What Usage Rights Really Cost: A Bangkok Creator Pricing Table
By Mai Influence
When a Bangkok brand asks for "the usage rights too", most creators nod and move on. That one line is where your rate quietly doubles for the brand and stays flat for you. The post goes up once. The brand runs it as a paid ad for six months, cuts it into three billboards, and sends it to their regional team in Jakarta. You get the original fee.
This piece is the pricing table you should be sending back. Numbers are typical ranges from Bangkok campaigns in 2026, with a top-quartile figure for creators with clean engagement and real buying audiences. If a line does not fit your situation, say so and quote your own number. The point is you quote something.
What "usage rights" actually means
Usage rights are the brand's permission to use your content outside your own channel. Your in-feed post is the deliverable. Everything else, the paid boost, the paid ad, the website hero, the OOH billboard on Rama IV, the retail screen in Siam, that is a separate use and a separate fee.
Four variables set the price. Scope (organic reshare only, paid social, full-funnel paid, OOH, retail screens). Duration (30 days, 90 days, 6 months, 12 months, perpetual). Territory (Thailand only, SEA, APAC, worldwide). Exclusivity (do you keep posting for competitors during the window). Change any one of these and the number changes.
The base multiplier table
Treat your base rate as 1x. That is one post, on your channel, kept up for the standard 12 months by platform default, no paid push behind it. Everything below is on top of your base rate.
| Scope | 30 days | 90 days | 6 months | 12 months |
|---|---|---|---|---|
| Organic reshare on brand channel | +0.2x | +0.3x | +0.5x | +0.7x |
| Paid social (whitelisting / Spark) | +0.4x | +0.7x | +1.0x | +1.5x |
| Full-funnel paid (Meta + TikTok + YouTube) | +0.6x | +1.0x | +1.5x | +2.0x |
| Website or email hero | +0.3x | +0.5x | +0.8x | +1.2x |
| OOH or retail screens (Thailand) | +0.8x | +1.3x | +2.0x | +3.0x |
| Perpetual, any scope | add 1.5x to the 12-month figure |
Typical Bangkok nano creator (5K-20K): base rate THB 3,000 to 8,000. Micro (20K-100K): THB 8,000 to 25,000. Macro (100K-500K): THB 25,000 to 90,000. Top-quartile in each tier (clean engagement, Thai + English, strong niche buying audience): add 40%.
A worked example. A micro creator with a THB 18,000 base posts one TikTok. Brand wants 6-month paid social whitelisting plus 90-day OOH in Thailand. That is 18,000 + (1.0x paid social, 6mo) + (1.3x OOH, 90d) = 18,000 + 18,000 + 23,400 = THB 59,400. Not THB 18,000.
Territory and exclusivity
Thailand only is the default. SEA regional adds roughly +50% on top of whatever paid or OOH line you quoted. APAC adds +100%. Worldwide adds +150%. These stack on scope and duration, they do not replace them.
Exclusivity is separate again. A 30-day category exclusivity (you cannot post for a direct competitor) is +25% on the base post fee. 90 days is +60%. 6 months is +120%. If the brand wants exclusivity across a whole adjacent category too (say skincare plus cosmetics), that is another +40% on the exclusivity line.
If a brand will not define scope, duration, and territory in writing, they are buying perpetual worldwide rights for free. Make them pick.
The clauses to write into the contract
A pricing table is only useful if the contract reflects it. Four clauses to require:
- Scope definition. List the exact placements. If it is not on the list, it is not licensed. "All brand channels" is not a scope.
- Duration cap with a hard end date. No "ongoing", no "evergreen". A date. Renewal is a new PO at the then-current rate.
- Territory limit. Name the countries. "Global" without a country list defaults to Thailand only on dispute.
- Takedown and extension pricing. You can log into your Mai Influence profile and point the brand at the stored rate card, and the agreement extends only if they re-sign and pay the extension line.
You can quote the usage line as a standalone PO so it is tracked separately from the post fee. That makes it easier to invoice the extension when the brand wants another 90 days in month five.
When to say yes to perpetual
Rarely. Perpetual worldwide rights with full-funnel paid is the brand owning your face in ads for the rest of your career. The only time it makes sense is a one-off, flat-fee buyout at 4x to 6x your base rate, with a clean carve-out that you keep the content on your own channel and can reference the campaign in your portfolio.
If a Bangkok brand pushes for perpetual and refuses to pay the buyout multiplier, counter with 24-month paid social, Thailand only. Nine out of ten times the actual use they planned fits inside that window and they agree. The ones that refuse were going to run your face in Jakarta OOH without telling you. You keep a free creator profile on Mai Influence so when they come back to you for the renewal, your current rates and the stored contract terms are already there and you do not have to redo the maths.
The one-line response to send today
When the next brief hits your inbox with "and usage rights", reply with this:
Base post fee is THB X. Usage is quoted separately. Share the scope, duration, and territory you need and I will send a usage line to match.
That one line resets the whole conversation. Suddenly you are pricing a specific thing, not giving away a vague forever.
