Latest news with #contentcreators
Forbes
2 days ago
- Business
- Forbes
Why Creators Are Saying 'No' To Perpetual Usage Rights
Perpetual usage rights have become one of the most polarizing clauses in modern brand-creator contracts. For many content creators, these clauses spark immediate hesitation, even when attached to 'dream brand' partnerships. At a time when creators are being more intentional about how their work and likeness are used, perpetual usage is often a hard 'no' for many. But brands, especially those managing long-term campaigns and large creative investments, continue to push for these rights. Creators want to maintain control over their image and future partnerships, while brands want to ensure longevity and security in the content they invest in. This tension has led to more creators walking away from potential collaborations even when the brand is a perfect fit in every other way. Sadly, this is leading to more and more creators turning down partnerships while brands offer them to other creators who may not be as well-informed about topics like perpetual usage rights. As influencer marketing matures, the industry is hitting a wall. In more negotiations, perpetual usage rights are no longer accepted without thorough back-and-forth. For creators, there are several reasons why perpetual usage rights are seen as a hard no. First, perpetual use can restrict future brand deals, especially with competing companies in large brand categories such as clothing, beauty, home decor, etc. If, for example, a creator had a partnership including perpetual usage rights with a company like Maybelline, it may be difficult for them to be seen as 'open to work' from competing brands like Covergirl. Therefore, the creator may ultimately miss out on opportunities (and, in turn, income). Second, creators are increasingly aware of the ethical implications of associating with a brand indefinitely, especially if their values change over time. "My biggest fear with perpetual usage is if my stance on a brand or product changes," says Emily LeJeune (@all_of_emily), an Instagram creator. "As creators, we are also learning and growing... so perpetual is a hard no for me." Considering the changes in the world's climate over the last 5 years, many brands are revealing their true colors, and that may or may not be something a creator wants to be associated with perpetually. Third, there's the cost issue: pricing perpetual usage reasonably is nearly impossible. Because brands could potentially profit from the content for years (or decades), licensing should reflect that — often 3x to 5x the standard rate. However, most brands are unwilling to pay that premium, which leaves creators undervalued and legally bound to work that continues to generate brand ROI long after payment has cleared. As Instagram creator Harleny Vasquez (@yourevolvedmind) puts it: "My biggest fear? That my content will be used everywhere and I won't be compensated fairly." From the brand side, the logic is practical: long-term access to content provides security and flexibility. According to Faiq Shah, Marketing Manager at Blinked Media, "We require perpetual rights for core brand assets... but offer tiered licensing for secondary content." In this structure, perpetual rights are always paid at 2-3x standard rates and are clearly capped to specific formats or timelines. Brands want to protect their campaigns, ensure consistency across media, and avoid tracking down licenses every few months. For many, it's not about ownership — it's about operational efficiency. Ashley O'Neal, Founder at Summerside Creative Inc., adds that the demand is particularly common in hospitality. "We work exclusively with hotels, and we require perpetual use of all content that we do — even in exchange for hotel stays and food and beverage credits." For brands with high content turnover and limited budgets, perpetual usage provides a way to build a content library without the need for constant renegotiation. So where do we go from here? The future of creator-brand partnerships likely depends on compromise. Perpetual usage rights aren't going away, but they shouldn't be accepted without nuance. Instead, creators and brands can find a middle ground through time-bound licensing, tiered usage structures, and clear limitations on media formats and distribution. Creators like Ashton McGrady (@radiantlygolden) believe that respectful negotiation is the key to sustainable partnerships. "Pushing back (kindly and professionally) has actually helped me build trust and set expectations early... If a brand insists on perpetuity without flexibility or fair pay, it's often a red flag." At the end of the day, both sides want impactful content — but the terms should reflect the value and vulnerability creators bring to the table. A win-win is possible, but it starts with a conversation with flexibility on both sides.
