Exclusivity in a brand deal means you agree not to work with competing brands for a defined period. If a skincare brand asks for 60 days of category exclusivity, you can't post about any other skincare, makeup or beauty brand, paid or gifted, for those 60 days.
That's a real cost to you as a creator. You should price it like one.
The Short Answer
Price exclusivity as its own line item: 30% of your content fee for 30 days, 40% for 90. That's what Selah quotes, and it's the top of the 15–30% published guides give for a 30–90 day window. Then adjust for two things:
- Scope: how much of your deal flow it blocks. Direct competitors only can go lower; a whole category should go higher.
- Your pipeline: how many deals you'd realistically turn down in that category during the window.
Direct Competitor vs. Category Exclusivity
Most creators treat exclusivity as a yes-or-no clause. It isn't. The variable that matters most is scope.
Direct competitor exclusivity is narrow: you can't work with brands that sell the same product. A vitamin brand asks you not to promote other supplement brands. That's a fairly defined list.
Category exclusivity is broad: you can't work with anyone in the entire vertical. A supplement brand asking for "health and wellness" category exclusivity locks you out of fitness gear, protein powder, gym apparel, sleep aids and anything else that touches the space, not just other vitamins.
It's the difference between "don't work with CeraVe while you're working with us" and "don't work with any skincare, haircare or beauty brand." Both are exclusivity. They are not priced the same.
Full exclusivity, sometimes called general or platform exclusivity, goes further still: no competing brands anywhere in your content. It's rare in single-campaign deals and should command a very large premium.
Why Exclusivity Costs More Than Most Creators Charge
When a brand asks for exclusivity, it isn't just buying your content. It's buying your silence toward its competitors. Every deal you could have taken in that window is revenue you're giving up. For a creator who runs two or three paid partnerships a month, a 90-day beauty exclusivity clause could mean passing on several deals.
Brands have good reasons to want it. They don't want their campaign running beside a competitor's, and they don't want your credibility lending weight to adjacent products that dilute their message. From their side, they're paying to own a content vertical on your channel. That's worth more than a sponsored post.
And they're counting on you not reading the clause closely. Exclusivity language is often written by lawyers who know exactly how broadly "category" reaches. You should too.
How to Price It
The core question is: how many deals might you miss during that window?
By scope
| Scope | Against Selah's figure |
|---|---|
| Direct competitors only | At or below it |
| Narrow category (e.g. skincare only) | Selah's figure |
| Broad category (e.g. all beauty and wellness) | Above it |
| Full exclusivity | Negotiate very carefully |
By duration
Longer windows cost more in total and less per month, on the same curve Selah uses for usage rights:
| Duration | Selah, % of content fee |
|---|---|
| 30 days | 30% |
| 60 days | 35% |
| 90 days | 40% |
| 6 months | 53% |
| 12 months | 68% |
These are the starting point, not the ceiling. Adjust for how active your pipeline is in that category. A beauty creator who books several skincare partnerships a quarter should price 90-day beauty exclusivity at the top of the range. A creator who books one skincare deal a year can price it lower, because the opportunity cost genuinely is lower.
Bonus tip: For long exclusivity windows, ask the brand to commit to more content up front. Six months of exclusivity for one Reel is brutal. Six months of exclusivity for three or four pieces is a much bigger deal, and more money in your pocket.
Bonus tip: Before you quote, ask the brand to define the category in writing. "Beauty and wellness" can be read to cover almost anything. A defined list of excluded brands protects you, and when brands have to spell the scope out, they often narrow it.
To see exclusivity added to your own content fee, use the usage rights calculator. Pick a window and it prices exclusivity beside usage rights and rush, with the published range for comparison.
A Real Example Breakdown
Creator profile: 120K followers, lifestyle niche, 3.0% engagement rate, an active beauty sponsorship pipeline.
Brand ask: One sponsored Instagram Reel, 30-day category exclusivity (beauty and skincare).
| Line item | Amount |
|---|---|
| 1× Instagram Reel | $2,400 |
| 1-month exclusivity | $700 |
| Total | $3,100 |
Without the exclusivity line, this creator might have quoted $2,400 and called it done, giving the brand 30 days of silence toward every competitor in her most active sponsorship category. The exclusivity line is 30% of the content fee, rounded to the nearest $100: Selah's figure for a narrow category over 30 days. Had the brand asked for all of beauty and wellness, she'd price above it.
Selah calculates exclusivity fees based on scope and duration — automatically added to your quote →
What to Look for in Brand Messages
Brands rarely lead with the word "exclusivity." Look for:
- "We'd love to be your exclusive partner" or "primary brand in this space"
- "Exclusive partner in the [vertical] space": that's category exclusivity, not just competitors
- "Please don't promote competing brands during our campaign"
- "No competing or adjacent brands": adjacent is the word to push back on
- "We ask for a [X]-day hold on similar content"
- "Exclusivity in [category]", sometimes in a rider or addendum rather than the main brief
- Gift-only collaborations that casually mention exclusivity: decline, or get paid for it
- Any exclusivity clause without a defined list of excluded brands: ask for specifics before signing
If any of these appear, exclusivity is on the table. Define the scope, set a specific duration, and add it as a named line item.
Exclusivity is one of the most underpriced parts of a creator brand deal, because it feels like a small ask until you do the math on what you're agreeing not to do.
Know the scope. Name the price. Charge for every day of it.
For how exclusivity fits alongside deliverables, usage rights and other add-ons, see How to Price a Brand Deal →. For exclusivity with no clear end date, see how to price vague exclusivity.
Frequently Asked Questions
How do I price exclusivity in a brand deal? Price it as its own line item: 30% of your content fee for 30 days, 35% for 60 and 40% for 90, which is what Selah quotes. Go above that when the category is broad or you'd realistically lose several deals in it. Always get the scope in writing before you quote: "no competing brands" is not specific enough to price.
What is category exclusivity in a brand deal? Category exclusivity restricts you from working with any brand in a product vertical, not just direct competitors. "Don't work with CeraVe" is competitor exclusivity; "don't work with any skincare, haircare or beauty brand" is category exclusivity. It blocks far more deals, so it costs far more.
What is the difference between category exclusivity and full exclusivity? Category exclusivity blocks one vertical. Full exclusivity, sometimes called platform or general exclusivity, blocks competing brands across your whole content operation. Full exclusivity is far more restrictive and should command a much higher premium.
Should I charge more for longer exclusivity periods? Yes, significantly more. Duration compounds the opportunity cost. A 90-day window in an active sponsorship category can represent several deals you turn down. If you run two or three deals a month in that category, price toward the top of the range.
What language in a brand's message signals an exclusivity ask? Watch for "exclusive partner," "primary brand in this space," "please don't promote competing products," "no competing or adjacent brands," "a hold on similar content," or "exclusivity in [category]," sometimes buried in a rider rather than the main brief. Any of these means exclusivity needs its own line item.
Can I negotiate the scope of exclusivity to lower the price? Yes. Narrow exclusivity (direct competitors only) costs less than broad category exclusivity. If a brand can't afford broad exclusivity, offer to narrow it: "no direct skincare competitors" instead of "no beauty and wellness brands at all." Get the agreed list in writing; it also protects you if there's a dispute later about what the clause covered.