What are the content rights for brands?

The standard is organic use on your own channels, twelve months per content item. Paid use is not included. That applies to every guaranteed content package and is stated in your proposal up front.

Standard: organic use, twelve months per item. Once a creator's package counts as delivered (when a package counts as delivered), you get a non-exclusive usage right on all of that creator's campaign content, at no extra cost. Within that right you may use the content on your own channels:

• Reposting and sharing on your own social media accounts
• Website and landing pages
• Newsletter and email campaigns
• Collab posts (joint posts tagging both brand and creator)

The twelve months run per item from the creator's first publication. A later published item has its own term; resharing or a late approval extends nothing. When it ends, public use of that item stops and you can keep a non-public copy for your records. Extending is possible, but we agree it separately in writing. The example with dates is in how long you hold the usage right.

Your own channels are accessible worldwide and that is fine: there is no country restriction. Your agency may use the content on your behalf, without exploitation rights of its own. Use by other brands, retailers or group companies is not automatically included. Technical format adjustments are allowed; editorial changes we agree up front. Where reasonably possible you credit the creator. The creator remains the rights holder: no ownership or copyright transfers.

What sits outside: paid and broader use. Paid social, boosting, dark posting, partnership ads, OOH (billboards, transit) and TV are not included. Not ruled out, but discussed and budgeted separately, because the type of use and visibility are substantially different. See also paid advertising and whitelisting.

What content rights are not: whitelisting, and not included. Content rights and whitelisting are not the same, a confusion that's often deliberately kept alive in the market.

Content rights give you the right to use existing content from the creator on your own channels. Whitelisting means the creator gives you access to their personal ad account, so you can run ads from their handle, with the creator as the visible sender. That's a fundamentally different transaction: you borrow the creator's identity and account, you don't reuse content.

Sunday Squad collabs include no whitelisting. If you want it, that's a separate agreement per creator, with separate compensation. We broker that if the creator is open to it, but it doesn't come as a bonus with a package.