Today's term: platform sprawl
Scope creep loves to travel. A deal for one platform quietly wants to live on five.
What it is — platform sprawl is when content agreed for one channel gets asked to appear, or be reused, across others.
Why it matters — "can you also put it on TikTok and our YouTube?" is three audiences for the price of one. That's reach you're giving away.
Simple example — your $500 covers one Instagram Reel. Cross-posting to their TikTok and YouTube is a usage ask, commonly +25-50% per extra platform.
Your move — name the exact platform in your deliverables. When more get added, smile and say: "Each extra channel is its own line. Let me quote it."
Deal Desk 101
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Today's term: platform sprawl
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