Here’s a scenario that plays out more often than it should: a brand books a UGC creator, loves the video, and decides to run it as a paid ad. Then gets an invoice they weren’t expecting — or worse, a “actually, that’s not what we agreed to.”
Nobody’s being difficult here. It’s just that “usage rights” is one of those terms everyone nods along to in a call and nobody actually defines. So let’s define it.
What "usage rights" actually covers
Usage rights are permission to use a piece of content somewhere beyond where the creator originally posted it. That’s it — that’s the whole concept. The confusion comes from assuming that permission is automatic, unlimited, and forever, when in most UGC agreements it’s none of those things by default. If a creator delivers you a video, you don’t own unrestricted rights to it unless that’s specifically been agreed. What you do get depends on which of the categories below your package includes.
Exclusivity is a third, separate thing
Don’t confuse this with usage rights — exclusivity means the creator agrees not to work with competing brands for a set period. It has nothing to do with where the content runs; it’s about who else the creator can work with while your campaign is active. If you need category exclusivity (say, no other skincare brands for 60 days), that’s its own conversation and its own add-on.
How this works with Esmé
Every package includes organic usage by default, full stop — no fine print. Paid usage and whitelisting are available as clearly priced add-ons with set durations, and exclusivity is available on request rather than bundled in automatically. Nothing gets negotiated after the fact.
Curious what that looks like for your next campaign? Talk to us now and get a proper solutions and I’ll walk you through what fits your budget.
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