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What are UGC usage rights?
Usage rights are the license a creator gives a brand to use their content. They specify channels (organic, paid ads, website), duration (for example 3, 6 or 12 months, or perpetual), territories, whether edits are allowed, and whether ads can run from the creator's handle. Paid-ads rights usually cost more than organic use.
What a usage-rights agreement covers
| Term | Typical options |
|---|---|
| Channels | Organic social, paid ads, website, email, marketplaces, TV |
| Duration | 30 days, 3, 6 or 12 months, or perpetual |
| Territory | One country, several, or worldwide |
| Edits | Whether you can cut, re-caption or add hooks |
| Identity | Whether ads can run from the creator's handle |
| Exclusivity | Whether the creator can work with competitors |
Licence vs ownership
Most creator deals are licences: the creator keeps the copyright, which exists from the moment the video is made (U.S. Copyright Office), and grants you specific rights. A full transfer of copyright is less common and needs to be explicit in writing.
Why paid usage costs more
Paid ads can put a creator's face in front of millions of people for months. Creators price that differently from a post on your brand's page. Some marketplaces, such as Billo, include usage rights in the per-video price.
Practical tips
- Agree rights before filming, not after an ad wins.
- Track expiry dates and turn ads off when licences end.
- Make sure edits and new hooks are allowed.
- Get releases from anyone else visible on camera.
General information, not legal advice.
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