When Brand Delays Cost You More Than Just Time…

Let’s talk about something that happens more than we want to talk about in this industry.

You land a brand deal, everything is set, and you submit your content on time feeling good about it. Then… crickets. The campaign was supposed to launch over the weekend, but instead of approval, you get a casual “We’re waiting on legal.”

Okay… so you wait.

Wednesday rolls around. Still nothing. At this point, the delay is bottlenecking your timeline and worse, blocking you from working with other beauty brands because of an exclusivity clause that should’ve ended days ago. So, you follow up, letting them know the impact this is having.

Finally, they come back… but not with a green light. Instead, legal changed direction, and now they need a full reshoot—which, by the way, completely contradicts the original brief. And whose fault is this? Not yours. But somehow, it’s still your problem.

And now, their seven-day exclusivity period has turned into twelve, keeping you locked out of other deals while they figure it out.

So, what do you do? Do you bend to their new timeline, even though it costs you money? Or do you push back and protect your business?

Here’s How You Handle This Like a Boss:

Reaffirm the Agreed-Upon Timeline
A brand’s approval delays shouldn’t become your burden. If their internal process caused the holdup, then the timeline needs to shift accordingly. No fragmented launches, no piecemeal posting. Either the entire campaign moves, or the conversation continues.

Call Out the Financial Impact
Let’s be real—exclusivity is a paid privilege. If their delay is extending your exclusivity period, that means they’re holding up your ability to take on other paid deals. That needs to be addressed.

Negotiate Future Protections
This situation is exactly why creators and managers need contracts that hold brands accountable, too. Next time, negotiate:
• A set timeline for approvals (e.g., feedback must be given within 48 hours)
• A clear policy for exclusivity extensions (so you’re not losing money if the brand delays)
• Compensation for delays beyond a certain period

And If a Brand Won’t Honor Your Redlines?
Then you have a bigger decision to make. A contract that only protects one side is a liability, not an opportunity. If a brand refuses to honor fair redlines—especially when the delay is their fault—it tells you exactly how they operate. At that point, you have to decide:

Is this partnership worth the risk?
Will this set a precedent for how they’ll treat you in the future?
Are you willing to walk away to protect your business?

Because here’s the truth: The best partnerships are built on mutual respect. If a brand can’t meet you halfway when things don’t go as planned, it’s a sign they don’t value your time the way they should.

Moral of the Story?

Your time is money. And your partnerships should be mutually beneficial, not one-sided. If a delay isn’t on you, you have every right to push back and protect your business. And if a brand isn’t willing to respect your terms, they may not be the right brand for you.

At the end of the day, all money ain’t good money. Choose deals that align with your values, your time, and your worth. Period.

Ever had a brand delay throw off your entire schedule? How did you handle it?