Create, creator engine

A first roster of ten creators for Create

Ten creators, seven videos each per week, built around Creatine Monohydrate Gummies and the Creatine + Electrolytes Mix. One number to protect.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Sour Grape pouch, one take, three gummies

A lifter opens the Sour Grape pouch in the gym car park, eats three gummies on camera and reads one sheet line out loud: Tastes like summer.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added each week	Six-week ramp. Live creators by week: 0, 2, 4, 6, 8, 10.
Who	Lifters and gym-goers who like gummies or sticks	Matched to Creatine Monohydrate Gummies and Creatine + Electrolytes Mix. Adults only.
Production	7 videos per creator per week	303 creator videos a month at 10 creators. One variable per test, losers killed early.
Pay	Three bands: Starter, Standard, Premium	Base from $300 to $800, caps from $600 to $1,500. These are my proposals.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Bonus at the cap: $300, $500, $700.
Compliance	Claims sheet and disclosure on every video	Sheet lines are Create's own wording. Anything else goes to the brand lead before filming.
Category rule	Supplement: label wording only	No health outcomes beyond the sheet, no comparisons, no minors, dosage as printed on the label.
Goal	$1 per 1,000 views	My target. The simulator starts at $5.74, so the first tests aim at closing that gap.
Report	Every Monday, per creator and per format	Views, cost per 1,000 views, hook winners and the losers I killed.
Decision	Ceiling of $15,000 each month	All 10 creators at the top cap, bonuses excluded. The brand lead approves roster and claims sheet.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

Why this playbook

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I ran this playbook: creators first, one number to protect, losers killed early. Create is a different category, a modern creatine brand with gummies and stick packs, and I have not run this category. That is why the claims sheet and the brand's own team lead on everything I don't know.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

4,735
Reviews already on the page
That is a buyer base that already talks about the product. I'd recruit from reviewers before looking at outside creators.
Published
4.8/5.0
Star rating on the page
Creators get an easy proof line for the gummies and sticks without adding a single claim of their own.
Published
100K+
Customers shown beside the stars
A large customer base is the cheapest first pool to ask: who already posts about Create, and who would if asked.
Published
3
Single-serve sticks in the seeding set
The Creatine + Electrolytes Drink Mix Sampling set is described as intended for influencer seeding. The first parcel for creators already exists.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator starts at $5.74, so every test is judged on whether it closes that gap, not on likes.
One variable per test
Hook, flavor or opener, never all three. Seven videos per creator each week gives enough tests to kill losers early and grow the hook library.
Claims sheet before camera
Create's own lines are the script boundary: 5g per stick, Zero Sugar, Zero Caffeine, NSF Certified for Sport®. Anything outside goes to the brand lead first.
One workspace, five channels
Briefs, claims questions, drafts, wins and the Monday report live in one team workspace. Ten creators, one lead, no scattered DMs.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MayaMon 8:30 AM
This week's brief: Sour Grape gummies. One variable: the hook. Film the pouch opening, eat three gummies on camera, one take. Seven videos due by Sunday.
JordanMon 11:15 AM
Can I say the gummies build strength in two weeks?
Not yet. Use the sheet. Timing claims wait until the brand confirms them in writing. Say 5g per stick or Tastes like summer.
Report botAppMon 9:00 AM
Weekly report posted. Cost per 1,000 views against the $1 target is ready per creator and per format. Two hooks flagged to kill, one to repeat.
MayaWed 2:40 PM
Draft sent back: the hook promises your energy will change. Swap to the sheet line: "Zero Sugar, Zero Caffeine — Clean formula, nothing you don't need." Same shot, new audio.
PriyaThu 6:05 PM
The Watermelon pouch video just passed 100,000 views. Organic, no boost. Want me to film a second take with the same hook?
Yes. Same hook, new setting, and I'll log it for the bonus check.
Bonus botAppThu 6:30 PM
Bonus check: $50 flat, one bonus per creator per month, organic views only. Video logged as eligible, disclosure and claims check passed.
MayaFri 4:00 PM
Friday check: disclosure on screen in the first line, sheet wording unchanged, no rival creatine in frame. Anyone short, flag it before posting.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Sour Grape grab
“Let's Jam - Shop Sour Grape”
Unzip the gym bag, pull out the Sour Grape pouch, eat three gummies on camera. One take, natural light, no script beyond the hook.
Brief 02
Watermelon poolside taste test
“Tastes like summer.”
Outdoors, pouch beside a cold drink. React to the first bite, then name the flavor. Single take, handheld.
Brief 03
No-scoop mess test
“No Scoops, No Shakers – Zero mess, 100% convenience.”
Kitchen counter, nothing to wash. Show the Blue Raspberry pouch, eat three gummies, hold the label to the camera.
Brief 04
Peach Lemonade stick, one pour
“Two electric flavors.”
Tear one stick, pour it into cold water, stir and drink. Keep the stick in frame the whole time. Single shot, desk or gym.
Brief 05
Berry Lemonade stick, label close-up
“Works like science.”
Close-up on the stick label, read one sheet line aloud, then stir and sip. Shot at the desk, clean background.

