Chomps, creator engine

Ten creators, one number to protect

A first roster for Chomps: 10 creators, 7 videos each per week, and one number to protect: $1 per 1,000 views.

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

Original Chicken, Beef, Turkey: ranked

A creator lines up the three Original sticks, tastes each on camera and ranks them. The video ends on Subscribe & Save 10%.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, 2 added a week	Ramp of 2 creators a week up to 10, over six weeks. Creators live by week: 0, 2, 4, 6, 8, 10.
Who	Everyday snackers who film at home	Real Chomps buyers first, from Original Beef fans to Salt & Pepper Venison fans. No mega accounts.
Production	7 videos per creator per week	At 10 creators that is 303 videos a month. Five formats, one variable per test.
Pay	Three bands, caps $600, $1,000, $1,500	Base pay of $300, $500 or $800 by band, paid up to the cap. All amounts are proposals.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. At the cap: $300, $500 or $700 by band.
Compliance	Every claim comes from a literal sheet	Creators quote only Chomps wording, like Subscribe & Save 10%. Anything else goes to the lead first.
Rule for the category	Taste only, no health outcomes	Meat sticks are food. The only figures allowed are the brand's own: 10g+ protein and 0g sugar.
Goal	$1 per 1,000 views	The model says $5.74 today. 4.2% of videos going viral, or a median of 21,711 views, closes the gap.
Report	Every Monday, one table	Daily CAC. Weekly what we learned. Monthly cohort payback. Creator rows by format, views and cost.
Decision	Ceiling $15,000 a month, bonuses excluded	All 10 creators at the top cap. At day 90 the brand lead decides whether to keep, cut or scale.

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

Playbook

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 built the creator program the same way I would here: a small roster, one brief a week, pay tied to a cap, losers cut early. Chomps is a different category, meat sticks, and I have not run it. So the first month is for learning what Chomps creators say on camera, with the claims sheet as the guardrail.

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 Chomps

2758
Reviews already do the selling
One Chomps product page displays 4.9 out of 5 stars across 2758 reviews. Buyers who already love a stick are the first creators to find.
Published
10%
Two offers a video can point to
Join the email list for 10% off a first order, or Subscribe & Save 10% on every order. A creator video needs a place to send people, and both exist.
Published
$150.00
A kit already exists
A product named Chomps Tier 1 Influencer Kit is listed at $150.00. I did not find an affiliate or ambassador page, so I would ask the lead how the kit is used.
Published

Part 4 of 15

Principles

One number to protect
My KPI: scale ad spend, hold target CAC. Everything else follows from that. For creators the number is cost per 1,000 views, with a target of $1.
One variable per test
Each brief changes the hook, the format or the first sentence, never all three. At 7 videos per creator per week, 10 creators give 303 videos a month to learn from.
Losers killed early
Week to week: launching a bunch of different experiments, losers killed early. A hook that stalls is dropped; one that works goes into the hook library.
Claims before creativity
Creators get the sheet of literal Chomps lines first. A video that breaks it, or the category rule, earns no bonus, however many views it gets.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

JordanMon morning
This week's brief: Original Beef stick, one hook, kitchen or desk, window light. Seven videos each, posted by Friday. Sea salt close-up is the new format to test.
PriyaTue morning
Can I tell people the sticks help with weight loss? I want to know before I film the Trial Pack video.
No. Weight loss is a health outcome and it is not on the sheet. Stay on taste, the sticks and Subscribe & Save 10%.
Report botAppMon morning
Weekly report: videos by format, views and cost per 1,000 views against the $1 target. Top hook: sea salt close-up. Two formats flagged to drop.
JordanWed afternoon
Draft sent back: the hook is strong, but the on-screen text puts our sticks above another brand. Reshoot the last three seconds and leave the comparison out.
DevThu evening
My Jalapeno Beef taste test just passed 100,000 views, organic only.
Logged. The $50 bonus applies once this month. Moving the video to the paid test list.
Report botAppFri afternoon
Friday check: every draft matches the claims sheet and the category rule. One draft is held until the sponsor tag is added.

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
Never mess with original
“They say you should never mess with original, so we didn’t.”
Hold one Original Beef stick to camera, say the line, then take the first bite. One take, window light, no cuts.
Brief 02
First-order offer
“Serial snacker? Get 10% off your first order”
Film the opened Original Turkey stick on a desk, then show the email sign-up on your phone. Keep it under one minute.
Brief 03
Trial Pack taste test
“Can't choose? We know the feeling!”
Lay out the Trial Pack at $16.99, taste Jalapeno Beef first and rank the rest on camera, one stick per cut.
Brief 04
Subscription unboxing
“Free shipping on all subscription orders!”
Pull a Taco Seasoned Beef stick from its purple wrapper while you show the Subscribe & Save 10% setup on your phone.
Brief 05
Sea salt close-up
“With a pinch of sea salt and a hint of garlic”
Macro shot of the Sea Salt Beef stick leaving its blue and white wrapper, voiceover over the bite, no music.

