When you deliver a video, you are not delivering a file: you are delivering a permission to use it. Understanding that difference is what separates a creator who charges properly from one who gives away their most valuable work.
What you are actually selling
Two different things, worth invoicing separately.
Production: your time, your gear, your script, your edit. Charged once.
The licence: permission for the brand to use that material, on certain channels, for a certain time, in a certain territory. Charged according to scope.
The same video can be worth a hundred and fifty euros for organic use and four hundred if it runs for six months in advertising. That is not gouging: it is standard industry practice.
The variables that set the licence price
| Licence point | What it covers |
|---|---|
| Channel | Organic, paid media, website, point of sale, television. |
| Duration | Three months, six months, a year, perpetual. |
| Territory | Spain, the European Union, worldwide. |
| Exclusivity | If you cannot work with competitors, that is paid for. |
| Whitelisting | If the brand runs ads from your account, that is another product. |
Every variable that widens raises the price. Writing them all down is what makes it possible to charge for the extension when it comes.
The five lines that prevent every dispute
You do not need a twenty page contract. An email or an accepted quote is enough, stating:
- What is delivered: number of pieces, duration, formats, language.
- How many rounds of changes are included and what an extra one costs.
- Where the material may be used, for how long and in which territory.
- Price, applicable taxes and payment date.
- What happens if the project is cancelled after filming.
The vast majority of disputes come from one of those five lines being missing.
The "perpetual and worldwide" clause that always appears
Many agency contracts include a clause for perpetual, worldwide, all media use. It is convenient for the client and expensive for you.
It should not be refused outright: it should be priced. Perpetual use can be worth two or three times a six month licence.
Your image and your work
Appearing on camera adds a layer: on top of the piece itself, you are licensing the use of your image. It is worth stating in writing that this licence runs for the same term, and that the material cannot be edited in a way that changes the meaning of what you say.
It is also worth noting that the video will be identified as commercial content when the brand runs it. That is the brand's obligation, but mentioning it positions you as a professional.
Where to go next
Understanding rights turns one delivery into two sources of income. Our guide on how to become a UGC creator covers the rest of the craft.