Entrepreneur
3 days ago
- Business
- Entrepreneur
Turn Your Side Hustle Into a 7-Figure Business With These 4 AI Growth Hacks
Opinions expressed by Entrepreneur contributors are their own. Most entrepreneurs are using AI the wrong way — tweaking blog posts, drafting emails and hoping it saves time. But surface-level tools won't grow your business. What if you could use AI to build a system that runs your content, lead gen and sales — without hiring a single person? This video reveals the four high-leverage AI growth hacks that solo entrepreneurs are using to reclaim three days a week and scale to seven figures — no tech skills required. What you'll discover: The content research shortcut top creators swear by: Uncover high-converting ideas from what's already working in your niche — then turn those insights into original, engaging content in record time. Uncover high-converting ideas from what's already working in your niche — then turn those insights into original, engaging content in record time. Your always-on sales assistant: Deploy a smart system that engages leads, answers questions and handles objections — boosting conversions while you focus on growth. Deploy a smart system that engages leads, answers questions and handles objections — boosting conversions while you focus on growth. Lead generation on autopilot: Set up a full cold outreach engine that identifies ideal prospects, warms them up and keeps conversations moving — without the manual grind. Set up a full cold outreach engine that identifies ideal prospects, warms them up and keeps conversations moving — without the manual grind. Revenue-boosting email intelligence: Analyze your past campaign data to reveal exactly what drives clicks and sales — then use AI to write emails that outperform your best ones. Analyze your past campaign data to reveal exactly what drives clicks and sales — then use AI to write emails that outperform your best ones. The plug-and-play system behind seven-figure solopreneurs: Link these automations together to build a lean, self-sustaining business engine that grows even when you're offline. Everything is broken down step-by-step, no tech skills required. If you're ready to scale your business without burning out, this is the video to watch. Download the free "AI Success Kit" (limited time only). And you'll also get a free chapter from my brand new book, "The Wolf is at The Door - How to Survive and Thrive in an AI-Driven World."
South China Morning Post
4 days ago
- Entertainment
- South China Morning Post
There are 2 types of travellers. Just look at Darshen and Dr Samuel on Instagram
If you are chronically online like I am, then it is likely that in the past month or so you have been fed the shenanigans of Darshen and Dr Samuel, two Singaporean content creators who have gone viral for their adorable dynamic. Advertisement The two besties – many have been openly wishing for the two to announce their relationship as romantic, not platonic – have hit on a formula for their viral travel videos: the calm Dr Samuel starting each reel with the line 'My name is Samuel, and I [insert act of service here]', followed by Darshen, striking a pose and flashing a winning smile, who says 'My name is Darshen' – the subtext being that he never lifts a finger to do anything. Throughout the numerous videos, Samuel has gamely done it all – he has booked the flights, the hotels, the trendy restaurants … he even bought the tickets and the earplugs to the Lady Gaga concert held in the Lion City recently And Darshen? Well, he is just fabulously Darshen, the quintessential 'passenger princess'. What works in this combo is that both seem perfectly content in their roles – one being the yin to the other's yang. Samuel does everything with a proud smile as the de facto hunter, while Darshen graciously accepts without complaint. Darshen (left) and Dr Samuel, two Singaporean content creators who have gone viral for their adorable dynamic. Photo: Instagram/drsamuelgp, darshen When travelling with others, it is absolutely essential that there is a tacit understanding of who is going to be the decision maker. Collaboration is a lofty ideal, a myth when it comes to holiday planning – you need a driver, someone who will make executive decisions and, as the kids say, ensures that the trip 'makes it out of the group chat'.
