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The glossary

UGC

In one line

Content a creator makes for a brand to use on its own channels, rather than to post on the creator's account.

UGC stands for user-generated content. In a creator deal it usually means files the brand publishes itself: a Surat textile shop pays for an unboxing clip to use on its website and its own Instagram.

The common mistake is to assume UGC also means a post on the creator's account. It does not, unless you agree it.

Agree: the exact files, where the brand may use them and for how long.

Words that go together

Keep the context.

Usage rights

What a brand may do with the content it paid for: where, for how long and whether in ads.

Content licence

Permission to use someone's work, usually without owning it.

Influencer post

A piece a creator publishes on their own account, to their own audience.

Read it in practice

For brands

For brands

How to write a creator brief that is clear

Write a useful creator brief with a clear goal, audience, deliverables, claim evidence, disclosure, rights, payment and an approval process.

7 min read

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