Understanding Usage Rights: The Devil You Know, or the Devil You Don’t?

If you’re commissioning photos or videos for your business, there’s one small word that can have a big impact on your brand (and your budget): Usage. In the past week alone, two clients asked me the same thing: “Could you clarify how usage works? I’m a little lost.” and “No photographer has ever brought this up with me before.”

If you’ve ever felt that way too, you’re not alone. Usage rights can feel confusing, even intimidating. But here’s the good news: once you understand the basics, you’ll be able to protect your brand, avoid surprise fees, and build stronger relationships with the creators you hire.

What Does “Usage” Mean in Photography and Content Creation?

Usage rights define how, where, and for how long, you can use commissioned images or videos.

• Standard (organic) usage usually covers unpaid channels like your website, social media, email newsletters, and internal presentations — often for a set period of time.

• Extended (paid) usage applies when the content is used in advertising campaigns: paid social ads, billboards, print ads, TV, in-store displays, etc. These typically require a separate fee, contract, or license.

Here’s the catch: as a founder, you don’t automatically own the content you commission. Legally, the photographer retains ownership unless otherwise agreed. That means you need to be clear about usage terms up front — both with the photographer and (if applicable) with models or agencies involved.

Why Usage Rights Matter for Founders and Small Brands

Don’t get me wrong, there are LOTS of creators who aren’t bothered about defining usage for growing brands. Just make sure you’re on the same page, so you protect yourself, your brand and your creator relationships. So, even if you’re working with a creator who is relaxed about usage terms, it’s still prudent to make sure you’re on the same page from the outset.

Without clarity, you risk:

• Unexpected invoices down the track.

• Damaged relationships with collaborators.

• Losing credibility by ignoring industry standards.

And, if you’re thinking this all sounds a bit chaotic, you’d be right. The rise of social media disrupted traditional licensing rules, and not everyone interprets them the same way. But fear not: there’s a simple way to stay on top of it.

3 Steps to Protect Your Brand (and Your Peace)

1. Get Clarity Early

Ask about usage before a project starts. If you’re a small business, many creators will happily include a wide scope at no extra cost.

Email script example:
“I’m looking for around 5 Reels and 20 stills, for our socials, website and emails, with a view to exploring some paid ads in the next quarter (budget depending). Could you let me know what your rate would be for this?”

This makes sure you’re aligned, keeps the door open for negotiation, and avoids awkward surprises later.

2. Work With Creators at Your Level

If you’re an early-stage brand, collaborating with photographers or videographers who are also in their growth phase often means more flexibility around usage. These partnerships are usually more affordable, collaborative, and long-lasting.

3. Ignorance Isn’t a Good Look For Your Biz

Pretending you weren’t aware of usage terms is an etiquette slip that can cost you trust (and future opportunities). It’s your job as a business owner to understand the basics of contracts — not your collaborator’s job to educate you after the fact.

For example: I once had a brand delay payment and then use my work in an ad without prior agreement. When I called them out, the founder asked me to explain “usage” as a way to dodge the fee. Not a good look — and I never worked with them again.

Accidents happen, but clear communication and quick action can save relationships. Playing dumb won’t.

The Bottom Line

Usage doesn’t need to be scary — it just needs to be understood. By clarifying terms early, choosing the right collaborators, and respecting industry standards, you’ll protect your brand and build trust with creators.

Think of it this way: clear usage agreements = fewer surprises, stronger partnerships, and more freedom to grow your brand.

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