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Using Influencer Posts in Ads: What to Agree on Before Secondary Use
What secondary use of influencer posts means, the scope, period and media to agree on before using them in ads or on your website, and how to ask, explained from a casting company’s point of view.
“The influencer’s post was so good that we want to use it in our ads too.” We often hear this after a campaign ends.
Using an influencer’s post somewhere other than their own account is called “secondary use.” It is a way to bring a good post to even more people, but if you go ahead without agreeing on how it will be used, problems can come up later. This article covers what secondary use is, what to agree on before using posts in ads, and how to make the request.
What is secondary use of influencer posts?
Secondary use means a company using photos or videos that an influencer posted on their own account somewhere else. For example:
- Featuring or reposting them on the company’s social media accounts
- Running them as social media ad creatives
- Placing them on the website, product pages or online store
- Using them in print, such as in-store posters, POP displays or flyers
- Using them in trade show or sales materials
The advantage of secondary use is that a post that has already performed well can be put to work elsewhere as it is. Compared with creating material from scratch, the perspective and words of someone who actually used the product come across more easily and feel more relatable. It also lets the post reach people beyond the influencer’s own followers.
On the other hand, the influencer created the post, and it includes their own face and voice. So even for a post the company requested, whether it can be reused and to what extent must be agreed in advance.
The basics of working with influencers are also covered in What Is Influencer Marketing?.
What to agree on for secondary use
The conditions for secondary use differ by campaign. Deciding the following points before making the request keeps things smooth.
Where it will be used (media)
Decide where it will be used, such as the company’s social accounts, social ads, the website or print. “Featuring on social media only” and “running as an ad” differ greatly in audience size and usage, so it is important to state the media clearly.
How long it will be used
Decide the start and end dates. It also helps to agree on what happens afterward, such as stopping the ads or removing it from the website.
Scope and editing
Decide whether to use the post as is, or to trim it, add text or combine it with other material. If editing, confirm how far changes may go.
Other people and music in the post
If people other than the influencer appear, or if music is used, separate permission may be needed. Music in particular may be usable on social media but not in ads or on a website, so check early.
How to ask
We recommend sharing the secondary-use conditions together with the posting request. Asking “can we use it in ads too?” after the post goes live means negotiating again, which can take time.
Sharing the following at the request stage makes it easier for the influencer to decide:
- Whether secondary use is planned
- Where and for how long
- Whether it will be edited, and to what extent
- How secondary use will be paid for
The fee for secondary use depends on the media, the period and the influencer’s own policy. It is often separate from the posting fee, so confirming it at the start makes budgeting easier.
The overall request process is covered in how to request Instagram PR and how to request TikTok PR.
Points to watch out for
Put the agreed conditions in writing
Record the agreed media, period and editing scope in a document or email. Even if the person in charge changes, it is clear how far the post may be used.
Disclosing that it is an ad
When running it as a social ad, it must still be clear that it is a company ad. The disclosure rules are summarized in our article on the stealth marketing regulation.
After the period ends
Share the end date internally so that ads don’t keep running and posts don’t stay on the website after the period ends.
Choosing people with secondary use in mind
If secondary use is planned, thinking about “how will this look as an ad?” from the casting stage helps extend the campaign’s impact.
- Does the post convey the product’s appeal clearly?
- Would it feel natural to viewers when shown as an ad?
- Is the influencer open to secondary use?
For how to choose people, see our article on how to choose influencers.
If you are unsure which influencer to ask, nicoichii will propose a selection that fits your goals and budget.
Talk to us about casting →Talk to nicoichii about secondary use of influencer posts
Secondary use lets you make the most of a good post in ads and on your website. But if you don’t agree on media, period and editing scope at the start, you may need to negotiate again later.
nicoichii supports everything from casting influencers and talent to arranging secondary-use conditions and checking posts. Details are on our Marketing page.
Even if you are at the stage of “we want to use the post in ads” or “we’re not sure how far we can use it,” that’s fine. If you have questions about secondary use or casting, feel free to reach out via Contact.
Talk to nicoichii about influencer and talent casting
From TikTok, Instagram, and YouTube influencers to talent and artists, we propose the right people and campaign ideas for your budget and goals. Feel free to reach out even if you are still at the “I don’t know who to ask” stage.