Every product line in a video comes off the claims sheet word for word, for example “5g 99.9% pure creatine monohydrate per stick”, “Zero Sugar, Zero Caffeine — Clean formula, nothing you don't need.”, “No Scoops, No Shakers – Zero mess, 100% convenience.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Existing customers and reviewers
The page shows 4.8/5.0 Stars, 100K+ Customers. Start with buyers who already review Create, before any outside creator.
The seeding set
Creatine + Electrolytes Drink Mix Sampling - 3 Ct is described as intended for influencer seeding. It is the first parcel for every new creator.
Affiliate or ambassador page
The page was not found on the site. Refer a Friend exists as a block, so the first affiliate-style pool is customers, not a program.
Gym and club communities
NSF Certified for Sport® matters to lifters, club athletes and coaches. Recruit adult creators who already film training, not fitness models.

Five filters, fewer each step

1Product fit
Already eats gummies, mixes sticks or trains daily. If it does not look natural on camera, skip.
2Sheet discipline
Reads the claims sheet back correctly in a short test. Outcome promises in the test mean an immediate no.
3Hook range
Three different openers in recent videos. One style repeated forever is a risk to the hook library.
4No rival creatine
No paid creatine post for another brand in recent videos, so Create is not one of many.
5Adult audience
Audience and creator both adult. No accounts aimed at minors, no bought followers.

Part 7 of 15

Who we want

Gym-bag lifter
Trains most days, keeps a pouch in the bag, eats three gummies after sets and says so plainly.
Likely product: Creatine Monohydrate Gummies
Hydration-first runner
Mixes one stick in cold water before a run; the electrolytes and zero sugar lines fit.
Likely product: Creatine + Electrolytes Mix
Flavor reviewer
Tastes every flavor on camera and ranks them honestly. Good for sampling parcels.
Likely product: Single-Serve Gummy Sampler Gift - 6 Ct
Desk-day routine builder
Builds a simple daily routine and shows the first week with a variety bundle of flavors.
Likely product: Creatine Gummy Variety Bundles
Gift and bundle shopper
Films a bundle unboxing for a friend, shows each flavor, ends on the gift moment.
Likely product: High Five Bundle
No-scoop traveler
Packs for a trip and shows grab-and-go gummies with no shaker or tub.
Likely product: Creatine Gummies Variety Travel Pack

Left off, every time

Minors, anyone presenting themselves as a doctor or dietitian, creators who promote a rival creatine in the same video, anyone who insists on health outcomes beyond the claims sheet, and accounts with bought followers.

Part 8 of 15

First twenty

Gym-goer who films a daily bag check
Marathon-training runner with a short pre-run routine
Weekend lifter who reviews supplements calmly
Office worker with a desk snack routine
Sour candy fan who reviews flavors only
Pool-party and summer lifestyle creator
Coach who films warm-ups, not medical advice
Intramural or club athlete with a simple team routine
Home-gym creator who films cheap setups
Student with a gym and budget routine
Cyclist who mixes drinks on the go
Yoga or pilates adult who films morning routines
Travel-light creator packing for trips
Taste-test creator who tries ten products in one video
Gift-guide creator for friends who train
Commuter who films a bag-and-bottle check
New-to-lifting adult documenting a first routine
Outdoor weekend hiker who films snack stops
Meal-prep creator who adds a stick to cold water
Gym couple who films a shared routine

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Creatine for Everybody”
Opening line or closing tag on any video.
“Creatine + Electrolytes. Two Essentials. One Stick.”
Stick pack videos, voice-over or on-screen text.
“5g 99.9% pure creatine monohydrate per stick”
Stick pack close-ups with the label in frame.
“Zero Sugar, Zero Caffeine — Clean formula, nothing you don't need.”
Stick pack videos where the label is on screen.
“NSF Certified for Sport®”
Any video, as an on-screen badge or a spoken line.
“No Scoops, No Shakers – Zero mess, 100% convenience.”
Gummy videos shot in a kitchen, car or gym bag.
“Tastes like summer.”
Flavor and taste-test videos, especially Watermelon.

Never said

Each one with the reason it stays out.

Builds muscle fast, guaranteed
A health outcome with a guarantee. The sheet holds no result promise.
Better than any other creatine brand
A comparison the site does not support. No rival brands, named or implied.
Safe for teens and kids
The audience is adult and the site gives no support for this.
Doctor or trainer approved
An endorsement the site never states. Nobody is quoted on the sheet.
Helps you lose weight
A body-change claim that is outside Create's own wording.
Take as many as you want
Dosage is on the label. Creators never suggest more.
Fixes low energy or poor sleep
A health outcome stated as fact. The brand's own wording only, attributed to the brand.

