Intellectual property or copyright protects all creative content that a person has produced themselves, such as photos, videos, text, or music. As soon as an influencer creates and publishes content – on platforms like Instagram, TikTok, or YouTube – it legally belongs to them and cannot be used by others without permission.

This means that neither brands nor other creators are allowed to copy, distribute, or use this content for advertising without consent. If a company wants to use an influencer’s content, it must obtain a license or usage rights. These are typically defined in a contract, often referred to as buyouts or usage rights.

At the same time, influencers must also ensure they do not use third-party content without permission, such as music, images, or videos. Otherwise, they may face warnings or legal consequences.

In influencer-marketing, copyright is therefore essential for protecting creators’ rights and ensuring that collaborations are handled in a legally compliant way.