their name. TikTok calls this Spark Ads, Instagram a Partnership Ad. The brand pays for the ad.
When does the term of the usage rights start?
When the brand approves the delivery, not when payment is made. That way nobody loses part of the term while the content is still being reviewed.
Can usage rights be extended afterwards?
Yes — to a higher level, a longer term or more exclusivity. The creator accepts and the surcharge is paid as an add-on. Less than agreed is not possible.
Are usage rights included in the package price?
Organic use is included and unlimited unless something else is agreed. Every further level is an item of its own with its own surcharge and appears that way on the invoice.
Set the usage rights in the request itself
Level, term and exclusivity stand in the brief, the surcharge next to them — before anyone accepts.
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