When a creator produces content for a brand, the deal should specify usage: which channels (the brand's own social, paid ads, website, retail screens), what duration, and what geography. "Organic only, 90 days" is very different from "all channels, paid ads included, perpetual worldwide." The second is far more valuable and should be priced accordingly.
Usage is where creators most often under-charge, because they price the post but give away unlimited downstream use for free. Paid-ad usage in particular (sometimes bundled with whitelisting) deserves a separate line item, since the brand is putting media spend behind the creator's face and name. Clear rights terms protect both sides and prevent content from being used long after a campaign ends.
On Socialync's UGC job board, which opens November 1, the rights follow the deal type. An organic post job lets the brand repost the content, and a whitelisting or ads job licenses the videos the brand approves for paid ads and whitelisting. The licence length, 12 months by default, is on the listing before a creator applies, and the terms are never renegotiated after.