How to price for usage

When a brand partners with an influencer, it's not just tapping into her audience, it's also gaining access to professionally crafted, highly engaging content. That content is often repurposed by the brand beyond the original sponsored post. A single sponsored Instagram post might find its way into a brand's digital ads, email campaigns, product pages, or even billboards. Before that happens, it's essential for influencers to understand the terms behind how their content can be reused.

Understanding how usage terms work, and how to negotiate them, can make the difference between a below market-rate payment and a deal that truly reflects the value of your work.

What are Usage Rights?

"Usage" refers to a brand's right to reuse the content created by an influencer. Just because the creator was paid for a post doesn't automatically allow the brand to repurpose the post content anywhere it wants. Without a usage agreement in place, the content is only licensed for its original intent, usually a single organic post on the creator's social channel.

This is important because the content's value changes dramatically once it moves beyond the feed. A brand using the image in paid advertising is no longer just paying for exposure to the creator's audience, they're also capitalizing on her likeness, style, and credibility to drive sales across their own platforms. In these cases, the brand should be compensating the creator for that additional value.

Too often, usage terms go unspoken or are buried in the fine print of a contract. Creators should be diligent about checking contracts for usage terms and feel empowered to ask exactly how their content will be used, on what platforms, and for how long. If a brand wants to use content in paid ads or requests full rights or perpetual usage, those terms must be negotiated and priced accordingly.

How to price usage rights

There's no universal pricing structure, but two approaches are common. Some influencers charge a fee of 30% of the original sponsored post rate per month of usage. This is a flexible approach that reflects the transient nature of most marketing campaigns. Another approach involves charging a flat fee for perpetual usage, typically three times the original post rate. This gives the brand unlimited rights to the content. Usage in perpetuity should be approached with caution, as it gives the brand the right to use the content indefinitely.

Being proactive

The most successful creators approach usage and exclusivity the way any professional should: with clarity, confidence, and boundaries. If a brand doesn't raise the topic, creators shouldn't assume it's off the table and should be proactive about bringing it up and seeking clarification. Always ensure that any agreements about usage are well-defined in the contract, not just discussed over email or DMs. If a brand is making money or building long-term campaigns using a creator's content, she deserves to be compensated for that extended value.

When in doubt, creators facing usage negotiations may consider working with a manager to help navigate the terms.

It's important for creators to to protect their creativity, reputation, and ability to grow sustainably. The influencer economy runs on authenticity, but it also depends on professionalism. Knowing your rights, and asserting them, is one of the most powerful ways to ensure your work is respected, and your business thrives. Inq helps creators and their managers keep track of usage terms for each project.