Good news on this one: an approved clip is yours to use.
Once you approve a clip you can use it anywhere, for as long as you like, including in paid ads, at no extra cost. The one case where you own the clip outright rather than holding the right to use it: when it was made from content you supplied.
What you get when you approve a clip
The creator grants you a licence that is permanent, worldwide and free of any further payment. It lets you host, edit, repost, publish and promote the clip on any platform and in any medium, including paid advertising, for your own products and brands, and you can pass that right on so an agency or an ad partner can use the clip for you. The creator keeps the right to use it too; the licence isn't exclusive. Nothing more is owed beyond what the campaign pays.
When you own the clip
How the clip was made | What you have |
From footage, templates, assets or a script you supplied | You own the finished clip once it's approved |
From the creator's own material | The licence above: use it anywhere, permanently, not exclusively |
On a retainer campaign | Deliverables are produced for you as work for hire |
A draft you never approved | Nothing. The creator keeps it |
The creator's name and face
You can use the creator's username, handle, voice, image and likeness as they appear in the clip, to run and promote that campaign and that clip. You can't lift them into unrelated marketing or present the creator as endorsing you outside the campaign.
What you give them
Footage and assets you provide are licensed to the creator only to make clips for your campaign. Creators may show clips they made for you in their own portfolio; if you don't want that, say so in the campaign's requirements or description.
Music and other people's content
The creator is responsible for clearing anything in the clip that isn't yours or theirs, music included, and for any identifiable person shown in it. If a clip infringes someone's rights that sits with the creator, but it's still your advertising once you run it, so check before you put spend behind a clip.
What you can't do
You can't take a creator's post down; only the creator or the platform can. If a live clip breaks a requirement written on your campaign, reject it and don't pay for it, and for serious abuse flag it so our team looks. Approving a draft before posting doesn't stop you rejecting the posted clip if it drifts from the brief.
This page puts the licensing section of the Organization Terms in plain words; the Terms themselves govern.
If a clip you approved turns into your best ad, that's the deal working as intended.
Related
Clipping, UGC or slideshows, and what you need to supply
Review submissions
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