The Feed, creator engine

Ten creators for The Feed's athlete shelf

Seven videos per creator per week, built around SFH Creatine, SiS shots and Ultimate Chews. Winners go to paid, losers get killed early.

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

Post-ride scoop: 5 grams, nothing else

A creator mixes 1 scoop of SFH Creatine Monohydrate into water on camera, reads the label out loud and links the product page. No health promise.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added a week	Ramp of six weeks, two creators a week up to 10, a proposal.
Who	Athletes who train on camera	Lifters, cyclists, runners and parents who fit SFH Creatine, SiS shots and Ultimate Chews.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, across five formats.
Pay	Base $300 to $800, caps $600 to $1,500	Starter, Standard and Premium bands. Ceiling with all 10 at the top cap: $15,000, bonuses excluded.
Bonus	$50 flat past 100,000 organic views	One bonus per creator per month. At the cap: $300 Starter, $500 Standard, $700 Premium.
Compliance	Claims sheet, literal Feed wording	Creators quote only lines copied from the site, such as 21 grams of protein per scoop.
Rule for the category	Label words only, no health outcomes	Dose and ingredient wording as printed. Kids' and prenatal products stay outside the program.
Goal	$1 per 1,000 views	Target cost per 1,000 views, a proposal. The starting inputs give $5.74.
Report	Every Monday, one page	Views, cost per 1,000 views, winners and losers killed early, by creator and format.
Decision	Lead approves sheet and first 10	The brand-side lead signs off the claims sheet and the roster before Week 1.

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

Track record

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 creators and paid together: the creator program reached 100M monthly social impressions, with the paid ad engine built alongside it. The Feed is a different category: sports nutrition, supplements and gear for athletes. I have not run this category, so the claims sheet and the category rules come before the first brief.

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 this brand

2016
A shelf built since 2016
Founded in 2016, The Feed is no new shop. Its shelf already spans protein, chews, vitamins and gear, so creators have real products to film.
Published
20%
A launch offer to film around
truefuels is listed as coming soon, with a sign-up offer of 20% off the first order. A launch gives creators a clear reason to post.
Published
846
Reviews already on the site
One page on thefeed.com displays (846 reviews). Customer proof exists, so creator videos can point to a page that already carries it.
Published

Part 4 of 15

Operating principles

One number to protect
Cost per 1,000 views, target $1. The starting inputs give $5.74, so the work is closing that gap, not adding creators for volume.
One variable per test
Each batch changes only the first line of the SFH Creatine Monohydrate video. Same shot, same creator, same length. Losers killed early.
Hook library over scripts
7 videos per creator per week need a bank of hooks, not scripts. Every winner's first line goes into the library for the next creator.
Organic first, paid second
A video past 100,000 organic views earns the $50 flat bonus and joins the paid queue. The rest stay organic or get dropped.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

DanaMon 8:30 AM
Brief for the week: SFH Creatine Monohydrate, the post-ride scoop. Hook options are in the doc. One variable this week: the first line. Seven videos each, claims sheet pinned in #claims.
TheoMon 10:15 AM
Can I say SFH PURE Plant Protein is good for muscle growth? The label says 21 grams per scoop.
No. Say 21 grams of protein per scoop without any dairy. Nothing about outcomes. It is pinned in #claims.
Report botAppTue 9:00 AM
Monday report is up: views by creator, cost per 1,000 views against the $1 target, winners and losers by format, and posts flagged for the claims check.
DanaWed 2:40 PM
Draft back, Theo. The line about recovery results comes out. Keep the scoop and the 8 ounces of water, then re-shoot the first three seconds with the label in frame.
PriyaThu 6:05 PM
The SiS Clear Whey Shot video passed 100,000 views overnight. Organic only, no boost. Claiming the flat bonus.
Confirmed. Claims check passed, bonus approved. Next batch tests the same first line on Ultimate Chews Pack.
Check botAppFri 11:00 AM
Weekly check done: every posted video compared with the claims sheet and the category rule. Flagged posts are held from the bonus until the creator fixes them.

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
Post-ride scoop
“5 grams per scoop and nothing else.”
Kitchen counter, hand-held. One scoop of SFH Creatine Monohydrate into 6 to 8 ounces of water, label to camera.
Brief 02
Beet root in the bottle
“1 scoop in 8 to 12 ounces of water, daily.”
Pre-ride, bottle in frame. Pour 1 scoop of SFH FLOW+ Beet Root Powder, shake, ride off. No claims on camera.
Brief 03
Shot at the finish line
“20g of protein, 100ml, no shaker bottle.”
Finish a run, twist off the cap of the SiS Clear Whey Shot and drink it standing at the car. Single take.
Brief 04
Chews mid-session
“One serving every 30 to 45 minutes.”
Handlebar or wrist POV on a long session: eat Ultimate Chews Pack, sip water, say the interval. No performance promise.
Brief 05
Gear check
“A 10-minute top-up adds roughly 3 more hours of playback.”
Unbox Shokz OpenFit Air 2, charge it in the case while stretching, then wear it on a run. Show $129.95 on screen.