Every product line in a video comes off the claims sheet word for word, for example “Made with grass-fed and finished beef and venison, and antibiotic-free chicken and turkey, Chomps meat sticks deliver 10g+ protein and 0g sugar.”, “Big breakfast flavor. Tiny snack.”, “Subscribe & Save 10%”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Chomps buyers who already post food
Reviewers and customers who talk about the sticks. One product page displays 2758 reviews, so there are buyers to find first.
Email list and subscribers
People on the first-order email list and on Subscribe & Save are already buyers. The brand lead would need to invite them.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site. A product named Chomps Tier 1 Influencer Kit sits at $150.00; I would ask the lead how it is used.
Open search on short video
Food and snack creators found by search, filtered the same way as the others. Their own hooks seed the hook library.

Five filters, fewer each step

1Taste on camera
A candidate eats a stick on camera in the first test video, not a talking head with no product.
2Reads the claims sheet
Passes a short quiz on the claims sheet before any pay: literal Chomps lines only.
3Own shoots
Films in daylight on a phone, no studio, and can deliver seven videos a week without a crew.
4Audience fit
An audience of everyday snackers and families, not accounts built on diet promises.
5Clean history
No past posts that promise health or weight results from food.

Part 7 of 15

Who

Desk snacker
Eats at the desk and ranks the flavors on camera, one stick at a time.
Likely product: Trial Pack
School-lunch parent
Packs lunchboxes and shows the school-year pack the way a family would use it.
Likely product: Original Beef Chomplings School Pack
Breakfast on the go
Mornings in the car, shows the savory option next to the coffee.
Likely product: Savory Breakfast Chicken Chomplings
Spice tester
Scores the heat of the stick and says why they would buy it again.
Likely product: 8 ct. Jalapeno Beef
Pizza-night creator
Builds a pizza-night video around the pepperoni flavor story.
Likely product: Pepperoni Seasoned Turkey
Subscription-minded shopper
Walks through Subscribe & Save, with skip, pause or change anytime.
Likely product: 8 ct. Original Beef

Left off, every time

Always left out: accounts built on weight-loss or diet promises, anyone who wants to claim health results from the sticks, accounts aimed at children, and anyone who sets Chomps against a named brand. Meat sticks are food: taste and Chomps wording only.

Part 8 of 15

First twenty

Office snackers who film at their desk
Parents who pack school lunches
Commuters who snack in the car
Hikers who carry food in a daypack
Home cooks with a kitchen-counter channel
Spice reviewers who score heat levels
Pizza-night creators with a casual set
College students who film dorm snacks
Road-trip vloggers
Dads who film weekend sports snacks
Coffee-and-breakfast routine creators
Taste-test channel hosts
Unboxing creators who show subscription boxes
Budget-grocery shoppers who show their haul
Lunchbox-prep creators
Travel creators who pack airport snacks
Pantry-organizer creators
Gift-basket and snack-board makers
Teachers who share after-school snacks
Small-city creators with a loyal local audience

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Made with grass-fed and finished beef and venison, and antibiotic-free chicken and turkey, Chomps meat sticks deliver 10g+ protein and 0g sugar.”
Voiceover or caption, said as the brand's own wording, in any format.
“Big breakfast flavor. Tiny snack.”
Savory Breakfast Chicken Chomplings videos, on camera or in the caption.
“We kept it simple and delicious, just made it smaller.”
Chomplings videos where the small size is the story.
“Smoky chili pepper, fennel, and oregano for a savory, pepperoni-y bite.”
Pepperoni Seasoned Turkey videos, as the flavor line.
“Subscribe & Save 10%”
Subscription unboxing and any video that ends on the checkout.
“SIGN UP AND RECEIVE 10% OFF YOUR FIRST ORDER”
First-order offer videos, as the closing line.
“Free shipping on all subscription orders!”
Subscription unboxing videos, next to the Subscribe & Save line.

Never said

Each one with the reason it stays out.

Never say Chomps helps you lose weight
A health outcome the brand never states.
Never say Chomps is better than another brand's sticks
A comparison with a named competitor; nothing in the approved wording backs it.
Never say Chomps fits any medical diet
A medical promise; the brand's wording stops at ingredients and its own figures.
Never say a study backs Chomps
A study figure; none sits on the approved sheet.
Never say every Chomps stick is made from beef
A product claim the range contradicts: it includes chicken, turkey and venison.
Never say the first-order code works on every order
An offer claim; the code is for a first purchase only.
Never say Chomps is safe for any allergy
A safety promise that nothing on the sheet supports.

