When a brand requests changes to creator-submitted content, the distinction between a revision and a reshoot determines whether the work is included in the original agreement or requires additional compensation and time. Three major UGC platforms—Insense, Billo, and Cohley—publish explicit policies that define this boundary. Insense permits up to three revisions per creator, provided the changes align with the original brief. On Billo, brands may submit up to two reshoot requests for each piece of content, and creators are expected to upload each revised version within 48 hours of the request. Requests beyond the original brief fall outside that required correction work. Cohley separates edits (changes to existing footage) from reshoots (new filming) and requires brands to submit feedback within five days of the content due date. Understanding these platform-specific rules helps brands avoid treating every requested change as the same included revision and helps creators recognize when a change request exceeds the original scope. [4] [5] [6]
Insense: Three Revisions Within the Original Brief
Insense defines revisions as changes that remain aligned with the creative brief originally provided to the creator. The platform allows brands to request up to three revisions from a single creator via the in-platform chat. The key requirement is that each revision request must stay within the scope of the original brief requirements. Insense evaluates whether submitted content matches the creative brief that was given to creators at the start of the collaboration. If a brand is dissatisfied with the creative assets, Insense helps formulate what specifically needs to be fixed before the revision request is sent. [4]
Explain the required change in clear, simple language so the creator understands exactly what to modify [4]
Provide as much detail as possible about what needs to be changed and why [4]
Attach visual examples or reference materials when applicable to clarify the revision [4]
Keep all communication in the platform chat to maintain a record of the revision request and response [4]
If content still does not meet the brand's requirements after three revision attempts, Insense allows the brand to request cancellation of the collaboration for non-compliance with the brief. The platform team reviews cancellation requests and approves or responds with additional information within 24 hours. This escalation path exists to address situations where the creator cannot or will not deliver content that matches the original brief, but it is distinct from a revision request and represents a termination of the collaboration rather than a request for additional work. [4]
Billo: Two Reshoot Requests with Brief-Scope Boundaries
Billo uses the term reshoot to describe requests for new content when the raw footage submitted does not fully match the task brief. The platform permits brands to submit up to two reshoot requests per piece of content. Creators are expected to upload a revised version within 48 hours of receiving a reshoot request. Billo emphasizes that addressing reshoot requests is part of the creator's responsibility on the platform, but only when the request falls within the scope of the original brief. [5]
Billo explicitly defines reshoot requests that fall outside the original brief. These out-of-scope requests include asking the creator to change the original script or messaging, altering the video's duration or aspect ratio, requesting raw or unedited clips as a separate deliverable, asking the creator to film in a different location than specified in the brief, requesting a change to outfits or appearance, or requesting a full reshoot based on a new creative direction not mentioned in the original brief. When a reshoot request does not align with the original task scope, the creator is not obligated to make those changes. The creator can message the brand directly to explain that the request falls outside the brief scope and does not align with Billo's guidelines. [5]
Billo includes an auto-approval mechanism: if a brand does not take action on a submitted video within a set timeframe, the platform automatically approves the video on the brand's behalf. For most brands, auto-approval occurs after three business days. For larger brands or custom arrangements, the window may extend to five to ten business days. Notably, a brand can still request a reshoot even after a video has been auto-approved. If the auto-approved video does not follow the original brief and a revision is necessary, the creator is required to address the reshoot request to ensure the brand receives content that meets the task requirements. However, if the auto-approved video does follow the original brief, the creator is not obligated to accept a subsequent reshoot request, though cooperation is appreciated. [5]
Cohley: Edits and Reshoots with Defined Timelines and Feedback Deadlines
Cohley distinguishes between two types of requested changes: edits and reshoots. An edit involves changes to existing footage without requiring the creator to film new content. Edits can include adjusting voiceover, adding or changing text on screen, changing background music, or trimming and rearranging video clips. Brands can request one round of edits and should consolidate all feedback into a single message to the creator. For edits, the brand must allow the creator at least 48 hours and state a specific deadline in the chat. [6]
For Cohley, refilming is justified by an identifiable departure from the agreed brief. Its example concerns clothing: a creator wears red even though the brief prohibited that color. The brand may seek replacement footage for the noncompliant portion; without a clear brief violation, the policy does not permit a reshoot request. The creator should be allowed five days to deliver the replacement, counting Saturdays and Sundays, and the brand must set that deadline in chat. To leave room for this process, Cohley recommends putting one or two weeks between the content deadline and the scheduled publication. [6]
Cohley requires brands to submit feedback—whether an edit or reshoot request—within five days of the content due date. For example, if content is due on June 20, feedback must be sent by June 25. This deadline ensures that creators receive timely guidance and have a clear window to respond. The platform provides example language for reshoot requests that includes copying the specific brief requirement that was missed, explaining what the creator should change, and stating the deadline for resubmission. [6]
