Foreign brand’s demand for influencer marketing is still growing in Japan. The brands seek to create emotional connections with customers while adding to the influencer’s personality and sense of trust to narrate brand stories. This move goes on. 

 

At the same time, we’ve experienced a gap in recognition regarding how to deal with the posts by influencers. Sometimes, brands skip consent to use posts and repost them on Instagram. Sometimes, brands try to reach the influencers, without consulting their agents or the companies responsible for influencer marketing, to use the posts without paying in consideration of the reuse.

 

This time, we share with you the secondary use of the images. What is it? Why is it important? What happens if you don’t get permission? 

 

What is the secondary use of images?

An influencer creates and uses a photo, image, or video for its original purpose. It is called primary use. For example, an influencer creates a photo or video on Instagram and posts it on Instagram. It is for primary use.

 

A secondary use is when an influencer creates something once, and other people or companies reuse it for promotional purposes. In other words, an influencer transfers what the influencer created to those people or companies. 

 

So, what does the promotion mean? 

It means that it appeals to the brand’s followers and users in their brand’s official media, website (homepage, blogs), social media (including reposts in a story and feed), digital and printed catalogues, web advertisements and so on.

 

The influencer’s work is copyrighted. It means the brands must get permission to reuse the copyrighted photos, images, and videos for promotion. The reason is for those people or companies to avoid legal trouble and maintain a good relationship with the influencer. Without the permission, it is a copyright infringement and can lead to trouble.

 

Brands reusing an influencer’s work may damage the influencer’s image. In such a case, there would be a risk of losing trust and bad publicity in the influencer’s business. Influencers should be aware of those possible risks and consider them carefully. They should give permission only after they are satisfied that the reuse is consistent with the brand’s image.

 

When reused by a brand, the influencer’s content should be consistent with the brand’s values, image, and characteristics of the products or services that the brands offer.

 

The reuse (secondary use of images) that should be applied to: 

• Official website
• The company’s Social Media account
• Catalogues
• Web advertisements

 

So, what do you think? Have you already discussed the reuse of the images at the beginning? Was it clear to all? What is the best to nurture your brand with the influencer? Is it the best for both of you? Is it the best one you chose?

 

Krayon, Inc. is a company that helps brands. The brands with their truth to the roots, consumers’ desires, and needs in the future. Our expertise is in PR, branding and Marketing for those brands.

 

We work with more than 1,000 influencers in Japan of different ages, genders, and genres for brands. For any influencer marketing in Japan, contact us anytime.