Free tool · Contracts
What are you asking for?
“Usage rights” is the clause that costs the most when it is vague. Pick what you actually need and get a clause you can paste, plus a straight answer on how big an ask it is.
Fair.
Reasonable, and priced as such. Expect the fee to reflect the paid use or the longer term.
The clause
Usage rights. The Creator grants the Brand a non-exclusive licence to use the Content on the Creator's own social channels and in paid social advertising run from the Brand’s accounts, in Sweden and Norway, for six (6) months from first publication.
The Brand may edit for length and add subtitles and captions. Any other modification requires the Creator's written approval.
Exclusivity. For one (1) month from first publication, the Creator will not publish paid content for the same product category.
Any use outside this scope, including additional channels, territories, term or exclusivity, requires a separate written agreement and fee.
Six months covers most campaigns.
Not legal advice. Have your own counsel read anything you sign.
Why this matters
The line that comes back six weeks later.
Most contracts price the post. Then the campaign runs, one video outperforms everything, and somebody wants to put it in ads. The fee assumed organic. The creator, reasonably, wants to be paid for the new use. Now it is an argument.
The fix is boring: decide the use before the fee, and write the use into the clause. Channels, term, territory, edits, exclusivity. Five lines. Price each one on its own, because a creator who says no to worldwide forever will often say yes to the Nordics for a year.
This builder produces those five lines. What it cannot do is tell you the fee, because a fee without the creator attached would be a made-up number. It tells you when you have crossed from buying a post to buying a licence, which is the moment the conversation changes.
Before you send it
Questions people ask us.
- Is this a legal document?
- No. It is a clause written in plain contract English so both sides know what is being asked before anyone drafts anything. Have your own counsel read whatever you sign. It gets the argument out of the way. It does not replace advice.
- Why does “Big ask” not show a price?
- Because a fee without the creator, the market and the campaign attached would be a made-up number. The size of the ask is relative: it tells you when you have moved from buying a post to buying a licence, which is the moment the conversation with the creator changes.
- What is the difference between paid social and whitelisting?
- Boosting runs the ad from your brand account. Whitelisting runs it from the creator’s own account, with their name and face on it. It performs differently, it is priced differently, and a contract that says “paid use” without naming which one is asking for an argument.
- Do I need perpetual rights?
- Rarely. Six months covers most campaigns and costs a fraction of forever. Buy perpetual when you know the specific use, for example a product page that will carry the video for years, and price that use on its own.
- What about exclusivity?
- Name the category or name the companies. “No competing brands” means nothing to a creator and everything to a lawyer. Shorter and specific beats longer and vague, and it is cheaper.
Put it in the brief.
Usage rights belong in the brief, not in an email during the campaign. Tell us where the content will run and we will price the licence with the creators, not after them.
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