Your fee usually covers making and posting content. Everything after that is extra value to the brand and should be priced as such.
1. Organic usage (brand reposting)
- The brand shares your content on its own channels, website or emails.
- Agree the channels, territory and duration. 30, 60 and 90 days, 6 months or 12 months are common terms to quote, and each longer term should cost more.
- Avoid "in perpetuity" or "all media worldwide" unless the fee reflects it.
2. Paid usage, whitelisting or partnership ads
- The brand runs paid ads using your content, often from your handle (Meta "partnership ads", TikTok Spark Ads).
- These ads use your name and face to sell, so charge separately and set an end date.
- Note: on Meta, once you accept an account-level ad partnership, the brand can create partnership ads from your handle without asking each time, including from older posts that tag them. Agree in writing which posts can be used, the spend period, and approval of new ad copy.
- Remove access when the term ends. You can revoke it in the app.
3. Exclusivity
- You agree not to work with competitors for a period.
- Define it narrowly: which competitors (by name, or "direct competitors in X category"), which platforms, and how long.
- Price it based on the income you're giving up. A 3-month category block that costs you two deals should cover those two deals.
4. Ownership vs licence
- Prefer licensing (you keep ownership; they get defined rights) over transferring copyright.
- If they want a buyout, it's a premium line item.