Usage rights and whitelisting, explained for creators
The fee for making a post and the fee for using it are two different things. Many creators undercharge because they don't notice the second part hiding in the brief. Here's what the common terms mean and how to handle them.
The terms, in plain language
| Term | What the brand gets |
|---|---|
| Organic usage | Reposting your content on the brand's own social pages, website or newsletter, without paying to promote it. |
| Paid usage | Running your content as an advert from the brand's own account, so it reaches people who don't follow you or the brand. |
| Whitelisting / partnership ads | Running ads that appear to come from your account (on Instagram these are called partnership ads). The brand pays to promote; your name and face lend them trust. |
| Raw footage | Your unedited clips, which the brand can cut into many more ads. |
| Perpetuity | Usage with no end date. |
Why it's worth extra
When a brand puts money behind your content, it can reach many times your normal audience, often for months. Your work is doing the job of a professional ad shoot. Paid usage and whitelisting also tie your face to the brand for longer, which can clash with future deals in the same category.
How to price it
- Price it separately from the content, so the brand can see what it's paying for.
- Charge per channel and per period. For example, "organic reposting for 3 months" and "paid ads for 1 month" as separate lines.
- Many creators use a percentage of the content fee for each month of paid usage. Whatever you choose, be consistent.
- Raw footage and perpetual rights should cost the most, or be off the table.
Put limits in writing
A good usage clause answers four questions: where (which platforms), how (organic or paid), how long (start and end date), and what (which posts, and whether they can be edited).
Red flags in contracts
- "All rights, worldwide, in perpetuity, in all media." This hands over your content forever.
- "The brand may edit, adapt or modify the content." Your face could end up saying things you didn't say.
- Usage mentioned only in the fine print, not in the fee.
- Long exclusivity bundled with usage, which blocks you from working with competitors.
You can always ask to remove or limit a clause. Brands expect it from professional creators.
When usage ends
Note the end date somewhere you'll see it. For whitelisting, remove the brand's ad access to your account when the agreed period ends. On Instagram, partnership ad permissions can be managed in your account settings.
Track every collab in one place. My Collabs is a free app that shows what each brand has agreed, paid and still owes you, with alerts before deadlines.
Try My Collabs freeThis guide is general information, not legal, tax or financial advice. Rules change, so check the current position or ask a professional for your situation.