The Exclusivity Checkbox
Every brand wants exclusivity. "We don't want our creator posting for a competitor." Fair enough. But most brands treat exclusivity as a checkbox, not a strategy -- and that is where deals fall apart.
Exclusivity Has Real Cost
Exclusivity has real cost. When a creator goes exclusive in a category for your brand, they are turning down revenue from every other brand in that space. A travel creator who goes exclusive with one smartphone brand is saying no to Samsung, Vivo, Realme, and everyone else. That lost revenue needs to be compensated, and most brands undervalue it.
The Smart Approach: Tiered Exclusivity
The smart approach is tiered exclusivity. Full category exclusivity for the campaign window -- say, 45-60 days around your launch. Followed by a cooling-off period where the creator simply does not post for a direct competitor. This is more affordable than year-long lockouts and more practical for both sides.
Year-long category lockout
Flat fee, one campaign use
Creator locked out of lucrative category
Resentment and broken relationships
45-60 day campaign window
Cooling-off period for competitors
Enough briefs to justify the lockout
Powerful brand association, fair deal
Exclusivity Without Volume Is a Dead End
Another mistake: brands demand exclusivity without giving the creator enough campaign volume to justify it. If you are locking a creator out of an entire category, give them enough briefs and content opportunities to make the relationship worthwhile. Exclusivity without volume is a dead-end deal.
We have seen too many deals where a creator goes exclusive for a flat fee, the brand uses them once, and the creator sits locked out of a lucrative category for six months with nothing to show for it.
How We Structure Exclusivity at Exif Media
At Exif Media, we negotiate exclusivity terms that protect both the brand and the creator. We ensure the creator gets sufficient campaign volume, the brand gets genuine category ownership during the window that matters, and both sides walk away feeling the deal was fair.
The principle: Exclusivity is a tool. Used well, it creates powerful brand association. Used poorly, it creates resentment and broken relationships. Structure it like a partnership, not a restriction.
Related Reading
- Long-Term Creator Partnerships: Why 12-Month Deals Beat One-Off Campaigns
- The Talent Management Layer Most Agencies Skip
- Talent Management in India: From Discovery to Brand Deals to Career Growth
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