Comparison Framework: Matching Changes to Brief Scope
| Platform | Change Type | Scope Definition | Quantity Allowed | Timeline |
|---|---|---|---|---|
| Insense | Revision | Must align with original brief | Up to three per creator | Not specified [4] |
| Billo | Reshoot | Must match original task brief; excludes script changes, location changes, outfit changes, duration changes, new creative direction | Up to two per piece of content | 48 hours to upload revised version [5] |
| Cohley | Edit | Changes to existing footage only; voiceover, text, music, trimming, rearranging | One round consolidated into single message | At least 48 hours [6] |
| Cohley | Reshoot | Clear violation of brief guidelines; new filming required | Not specified | Five days; feedback deadline five days after content due date [6] |
All three platforms anchor the revision-versus-reshoot distinction to the original brief. A change is included in the revision or edit allowance only if it does not alter the core requirements, creative direction, or scope of the original brief. Changes that require new filming, alter the script or messaging, change the location or appearance, or introduce a new creative direction are treated as reshoots or new deliverables and fall outside the included revision rounds. The practical implication is that brands must define the brief clearly at the outset and communicate any changes to the brief itself as a separate negotiation, not as a revision request. [4] [5] [6]
Practical Workflow: Identifying Brief-Compliant Changes Before Requesting Revisions
To avoid treating every requested change as an included revision, brands should follow a structured process before submitting a revision or reshoot request. First, review the original brief and the submitted content side by side. Identify whether the submitted content violates a specific requirement stated in the brief or whether the brand's dissatisfaction stems from a preference that was not explicitly stated in the brief. If the content matches the brief requirements but the brand wants a different creative direction, that is a change to the brief itself, not a revision request. Second, determine whether the requested change requires new filming or can be accomplished by editing existing footage. Cohley's distinction between edits and reshoots is useful here: if the change involves voiceover, text, music, or trimming, it is an edit. If it requires the creator to film new footage, it is a reshoot. Third, check the platform's policy on the number of revision or reshoot rounds allowed and whether the brand has already used those rounds. Insense allows three revisions, Billo allows two reshoots, and Cohley allows one edit round and reshoots for clear brief violations. Fourth, communicate the revision request clearly and provide specific examples or visual references so the creator understands exactly what needs to change. [4] [5] [6]
Brief-compliant changes that qualify as revisions or edits: fixing a caption typo, removing a sentence already recorded, trimming a pause or silence, adjusting voiceover pronunciation, changing background music, rearranging video clips, or removing a sentence without adding new talking points [4] [5] [6]
Changes that fall outside the original brief and require a reshoot or new deliverable: adding new talking points or product claims, changing the script or messaging, altering the video duration or aspect ratio, requesting a different location or setting, requesting a change to outfits or appearance, requesting raw or unedited clips as a separate asset, or requesting a new creative direction or concept [4] [5] [6]
If a requested change falls outside the original brief, the brand and creator should negotiate new terms, including whether the creator will accept the additional work and what additional compensation or timeline adjustment is required [4] [5] [6]
Methodology and limitations
This comparison reads the three published platform policy documents directly and maps each platform's actual terms to the same operational questions: whether the work matches the original brief, whether editing or new filming is needed, and which limits or deadlines the source actually states. The comparison does not infer unlimited revisions, automatic reshoot entitlement, or deadlines that a document does not explicitly state. Within-brief correction duties are kept separate from a changed brief and voluntary additional work. Each platform's policy is presented in its own wording to preserve the exact scope and conditions stated, while the comparison framework groups similar concepts across platforms to help readers apply the distinction to their own projects. [4] [5] [6]
Source observations retrieved on . Retrieval dates are distinct from any study measurement period.
This comparison describes the published policies of three selected platforms and does not represent all UGC creator contracts or platforms. Individual creator agreements, custom arrangements, or platform-specific account settings may differ from the standard policies described here. Brands and creators should review their specific agreement and platform terms before assuming that the revision or reshoot allowances stated in this comparison apply to their collaboration. [4] [5] [6]
The accepted original brief and individual agreement can affect what correction work is owed. If a brief is ambiguous or if the brand and creator have a different understanding of what the brief requires, disputes over whether a change is a revision or a reshoot may arise. Clear, detailed briefs and written confirmation of the brief scope before production begins reduce this risk. An unstated limit or deadline remains unknown rather than unlimited or waived; if a platform policy does not specify a timeline or quantity limit, that does not mean the limit is unlimited. [4] [5] [6]
These policies address the platform's standard revision and reshoot procedures but do not cover all scenarios that may arise in practice. For example, if a creator becomes unresponsive, if a brand requests changes after auto-approval, or if a creator and brand disagree about whether a change falls within the brief scope, the resolution may require direct communication with the platform's support team. Brands and creators should contact platform support when a situation does not fit the standard revision or reshoot workflow. [4] [5] [6]
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