What usage rights are
Usage rights describe how a brand is allowed to use the content you make: posting it on their own accounts, running it as paid ads, using it on their website or in email, and for how long.
Posting on your account and the brand reposting it is different from the brand running your video as a paid ad to millions of people. Agreements usually treat those differently.
What ad usage rights mean
Ad usage rights (also called paid usage or paid media rights) are the permission a brand needs to run your video as a paid ad. Without them, the brand can usually only repost your video organically.
Ad usage rights normally spell out:
- Platforms: which ad platforms the video can run on, such as Meta (Facebook and Instagram) or TikTok.
- Duration: how long the brand can run the ad, for example 30, 60 or 90 days, or longer.
- Where it runs from: the brand's own ad account, or your account through whitelisting or spark ads.
- Edits: whether the brand can cut the video into new versions, add captions or change the hook.
Because a paid ad can reach far more people than a post, creators often price ad usage separately or ask for commission on the sales it drives.
Usage rights by channel
Most agreements split usage into a few buckets. Each one is a separate permission, so check which ones the brand is asking for.
- Organic social: the brand reposts or shares your video on its own accounts. This is the most common ask and usually the smallest.
- Paid ads: the brand runs your video as an ad from its own ad account. Ads can reach far more people than a post, so this is usually priced separately.
- Whitelisting or spark ads: the brand runs ads from your account, under your name. You give the brand access to advertise through your profile, so agree on how long that access lasts.
- Website, email and product pages: your video or stills appear on the brand's site, in emails or on product listings.
- Retail and offline: in-store screens, packaging or print. Less common for UGC, and worth asking about directly.
What a UGC agreement should include
A UGC agreement (sometimes called a content agreement or creator contract) puts the deal in writing. A clear one covers:
- The deliverables: how many videos, length, format, and whether raw files are included.
- The usage: which channels from the list above, and in which countries.
- The term: how long the brand can use the content, and what happens when that ends.
- Ownership: whether you license the video to the brand or transfer ownership.
- Payment: product, fee, commission, or a mix, plus when and how you get paid.
- Revisions and approval: how many edits the brand can ask for before it posts.
- Exclusivity, if any: which competing brands you can't work with, and for how long.
If a brand only sends a message instead of an agreement, reply in writing with these points and ask them to confirm.
Terms to check before you film
- Where it can be used: organic social, paid ads, website, email, in-store.
- How long: a set period, or indefinitely.
- Edits: whether the brand can cut, re-edit or add text to your video.
- Whitelisting or spark ads: whether they can run ads from your own account.
- Exclusivity: whether you can work with competing brands, and for how long.
- Deliverables and deadlines: number of videos, length, raw files, and the posting window.
- Payment: free product, flat fee, commission, or a mix, and when you get paid.
Questions to ask a brand
- Will you run my video as a paid ad? On which platforms?
- For how long can you use it?
- Do I need to post it on my own account too?
- Is there any exclusivity?
- How and when is commission or payment calculated?
Clear answers up front avoid problems later, and good brands are happy to give them.
How creator programs handle it
Creator programs usually set these terms once for everyone: what you get (often free product plus commission), what you deliver, and the posting deadline. On SQWAD you see a brand's offer, commission and posting window before you apply, and you can track your shipment, posts and earnings in one dashboard.
Browse brands hiring creators or read how to pitch brands.
Running a creator program as a brand? SQWAD lets you set the offer, deliverables and posting window once for every creator. See UGC creator management.
Frequently asked questions
Do brands own my video once I make it?
It depends on the agreement. Some agreements license the video to the brand for certain uses and periods, others transfer ownership. Read the terms before you film.
What does ad usage rights mean?
Ad usage rights are the permission a brand needs to run your video as a paid ad. They usually say which ad platforms the brand can use, for how long, whether ads run from the brand's account or yours, and whether the brand can edit the video.
What is the difference between usage rights and whitelisting?
Usage rights cover how the brand uses your video from its own accounts. Whitelisting (or spark ads on TikTok) lets the brand run ads from your account, under your name. Agreements usually list them separately.
What should a UGC agreement include?
The deliverables, which channels the brand can use the content on, how long, who owns the video, payment and timing, how many revisions, and any exclusivity.
Should usage for paid ads cost more?
Many creators charge more, or ask for commission, when a brand runs their video as a paid ad, because ads reach far more people than an organic post.
Is this legal advice?
No. This guide is general information. For a specific contract, talk to a lawyer where you live.