Exclusivity · Creator brand deals
Exclusivity in creator brand deals: what is normal
In brand deals a short 2-7 day window is routine; beyond that, expect to charge, roughly +20-35% for a 30-day category lockout.
Typical range
A short 2-7 day category window around posting is routine and often unpaid. Beyond that, a common convention is to price it: roughly +20-35% of the fee for a 30-day category lockout, +50-75% for 90 days, and +75-100% for six months.
Off-market
A broad, whole-industry lockout for six to twelve months folded into the base fee with no premium, blocking the creator from a large share of potential sponsors for free.
One-line fix
"Creator will not post sponsored content for [named category] competitors for [30 days] from posting. This exclusivity carries a [+25%] premium on the base fee."
What we see
Exclusivity is a legitimate and common ask in brand deals, because a brand does not want its sponsored creator promoting a direct competitor the same week. The question is never whether exclusivity exists but whether it is scoped and priced, and this is where creator contracts most often go wrong.
Healthy exclusivity is bounded on three axes: category (the specific competitor set, not a sprawling industry definition), duration, and price. A short window of 2 to 7 days around posting is routine and usually unpaid. Beyond that a common convention is to charge, roughly +20-35% of the fee for a 30-day category lockout, +50-75% for 90 days, and +75-100% for six months.
The costly version is broad, long, and unpaid: a clause locking a creator out of an entire industry for six to twelve months, bundled into the base fee. That can quietly cost the creator far more in foregone deals than the campaign paid. Narrowing the category, shortening the window, and attaching a premium turns a hidden cost into a priced, deliberate choice.
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