Ancestral Supplements, creator engine

Ten creators, one number to protect

A first roster of creators for Ancestral Supplements: organ capsules, Tallow Balm and Electrolytes, filmed by people who actually use them.

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

My morning routine, label first

Illustrative creator post: a bottle in hand on the kitchen counter, the label read aloud, and the 365-Day Money-Back Guarantee in the caption with the paid-partnership label on top.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week six	Two creators join each week: 0, 2, 4, 6, 8, 10. The ramp takes six weeks.
Who	Real users of organ capsules, balm and electrolytes	Six personas, five filters. Each persona fits one named product, from Grass Fed Beef Liver to the Tallow Balm.
Production	7 videos per creator per week	At ten creators that is 303 videos a month, from five formats with one variable per test.
Pay	Starter, Standard and Premium bands	Starter $300 base, $600 cap. Standard $500, $1,000. Premium $800, $1,500. Bonus at the cap: $300, $500, $700.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	Claims sheet plus a paid label on every post	Creators quote only the brand's own wording from the sheet. No health outcome promises.
Rule for the category	Brand wording only, no medical advice	Supplements: no dosing advice, no prescription talk, and nothing for kids or pets from creators.
Goal	$1 per 1,000 views	The simulator shows $5.74 today. It needs 4.2% of videos viral or a 21,711-view median.
Report	A report every Monday	Videos, views, cost per 1,000 views against $1, winning hooks, and what we kill next.
Decision	Your sign-off on bands and claims sheet	Before week one: roster size, three pay bands and the claims sheet. Day 90 is the next decision.

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

Track record

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 to 100M monthly social impressions and the paid ad engine alongside it. This is the same playbook pointed at supplements. I have not run this category. Organ capsules, a tallow balm and electrolytes carry rules I would learn with your team, 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 now

3,000,000+
Satisfied customers, on the brand's own page
The site says 3,000,000+ satisfied customers. A base that size already has people who use the capsules daily. Some of them can speak on camera.
Published
1,611
Reviews on Grass Fed Beef Thyroid
Grass Fed Beef Thyroid shows 1,611 reviews at 4.7. The product already has language from buyers that creators can reflect in their own words.
Published
94
Reviews on the Tallow Balm at 4.9
Grass Fed Beef Tallow Balm shows 94 reviews at 4.9. It is the easiest product for a skincare creator to film with no supplement talk at all.
Published

Part 4 of 15

Principles

One variable per test
Each batch changes the hook or the shoot, never both. Seven videos per creator a week gives 303 a month at ten creators, enough volume to read a result.
Losers killed early
A format that misses after its first batch is cut. Winners get more creators, not more adjectives. The hook library keeps only what earned its place.
One number to protect
The target is $1 per 1,000 views. The simulator says $5.74 today, so every decision on pay, formats and roster size gets checked against that gap.
Claims sheet before camera
Creators quote only the brand's own wording, like the 365-Day Money-Back Guarantee. Anything else goes through the work channel before it is filmed.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MarinaMon 8:30 AM
This week's brief is the label read. Open on "0 fillers, binders, or flow agents.", show the label up close, end on the 365-Day Money-Back Guarantee. One variable: the hook.
PriyaTue 11:05 AM
A follower asked if the Electrolytes help with energy. Can I say yes in the video?
Use only the sheet: "Grass-fed organs for energy, hormones, and whole-body health." Say it as the brand's wording. Nothing about your own results.
Weekly botAppMon 9:00 AM
Last week: seven videos per creator, label read leads on views, Tallow Balm drafts waiting for review. Cost per 1,000 views tracked against the $1 target.
MarinaWed 2:15 PM
Draft sent back: the caption says it fixes your thyroid. Cut that line, keep the product shot, and resend the draft for the claims check.
Weekly botAppSat 7:40 PM
One video passed 100,000 views, organic only. The $50 flat bonus is logged for this month. One bonus per creator per month.
MarinaSat 7:55 PM
Before we boost it, one check: paid-partnership label on, and no health outcome in the caption or the voiceover. Checking now.
PriyaSat 8:10 PM
Label is on, the caption quotes only the sheet. Sending the raw file so you can run the check yourself.

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
Label read
“0 fillers, binders, or flow agents.”
Phone close on the capsule label, one take, natural light. Read the line aloud, then show the bottle in your hand.
Brief 02
Morning stack
“Grass-fed organs for energy, hormones, and whole-body health.”
Kitchen counter, your usual routine. Name each product on screen as you take it. No outcome talk, only what you do.
Brief 03
Guarantee test
“365-Day Money-Back Guarantee”
Talk to camera while unboxing. Say the guarantee line once, then show what arrived. Keep the box in frame.
Brief 04
Subscription unbox
“Save 15% + Free Shipping on Subscriptions”
Unbox a subscription order top-down. Name each item as you lift it and finish on the offer line as written.
Brief 05
Freeze-dried close-up
“100% Freeze Dried & Non-Defatted”
Macro shot of a capsule in your palm, then the bottle on the counter. Read the line over the footage, nothing added.

