Rights rates
Usage rights rates
Usage is priced as a percentage of the video being licensed. On one Reel at 25,000 followers ($700 at baseline rates), 90 days of usage adds $450 and forever adds $2,100. This page prices every term on that one stated base, so any brand's 'we will just use it for a while' has a number next to it.
| Usage term | Adds | Usage line | Reel + usage |
|---|---|---|---|
| No usage rights | +0% | $0 | $700 |
| 30 days | +25% | +$175 | $875 |
| 90 days | +65% | +$450 | $1,150 |
| 180 days | +110% | +$775 | $1,475 |
| 12 months | +175% | +$1,225 | $1,925 |
| Forever | +300% | +$2,100 | $2,800 |
Assumptions, in one line: the base is one Instagram Reel in the 25k to 50k band at the baseline niche and about-average engagement, before exclusivity. Usage percentages apply to the video lines of a package; a package with no video prices usage on the whole package instead.
What usage actually is
Usage is the brand's right to use your content beyond the original post: in its ads, on its website, on product pages, in emails. The posting fee buys the post. Usage buys the second life, and the price scales with the term because the value does: a video that sells for the brand for a year is worth more than one that sells for a month.
Two terms deserve plain words. 'In perpetuity' and 'forever' mean the brand can run your face and your work indefinitely, including in products and markets that do not exist yet; that is why the model prices forever at 300%, the top of the table. And usage with no stated term is not a small ask; it is an unpriced one. Name the term in the quote and the price follows from the table.
Where this goes wrong
- Signing a brief where usage is 'included' with no term. Included, unlimited, and forever are three different prices.
- Pricing usage as a flat fee copied from another deal. It is a percentage of the content being licensed; a bigger video carries a bigger usage line.
- Charging for usage but not for the whitelisting uplift when the brand runs the ad from its own handle (or yours). That multiplier is its own page, linked below.
Questions, answered with numbers
How much do usage rights cost?
As a percentage of the video being licensed: 25% for 30 days, 65% for 90 days, 110% for 180 days, 175% for 12 months, 300% for forever. On a $700 Reel at 25,000 followers, that is $175 for 30 days up to $2,100 for forever.
Should usage be included in my posting price?
Only if the price was built with it inside, term named. The model's way is cleaner: quote the content, then the usage line for the term the brand wants. A brand that declines usage simply does not get it, and the posting price stays honest.
What if the brand wants usage on a package, not one video?
Usage percentages apply to the video lines of the package (that is what gets licensed and run). If the package has no video, usage prices on the whole package. The calculator applies this rule for you; it is the same rule that prices Priya's published example, where 90 days of usage is 65% of the Reel alone.