Smalls, creator engine

Ten creators for Smalls, built in six weeks

A first roster of cat owners who film Smalls at home, paid by band and held to one number: cost 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

Three days into the Fresh Food Sampler

Illustrative: a creator films the first scoop, then the bowl licked clean. The caption points to the $26.00 Sampler.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators in six weeks	Two new creators go live a week until ten are live. Slow enough to fix the brief before it scales.
Who	Cat owners who feed and film at home	Six personas, from the picky eater to the new kitten parent, each matched to one Smalls product.
Production	7 videos per creator per week	That is 303 creator videos a month at ten creators, across five formats, one variable per test.
Pay	$300 to $800 base, by band	Starter $300 with a $600 cap, Standard $500 with a $1,000 cap, Premium $800 with a $1,500 cap.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. At the cap, an extra $300, $500 or $700 by band.
Compliance	Claims sheet with approved lines only	Creators quote Smalls' own wording. Any other line about a cat's health goes to the lead first.
Category rule	No health promises about any cat	Fresh cat food: creators repeat the brand's wording and never promise a health outcome.
Goal	Target $1 per 1,000 views	The simulator starts at $5.74: $10,050 of cost for 1.8M views. Median views or viral share must move.
Report	One sheet, every Monday	Views, cost per 1,000 views, top hook and drafts sent back, one row per creator.
Decision	Ceiling of $15,000 at ten top-cap creators	Bonuses excluded. The Smalls lead approves the roster and the claims sheet before the second creator goes live.

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 and the paid engine next to it. Same playbook for Smalls: recruit, brief, test hooks, kill losers early. Fresh cat food is a new category for me. I have not run it, so the claims sheet and the lead's answers come before the first brief.

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

2000+
Proof already exists
Smalls shows 2000+ verified 5 star reviews. A creator starts with proof to point to, not from zero.
Published
7
Seven recipes, many scripts
Smalls lists 7 fresh recipes across 5 proteins. Each recipe is a different video for the same creator.
Published
50%
A first-order hook is live
The Fresh Food Sampler shows $26.00 against $52.00. A creator can put that price in the first line.
Published
2017
A founding story to borrow
Smalls says it has been taking on the giants of the pet food industry since 2017. Creators can tell that story in one sentence.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator starts at $5.74, so the first weeks are about lifting median views, not adding creators.
One variable per test
Same Fresh Food Sampler, same $26.00 price, one changed hook. Losers killed early, winners go into the hook library.
Claims sheet before the camera
Creators quote the sheet, such as the 80% animal protein line. Anything else goes through the Smalls lead in the workspace before filming.
Two creators a week, not ten at once
Live creators by week: 0, 2, 4, 6, 8, 10. Each cohort's first drafts fix the brief before the next two creators start.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

DanaMon 8:30 AM
This week: the Fresh Food Sampler at $26.00. One hook per video. Open on the bowl, not the box. Use only lines from the claims sheet.
PriyaTue 10:15 AM
Can I say it makes my cat's coat shinier? Mine looks great since the switch.
Not in your words. Use the sheet. If you want a coat line, I will check it with the brand before you film.
Report botAppMon 9:00 AM
The weekly report is up. Views, cost per 1,000 views against the $1 target, and your top hook are in the sheet.
DanaWed 2:40 PM
Tomas, draft sent back. The opener promises results for your cat. Swap it for the guarantee line, keep the $26.00 price on screen, resend today.
TomasFri 7:50 AM
The bowl-check video passed 100,000 views overnight, all organic.
Bonus flagged: $50 flat. Claims sheet check first, then it goes to payout.
DanaThu 11:00 AM
Quick check: are you still on seven videos this week? If not, tell me today and we move the format.
Six are done. The last one is filmed tomorrow.