Every product line in a video comes off the claims sheet word for word, for example “Grass-fed organs for energy, hormones, and whole-body health.”, “100% Freeze Dried & Non-Defatted”, “365-Day Money-Back Guarantee”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Buyers who already review
The reviews on Grass Fed Beef Thyroid, 1,611 at 4.7, are the first place to look. A real buyer on camera needs very little script.
The Ambassador Program
The site menu lists an Ambassador Program and Refer and Get $15. I have not seen the terms, so I would start from what already runs there and not duplicate it.
Nose-to-tail cooking creators
Creators who already cook with liver and bone. Grass Fed Beef Liver and Grass Fed Beef Bone and Marrow are both on the shelf.
Skincare routine creators
Grass Fed Beef Tallow Balm has 94 reviews at 4.9. Routine-shelf creators can film it without any supplement claim.

Five filters, fewer each step

1Uses it first
Takes the product for two weeks before posting anything.
2Clean record
No history of medical-outcome promises in past posts.
3Organic proof
Last ten posts earned views without a paid push behind them.
4Shoots fast
Can deliver seven videos a week from a phone.
5Takes the sheet
Agrees to quote only the claims sheet and label every paid post.

Part 7 of 15

Who we want

Nose-to-tail home cook
Cooks with liver and bone already. The capsule is the weeknight version of the same habit.
Likely product: Grass Fed Beef Liver
Skincare routine builder
Shows a short shelf and one balm. Talks about texture and routine, never about a skin condition.
Likely product: Grass Fed Beef Tallow Balm
Daily gym trainer
Mixes powders after sessions. Shows the bottle, the shake and the routine, nothing more.
Likely product: Ancestral Protein Powder
Hydration-minded runner
Reads ingredient labels and talks about hydration on long sessions.
Likely product: Ancestral Electrolytes
Women's wellness voice
Talks about her own routine and the brand's wording, not a diagnosis.
Likely product: FEM: Female Enhancement Mixture
Men's routine creator
Films a simple morning routine and a gym bag. Brand wording only.
Likely product: MOFO: Male Optimization Formula

Left off, every time

Always left out: anyone who gives medical or dosing advice, speaks for kids or pets, talks about their own prescription or diagnosis, or promises health outcomes. Supplements rule: brand wording only, and a paid-partnership label on every post.

Part 8 of 15

First twenty

Home cooks who already make liver, bone broth or tallow at home
Creators who film weekly grocery and pantry restocks
Skincare-routine creators with a short, simple shelf
Runners and cyclists who talk about hydration on long sessions
Strength-training creators who mix powders after sessions
Parents who film family meal prep, adult products only on camera
Creators in the carnivore and nose-to-tail food niche
Hikers and campers who pack their own food
Women who document a daily routine without any medical talk
Men who film a simple morning routine and a gym bag
Creators who do honest unboxings of subscription orders
Small-farm and pasture-raised food creators
Early-morning routine creators with steady weekly output
Home-gym creators with a small, loyal audience
Kitchen-gadget creators who already use frothers and shakers
Travel creators who film what they pack in a tote bag
Skin-barrier explainers who stay on routine, not diagnosis
Coffee and tea ritual creators who film the morning pour
Skeptics who try a product for two weeks and film it plainly
Customers who already post about the brand and want to do more

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Grass-fed organs for energy, hormones, and whole-body health.”
Morning stack opener and any product intro, said as the brand's wording.
“0 fillers, binders, or flow agents.”
Label read, on camera with the label in frame.
“100% Freeze Dried & Non-Defatted”
Close-up format, read over the capsule footage.
“365-Day Money-Back Guarantee”
Guarantee test and the caption of any unboxing.
“Save 15% + Free Shipping on Subscriptions”
Subscription unbox, said once, as written.
“Free Shipping on US Orders $120+”
One-time baskets, only when the viewer is in the US.
“Trusted by 3 Million+ Customers”
Closing line of any format, never as a personal result.

Never said

Each one with the reason it stays out.

Take this instead of your prescription
Medical advice. A creator never speaks about medication.
This fixes your thyroid
A disease-style outcome claim the sheet does not allow.
Here is the right dose for your child
Dosing is never given by a creator, including for kids or pets.
Better than any other brand's organ capsules
Comparisons with other brands are off the sheet.
Guaranteed to work for everyone
The guarantee is about money back, not about results.
A doctor recommends it, so you should too
Practitioners appear on the site, but that is not an endorsement a creator can claim.

