Free tool · any platform · no sign-up
Usage rights calculator
Work out what paid usage, whitelisting and exclusivity add to a creator's fee. Enter the base fee, tick the rights you need, and set the rate and the months for each.
Adds
$900
Adds
Not included
Adds
Not included
Rights and exclusivity
$900
Total to the creator
$1,900
Added to the base fee
90%
The percentages are example rates, so the calculator shows a result. They are not a benchmark. Change them to the rates in your own deals.
Formula
How a usage fee is worked out
The same sum prices exclusivity and organic reuse. Add each one to the base fee to get the total you pay the creator.
A worked example: a creator charges $1,000 for a video. You want to run it as an ad from their handle for three months, and they quote 30% of the fee for each month. $1,000 times 30, divided by 100, times 3 months, adds $900. The deal costs $1,900.
Some creators quote a flat fee for usage. To compare a flat quote with a percentage one, enter the base fee, set the months, and change the rate until the “Adds” figure matches the flat quote. That shows you the monthly rate you are being asked to pay.
The three rights
What you are buying on top of the post
Paid usage
The right to put ad spend behind the content: whitelisting, Spark Ads on TikTok, partnership ads on Instagram and Facebook, or ads from your own handle.
Organic reuse
The right to post the content yourself with no ad spend: your social feeds, your website, your emails or your product pages.
Exclusivity
The creator agrees not to work with your competitors for a set time. Name the product category, or the clause covers more than you meant to pay for.
Each right needs four things written down: what it is, where the content may appear, the day it starts and the day it ends. The influencer contract template has a clause for usage and a clause for exclusivity.
Paying less for rights
Buy the rights you will use
Ask at the start. It is often cheaper to agree rights inside the first deal than to come back later because the video did well.
Buy a short period with an option to extend. Agree the price of an extension in the contract. You then pay for more time only for the videos that earn it.
Add the rights to the fee before you compare creators. A cheap post with no rights can cost more in the end than a dearer one you can run as an ad. Put the total into the CPM calculator to compare creators on cost per 1,000 views, and check the base fee against the influencer rate calculator.
FAQ
Usage rights questions
What are usage rights in influencer marketing?
They are the permission a creator gives a brand to use their content beyond the creator’s own post. A fee normally covers one post on the creator’s channel. Putting the video on your own feed, on your website or in a paid ad is a separate right, with its own price and its own time limit.
What is whitelisting?
Whitelisting is running paid ads from the creator’s own handle, with their permission. On TikTok it is called Spark Ads and on Instagram and Facebook it is called partnership ads. The ad looks like the creator’s post, and the brand pays for the reach and chooses who sees it.
How much do influencers charge for usage rights?
There is no standard price. Many creators quote a share of their base fee for each month the content is in use, and others quote a flat fee. This calculator uses the first method. The percentages it opens with are examples, so replace them with the rates the creator gives you.
How do you calculate a usage rights fee?
Multiply the creator’s base fee by the monthly rate and by the number of months. A $1,000 fee with paid usage at 30% a month for 3 months adds $900. Exclusivity and organic reuse are worked out the same way and added on.
What is the difference between organic and paid usage?
Organic usage is posting the content yourself with no ad spend, for example on your own Instagram or your product page. Paid usage is putting ad spend behind it. Paid usage can reach far more people, so creators charge more for it.
What does exclusivity cost?
Exclusivity stops the creator working with your competitors for a period, so they are giving up other income. They usually price it by the month and by how wide the category is. A narrow category for a short period costs least.
Should I buy usage rights in perpetuity?
Rarely. An ad runs for a limited time, so paying for unlimited time often buys rights you will not use. Buy the period you plan to run the content, and put a line in the contract that lets you extend it for an agreed fee.
Plan the campaign
Calculators and templates for the next step
Influencer Rate Calculator
What creators charge by follower count, from real fees quoted and signed on Sup campaigns.
Influencer Contract Template
Fill in the deal and get a plain-English influencer agreement to copy or download.
Influencer Brief Template
Build a one-page creator brief: the message, the deliverables, the dates and the rules.
EMV Calculator
Earned media value of a post or a campaign, from its views and engagements.
CPM Calculator
CPM, cost or impressions from the other two, and a table that ranks creators by cost per 1,000 views.
Campaign Admin Cost Calculator
What running creator campaigns in-house costs your team in hours and salary, from your own campaign volume.
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TikTok Analytics
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TikTok Engagement Rate Calculator
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TikTok Average Views Calculator
Average and median TikTok views, and views per follower
Guides on the same topic
Influencer Whitelisting: What It Is and Why Your Brand Needs It
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Want the rights agreed before the post goes live?
Sup negotiates fees, usage rights and exclusivity with every creator, puts them in the contract and collects the ad codes. You approve each price, and you only pay for posts that go live.