Cal AI · B2C · AI calorie tracking app
Let creators make their usual videos and slip your app into them
Creators called it their easiest brand deal; views stay predictable
Workedinfluencer
What they did
Don't force formats or rules on influencers: keep them making the content they always make (e.g. 'what I eat in a day') and slide the app into it. Only give general guidelines: show the app in a certain way, have it come in within a set number of seconds, and include a tag in the caption; otherwise full creative control. Because the video matches the creator's usual content, you can estimate their average views per video with confidence and price the deal (CPM) on that. The failure mode: pricing on a creator's ~1M usual views, then forcing an infomercial-style 'let me tell you about Cal AI' video that gets ~50K views and puts the brand thousands of dollars in the red.
What happened
Influencers said Cal AI was the easiest brand deal they ever had; normal-format videos keep views close to the creator's average
“So the the key is that you you get these creators making their normal content and just like sliding your app into that. And as long as you do that, you can at least, with a high degree of confidence, estimate what your average views are going to be per video.”
“with influencers, no, I try not to force any formats or rules on them, and instead just give them general guidelines on how to integrate the app, and then from there it's like let them cook cause they're the pros.”
“Yeah, show it in this way. We want it coming in within like this many seconds, etc. The caption like should include this tag or whatever.”
“They always said we were the easiest brand deal they ever had cause we gave them full creative control.”
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All 80 Cal AI tactics- Pay $350-450 for four posts plus view bonuses that stop at 1M viewsKeeps the upside of viral hits; founder gives no numbers
- Price a creator on the average of their 5 worst of 20 recent videosMost deal videos land nearer the mean, so the rest is profit
- Agree with a creator's view boast, then guarantee 700-800K views when they claim 1MGuaranteed a profitable CPM on every deal; creators couldn't back down
- Have 25 hired assistants each email 100 creators a day~220K creators contacted, 2-3K signed; roughly 1 signed per 1,000 emailed
- Pay creators $100-200 when a friend they refer signs a dealReally helped; got direct numbers and deals around talent agents
- Run a short ad with a one-line hook, the app in use, then the store linkAd has run about four months, which the host reads as a winner