Content and who owns it
Creators write their own posts. A creator keeps ownership of what they write and grants the brand whatever licence the two of them agree.
Briefs, campaign material and anything a brand uploads stay the brand’s. You give us permission to store and display that material so the product can work, and nothing more.
Both sides are expected to keep the other’s material confidential. A brief about an unannounced launch is exactly the kind of thing that must not travel.