Usage rights brands should name up front
Organic post, paid ads, whitelisting, and how long. The price is a price for a use, not for a file.
Creators are not confused about usage. They are wary of brands who call a paid-media buy 'just a TikTok'. If you will run the clip as an ad, say so, name the rough duration, and expect the rate to move.
Whitelisting, where the ad runs from the creator's handle, is a separate yes. It uses their account, not only their face. It is not included because you paid for a file.
Put the sentence in the brief and again in the offer. Chat messages get lost. The gig is the record. When a dispute happens, the record is what gets read, not the memory of a call.