FAQ
Pricing & Negotiation
Brands
For most ecommerce brands, three to six months with a pre-agreed renewal option is the right default. It is long enough to test an asset in paid social and scale it if it works, and short enough that you are not paying for permissions you never use. Buy twelve months only once the asset has proven itself; buy perpetual rights rarely.
For most ecommerce brands, three to six months with a pre-agreed renewal option is the right default. It is long enough to test an asset properly in paid social and scale it if it works, and short enough that you are not paying for permissions you never use.
Buy twelve months only when you already know the asset performs, or when the content would be expensive to reproduce. Buy perpetual rights rarely — they are the most expensive option, and most creatives stop performing long before the licence would expire.
The economics are straightforward. Most UGC assets follow a predictable life: they either fail in testing within a few weeks, or they work and get scaled. A twelve-month licence bought up front pays for the possibility of success on every asset, including the ones that fail.
A three-month window with a renewal price agreed in advance inverts that. You pay a small licence on everything, and you pay the extension only on the winners.
The clause that makes it work: "Renewal for a further 6 months available at DKK X, exercisable before the end date." Without a pre-agreed price you are renegotiating from a weak position, because by then the creator knows the asset is carrying your ad account.
| Use case | Recommended window | Why |
|---|---|---|
| Creative testing in paid social | 3 months + renewal option | Most assets are validated or dropped well inside this |
| Product launch campaign | 6 months | Covers launch, follow-up and early retargeting |
| Seasonal peak such as Black Friday | 6 months, starting before the season | Lets you keep running into January sales |
| Proven top-performing asset | 12 months | Worth locking once performance is demonstrated |
| Product page or email evergreen | 12 months or perpetual | Low-churn placements where swapping assets is costly |
| Creator's face used in brand ads | Match the campaign, no longer | Name and likeness deserves a tighter leash |
Hypothetical figures for illustration only — not Make Influence customer data.
A brand commissions 10 UGC assets.
Option A — buy 12 months up front: DKK 1,500 per asset in rights × 10 = DKK 15,000. Assume 3 of the 10 become scaled winners. You paid full-term rights on 7 assets you stopped running after a month.
Option B — 3 months up front, renew winners: DKK 600 per asset × 10 = DKK 6,000, plus renewal at DKK 1,200 on the 3 winners = DKK 3,600. Total DKK 9,600 for the same effective coverage.
The saving is not the main point. The point is that Option B lets you commission more assets for the same budget, and creative volume is what actually drives paid social performance. See how much UGC costs.
IF this is a first collaboration with the creator → 3 months, renewal priced in the same agreement.
IF the asset has already proven itself in your ad account → extend to 12 months on that asset.
IF the content will live on a product page or in an automated email flow → buy 12 months or perpetual, because the switching cost is high.
IF the creator only offers perpetual → ask for a 12-month price as an alternative. Most will provide one.
IF you are unsure → 6 months. It is rarely the wrong answer.
A usable rights line looks like this:
"Paid social usage rights (Meta and TikTok), Denmark, 6 months from 1 September 2026 to 28 February 2027. Brand may re-cut and subtitle the content. Renewal for a further 6 months available at DKK 1,200 if confirmed before the end date. No whitelisting included."
That single paragraph removes almost every dispute that arises later. More detail in UGC usage rights explained and setting expectations before a collaboration.
You stop running the asset. Set a calendar reminder two weeks before — expired creatives left running in an ad account is a common and entirely avoidable problem.
Usually yes, but you are negotiating without leverage. Agree the renewal price in the original contract instead.
Specify it. Delivery date is cleaner and easier to track.
For evergreen owned-channel placements, sometimes. For paid social, rarely. See how creators price rights.
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