GTM Sauce

A startup that capped creator pay · B2C · SideShift customer

Cap a viral creator's monthly pay

Paid ~$4K instead of ~$75K for 180M views; creator left

Failedcreator-ops

What they did

A startup capped a creator's monthly CPM payout; he got ~180M views in two weeks (one 45M-view video) and was paid ~$4K instead of ~$75K uncapped.

What happened

Creator was furious and the startup lost him; guest says the right payment structure would have prevented it.

In their words

Drew Levin - I Studied 1,000,000 UGC Ads, This Is What Will Grow Your App

Play from 45:32

… for one of our customers i can't say the customer's name because the situation wasn't great but kid you not this guy got like one one account one instagram account like 180 million views in like two weeks like he had like a 45 million view video but his like monthly like thing his monthly cpm was capped and kid you not like 4k he was owned like if there was no cap he would have made like 75 000 in a month okay and he made like 4k he was so upset

45:32

he's like marching into the startup's office like the startup like didn't want to pay it but like they didn't technically have to pay it but they lost the creator there's ways where the payment structure could have saved them when you're running a big ugc program payment structure is like the alpha it is like the way you get ahead you said four months ago 800 a month for 60 videos that's two videos per day but that's just two videos per day no they're cross posted on four platforms sorry so it's so essentially it's like eight videos per day uh eight posts per day i guess and like two unique videos per day these are for creators that have done at least one to

46:04

two campaigns in the past for a new creator a lot of times we'll start with like just a cpm or like call like two to three hundred dollars for that same package and then for the cpns you're targeting like under it seems like under a dollar in most cases cpm all the top brands running ugc have a sub 90 cent cpm um if you're but i want to like really like emphasize like it takes time to get there like it it takes time it takes iteration if you …

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Tags: instagram, creator-comp, payout-cap, creator-churn