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.”
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