To confirm with the brand

Held until someone on the brand side signs off.

Paleo and Whole30 wording
The home page title carries both words; the lead confirms whether creators may repeat them.
Code YUM10 for a first purchase
An offer claim; the lead confirms the code is current before each brief.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators on a first batch of videos, with the lowest base and the lowest cap.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators whose hooks keep beating the median across several weeks of tests.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: the few whose videos reach the viral tail, with the highest base and cap.
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 $50 bonus per creator per month, however many videos pass 100,000 views.
The bonus is per video: a single video must pass 100,000 views on its own, not a sum across videos.
Organic views only: paid boosts and views bought by anyone do not count.
No bonus on a video that broke the claims sheet or the category rule, whatever its views.

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

At 10 creators, 303 videos reach 1.8M views a month for $10,050: $5.74 per 1,000 views against $1. Either 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Chomps 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 creators
Claims sheet, hook library, tracking spec with your team. Two creators go live first, then two more each week up to 10, over six weeks.
Month 1
Learn what stops the scroll
Creators ramp to 10, each at 7 videos a week. At 10 that is 303 videos a month. Five formats, one variable per test.
Month 2
Cut and raise
Weak formats are dropped. Creators who beat the median move up a band. The $50 bonus pays organic winners past 100,000 views.
Month 3
Send winners to paid
Videos past 100,000 views go into the paid test. The hook library feeds the next briefs. Cost per 1,000 views is checked against $1.
Day 90
Keep, cut or scale
Review cost per 1,000 views against the $1 target, modeled today at $5.74. The brand lead decides whether to keep, cut or scale the roster.
Monthly ceiling
The ceiling stays fixed
All 10 creators at the top cap, bonuses excluded: $15,000 a month. The model's base is $10,000 plus one $50 bonus: $10,050.

$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

Report

Every Monday: videos by format, views, cost per 1,000 views against the $1 target, what we learned, and which hooks go to the library. You never have to ask.

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	Never mess with original	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	First-order offer	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Trial Pack taste test	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Subscription unboxing	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Sea salt close-up	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

To paid and checkout

From organic to paid

Flag the winner
A video past 100,000 views, organic only, is flagged in Monday's report.
Ask for rights
The creator agrees to paid use of the video first. No spend without that agreement.
Test small
The video runs as a paid test beside the paid ad engine: same hook, one variable changed.
Scale or retire
If cost holds against the target it scales. If it slips it is retired and the hook returns to the library.

From the video to the checkout

Send first-time buyers to the 10% off first-order sign-up, with code YUM10 at checkout.
Send repeat-minded viewers to Subscribe & Save: 10% off every order plus free shipping. Free shipping applies to Continental US orders only.
Send the sampler video to the Trial Pack at $16.99.
Send the school-year video to the Original Beef Chomplings School Pack at $21.99.
Send where-to-shop questions to the Where to Buy page; no store list was collected.

Part 15 of 15

Category rules

Rules for meat sticks

Meat sticks are food. Creators describe taste and the brand's own wording, and nothing else leaves the claims sheet.

Taste, not health
Talk about flavor, texture and the moment. The only figures allowed are the brand's own, 10g+ protein and 0g sugar, and only as the brand words them.
Literal lines only
Quote the claims sheet as written. The approved lines are the whole list. Anything new goes to #claims and waits for an answer before filming.
No comparisons
Never set Chomps against a named brand or a home-made snack, on screen or in text. Say what the stick is, not what others are not.
Label the sponsor
Every post carries a clear sponsor tag in the first line. A draft without it is held, and the bonus does not apply.
Offers as written
Offer lines go as written: 10% off a first order with code YUM10, and Subscribe & Save 10%. A creator never invents a discount.
Kids and families
Keep children off camera unless a parent is the creator. No claims about what a child should eat; the school pack copy says snacks the whole family will love.

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

Reviews already do the selling

Two offers a video can point to

A kit already exists

One number to protect

One variable per test

Losers killed early

Claims before creativity

Never mess with original

First-order offer

Trial Pack taste test

Subscription unboxing

Sea salt close-up

Four sources in

Five filters, fewer each step

Desk snacker

School-lunch parent

Breakfast on the go

Spice tester

Pizza-night creator

Subscription-minded shopper

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first creators

Learn what stops the scroll

Cut and raise

Send winners to paid

Keep, cut or scale

The ceiling stays fixed

From organic to paid

From the video to the checkout

Rules for meat sticks

Taste, not health

Literal lines only

No comparisons

Label the sponsor

Offers as written

Kids and families

Want to see the first briefs?