What to ask a creator for, and what not to
What's reasonable fits in a few lines
When someone agrees to collaborate with you, they're agreeing to do work: thinking, filming, editing, posting and then answering comments. Almost every disagreement comes from a shop assuming a piece of that work that was never discussed.
The practical rule is simple: ask for little, say it clearly, and put limits on what you ask for. An agreement with four specific points works far better than one with twelve vague conditions.
How many posts
It's reasonable to agree on a fixed number and to say which format it refers to. A post isn't the same as a run of stories, and a run of stories isn't the same as an edited video. Say which one you want and how many.
It isn't reasonable to assume they'll also upload it to their other accounts, or to ask them to "keep posting it over the next few weeks" when that was never discussed. Every extra place it goes is extra work, and often a different format.
Deadlines
It's reasonable to set a date and explain why it exists: an opening, a season, a change in what you offer. With a clear date, the other person can organise themselves.
It isn't reasonable to ask for the content "by tomorrow" if that wasn't agreed from the start. And moving the date halfway through because something came up on your side has a cost you rarely see: they had already set that time aside.
Usage rights: the part everyone forgets
This is where most misunderstandings happen, and almost always without bad intentions. Someone posting a video about your business doesn't automatically mean you can use it wherever you want, for as long as you want.
The reasonable thing is to agree on it beforehand and be specific: where you'll use it (your own channels, your website, a sign in the window), for how long, and whether you'll credit the person who made it. Asking for all rights, forever, for any use including paid advertising, in a small first collaboration is out of proportion, and anyone who knows the field spots it immediately.
Revisions: one round, on specific things
It's reasonable to ask for one review round before publishing and to use it to correct facts: a price said wrong, opening hours that changed, the name of a product, something your sector doesn't allow you to claim.
It isn't reasonable to rewrite the other person's style. If the way they talk bothers you, the problem isn't the content, it's the choice you made. And endless revisions ("could you try another angle?", "what about different music?") turn a few hours of work into a project nobody budgeted for.
What drives the good people away
Some requests look harmless and quietly make experienced people stop replying: asking for the raw footage without explaining why, asking them not to label it as a collaboration, asking for screenshots of their private account metrics, or setting conditions on what they can post afterwards.
Piling things up drives people away too. Each extra request sounds small on its own; together they turn a simple agreement into something nobody wants to accept.
The one thing to take away
Before you send your proposal, read it as if you were the one receiving it. If your reaction is "that's a lot of work for what's on offer", take things out until it stops reading that way. A short agreement that gets fully honoured is worth more than a long one that leaves both sides feeling they gave up too much.