To confirm with the brand

Held until someone on the brand side signs off.

Women are going from 20 hot flashes a day to ZERO
Appears in the brand's landing copy as an outcome. Needs brand sign-off before any creator repeats it.
Most men feel a difference within the first 30 days.
A timeline outcome. Confirm the brand substantiates it before it reaches the sheet.
real, sustained energy from whole-food nutrients, not stimulants
Taken from a review summary. Confirm whether creators may say it as the brand's line.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators on one format, paid for the work and capped until the views come.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady creators who hit the weekly volume and keep the claims sheet clean.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators whose organic videos keep winning on the one number we protect.
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 bonus per creator per month: the $50 flat for a video past 100,000 views.
The bonus is per video: the single video that passes 100,000 views, not the month's total.
Organic views only. Boosted or paid views never count toward the bonus.
No bonus on a video that broke the claims sheet or the supplement rules, even if it takes off.

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

The simulator says $5.74 per 1,000 views against the $1 target. To close the gap, 4.2% of videos go viral or the median video reaches 21,711 views. Median views are my guess; move the slider.

Program facts

Ancestral Supplements 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

Week 1
Warm-up
Brief and claims sheet go out. Two more creators join every week. Label read and Morning stack run first, and only the hook changes between drafts.
Month 1
Ramp to ten
Creators join two a week until ten are live at week six, each at seven videos a week. Any format that misses after its first batch is cut.
Month 2
Build the hook library
Winning hooks go into the library. Starter creators who hold volume and keep the sheet clean move up to Standard.
Month 3
Read cost per view
Compare cost per 1,000 views with the $1 target. Add creators only to formats that beat the median in the simulator.
Day 90
The decision
You see cost per 1,000 views against $1, the viral share and the winners, then decide: keep ten, resize the roster, or stop.
Ceiling
Monthly ceiling
All ten creators at the top cap, bonuses excluded, is $15,000. That is the most this roster can cost in a month under these bands.

$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

Weekly report

Every Monday: videos posted, views, cost per 1,000 views against the $1 target, winning hooks, and the format we kill next.

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	Label read	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Morning stack	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Guarantee test	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Subscription unbox	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Freeze-dried 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

Organic to paid

From organic to paid

Organic first
Every video runs organic. Nothing is boosted until it has had its first full week of views.
Shortlist
Only videos that beat the median in the simulator and pass a second claims check make the list.
Clear the rights
The creator agrees to paid use, the paid-partnership label stays on, and the caption is checked again.
Boost and compare
The boosted video runs against its organic twin. One variable per test, losers killed early.

From the video to the checkout

Send subscription-minded viewers to Subscribe & Save 15%, with free shipping on subscriptions.
Point bundle-minded viewers to the Bundle & Save and Best Sellers collections.
Use Take the Quiz for viewers who do not know which product to start with.
Mention Free Shipping on US Orders $120+ for one-time baskets, US viewers only.
Add Refer and Get $15 only where the brand confirms the referral flow is live.

Part 15 of 15

Supplement rules

Supplements: what creators may say

Organ capsules are a supplement category. The rules are simple and strict: the brand's words, no medical talk, and a label on every paid post.

Brand wording only
Health talk stays inside the brand's own wording, said as the brand's: "Grass-fed organs for energy, hormones, and whole-body health." Your own results stay out of the video.
No medical advice
No diagnosis, no prescription talk, and no telling anyone to stop a medication, however hard the comment thread pushes.
No dosing
Creators never give dosing, including for kids or pets. Questions about amounts go to the brand and its practitioners, not into a video.
Paid label on every post
Every video carries the paid-partnership label, every time, at ten creators and seven videos a week. A missing label means the video comes down.
Reviews are not outcomes
A creator can name the review count, like 1,611 on Grass Fed Beef Thyroid. What reviewers say happened to them is not a promise the creator can make.
No before-and-after
No before-and-after framing, no hormone or hair promises, and no comparisons with other brands. A broken rule loses the bonus on that video.

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

Satisfied customers, on the brand's own page

Reviews on Grass Fed Beef Thyroid

Reviews on the Tallow Balm at 4.9

One variable per test

Losers killed early

One number to protect

Claims sheet before camera

Label read

Morning stack

Guarantee test

Subscription unbox

Freeze-dried close-up

Four sources in

Five filters, fewer each step

Nose-to-tail home cook

Skincare routine builder

Daily gym trainer

Hydration-minded runner

Women's wellness voice

Men's routine creator

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Warm-up

Ramp to ten

Build the hook library

Read cost per view

The decision

Monthly ceiling

From organic to paid

From the video to the checkout

Supplements: what creators may say

Brand wording only

No medical advice

No dosing

Paid label on every post

Reviews are not outcomes

No before-and-after

Want to see the first briefs?