Raw Footage Requests: What Creators and Brands Should Agree On

"Can you also send the raw footage?" is one of the most common requests in UGC, and one of the most misunderstood. To a brand, raw footage can seem like a simple extra: the files already exist, so why not share them? To a creator, raw footage represents additional value, additional work to organize and deliver, and additional ways their image can be used.

This guide explains what raw footage is, why brands want it, and how creators and brands can agree on it fairly.

What counts as raw footage

Raw footage usually means the unedited clips recorded during a shoot. That can include:

every take of talking shots, including mistakes and pauses,
b-roll clips of the product, hands, environment and details,
alternate angles,
extra lines or hooks that were not used in the final edit.

Raw footage is different from project files (the editing timeline from the creator's editing app), which are rarely requested and even more rarely included.

It is worth defining exactly what "raw" means in your agreement. Some brands want every clip. Others want only selected usable takes and b-roll, which is often more practical.

Why brands want raw footage

Brands and agencies ask for raw footage because it lets them:

cut new versions of the video for different platforms and lengths,
create additional ads with different hooks or orders,
combine clips from multiple creators into a single ad,
refresh ads over time without booking a new shoot,
build a library of b-roll for future content.

In other words, raw footage multiplies how much content a brand can get from one shoot. That is exactly why it has value.

Why it matters to creators

For creators, raw footage raises a few considerations:

Extra work. Organizing, naming and uploading large numbers of clips takes time.
Extra value. The brand can create many more assets than the agreed edited videos.
Less control. Clips may be edited in ways the creator did not intend, including takes the creator considered mistakes.
Usage scope. If the brand creates new ads from raw clips, those ads should still fall within the agreed usage rights.

None of these mean raw footage should be refused. They mean it should be included deliberately and reflected in the agreed terms.

How to agree on raw footage

Before the shoot, agree:

Whether raw footage is included at all.
What is included: all clips, selected takes, b-roll only.
Format and delivery: resolution, file type, how it will be shared.
Usage: the same terms as the edited content, or different?
Editing limits: can the brand use any take, including bloopers and mistakes?
Price: whether it is included in a package or is an add-on.

A creator might offer raw footage as an add-on, or include b-roll in a higher-tier package. Our guide on how UGC pricing works explains how add-ons fit into packages.

Delivering raw footage well

If raw footage is part of the deal, deliver it in a way that makes it easy to use:

Organize into folders: talking shots, b-roll, hooks, alternates.
Name files clearly, for example "Brand_Raw_Talking_Take03.mp4."
Remove clips that are unusable (blurry, accidental recordings) unless the brand asked for everything.
Keep original quality. Avoid compressing files.
Use a reliable sharing method with a clear expiry if needed.
Include a short note listing what is included.

Delivering organized raw footage is a mark of professionalism and makes brands more likely to rebook you.

A middle ground: selects

Many creators and brands find that "selects" work well. Instead of every single clip, the creator delivers the best usable takes of each line plus a curated set of b-roll. The brand gets flexibility for new edits, and the creator avoids sharing outtakes they would rather not see in ads.

For brands: asking well

Ask for raw footage in the brief, before the creator films.
Explain how you plan to use it.
Respect agreed usage terms for anything cut from raw clips.
Avoid using obvious mistakes or unflattering takes in public content.
Expect raw footage to be priced as additional value.

Asking after delivery, when the creator has already quoted and planned for edited files only, often leads to friction.

Storage and retention

Creators should decide how long they keep raw files after a project. Large files fill drives quickly. Keep originals until the revision window and any agreed retention period has passed, then archive or delete according to your own policy and any obligations in your agreement.

Frequently asked questions

Is raw footage always an extra charge? Not always. Some creators include it in higher packages. What matters is that it is agreed deliberately rather than assumed.

Can a brand use outtakes in ads? Only within agreed usage, and it is good practice to avoid takes the creator considers mistakes unless both sides agree.

Do brands ever need the editing project file? Rarely. Most brands only need finished edits and, where agreed, raw clips.

Final thoughts

Raw footage is valuable because it lets brands do more with a single shoot. Treat it as a deliberate part of the scope: define what is included, agree usage and editing limits, and price it accordingly. For more on contract terms, see our creator contracts guide.

Unresourced helps creators and brands agree deliverables, including raw footage and usage, before work starts. Open the app to explore campaigns.