The appeal for brands is borrowed authenticity and better ad performance: an ad from a trusted face in a native format typically out-converts brand-account creative. Brands may also build lookalike audiences from the creator's following and run dark posts — ads from the creator's handle that never appear on their organic feed.
For creators, whitelisting is leverage and risk in one: it earns recurring fees (commonly priced per 30 days of access, as a percentage of the content fee) but puts your face on media you no longer control — targeting, spend, and edits sit with the brand. Standard protections include time-limited authorizations, approval rights over edits, and explicit term definitions in the contract.
On the Socialync UGC job board, a brand states usage rights on the campaign listing, so creators see those terms before they apply. The board opens November 1, and the brand pays the creator directly.