Usage rights 101
Ever since influencer marketing began to develop, the most forward-thinking brands have recognised the quality and value of content which influencers produce. Now such brands are actively purchasing influencer content and integrating it into their own channels and paid media campaigns ~ “usage rights”.
Vamp’s research has shown that influencer content actually outperforms brand content when utilised in this way which is why we have so many brands interested in Content Only campaigns of Influencer produced content outside of Instagram.
A recent study shows that 92% of marketers anticipated to launch at least one influencer marketing campaign in 2018 which shows that brands are seeing the success that working with influencers brings more than ever before.
What do usage rights mean for influencers?
Having brands purchase your images means that they really value your work and recognise the great content your product fits perfectly with their brand. It also means more $$$ for you – cha ching – so it’s a win-win situation.
What do usage rights mean for brands?
When brands purchase content they are able to utilise it for different purposes. Most commonly, brands choose to purchase rights for digital advertising. This means they can utilise images in sponsored posts across social media, EDMs, print, billboards – the sky’s the limit!
Importantly, Vamp Influencer content has proved to perform better than brand own content when utilised in this way! Customers respond to content that is produced by like-minded individuals more positively than crafted shots by brands ~ which is why influencer marketing has grown exponentially in the past few years.
Sounds good to me … how can I increase my chances of being selected for usage rights?
The brief is queen
The most important advice we can give for increasing your chances of being picked is follow the brief! The Vamp app lists all the ‘do’s’ and ‘don’ts’ which are key to make sure you nail your shot and produce content which the brand will want to purchase. It goes without saying product shots should show the products in the best light with the brand name/logo and product name in focus. Ensure all legal guidelines are followed for alcohol/motor campaigns.
Two is better than one
If multiple images are required, creating two contrasting images will gives you the best chance of being selected. For example, if you’ve shot a flatlay for your first post, try a shot with human interaction in for the second. Sometimes the brand will actively request two different looks (e.g. beauty campaigns when a product shot and and in-use shot are often required) so be sure to follow this if directed to do so.
Research before you shoot
As part of the Vamp Collective we love you for being fearlessly authentic to your own unique aesthetic, as does the brand, which is why you were hand selected for the campaign. That being said, it’s always advisable to check the brand’s social media pages before shooting your content which can provide a framework of how best to interpret the campaign brief.
Be aware that your favourite image from your shoot may not be the brand’s favourite. It is always worth gathering some feedback from friends and family about which image they prefer to gain an objective view, before posting to your feed.
Everyday at Vamp we’re blown away by the stunning content being produced by talented influencers, such as yourself, who make up our collective of influencers. It’s no surprise to us that brands are looking to influencer platforms like Vamp to see how they can leverage the power of influencers in scalable way.