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
Unboxing the Sampler
“More meat, less mystery”
Open the box on the counter, read the label aloud, scoop on camera. One take, natural light, cat in frame.
Brief 02
Bowl check
“If they don’t eat it, we’ll pay for it.”
Camera at bowl height, serve, let the cat decide. Show the full bowl at the start and the end.
Brief 03
Switch diary
“Making nine lives ten”
Day-by-day clips of the move from the current food, voiceover only, no results claims.
Brief 04
Puffs taste test
“95% chicken, so they get more protein per bite.”
Shake the Freeze-Dried Puffs into a hand and let the cat react. Close on the bag. Keep it short.
Brief 05
Guarantee explainer
“Full refund, no questions asked.”
Talk to camera with the checkout page on the phone. Read the guarantee line, then show the Sampler price.

Every product line in a video comes off the claims sheet word for word, for example “Made with at least 80% animal protein in every recipe, not weird byproducts or meat meals.”, “Real, whole ingredients. No preservatives, no fillers, nothing your cat doesn't need.”, “Full refund, no questions asked.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Cat-first creators
Accounts that film cats every day and have a real audience. Smalls runs @smallsforcats, so these creators already speak its language.
Smalls reviewers
Customers behind the 2000+ verified 5 star reviews. The Smalls lead can introduce the ones willing to film their own bowl.
Ambassador page
An affiliate or ambassador page was not found on the site, so recruiting starts with direct outreach and a short application form.
Cat-parent communities
Smalls describes itself as "A community of cats and cat people." Groups of cat owners are where that description is already true.

Five filters, fewer each step

1Cat on camera
The cat eats on camera in the first second. No cat on screen, no brief.
2Feeds a real cat
Has fed wet or fresh food before and can speak about the switch from their own experience.
3Clean claims history
Past posts about pets make no medical promises and no comparisons by brand name.
4Ships to the creator
Lives in the continental United States, where Smalls ships its fresh food.
5Steady output
Can deliver seven videos a week for ten weeks without the quality dropping.

Part 7 of 15

Who

Picky-eater owner
Has tried many foods and posts the refusals. The bowl-check format fits.
Likely product: Fresh Food Sampler
New kitten parent
Just brought a kitten home and films the first week of feeding.
Likely product: Fresh Food Sampler for Kittens
Kibble-curious owner
Feeds dry food now and wants a first step into fresh. Films the first scoop and the reaction.
Likely product: Fresh Food Sampler
Cat dad
A cat owner whose household humor suits a taste test. Films the Sampler as a running joke.
Likely product: Fresh Food Sampler
Multi-cat household
Two or more cats at one bowl line. Reactions are the content.
Likely product: Fresh Food Sampler
Kitten foster carer
Fosters kittens and films each litter's first meals, with no results claims.
Likely product: Fresh Food Sampler for Kittens

Left off, every time

Always left out: accounts that sell medical advice for pets, creators with a history of health promises, anyone who cannot show their own cat, and minors. Category rule: no creator ever promises a health outcome for any cat.

Part 8 of 15

First twenty

Owner of a cat that refuses most food and films every attempt
Kitten parent in the first weeks at home
Owner of a senior cat on a changed diet
Multi-cat household with bowl-line reactions
Cat dad with a deadpan comedy account
Apartment cat owner who posts the daily routine
Rescue adopter who documents the first month
Home cook who reads ingredient labels aloud
Owner of a cat that loves crunchy food
Pet photographer who films feeding time
Cat owner with a small but loyal local following
Vet tech who talks about food only in general terms
Owner of a cat with a famous face and a name
Minimalist home account with a cat in frame
Student cat owner who compares food costs honestly
Creator who films unboxings and subscription boxes
Cat owner who films a morning feeding routine
Couple with a cat whose bowl duel is the joke
Owner who recently switched from kibble and keeps a diary
Cat owner who styles bowls and feeding corners

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Made with at least 80% animal protein in every recipe, not weird byproducts or meat meals.”
Ingredient-focused videos and unboxing voiceover
“Formulated with veterinary nutritionists and certified complete and balanced for every life stage.”
Switch diary, kitten and senior personas
“Freeze-dried Puffs are crafted with 95% animal protein. Providing more protein per bite than kibble.”
Puffs taste test
“If they don’t eat it, we’ll pay for it.”
Bowl check, as the closing line
“2000+ verified 5 star reviews”
Any format, as an on-screen text line
“30-Day Money-back guarantee”
Guarantee explainer
“With 2 textures, 5 proteins, and 7 fresh recipes, even picky cats have met their match.”
Picky-eater persona, Sampler unboxing

Never said

Each one with the reason it stays out.

