UGC usage rights explained

What "usage rights" means

When you commission UGC, the creator usually owns the copyright in the video and grants you a licence to use it in agreed ways, for an agreed period. The licence, not the file, decides what you can legally do with it.

The common types of rights

Organic usage. Posting the video on your own social accounts, website or email. Usually the cheapest tier.

Paid usage. Running the video as an ad from your own ad account. This is usually what brands need UGC for, and it's typically priced above organic.

Partnership ads / whitelisting. Running ads through the creator's handle (Meta partnership ads, similar features elsewhere). The ad appears to come from the creator, which often performs well, but it uses their identity, so it needs explicit permission and usually costs more.

Exclusivity. The creator agrees not to make content for competitors for a period. Priced separately, and worth it only when the category is tight.

Raw footage. Access to unedited clips so you can re-edit new versions. Agree it upfront if you'll want it.

Duration and territory

Rights are usually limited in time (for example 3, 6 or 12 months, or perpetual at a higher price) and sometimes by territory or platform. If a video becomes a long-running winning ad, renewing rights is far cheaper than recreating it, as long as the contract allows renewal.

What to put in writing before filming

• Which channels: organic, paid, partnership ads, website, email, out-of-home.
• Duration, renewal terms and price.
• Whether edits, cut-downs and new hooks are allowed.
• Raw footage access.
• Exclusivity, if any.
• Disclosure responsibilities where the creator posts on their own account.
• What happens if the creator later objects to a use.

Disclosure and honesty still apply

Rights don't override advertising rules. Paid creator content shouldn't be presented as an independent customer review, claims still need substantiation, and creator-handle ads should make the commercial relationship clear. Rules differ by market. See our pages for the US, UK, Australia and UAE.

We agree usage terms in writing for every UGC batch we produce.

A simple rights register

For every UGC video you run, keep a record of: creator, video ID, rights granted (organic, paid, partnership), start date, end date, renewal price, territories and any restrictions. Check it monthly so winning ads aren't switched off by an expired licence, or worse, kept running after it.