Creator brand deal glossary

Plain-English definitions of the 15 terms creators run into most: usage rights, payment terms, pricing and the clauses worth reading twice.

C

CPM

CPM (cost per mille) is the price per 1,000 views, the unit brands already budget in. A creator's base rate is average views divided by 1,000, multiplied by a platform CPM that typically runs $9 to $100.

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D

Deliverable

A deliverable is one specific, agreed piece of content a creator owes a brand under a deal — a Reel, a Story set, a photo batch — defined by count, format, length and revision rounds included.

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E

Engagement Rate

Engagement rate measures how many people who see a post actually interact with it — likes, comments, saves and shares — rather than just scroll past. Creators use a high rate to justify a premium CPM.

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Exclusivity

An exclusivity clause stops a creator working with competing brands in a named category for a set period. It should name a specific category, run for a short, defined term, and carry its own separate fee.

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F

First Right of Refusal

A first right of refusal gives a brand the option to match or take a future deal before a creator accepts a competing offer — a narrower cousin of an exclusivity clause, and it needs the same scoping.

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G

Gifted Collab

A gifted collab trades free product for content, with no cash changing hands. It's a good deal only when the product is worth more than a creator's rate, or when a paid follow-up is already planned.

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K

Kill Fee

A kill fee is what a brand still owes a creator if a campaign is cancelled after work has started — commonly 50% once filming has begun and the full fee once content is delivered.

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M

Media Kit

A media kit is the business document a creator sends a brand: who they are, audience demographics, 30-day performance metrics, case studies with real outcomes, services and rates, and a clear way to get in touch.

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N

Net 30

Net 30 means payment is due 30 days after a trigger date, ideally the invoice date rather than a vaguer milestone like campaign approval. It's the reasonable default to push for in a brand deal.

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P

Perpetuity

Usage granted "in perpetuity" never expires and requires no further payment — the brand can run a creator's content in advertising forever. Counter with a fixed term and a stated renewal price instead.

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R

Rate Card

A rate card is a creator's price list, itemising base rate, production and usage rights as separate lines so a brand negotiates individual scope rather than a creator's overall worth.

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Revision Round

A revision round is one cycle of feedback and changes a brand can request before approving a deliverable. Left uncapped, it's an open-ended obligation on a fixed fee — cap it at two rounds included.

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U

UGC

UGC (user-generated content) is video or photo a brand pays a creator to produce for the brand's own channels rather than the creator's, priced on production and usage rights, never on follower count.

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Usage Rights

Usage rights are the licence a brand needs to use a creator's content beyond one organic post on the creator's own channel — running it as a paid ad, on the brand's own channels, or after the campaign ends.

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W

Whitelisting

Whitelisting lets a brand run paid ads directly from a creator's own handle — their name, face and targeting — instead of the brand's own account, and typically costs 25 to 50 percent of the base rate for a 30-day flight.

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