Insurance for content creators and social influencers

Source: Howden

Author: Jack Durrant BA (Hons) FCII

Read time: 3 minutes

There is an ever-growing army of content creators hoping to achieve success across a variety of social platforms.?

Successful creators can deliver revenue from all sorts of initiatives such as blogging, advertising, affiliate links, and even their own books, clothing or product lines, with fans able to support them financially through platforms such as Patreon, enabling creators to turn their passion for entertaining into a full-time career.

Years ago these activities were generally not seen in the same light, with people branding them ‘side hustles’ rather than main sources of income. However, over the last 10 or so years, and in particular since the global pandemic, the demand for this style of entertainment has skyrocketed.?

For everything from golf and cars to home renovation, fitness and beauty, there are influencers whose livelihoods are entirely dependent on their online presence and popularity. Their sources of revenue can be vast, driven mostly by engagement and content creation, sometimes paid-for log-ins to their social media channels, and often an eCommerce element for sale of goods.

With this maturing from hobbyist undertaking to fully-fledged business, successful influencers should consider their insurance risk and exposure, not only for their stock, brand or intellectual property (IP), but also for their cyber exposure.?

I frequently see YouTubers who are afforded prestige cars or holidays and think to myself – that’s a business exposure as much as a personal exposure. I wonder what back-ups they have in place if their website or, worse still, their YouTube/Instagram/Facebook/TikTok channel is subject to a cyber-attack.?

Standard insurance policies wouldn’t be suitable, especially those designed just to protect assets like cars, production equipment or editing studios for example.

However, cyber exposure policies may help these businesses get more protection and implement better security practices and cyber hygiene.

Insurance cover is available for these types of businesses, but it’s critical for them to first understand there is exposure, and also to have the desire to cover the exposure.

Many of these influencers and content creators will generate hundreds of thousands in revenue, and some might even earn millions. It’s imperative that these sensations are properly protected for their business activities as well as their legal liabilities.?

Many of these personalities have contractors working alongside them, such as videographers or even mechanics. The limits of the UK law would also apply to them, meaning they would still be subject to the same Employment Laws as any other business and, as such, require Employers’ Liability insurance (a legal requirement under the Employers Liability Act 1998).?

In addition, although mishaps might make for brilliant content, capturing and broadcasting health and safety-related failings as an employer can bring the Health and Safety Executive knocking. That content (although often entertaining) is proof that you might have failed your due regard for your workers' health and safety, if the worst happens and someone is injured at work.

The smart thing for most content creators to do is call an insurance broker for no-obligation advice on what their exposures are, and how they can conduct their business safely and transfer that risk out of the business.