Running Ads

UGC usage rights decide where you can use a creator’s content, for how long and whether you can run it as ads. Buying a video does not automatically let you use it anywhere, forever. Agree on the terms in writing before the creator starts filming.

This is one of the most common reasons brands and creators fall out. It’s also one of the easiest to avoid.

The Four Terms to Agree On

Term	What to decide
Organic or paid	Posting on your channels only, or running it as ads too. Paid usage costs more because the content does more work.
Channels	List them: Meta ads, TikTok ads, website, product pages, email, Amazon.
Time period	30, 90 or 180 days, 12 months or perpetual. Longer costs more. Start short if you’re testing.
Exclusivity	Can the creator work with competitors during your campaign? If not, say so and expect to pay for it.

Whitelisting and Spark Ads

Whitelisting means running ads through the creator’s own account, so the ad shows their name instead of yours. On TikTok this is done with Spark Ads. On Meta it’s called partnership ads. These ads often feel more natural to viewers. They need extra permission, so treat whitelisting as its own line in the agreement, with its own time period. More on this in our Instagram whitelisting guide.

Raw Footage

Ask for raw files without music, captions or text overlays. Your team can then cut new hooks and test versions. Some creators charge extra for raw footage, so agree on it up front.

When Rights Expire

Stop running the content as ads and remove it from paid placements. If a video is still performing, ask the creator to extend. That’s usually far cheaper than finding a new winner.

How Usage Rights Affect Price

Every extra right adds value for you, so creators price it in. Paid usage, longer terms, exclusivity, whitelisting and raw footage can each raise the fee. Our creator contract template helps you put it all in writing.

This is general guidance, not legal advice. For long exclusivity deals, have your contract checked.

Want clear usage rights from day one? Start at joinbrands.com

Frequently Asked Questions

Do I own UGC once I pay for it?

Not automatically. You own what the agreement says, so spell out channels, time period and paid usage.

How long do UGC usage rights last?

Common terms are 30, 90 or 180 days, 12 months or perpetual. Longer terms usually cost more.

Do I need extra rights to run UGC as ads?

Yes. Paid usage should be agreed separately from organic posting and usually costs more.

Start a campaign with clear terms. See how we help brands on our Instagram page.