Usage is an established value in marketing and content creation- meaning you won’t need to fight to educate it’s value.

Brands know they should be fairly paying for paid usage and often outline these terms in contracts and deliverables.

Knowing what the terms mean and what fair compensation is, is the key to not getting ripped off.

Understanding the nuances of organic usage rights, including terms and conditions, whitelisting, and AD boosting, can significantly enhance the effectiveness of collaborations.

Organic Usage Rights & Terms

Typically free of charge, with terms.

Organic usage refers to the reposting of influencer content on brand-owned channels, with the aim of amplifying its reach and impact.

This practice is usually governed by a term, which defines the period of time the content can remain live across the brand's channels and/or the creator's channel.

For example, a term of 90 days allows the content to be displayed for that duration, after which the influencer may remove the content from their channel- And the term can also dictate how long the brand is able to use the influencers content on their channels.

Eg: Influencer content term is 90 days. Organic reposting across brand channels (Specify channels eg @globalpage @Americanbrandpage) is 120 days.

Understanding Terms

Terms protect creators from having their content reposted years later.

When entering into agreements for organic usage, it's crucial to understand the terms and conditions specified.

Typically, these agreements state that the brand can retain the content on its channels even after the term has ended, as long as the content is not repurposed, reused, or reposted elsewhere.

Any additional unapproved usage beyond the agreed-upon term may incur a minimum charge, usually equivalent to 100% of the fee initially paid under the agreement.

Whitelisting

Whitelisting is a strategy used to boost influencer content through the creator's account.

This may not be explicitly called whitelisting in more casual chats- but if this term is used, now you know what it means!

This process involves the brand gaining access to the influencer's account to promote the content to a wider audience.

Usually an AD Code from the platform is provided from the creator.

Whitelisting is beneficial as it allows the brand to leverage the influencer's existing audience, thereby increasing the reach and engagement of the content.

Typically, ADs are more trustworthy when from a creator account.

AD Boosting

AD boosting, on the other hand, involves boosting influencer content through the brand's AD account and socials.

This may not be explicitly mentioned- It is important to clarify this before any contract signing.

AD boosting allows brands to target specific demographics, interests, and behaviours, ensuring that the content reaches the most relevant audience segments.

What To Charge

When it comes to determining rates for reposting influencer content on brand-owned channels, a common practice is to charge 30% of the original rate per month.

This fee structure accounts for the ongoing value that the reposted content provides to the brand in terms of engagement, reach, and brand visibility.

However, rates can vary depending on factors such as the influencer's reach and engagement rates, the brand's budget, and the specific terms of the agreement.

It's always a good idea to negotiate rates based on these factors to ensure a fair and mutually beneficial agreement for both parties involved.

If your likeness is in the AD (you’re speaking to camera), you are a expert of your field, it’s a taboo topic etc consider this in pricing.

Charging 30% of the original rate per week is common practise for content that falls into this category.

To Sum Up

In conclusion, maximising organic usage through reposting on brand-owned channels can significantly enhance the impact of influencer collaborations.

Understanding the terms and conditions, including the duration of the term, restrictions on repurposing, and potential charges for unapproved usage, is essential for both brands and influencers.

It’s an amazing way to upsell your content and expand the reach of your content. It’s a very effective way for both brands and creators to maximise their work and campaigns.