Understanding exclusivity in creator deals

Exclusivity = a clause that prevents you from working with competing brands for a defined period.

This is one of the most expensive things you can give away — and most creators give it away for free.

The 3 dimensions of exclusivity

1. Category breadth — "athletic apparel" is broad, "running shoes" is narrow. Always negotiate narrower.
2. Duration — 30 days vs 90 days vs 1 year. The longer, the more it costs you.
3. Geography — global vs single-region. Single-region is much cheaper to give.

What to charge

Exclusivity should add 25-100% on top of your base fee, depending on the above:

• 30 days, narrow category, single region: +25%
• 90 days, broad category, global: +75-100%
• 1 year of any exclusivity: +100% minimum (and reconsider taking it)

How to negotiate it down

• Counter with a shorter period (30d instead of 90d)
• Counter with a narrower category
• Counter with first-right-of-refusal instead of full exclusivity
• Walk away if exclusivity is non-negotiable and underpriced