In short
Usage rights say what the brand may do with your video: where, for how long and with what ad spend behind it. Organic use is usually included; paid ads are charged on top, in proportion to the duration. Always write these rights down in the quote and the contract.
What you are really granting
When you make a video, you are its author. The brand may only use it within the limits you grant. In many countries, a transfer of copyright has to spell out each right granted, its scope, purpose, territory and duration (in France, for example, article L131-3 of the Intellectual Property Code). A vague line such as "all rights, everywhere, forever" works against you.
If you appear in the video, your image and voice rights are a separate matter: they are granted too, for a defined use and duration.
The 4 levels of use to tell apart
| Use | Example | Price |
|---|---|---|
| Organic | A post on the brand's Instagram or TikTok account | Included in the base price |
| Website and emails | Product page, newsletter | Often included, to be specified |
| Paid ads | Meta Ads, TikTok Ads, Spark Ads, YouTube | Extra, depending on duration |
| Offline | In-store screens, trade fairs, TV | Quoted separately |
Moving from organic to paid changes everything: the brand puts money behind your video because it sells. It's normal for your fee to follow.
How to price them
The clearest method for a brand: a percentage of the base price that grows with the duration.
| Paid ad duration | Common benchmark |
|---|---|
| 1 month | +30% |
| 3 months | +50 to +60% |
| 6 months | +75% |
| 12 months | +100% |
| No time limit | +150 to +200%, or decline |
2 videos at €250 excl. tax = €500
Paid ad rights for 3 months, Meta and TikTok: +60% = €300
Total: €800 excl. tax
What to write in the quote
A complete usage rights line answers five questions:
- Which use: organic, paid ads, website, offline.
- Which platforms: Meta (Facebook, Instagram), TikTok, YouTube, Snapchat, Pinterest.
- How long: from the first run, or from the delivery date.
- Which territory: one country, a region, worldwide.
- Which edits: may the brand cut the video, add text, change the music?
Add what happens at the end of the period: the brand stops the paid run or offers you a renewal. A video already posted organically can usually stay online.
Renewing and tracking dates
A video that has been running as an ad for three months is good news: it converts. That's the moment to offer a renewal, often at the same percentage as the first period.
The hard part is remembering the date. Log the end of each rights period in your collaboration tracking and plan a reminder one to two weeks before. The guide organise your UGC business shows how.
Common questions
Are usage rights included in the price of a UGC video?
Organic use (posting on the brand's accounts) is usually included. Paid ads, offline use or an unlimited duration are charged on top.
Can a brand run my video as an ad without paying for rights?
Not if your quote and contract limit use to organic. That's why these limits must be written before delivery. If in doubt, write to the brand quoting the accepted quote.
What are Spark Ads or whitelisting?
It means running an ad from your own account, under your name. You lend your identity on top of your video: this right is charged separately, often more than ads run from the brand's account.
This guide gives practical pointers. Rules vary by country: it doesn't replace advice from an accountant or a lawyer for your situation.