Understanding Usage Rights: A Creator's Guide

What are usage rights?

When you create content for a brand, there are two separate transactions happening:

You're charging for your time and skill to create the content
The brand is acquiring the right to use that content

Usage rights are the licence that covers the second part. They determine where the brand can use your content, for how long, and in what ways.

Without a clear agreement, brands often assume they own the content outright — permanently, globally, for any purpose. That's not the same as what you delivered. Usage rights protect you from that assumption, and they're a legitimate source of extra income.

The four dimensions of usage rights

Every usage rights agreement can be broken down across four axes:

1. Platform / channel

Where can the brand use the content?

Organic social — posting to their own social channels (usually included in the base fee)
Paid social ads — running the content as a paid advertisement on TikTok, Instagram, Meta, etc.
Website / landing pages — embedding the video or image on their website
Email marketing — including your content in newsletters
Out of home / broadcast — billboards, TV, print (rare for UGC, but worth knowing)

Paid social is the most common extension — and the one brands most often forget to mention upfront.

2. Duration

How long can they use it?

Common terms: 3 months, 6 months, 12 months, perpetual (indefinite).

Perpetual licences are worth significantly more. A brand running your ad for three years on a 3-month licence is in breach of contract — but only if you had one.

3. Territory

Where in the world can they use it?

UK only, EU, US, worldwide — each step up in territory increases the value of the licence.

4. Exclusivity

Can they ask you not to work with competitors?

Exclusivity limits your ability to earn from other brands in the same category. It should always be priced as a premium add-on, not bundled in by default.

What to charge for usage rights

As a starting point:

| Usage type | Add-on to base fee | |---|---| | Paid social, 3 months | +30% | | Paid social, 6 months | +50% | | Paid social, 12 months | +75% | | Perpetual licence | +100%+ | | Worldwide territory (vs. UK) | +20% | | Category exclusivity (per month) | £100–£200 |

These are baseline figures. Experienced creators with strong performance data charge more.

Red flags in contracts

Watch out for these clauses when reviewing any brand agreement:

"All rights reserved by the brand." This typically means perpetual, worldwide, all-channel ownership. It's fine to agree to this — but it needs to be priced accordingly. If they're not paying a usage rights fee, push back.

"In perpetuity, royalty-free." This is asking for unlimited use forever for no additional fee. It's a standard clause in some briefs, but it should not be accepted on a base creation fee alone.

"The brand may modify, adapt, or edit the content." Editing your content into something you wouldn't want your name on is a legitimate concern. You can negotiate this out, or clarify that you retain the right to request removal.

No contract at all. A verbal deal or a DM thread is not a contract. Always get the key terms in writing before you start work — even a short email confirmation covering deliverables, usage, payment, and deadline is better than nothing.

The simple rule

If a brand is paying to advertise with your content, they should be paying a usage rights fee on top of your creation fee. It's not aggressive — it's how the industry works.

Know what your rights are worth

Use the Rights Reasoner to get a clear breakdown of usage rights fees based on platform, duration, territory, and exclusivity — so you never undersell a licence again.