Khaleej Times
4 days ago
- Business
- Khaleej Times
Up to Dh2 million fine: UAE announces new system to regulate media
The UAE Media Council has launched an integrated system to regulate, empower, and stimulate the growth of the media sector, it was announced at a press conference in Dubai on Thursday. A new platform will soon be established to enable community monitoring of content as part of this comprehensive initiative. This new framework, developed over the past two years to align with contemporary changes while carrying the nation's message, includes regulations for business operations, violations, exemptions for content creators and innovators, and other regulatory decisions. Among the key provisions is allowing individuals to own media institutions and outlets under specific controls and conditions. This marks the first media regulatory law issued in over 40 years. The system regulates media activities for individuals and various media institutions, establishing 20 new standards for media content circulated and published in the country. These standards aim to preserve national identity and set conditions and controls for advertising to ensure all media entities comply with content guidelines. The regulations prohibit misleading content, prevent confusion between content and advertising, require clear advertising messages, and ban unauthorised content in related sectors such as health advertisements. Administrative penalties outlined in the law include warnings and financial fines reaching up to Dh1 million. These penalties can be doubled to Dh2 million in case of repeated violations. Other penalties may also include cancellation of licenses, permits, and approvals issued to individuals, establishments, or media institutions. The council announced an incentive system to support local content, including exemptions for creators, writers, and local productions in cinema and theatre. The system introduces specialised packages for publishing, cinema, and electronic games, and creates categories for small cinemas to support their business development. The new regulatory framework aims to develop a modern legislative and investment media environment to keep pace with changes and transformations in the media sector, regulate media activities in the country in all their types and forms, and elevate media content while stimulating the production of local content that aligns with media content standards.
Fast Company
6 days ago
- Business
- Fast Company
The future of online shopping is human creators and AI music
Hours before a federal law was set to take effect in January mandating that Chinese tech giant ByteDance sell TikTok's U.S. operations, the social media app shut down. Though service was restored the next day, thousands of TikTok content creators were faced with the prospect of their source of income disappearing in an instant. The incident laid bare a common problem creators face: As social media algorithms change and platforms fold and emerge, creators need to find a way to grow their following and take it with them to different sites. That's where LTK comes in. The 14-year-old company allows influencers to connect with brands, get commissions from products they plug, and hedge their bets by making money off any platform. The company also helps creators build a community that's not subject to the vicissitudes of social media platforms: When a creator links to a product via LTK on any social platform, consumers have the option of following that person on LTK as well. And the company helps creators carry their sponsored content deals from platform to platform as well. LTK, which raised $550 million in 2021 at a $2 billion valuation, works with more than 350,000 creators, 8,000 retailers, and a million brands. Today, LTK facilitates more than $5 billion in annual sales through its platform. The company was cofounded by Amber Venz Box, a content creator herself, who also serves as its president. Venz Box came on the Most Innovative Companies podcast to discuss how LTK is navigating ever-changing social media algorithms, the increasing amount of AI-generated social content, and consumer fatigue from sponsored content. Every creator I talk with says they're seeing less and less return on investment from their social posts. How do you handle that trend as a company? Social media has changed a lot in the last year specifically. Until 2024, social media was a place to follow creators and be part of communities. You had control over your feed. [Instagram head] Adam Mosseri came out in January and said this year the majority of what you see is going to be recommended content [ that an algorithm selects ]. We saw and felt that. If you had 100,000 impressions in January, you ended the year with about 25,000 impressions per post. How do you deal with those changes? We saw, as early as 2015, 2016, that their business is built on advertising. Our business is not built on that. So there are incentives that are misaligned. You have to displace a piece of creator content in order to insert an ad. That was the beginning of us thinking that we need to start planning. Snap also scaled quickly [around that time]. We were seeing the rise of a major scaled platform almost every two years, which presents fragmentation risk for our creators. We also saw consumers shift from desktop content consumption to mobile. At the end of 2016, we realized we had to create a home base for our creators because when you play this tape forward, it's not great for our industry. So by 2017, we launched the LTK app. That is where everything lives for [our creators], where they house their community, and [where] they could start using social media as a marketing platform. Is video a big part of your business? We introduced video to our platform 2017. Over the last two years our creators have produced 300% more video. It's quickly becoming the largest content type on LTK and it's the most important. We know that consumers really resonate with video. There's a higher trust