Sharing on your channels
You publish the post on your own profile or website. This is the simplest form of further use and is agreed with the creator in the quote.
For brands
Keep using creator content,with clearly agreed rights.
Good posts from a campaign do not have to disappear from the feed after a day. We agree with the creators in advance where, for how long and in what form you may use the content on your own channels and in ads.
What you can use campaign content for
A creator first publishes a post on their own channel. Many brands then want to use the same videos and images themselves: on their own Instagram or TikTok profile, on their website, in their online shop, in their newsletter or as an ad.
This requires an explicit agreement. The creator is the author of their content, and anyone shown in it has a right to their own image under Section 22 of the German Art Copyright Act (§ 22 KUG). Without agreed usage rights you may not simply reuse the content, even if you paid for the campaign.
What the scope of rights covers
Every use is agreed with the creator in advance and set out in the contract.
| Channels | for example your own social media profiles, website, shop, newsletter, ads |
| Duration | period of use, for example three, six or twelve months |
| Territory | Germany, DACH or other countries |
| Editing | whether you may shorten, subtitle, cut or combine the content with other material |
| Credit | whether and how the creator is credited when the content is used |
The wider the scope, the higher the surcharge. For use in ads we charge 20 to 50% on top of the fee.
Typical uses and what they mean
Use in ads
The content runs as a paid ad through your ad account. This incurs a surcharge of 20 to 50% on the fee, depending on duration, territory and channels.
Partnership Ads and Spark Ads
The post is delivered as an ad under the creator's name. This is a separate form of use, which we explain on the Paid Amplification page.
What the contract says about usage rights
- which content may be used, listed individually
- channels, duration and territory of use
- permitted edits
- whether the use is exclusive or the creator may also use the content elsewhere
- what happens when the usage period ends, for example whether running ads must be stopped
- the fee for the rights, shown separately from the creator fee
Need content without the creator's reach?
If you only need videos and images for your own channels and ads, and the creator is not meant to publish the post themselves, that is UGC production. Our sister brand FNLY Social handles this.
Why we clarify rights before the campaign
Rights negotiated afterwards are usually more expensive and sometimes impossible to obtain, for example if a creator now works exclusively for a competitor. That is why we already ask in the briefing how you want to use the content later, and list the rights separately in the quote.
This way you know before you commit what the campaign costs including further use, and the creator knows what they are releasing their content for.
FAQ
Frequently asked questions
May I share creators' posts on my own channels?
Only if this has been agreed with the creator. The creator is the author of their content, and the use must be set out in the contract, even if you paid for the campaign.
What do usage rights for ads cost?
At FNLY Agency, use in ads adds a surcharge of 20 to 50% to the creator fee. The amount depends on channels, duration and territory. An analysis by Influee from March 2026 gives the same range as the market standard.
What does a usage rights agreement with a creator cover?
It sets out which content you may use, on which channels, for how long, in which territory and with which edits. It also states what happens when the usage period ends and what the rights cost.
May I shorten or edit creator videos?
Only if the contract permits editing. We clarify in advance whether you may shorten, subtitle or combine the content with other material.
What happens when the usage period ends?
Your right to use the content ends, and running ads usually have to be stopped. An extension can be agreed with the creator.
What is the difference between creator content and UGC?
Creator content is produced in a campaign and first published by the creator on their own channel. With UGC production, content is made only for your channels and ads, without the creator's reach. UGC production is offered by our sister brand FNLY Social.
Creator content & usage rights
How do you want to use the content?
Tell us the channels and the period. We build the rights into the campaign from the start and show the costs separately.