Content Licensing – How to Sell Your Videos and Photos to Companies and Media?

You can have a viral video watched by half the internet – and not earn a penny from it. Or you can upload a video that gets a few hundred views, but then sell it to global television for a few thousand. The key? Licensing. It’s the quietest but one of the most tangible ways to monetize what you already have on disk. Without creating additional content, without algorithms, and without chasing collaborations.

Media or brand? Licensing means two completely different worlds and completely different rates

Selling the same video, but once to a television station and once to a brand? Forget about the same pricing. Media and brands are two completely different operational models, budgets, and needs – and if you want to earn from it, you need to distinguish them from the first message.

What is worth knowing?

• Media (e.g., TVN, Reuters, New York Post) usually pay less, act fast, and need news or virals.
  
• Brands (e.g., Xiaomi, Bosch, Allegro) pay more but expect broad rights – often exclusive and long-term.
  
• Media buy specific content for one-time use – e.g., on a website or a program.
  
• Brands want assurance that the competition won’t use the same content – and they’ll pay extra for it.
  

It happens that the same video is worth 300 zł for a news portal and 3000 zł for a brand that wants to use it in a campaign. Therefore, before you reply “sure, you can post it” – ask, what the scope of use will be, who the end client is, and how long they want the rights for.

How much is your video really worth? Or how to price rights so you don’t sell everything for 500 zł

It’s not that your video is “worth as much as someone is willing to pay.” It’s worth as much as the rights you sell cover. And there are more of them than you think: license duration, field of exploitation, exclusivity, territory, format, and other variables.

How can you price your content?

• Creation Fee – if you are making something on demand (not just handing over ready-made material).
  
• Usage Fee – the rate for the right to use already created content.
  
• Add-ons:
  – exclusivity (e.g., only a specific brand can use the material)
  – duration (3 months, a year, perpetual license)
  – reach (Poland, Europe, global)
  – media (online, TV, digital OOH, etc.).
  

Example? A video reviewing a coffee machine that would normally earn 200 zł in affiliation may be worth 1500–2500 zł for a brand that wants to use it in advertising. But only if you don’t give away perpetual rights “in the package”.

The rule is simple: the broader the rights – the more money. And if someone wants “all, for everything, forever” – it’s not 500 zł, but a rate starting from a few thousand.

“Hi, we’re from ViralHog” – is it worth giving rights to intermediaries, or is it better to manage sales yourself?

If your video goes viral, it’s very likely that someone from ViralHog, Storyful, Newsflare, or another licensing agency will contact you. Sounds professional – and often it is. But before you give away all rights for 300 dollars, it’s worth considering what you’re actually signing.

What does an intermediary provide?

• Reach and distribution – Your film may reach a dozen major editorial offices.
  
• A ready-made client network – e.g., media that regularly buy from a given platform.
  
• Legal and technical support – no need to handle invoices, contracts, payment forms.
  

But also!

• You give up some rights (or all), often without control over where the film appears.
  
• You earn once, even if your video appears later in 50 materials.
  
• You have no influence on the rates – ViralHog may sell the film further for 10 times more.
  

Who does this make sense for? If you’re interested in quick earnings, don’t have the energy to handle everything yourself, and the video doesn’t have significant image value for you. But if it’s material that can work long-term – it’s better to go on your own or consult the contract with a lawyer.

Traps in licensing agreements – how to give away rights forever with one sentence (and how to avoid it)

You often lose the most money not because you sold cheaply – but because you sold too much. And literally with one sentence in the contract that you didn’t notice. Because who reads through “in perpetuity,” “all media now known or hereafter devised,” or “worldwide rights”?

What to watch out for?

• “Forever” – or “in perpetuity” – means you can no longer sell the same film to others, even in 10 years
  
• “All media known” – even technologies that don’t exist yet (e.g., artificial intelligence, VR)
  
• “Work made for hire” – if you see this term, it means… you give up authorship. Completely.
  

What to do?

• Negotiate the duration of the license – e.g., 3, 6, or 12 months
  
• Limit the fields of exploitation – e.g., only social media, excluding TV
  
• Don’t sign blindly – you can always ask a lawyer or an experienced creator
  
• Add a clause: “non-exclusive rights” – if you want to sell the material to more than one brand
  

It’s not about lawyering every email. But if someone wants “full rights” for little money – pass or propose a different scope. Your content has value. And it will still have value next year.

Don’t wait for someone to knock – sell yourself. How to actively pitch your content and to whom?

Licensing doesn’t have to be passive. You don’t have to wait for an email from an agency – you can write to companies and media yourself. And surprisingly, you don’t need connections, contacts, or a resume in the industry. All you need is good material and two or three sensible sentences.

How to do it?

• Identify potential clients – e.g., companies selling products from your film, trade media, thematic services.
  
• Send a specific email – with a link to the film, a usage proposal, and a short description.
  
• Add pricing options – e.g., “non-exclusive license for 3 months: 700–900 PLN”.
  
• Offer additional options – e.g., using the clip in a campaign, repost, version without logo/effects.
  

Example? You have a video reviewing a kitchen robot that got 10k views. Write to the manufacturer – or the agency that handles them. Offer the material with rights for use on the website and social media. It’s a real deal – successful more than once.

And remember: just because something didn’t get many views on TikTok doesn’t mean it lacks value. For a brand, quality, context, and “narrative fit” matter more than reach. If you present it sensibly, you have a better chance than it seems.

You don’t have to be viral. Licensing works with a small audience – if you have something valuable

Not viral? Cool. Got good content? That’s enough. Licensing doesn’t work like TikTok – it doesn’t thrive on views. Here, what’s unique, well-recorded, and tailored to the buyer’s needs wins.

Examples:

• Do you record aesthetic shots of coffee and coffee makers? – you’ll find buyers among manufacturers
  
• Do you have a drone and nice shots of mountains? – travel agencies will be interested
  
• Have you created a tutorial that shows how a tool works step by step? – that’s gold for DIY brands
  

Companies and media are looking for useful materials, not just funny cat moments. And if you can tag them correctly, organize and send them – you’re already 3 steps ahead of the rest of the internet.

FAQ

Can I sell the same video to several companies?

Yes – if you do not provide an exclusive license. You can license content multiple times, as long as you don’t violate the terms of the previous agreement.

Do I need to have a business to sell a license?

No – you can do it as an individual under unregistered activity, as long as you do not exceed the income threshold (3499.50 PLN/month gross in 2025).

What if someone used my video without asking?

You have the full right to issue a cease and desist for copyright infringement and demand compensation. It’s good to have screenshots, publication dates, source files.

How much can I charge for a 30-second video?

It depends on the scope of the license. For example:

• use on Polish social media for 3 months: 300–800 PLN
• global ad with a perpetual license: 2500–5000+ PLN