Every product line in a video comes off the claims sheet word for word, for example “5 grams of micronized creatine monohydrate per scoop and nothing else”, “Mix 1 scoop into 8 to 12 ounces of water daily”, “Take one serving of chews every 30 to 45 minutes during sustained effort”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Athletes who buy these brands
Creators who already post about Skratch, Maurten, Gu, Honey Stinger or Clif Bar. Their audience already buys fuel, so The Feed shelf is a short step.
Sport communities
Cyclists, triathletes and runners, the groups The Feed names in its own store description. Club leaders and coaches first, since they bring a whole group.
Affiliate or ambassador page
The affiliate or ambassador page was not found on the site. I would start with direct outreach and a short creator form hosted on thefeed.com.
Parents who train
Parents who run or ride with kids, a fit for Kids Hydration Pack + Insulated Bottle at $28.30. Gear videos here need no supplement claims at all.

Five filters, fewer each step

1Trains on camera
Posts real sessions, not studio shots. If we cannot see the effort, chews and shots read as props.
2Reads labels as written
The trial video quotes only claims-sheet lines. Any outcome promise ends the trial.
3Can hold the volume
Able to post seven videos a week across five formats without repeating the same first line.
4Organic proof
Shows organic views on past posts, so a bonus paid on organic views measures something real.
5Clean category history
No past health promises about supplements. I check old posts before the first brief.

Part 7 of 15

Who we want

Gym lifter
Mixes a scoop on camera every day and likes a single-ingredient label.
Likely product: SFH Creatine Monohydrate
Long-ride cyclist
Eats on the bike at a steady interval and is happy to show the timing.
Likely product: Ultimate Chews Pack
Finish-line runner
Drinks protein standing at the car after the long run, no shaker needed.
Likely product: SiS Clear Whey Shot
Plant-based athlete
Swaps whey for plant protein and says so plainly, with the dose.
Likely product: SFH PURE Plant Protein
Pre-ride ritual rider
Mixes a bottle before every ride. The video is about the routine, not a result.
Likely product: SFH FLOW+ Beet Root Powder
Gear-minded runner
Reviews socks on real runs with the price on screen and honest wear notes.
Likely product: Balega Enduro Re-Engineered Quarter

Left off, every time

Always left out: minors, creators with before-and-after or medical promises in past posts, and anyone who wants to film kids' or prenatal supplements as advice. Category rule: label wording only, no health outcomes.

Part 8 of 15

First twenty

Weekend century riders who film their bottle setup
Marathon runners posting long-run fueling
Triathletes training for a hot race
Powerlifters who track creatine daily
CrossFit box regulars filming post-workout recovery
Trail runners who fuel by interval
Gravel riders with a handlebar camera
Plant-based athletes comparing protein swaps
Masters swimmers who cross-train
Cycling coaches who explain chew timing
Running-shoe reviewers adding sock and earbud checks
Gym creators who film one-minute supplement routines
Parents who train and carry a kids' hydration bottle
Early-morning runners who show a pre-run routine
Hybrid athletes mixing lifting and running
Race-week creators filming carb-loading days
Ultrarunners who keep a gear-shelf channel
Cyclists who film unboxing and charging of gear
Small-channel label readers who quote ingredients plainly
Local run-club leaders who film group sessions

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“5 grams of micronized creatine monohydrate per scoop and nothing else”
SFH Creatine Monohydrate videos, the post-ride scoop format
“delivering 21 grams of protein per scoop without any dairy”
SFH PURE Plant Protein videos and plant-based athlete posts
“Mix 1 scoop into 8 to 12 ounces of water daily”
SFH FLOW+ Beet Root Powder, beet root in the bottle format
“Take one serving of chews every 30 to 45 minutes during sustained effort”
Ultimate Chews Pack, chews mid-session format
“get 20g of protein into your system in seconds”
SiS Clear Whey Shot, shot at the finish line format
“A 10-minute top-up in the case between sessions adds roughly 3 more hours of playback”
Shokz OpenFit Air 2, gear check format

Never said

Each one with the reason it stays out.

Never say creatine builds muscle
A body-result promise. The listing gives the ingredient and the dose only.
Never say beet powder lowers blood pressure
A medical outcome that is not part of the claims sheet.
Never say the fish oil protects your heart
A health outcome tied to an organ, with no approved line behind it.
Never say a shot or a chew replaces a meal
A nutrition-substitution promise the label does not make.
Never say PreNatal Nutrients suit every pregnancy
Advice for a medical situation. Creators are not clinicians.
Never say it works better than a rival brand
A comparison with no test behind it.

