The value of influencer partnerships for brands is well-documented.
However, the importance of creator licensing often gets swept under the rug.
The more brands repurpose influencer and user-generated content across marketing channels, the more that usage rights and content rights management matter.
Let’s quickly clarify a couple of definitions so we’re on the same page here:
Below we dig into some of the most common questions we hear about both. This FAQ ultimately highlights what brands need to know about influencer content rights and obtaining them faster.
Skip to Section 👇What Are Influencer Content Rights? When (and Why) Influencer Content Rights Matter for Brands Why Brands Should Prioritize Influencer Content Rights Management |
“Okay, so who owns the content of an influencer?”
This is a big question we get from brands and creators alike. It’s a good one, too!
Because many brands assume they “own” a piece of content when they’re tagged in it on TikTok or Instagram.
Let’s be clear: influencers own their content until they’ve opted into an agreement and/or explicitly grant permission to brands to promote it.
And so when we talk about influencer content rights, we’re referring to:
Note: these rules likewise apply to user-generated content and fall under the umbrella of UGC rights management.
The short answer? All the time.
Here’s a quick rundown of scenarios where having influencer content rights is critical:
Sure, getting creators to post on behalf of your brand requires serious time and effort.
But you can’t gloss over content right management because you were “busy.” Promoting influencer content without proper permission could land you in legal trouble.
Besides, going behind influencers’ backs to leverage their content is also a bad look. Creators should be compensated fairly for their time and effort.
Here’s the good news: brands and creators alike have multiple options when it comes to getting or granting authorization to promote a piece of content without having to wait.
And that’s exactly where creator licensing comes into play.
Creator licensing refers to the method that influencers use to grant content usage rights to brands that promote their content.
Licensing details are typically defined in an influencer agreement. With authorization from a creator in writing, brands get the green light to promote their content as agreed upon. Below is a sample influencer contract, for reference.
Source: Signaturely
Keep in mind that creator licensing is not one-size-fits-all. There are multiple ways brands can request and obtain influencer usage rights beyond contracts. This includes:
Getting authorization to use creator content shouldn’t be treated as an afterthought.
Without a process or platform, content rights management to can be messy. Especially if you’re working with a high volume of creators or plan on running influencer ads at scale.
For starters, asking for permission manually is a massive time sink. The more creators you work with, the more time you’ll spend chasing permissions and emails.
Likewise, consider how streamlining the process can actually benefit your brand as you:
The takeaway?
Brands should never use an influencer’s content without explicit permission.
That’s why we recommend not only having an explicit influencer contract but also working with vetted creators that already understand all of these best practices. Ticking these boxes will help you avoid legal issues and likewise encourage the best possible content for your brand.
There is no “right” answer here. Some methods require more legwork than others.
To wrap things up, here are some options for obtaining influencer usage rights:
Having these rights secured and being able to see all of your influencer content in one place makes it easier to understand which creatives you want to promote and run as ads.
The sooner you streamline the process of obtaining influencer usage rights, the faster you can maximize the ROI out of your content.
That said, we understand how much of a bottleneck content rights management can be if you aren’t automating the process.
And if you need licensed posts from influencers at scale, Statusphere can help.
Our micro-influencer marketing software matches brands with vetted creators from our influencer network using 250+ unique, first-party data points.
Again, our creators grant content usage rights as soon as they’re accepted into our network. That means you can reuse and repurpose content ASAP. We’ve already generated 75,000+ pieces of content on behalf of 400 consumer brands.
Want to learn more about our platform? Contact one of our experts to see how we can help you earn guaranteed, rights-ready influencer content at scale.
Disclaimer: We're influencer marketing specialists, not lawyers ourselves! This content is not legal advice and you should definitely consult a legal professional based on your needs and questions. We do not make any guarantees as to the accuracy or completeness of this information and take no liability or legal obligations for your use of this information.