Locked · B2C · gamified self-improvement to-do app
Pay creators a flat fee, but they keep posting until a view target is hit
Best of four deal types; works out to $1-2 per 1,000 views
Workedinfluencercreator-ops
What they did
Pay e.g. $1,000 per post with a 500,000-view minimum; size the clause at a $1-2 CPM (an $800 deal -> 400K-800K views). If the first video falls short, the creator keeps posting until videos collectively reach the benchmark. Alternative offered: stop early and be paid pro rata (e.g. $400 for a 400K clause, 50K views -> $50). Anchoring on the full amount motivates creators.
What happened
Guest's most successful deal structure for Locked; effective CPM $1-2 vs ~$3-4 RPM.
“Next, the third deal is a minimum-view-clause deal, my personal favorite, where we pay the influencer something like $1,000 per post with a 500,000 minimum view clause.”
“Definitely the minimum-view-clause deal structure.”
“So if if I'm paying them $400 for the 400,000 minimum view clause, they get 50,000 views on the first video and then want to stop, I'd still pay them out $50.”
Related topics
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More from Locked
All 19 Locked tactics- Pay creators less per 1,000 views than you earn per 1,000 viewsOne $800 video: ~1M views, ~1,800 downloads, ~$3K; daily revenue doubled from ~$300
- Offer creators $500 per video with a 500,000-view minimum, or capped per-view payHis usual deal; keeps cost per 1,000 views under revenue per 1,000 views
- When people close the paywall, offer the yearly plan at half price ($20)
- Search your niche on TikTok and Instagram, DM creators 'Paid promo?', then callFounder says this is how he signs creators; no outreach numbers
- Pick creators with real comments on your topic; show the app in 15 secondsCredited for the ~1M-view video that drove ~$3K; renew creators who convert
- Turn a habit tracker into a game with characters, XP, badges and leaderboards
More from this episode
- Locked: Try Reddit, X, paid ads and influencers, then go all in on influencersInfluencers won clearly; no numbers given for the other channels
- Locked: Pay day-in-the-life creators to check off each task in the app on cameraOne ~1M-view video made $3K+ and the first $1,000 and 1,000-download days
- Locked: DM 500 creators a day from several verified accounts with 1,000+ followers3-4% reply rate on Instagram, ~2% on TikTok; 5-10K creators contactedBlack hat
- Locked: Start creator DMs with 'Paid promo?' and always move the deal to a callFounder says it stands out in flooded inboxes; no numbers
- Locked: Pay creators $1-2 per 1,000 views with a cap, below what 1,000 views earns$1-2 CPM paid vs $3-4 revenue per 1,000 views
- Locked: Pay a flat $500 a video ($1,200 for four) only to reliably big creators
- Locked: Pay creators $250 per video plus $250 more at 250,000 views
- Locked: Post 'What's the app called?' under the video; creator replies with the name and pins itFounder says curious viewers find the app through it; no numbers
- Locked: Have creators show the app within 15 seconds; approve posts, then re-sign winners biggerProfitable creators renewed and moved to bigger deals; no numbers
- Locked: Pick creators by real comments and 5K+ views per video, not followersEarly follower-based picks with weak comments were the biggest mistake
- ProblemPal: Reuse your old TikTok account for each new app and pitch it head-onOne 200K-view 'finish homework in 10 seconds' video drove ProblemPal to $2K/month
- Locked: Turn a to-do list into a game with XP for Gen ZBecame his best app at $14K+/month