Usage, usage, usage. If you work in marketing and advertising it’s a term you’d be all too familiar with. But what does it mean when it comes to influencers and content creators? As a communications agency with a dedicated influencer PR department, we are often asked to demystify certain industry-specific terms. A concept that’s become increasingly lucrative over the last few years, lets dive into what usage means, specifically when it comes to influencers.
So, what does ‘usage’ mean when we talk about influencers?
In the simplest terms, ‘usage’ refers to the rights an advertiser or brand has to use the content created by an influencer. It outlines how, where, and for how long the content can be used. This can range from sharing a post on the brand’s own social media channels, using it in email marketing campaigns, featuring it on their website, or even repurposing it for traditional advertising mediums like TV or print.
Why is ‘usage’ the most crucial factor in the influencer world right now?
The rise of digital marketing has seen a significant shift in the way brands advertise their products or services. Influencer marketing, in particular, has emerged as a powerful strategy to reach targeted audiences in a more authentic and engaging way. This has led to an increased demand for influencers’ content beyond the initial post or campaign. Whether it’s as minor as using the content on the brand’s owned channels or as big as using the content on a billboard, each form of usage will often incur an additional fee, and it can get quite pricey! Usage also covers how much time the content can be repurposed for. From paid boosting for three days on social media to being used on packaging in perpetuity, usage periods shouldn’t be overlooked when considering influencer costs.
So, why is ‘usage’ so important? The answer lies in three key areas:
When an influencer creates content for a brand, who owns it? Without clear usage terms, this can become a contentious issue. A well-defined usage agreement ensures both parties understand who has the rights to the content and how it can be used.
The content created by influencers often has a longer lifespan and can add value beyond the initial campaign. Brands can leverage this content in various marketing strategies, thus maximising their return on investment. However, this can only happen if the usage rights have been clearly agreed upon.
Protecting Influencer’s Rights:
On the flip side, influencers need to protect their own rights. They need to ensure their content isn’t misused or used in a way that could potentially harm their reputation. Plus, how jarring would it be to see your face on the side of a bus without the heads-up first?
All-in-all, ‘usage’ is more than just an industry term. It’s a critical factor in the influencer marketing world, impacting both brands and influencers. As a communications agency, we strongly advocate for clear usage agreements to ensure a mutually beneficial relationship between brands and influencers.
We get that navigating the complexities of ‘usage’ can be challenging, but that’s where our influencer PR department comes in. We work closely with both brands and influencers to create fair usage agreements, ensuring a successful and harmonious influencer marketing campaign.
If you’re in the market for an influencer strategy? You’re in the right place.
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