Amanda Schreyer, a media, marketing, and technology lawyer and counsel at Morse, a law firm based out of Waltham, MA.Influencers who create content for brands own the legal rights to that content. This means that without permission, brands cannot re-post or repurpose that influencer's content elsewhere.
What are usage rights? Simply stated: It refers to the ways brands are able to repurpose an influencer's image or video across a brand's own social-media accounts or marketing materials. Of note: If the brand's photographer is shooting the influencer, similar to a typical commercial, the brand would own the rights. And in the event that an influencer hired their own photographer, then that photographer would own the rights and license to the images, unless the influencer and the hired photographer have their own usage agreement .
"Sometimes that's two weeks, other times there is a default of 90 days or a year," Schreyer said of the amount of time. The longer and more elaborate the usage, the higher the price tag for those rights. "What we would do, if that influencer is relatively mid- to higher-tier caliber, is basically charge a brand the value of that piece of content for three months," Alexander said.
But sometimes the brand wants more elaborate usage rights, like the ability to re-use the influencer's content in its advertisements and paid marketing, such as a boosted post on Instagram or Facebook or in a brand email to customers.
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