Yes, a UGC creator can reuse the same video for other brands only if your agreement allows it, because reuse is controlled by ownership, licensing, and any exclusivity terms you set.
Here’s the simple rule we use when we manage UGC for Orlando and Florida businesses: if your product, logo, packaging, app UI, or brand-specific talking points appear in the footage, that video should be treated as your brand asset, and reuse for another brand should be prohibited unless you explicitly allow it.
What actually decides whether a creator can reuse a video
UGC is not “automatically exclusive.” By default, the person who creates a video usually owns the copyright, and the brand receives whatever usage rights the contract grants. That means a creator may legally be able to reuse a concept, a script structure, or even the exact edit unless your agreement says otherwise.
| Deal structure | What you get as the brand | Can the creator reuse the same video for other brands? | Best for |
|---|---|---|---|
| Non-exclusive license | Permission to use the delivered video in specific places (for example, organic social) | Often yes, unless restricted, which can create awkward “I’ve seen this before” moments | Testing new offers or lower-risk content |
| Category exclusivity | Usage rights plus a restriction against working with direct competitors in a defined category | They can still work with other industries, but not your competitors during the exclusivity window | Most local service businesses that compete in a tight market |
| Full buyout or work-made-for-hire plus assignment | You own the content outright (or receive broad, transferable rights) | No, not without your permission | Paid ads at scale, franchising, or long-term evergreen creative |
What we recommend you put in the agreement
If you want to avoid misunderstandings, spell out four things in plain English: (1) who owns the footage, (2) where you can use it (organic, paid ads, website, email, marketplaces), (3) how long you can use it, and (4) whether the creator is blocked from reusing the same video or working with competitors. When you want done-for-you contracts and deliverables, we handle it through our UGC content services.
For most brands, “reuse” breaks into two different issues: reuse of the exact video file and reuse of the concept. We usually restrict the exact file (especially when your product is visible) and allow concept reuse, as long as it’s reshot with different visuals, different lines, and no brand cues that tie back to you.
Platform and disclosure details that matter
Even if reuse is allowed contractually, disclosure still applies when a post is commercial. On Instagram, creators can use the paid partnership label for branded content. On TikTok, creators can use the commercial content disclosure settings. If a creator reposts an old brand video without clear disclosure, it can create compliance headaches for both sides.
Florida-specific note on people in the video
If your UGC includes anyone other than the creator (a spouse, kids, staff, customers, bystanders), you need permission to use their likeness for advertising. Florida law has specific rules around commercial use of a person’s name or likeness, so we recommend collecting written releases anytime a non-creator appears in paid ads or on a website.
What to do if you are buying UGC for ads
If you plan to run the content as ads, add terms for paid usage (sometimes called ad rights) and whether you will “whitelist” the creator’s handle or run the ad from your business account. This is where we often see confusion and frustration, so we map it out clearly when we manage paid social and posting workflows through our social media marketing services.
One last practical tip: if you are publishing UGC on your website, rotate it periodically so your pages don’t look stale to visitors. If you want a simple way to think about updates and timing, our FAQ on whether content freshness matters for SEO pairs nicely with an on-site UGC library.
If you tell us where you plan to use the video (organic only, ads, website, marketplaces), we can recommend the cleanest rights language so you get content you can keep using without stepping into competitor conflicts or licensing surprises.