with that, and as a creator, I'm actually selling trust. Ultimately, I need to be in a relationship with my followers and video is the best way to do that. We totally rebuilt the app and relaunched it this year to be video-first. When it comes to [the shutdown of] TikTok, we were the first generation to be fully disenfranchised for a minute. Our users were able to feel firsthand what it meant to have their community pulled. They need a home base to own their audience. We saw a huge uptick and people setting up their LTKs and driving their community over to the platform. These days, consumers can spot sponsored content and advertising from a mile away. What are some of the ways a creator can stay authentic and also sell things? Creators definitely don't win by tricking people. For example, if I tell you this mascara is a tubing mascara and it's not going to smudge on your face, and then when you try it and it smudges and it's total crap and it's flaky, you're never going to trust me ever again. Creators need to be truly helpful. The environment we're in this year is so wild when it comes to trust because there's just a lack of it across the internet. Consumers are looking at AI creators across TikTok. Mark Zuckerberg says the vast majority of content you're going to see on his platform is going to be machine created. Those are super low-trust things. Being a human creator is a differentiator. How does LTK make money? When you look at the monetization structure, our incentives are aligned with the whole ecosystem. The creator wants to create content that resonates with consumers. When that content resonates, the consumer makes a purchase. In that case, the brand pays a commission or transaction fee to that creator. If you go to Sephora, maybe somebody's getting a commission. If you go to me online and buy the lip gloss from me, I'm going to get a commission. That's one piece of the business. The other half is when brands come into our brand platform and say, 'Hey, I actually am launching that new lip gloss and I want to make sure everyone talks about it.' They can find creators and have them do paid collaborations. The creator can accept offers through the platform or not. They're being paid a flat fee to talk about the product. LTK has tons of other [revenue-generating] products, but if you want to think of it in two core ways, it's really the transaction revenue and then the campaigns or the collaborations. Some of your competitors make money from affiliate links. What differentiates your business? We've created a whole platform where creators set up and run their business. [We help with] everything from content creation and distribution to partnerships. There's a really rich technology stack that doesn't meet the consumer eye. And when it comes to consumer distribution, we have 40 million consumers. That's about 38% of millennial and Gen Z women who are using LTK right now. LTK is in a category of its own pursuing a vision to be the creator app in the same way that LinkedIn is the professional app or Strava is the running app. As a marketer, you want to leverage a creator who's able to reach their audience. In January of this year, Adam Mosseri came out and said that stories are not a distribution point. They're for friends who are friends in real life and know each other well. Everything he says comes true, so we should expect for the degradation of story reach even further than it already is. If you're a brand marketer, it's not great news. If you are working with a platform that is just providing affiliate links, then you may not have a place to use those links [when the algorithm changes]. We're providing a home base to creators that's separate from the influencer marketing platforms and storefront affiliate type of platform. LTK raised $300 million from SoftBank in 2021. Is the company profitable? Yes. We're really unique for a SoftBank investment. My husband and I started the business and self-funded it. It has remained within our family and we still both operate it. I'm the president and he's the CEO of the company. Ten years in, we decided to give some relief to some of our shareholders. We were already a profitable business. What SoftBank allowed us to do is give some reward to people who had been with us for about 10 years and run our road map forward. Since that time, we've more than doubled the business. And we remain EBITDA positive. Are you incorporating AI and machine learning into LTK? Our team uses a suite of 20 different AI companies and products to be more efficient, whether it's from legal to design to everything else. At LTK we think that our creators being human is their superpower, but we can make them more efficient. AI is being used across all of our services. We'll be releasing AI music, which is music that's custom-created for the videos and content that our creators have made. We also use AI to pre-tag their content. The CRM for our creators is also totally automated. We're also using it to send the right message to the right customer at the right time [to get them to buy something]. We sent over a billion notifications last year on behalf of our creators to their customers. On the brand side, we're building campaigns for them in partnership with the right creators. The vast majority of creators we are recommending to brands are based on AI insights. Will you ever let AI influencers on the platform? We will not. The human promise is so important. There's been a lot of articles that have come out actually about AI creators. They can gain a following and they look so real, but ultimately we think there's a lack of trust. They're not going to know that something ships faster, how it fits you. Again, it becomes like an ad, right? Because anything they're going to be doing in that context is going to be because they were paid or told to by someone. So we will remain a human app, but it'll be powered by AI. And the music might be created by AI, but the person that you're chatting with and all that is real.
