<b>New to deals? Start here: the word "perpetuity"</b>

<b>New to deals? Start here: the word "perpetuity"</b>

Perpetuity is a fancy word for <i>forever</i>. If a contract says the brand can use your content "in perpetuity," they own that usage for the rest of time. No expiry. No second payment, ever.

Why it matters: you're not selling a post, you're selling a permanent ad. Brands often slip this in because it sounds harmless.

Example: $800 for one reel, in perpetuity. If they'd licensed it for 12 months, year two would cost another $800. You just gave away every future year for free.

Your move: when you spot "perpetuity," reply calmly — "Happy to license this for 12 months. Perpetual buyout is available at 3x." You're not refusing. You're pricing it.