To confirm with the brand

Held until someone on the brand side signs off.

Most people experience noticeable benefits — improved strength, endurance, and mental sharpness — within 2–3 weeks of consistent daily use.
This is the brand's own wording, but it is a health outcome. A creator says it only after the brand confirms in writing.
Most customers notice benefits within 2–3 weeks of daily use.
A timing claim. I'd ask the brand lead whether creators can say it, or leave it with the brand.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new voices on the roster; the smallest base and cap while they prove they follow the sheet.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly output and hooks that hold; this is where most creators should land.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators whose gummy or stick videos keep beating the median; highest cap and bonus.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator each month, even if more than one video passes 100,000 views.
The bonus is $50 flat, paid per video that passes 100,000 views.
Organic views only. Boosted or whitelisted views never count toward the bonus.
No bonus on a video that broke the claims sheet or the category rule, even if it took off.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

The simulator lands at $5.74 per 1,000 views against the $1 target. Either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held. The sliders are guesses.

Program facts

Create creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Week 0
Warm-up
Zero creators live. Claims sheet signed off, workspace open, first Drink Mix Sampling parcels packed for the first two.
Month 1
Ramp to ten
Two creators join each week until ten are live. Starter band first. The hook library starts with the five formats.
Month 2
Full volume
Ten creators on seven videos per week: 303 creator videos each month. One variable per test, losers killed early.
Month 3
Move on results
Creators move between bands on cost per 1,000 views and sheet discipline. The best organic videos start the paid steps.
Day 90
Keep, cut or rebuild
I show cost per 1,000 views against the $1 target; the simulator started at $5.74. The brand lead decides the next quarter.
Ceiling
Monthly cap
$15,000 each month with all ten creators at the top cap, bonuses excluded. The ceiling is my proposal, not a promise of spend.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Reporting

Every Monday: per-creator views, cost per 1,000 views against $1, hook winners, losers killed and any sheet or category flags.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Sour Grape grab	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Watermelon poolside taste test	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	No-scoop mess test	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Peach Lemonade stick, one pour	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Berry Lemonade stick, label close-up	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Organic to paid

From organic to paid

Pick the winners
Only organic videos that beat the median and passed the sheet and category check go forward.
Get the rights
Written permission from the creator to run the video as an ad. No ad runs without it.
Test one variable
Run the same video against one change: the hook or the end card. Winners stay, losers are killed early.
Scale on one number
Spend moves with cost per 1,000 views against $1, not likes. Cut the ad when it drifts.

From the video to the checkout

Sour Grape gummies page, the newest flavor on the home page.
Single-Serve Gummy Sampler Gift - 6 Ct at $10.00 for first-time viewers.
High Five Bundle at $249.00 for the viewer who is ready for a bigger order.
Subscription page: Free Shipping on First Order Subscription + Orders $100+.
The home page has a Find A Store block, but I found no retailer list, so no shelf traffic until the brand confirms where it sells.

Part 15 of 15

Category rules

Supplement rules for Create creators

Creatine gummies and sticks sit in the supplement category. These six rules apply to every creator, every video, from the first parcel on.

Say only what the sheet says
Use the claims sheet lines. NSF Certified for Sport® and 5g per stick are fine. Anything about benefits goes to the brand lead before filming.
No health outcomes
No claims about disease, injury, weight or body change. Only Create's own wording, attributed to Create, and only what the brand has confirmed.
Disclose every post
Paid partnership label and a spoken or on-screen line at the start. This covers seeded product too, whether or not money changes hands.
Adults only, no medical voice
No minors on camera, no audience aimed at minors, and no creator posing as a doctor or dietitian. The hook can be a flavor, never advice.
No comparisons
No rival creatine brand named, shown or implied, and no claim that Create beats other products. The video is about Create only.
Dosage as on the label
Say what the label says: 5g per stick, three gummies a day. Never suggest taking more, never promise a faster result. The brand lead settles edge cases.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Reviews already on the page

Star rating on the page

Customers shown beside the stars

Single-serve sticks in the seeding set

One number to protect

One variable per test

Claims sheet before camera

One workspace, five channels

Sour Grape grab

Watermelon poolside taste test

No-scoop mess test

Peach Lemonade stick, one pour

Berry Lemonade stick, label close-up

Four sources in

Five filters, fewer each step

Gym-bag lifter

Hydration-first runner

Flavor reviewer

Desk-day routine builder

Gift and bundle shopper

No-scoop traveler

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Warm-up

Ramp to ten

Full volume

Move on results

Keep, cut or rebuild

Monthly cap

From organic to paid

From the video to the checkout

Supplement rules for Create creators

Say only what the sheet says

No health outcomes

Disclose every post

Adults only, no medical voice

No comparisons

Dosage as on the label

Want to see the first briefs?