Organic posting and paid distribution are different
A brand posting campaign images to its ordinary feed is not the same commercial use as putting budget behind those images to reach targeted audiences repeatedly. Paid distribution can increase both reach and frequency, changing the value of the model's likeness.
The booking should identify whether paid social is expected and for how long instead of treating every social-media use as one category.
Creator-style ads can blur roles
If a model's own account, handle or identity is used in partnership ads or whitelisting, that permission should be separated from ordinary modelling deliverables. The distribution can appear to come directly from the talent.
The best digital campaigns are flexible because rights were designed for the intended media strategy, not because the agreement was vague.