The terms you’ll see
- Organic use: posting on your own website and social channels, without paid promotion.
- Paid usage: running the content as ads (Meta, TikTok, Google and others).
- Partnership ads (whitelisting): your ad runs from the creator’s account, with your targeting and budget.
- Duration: how long the rights last, for example 3, 6 or 12 months, or longer.
- Territory: the countries or regions where the content can run.
- Exclusivity: the creator agrees not to work with direct competitors for a set period.
- Raw footage: the unedited clips, so your team can make its own edits.
How to choose
Start from where the content will actually run. If ads are part of the plan, include paid usage from the start: it’s simpler than extending rights later. Match the duration to your campaign calendar, and ask for exclusivity only if a direct competitor would truly hurt you.
How I handle it
Every proposal spells out channels, duration, territory and any paid advertising, so you know exactly what you can do with the content. This guide is general information, not legal advice.