Acme Watches pays a creator $400 for three videos plus 90 days of paid usage on Meta. In month four, the best of the three is still the top ad. With no extension clause, the brand must pause it or pay whatever the creator asks to renew, so the next contract adds a 90-day extension option at a set price.

Running content past its license is a legal and relationship risk, and losing a winning ad to an expired license is expensive. Clear terms also decide what you can do with the footage: cut new hooks from it, run it as a partnership ad from the creator's handle, or use it on your website.

Put the scope in writing: channels, paid or organic, duration, territories, edits allowed and whether partnership ads are covered. Track each asset's expiry where the team works with the files, and agree extension prices before you need them.