The creator economy has a language of its own.
This is the first installment of my Creator Legal Dictionary series, where I’ll be breaking down the terms content creators are most likely to see in brand deals, what they mean, and what to pay attention to before signing.
For this first installment, we’re focusing on five terms related to creating and delivering content for a brand. Each of these terms addresses a different part of the content-creation process, from what you are required to deliver, to how the brand can request changes, to the promises you make about the content itself.
1. Deliverables
Deliverables (noun)
The specific content, services, or other work a creator agrees to provide as part of a brand deal.
Examples
One TikTok video, three Instagram Story frames, five edited photos, raw footage, or attendance at a brand event.
Tips
Your contract should define your deliverables as specifically as possible. “Social media content” leaves much more room for disagreement than “one 60-second TikTok and three Instagram Story frames.”
2. Creative Brief
Creative Brief (noun)
A document containing a set of instructions from a brand that explains what it wants a creator to make for a campaign. It may include required talking points, mandatory hashtags or disclosures, and deadlines.
3. Revisions
Revisions (noun)
Changes a brand asks a creator to make to content after it has been submitted for review. These may include edits to the wording, visuals, captions, or other elements of the content.
Tips
Your contract should state how many rounds of revisions are included. You may also want to charge an additional fee if the brand requests revisions beyond that number.
4. Reshoots
Reshoots (noun)
A request for a creator to recreate content after it has already been filmed, usually because the brand wants a material change to the content.
Examples
Re-filming a video because the brand wants a different concept, setting, product placement, or script.
Tips
Consider addressing reshoots separately from ordinary revisions in your contract. Because reshoots can require significantly more time and work, you may want to charge an additional fee when they are requested for reasons outside your control.
5. Representations and Warranties
Representations and Warranties (noun)
Promises a creator makes in a contract about certain facts, such as that they have the right to enter into the agreement, will comply with applicable laws, and will follow the brand’s campaign requirements.
Tips
Pay attention to how risk is allocated. A creator may reasonably be responsible for content or materials they choose, but the brand should generally take responsibility for materials, claims, or required language it provides.