To confirm with the brand

Held until someone on the brand side signs off.

Free Shipping on all orders
The fine print limits free shipping offers to the contiguous USA. Confirm the exact wording creators may use.
Sign up and Save 20% on your first order when truefuels launches at The Feed.
truefuels is listed as coming soon. Confirm launch timing and offer terms before any post.

Part 10 of 15

Pay and bonus

Starter
$300–600
a month, by band
Starter: newer creators with a small audience who prove they can post the five formats on time.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators who held the weekly volume and a clean claims record for a full month.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators whose organic videos keep reaching new buyers across supplements and gear.
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 per month, however many videos pass the line.
The $50 flat bonus is paid per video that passes 100,000 views.
Organic views only: paid or boosted 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

On the starting inputs, 303 videos reach 1.8M views and cost $10,050: $5.74 per 1,000 views against the $1 target. It closes if 4.2% go viral or the median reaches 21,711 views.

Program facts

The Feed 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

Warm-up
Claims sheet and first two creators
The lead signs off the claims sheet and the category rules. Two creators go live first, then two more join each week up to 10.
Month 1
Ramp to 10 creators
Six weeks from 0 to 10 live creators, two a week. 7 videos per creator per week, one variable per test, losers killed early.
Month 2
Hook library and pay bands
Winning first lines go into the hook library. Creators who held volume and a clean claims record move up a band.
Month 3
Best formats go to paid
Videos past 100,000 organic views are tested as paid ads. Same creator, same hook, one variable changed per test.
Day 90
Read the target
Review cost per 1,000 views against the $1 target. Keep, resize or stop the program on that one number.
Monthly ceiling
A fixed cap
Pay stays under $15,000 with all 10 creators at the top cap, bonuses excluded. Scale only if the target holds.

$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

Monday report

Every Monday the brand gets one page: views, cost per 1,000 views against the $1 target, winners and losers by format, and any flagged posts.

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	Post-ride scoop	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Beet root in the bottle	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Shot at the finish line	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Chews mid-session	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Gear check	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

Organic first
Every video posts organically. Only organic views count toward the 100,000 line.
Pick the winners
A video past 100,000 views goes on the shortlist. The lead checks it against the claims sheet.
Test in paid
Winners run as paid ads with one variable changed per test: the first line, the cut or the offer.
Scale or kill
Paid winners get more budget. Losers are killed early. Cost per 1,000 views is the judge.

From the video to the checkout

Link SFH Creatine Monohydrate videos to its product page, priced at $25.99 (crossed out $26.99).
Link SiS Clear Whey Shot videos to its page at $3.99, for the single-shot buyer.
Link Ultimate Chews Pack videos to its page at $25.32 and Built Puff Protein Bar videos to $2.99.
Mention Free Shipping on all orders only with the contiguous USA limit from the site's fine print.
For truefuels, send viewers to the sign-up for 20% off the first order once the product is live.

Part 15 of 15

Category rules

Supplement and sports-nutrition rules

The Feed sells vitamins, protein, chews and gear. Creators describe products with the label's words and nothing more.

Label words only
Quote the claims sheet. If a line is not there, it is not said, even if a review or another website says it.
No health outcomes
No promise about muscle, heart, eyes, pregnancy or any condition. If a product page makes a statement, the lead decides whether it enters the claims sheet.
Doses as printed
Say the dose as the label does: 1 scoop in 6 to 8 ounces of water for SFH Creatine Monohydrate, up to two servings per day for the SiS shot.
Kids and prenatal stay out
Nordic Naturals kids gummies and PreNatal Nutrients are never filmed as a how-to or a recommendation. They sit outside the creator program.
Disclose every partnership
Every post carries a clear paid-partnership label. No hidden ads, no fake reviews, no invented testimonials.
Offers as published
Quote only offers on the site: Free Shipping on all orders, with the contiguous USA limit, and the truefuels sign-up offer of 20% off the first order.

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

A shelf built since 2016

A launch offer to film around

Reviews already on the site

One number to protect

One variable per test

Hook library over scripts

Organic first, paid second

Post-ride scoop

Beet root in the bottle

Shot at the finish line

Chews mid-session

Gear check

Four sources in

Five filters, fewer each step

Gym lifter

Long-ride cyclist

Finish-line runner

Plant-based athlete

Pre-ride ritual rider

Gear-minded runner

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first two creators

Ramp to 10 creators

Hook library and pay bands

Best formats go to paid

Read the target

A fixed cap

From organic to paid

From the video to the checkout

Supplement and sports-nutrition rules

Label words only

No health outcomes

Doses as printed

Kids and prenatal stay out

Disclose every partnership

Offers as published

Want to see the first briefs?