Copyright for Social Media: The Basics Every Promoter Should Know
General information on copyright for promoters: who owns content, what a licence is, why credit is not permission, fair use limits, music in videos and how to keep proof. Not legal advice.
Promoters post other people's content every day: creators' clips, artists' songs, brands' banners. That is fine when you have permission. It becomes a problem, takedowns, strikes and lost accounts, when you do not.
This is general information, not legal advice. Copyright law differs between countries. For a specific situation, ask a qualified professional.
Who owns content
In many countries, copyright belongs to the person who created a work from the moment it exists, without any registration. A photo belongs to the photographer, a video to whoever made it, a song to its writers and the recording to its owner, often a label. Exceptions exist, like work done for an employer, which is why contracts matter.
| Content | Usually owned by | What you need to post it |
|---|---|---|
| Creator's photo or clip | The creator (or their company) | Their permission, often via the program |
| A song | Writers, publisher and the recording owner | A licence, or the platform's licensed library |
| Brand banner or logo | The brand | The brand's materials and guidelines |
| Your own footage | You | Nothing, unless it shows others' work |
| A random viral video | Whoever filmed it | Their permission; usually you do not have it |
Four myths that cost accounts
- Giving credit makes it okay. Credit is polite; it is not permission.
- It was on the internet, so it is free. Public is not the same as free to use.
- Under 10 seconds is always fine. There is no safe number of seconds.
- I am not making money from it. Promotion is commercial by nature, and non-commercial use can still infringe.
Licences and permissions in plain words
A licence is permission to use a work in a certain way. It can be broad or narrow: one platform only, for a set time, not for ads, and so on. When a program gives you content to promote, the terms of your agreement set what you may do with it. Read them and stay inside them.
- 1Use content only from sources you are allowed to use: the program, the creator, licensed libraries, or your own work.
- 2Check limits: which platforms, whether paid ads are allowed, whether you can edit it.
- 3Keep proof: save the message, email or agreement where permission was given.
- 4When permission ends, stop using the content and remove it if asked.
Fair use and similar exceptions
Some countries allow limited use without permission, like fair use in the US or fair dealing in the UK, for things like commentary, criticism or news. These are narrow, decided case by case and hard to rely on. Promotional reposts rarely fit. Do not build a strategy on an exception; build it on permission.
Music in your videos
Music causes most takedowns on short video. The safest path is the platform's own sound library, which is licensed for use inside that platform, though business and ad accounts may have a smaller library. Using a song in a video you export and post elsewhere is a different question. For royalty-free options, see stock media and licensing. For how trends work, see how to use trending sounds.
If something you posted is reported, read DMCA takedowns explained. If you promote through AMZA, the content your Wingman sends is meant for promotion within your program's terms; ask before using it any other way.
FAQ
Can I repost content if I give credit?+
Credit alone is not permission. You need the owner's permission or a licence, unless a narrow legal exception applies. This is general information, not legal advice.
Is it copyright infringement to use a song in a TikTok?+
Using a song from TikTok's own sound library inside TikTok is generally covered by the platform's licences, within its terms. Adding a song yourself to a video you post elsewhere may need a separate licence.
Who owns a photo of a creator?+
Usually the photographer, unless a contract says otherwise, for example the creator paid for the rights. Programs normally handle this before giving you content.
What happens if I break copyright on social media?+
Usually the post is removed and the account gets a strike. Repeated strikes can lead to the account being removed. In serious cases the owner can take legal action.
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