Never say it fixes a medical problem
A medical promise. Creators are not vets and cannot speak for a cat's condition.
Never say your cat will live longer
A health outcome that nobody can guarantee for one cat.
Never say vets recommend it for every cat
A blanket endorsement that is not on the claims sheet.
Never say it beats another brand by name
A comparison claim naming a competitor.
Never say every cat will love it
An absolute promise. The sheet only holds the brand's own test results and guarantee.
Never say it replaces a vet visit
A medical promise that puts a cat's care at risk.

To confirm with the brand

Held until someone on the brand side signs off.

88% of cat parents saw health improvements after switching
A survey figure about health. Needs the brand's source and date before any creator says it.
Get 50% off
The site shows more than one discount level. The lead must confirm which one is live before each brief.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For creators with a small but real cat audience, on the lowest cap while we learn their hooks.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators whose bowl-check videos already pass the median, with a middle cap for steady output.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators with proven Sampler hooks, on the highest cap, kept for repeat winners.
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, $50 flat, however many videos pass the line.
The bonus attaches to one video that passes 100,000 views, not to the account.
Organic views only: paid or boosted views never count toward the bonus.
No bonus on a video that broke the claims sheet or the category rule.

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 ten creators the model gives 1.8M views for $10,050, or $5.74 per 1,000 views against $1.00. To hit it, 4.2% of videos go viral or the median reaches 21,711 views.

Program facts

Smalls 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
Two creators a week
Two creators go live each week until ten are live in six weeks. Claims sheet signed, five formats briefed, tracking links ready.
Month 1
First cohorts film the Sampler
Seven videos per creator per week. One variable per test, losers killed early. The hook library starts with the five formats.
Month 2
Winners get repeated
Top hooks are filmed again by every creator. Median views are checked against the 21,711 needed for the $1 target.
Month 3
Best organic goes to paid
Winning videos move to paid with the creator's permission, using the four steps in the organic-to-paid block.
Day 90
Decision day
Smalls sees cost per 1,000 views against $1.00, the viral share and the monthly cohort. Keep, change bands or stop.
Monthly ceiling
$15,000 with all ten at the top cap
Ten creators at the top cap, bonuses excluded, reach $15,000. The roster cannot spend past it without a new decision.

$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: views, cost per 1,000 views against $1.00, top hook and drafts sent back, one row per creator, in a sheet the Smalls lead reads fast.

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	Unboxing the Sampler	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Bowl check	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Switch diary	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Puffs taste test	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Guarantee explainer	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

Pick the winner
A video that passes 100,000 views organically, with a clean claims check, is the candidate. Others stay organic.
Get permission
The creator agrees in writing that Smalls may run the video as an ad. Pay for that use is set before it runs.
Test one variable
Run the original against the same video with one changed hook or caption. One variable per test.
Scale or stop
If cost per 1,000 views holds near $1.00, the budget grows. If not, the video is killed early.

From the video to the checkout

Send bowl-check and unboxing viewers to the Fresh Food Sampler at $26.00.
Send undecided viewers to Start Quiz and Build your cat's fresh plan.
Name the 30-Day Money-back guarantee in every checkout link video.
Say free shipping applies within the continental United States only.
Send viewers who want a store to Find us in stores, where Smalls says its lineup is heading to retail shelves.

Part 15 of 15

Category rules

Rules for fresh cat food content

Smalls sells food for cats, so every post is judged by what it says about a cat's body. These six rules keep the content on the claims sheet.

Brand wording only
Quote the claims sheet. A creator may describe their own cat's reaction, but never rewrite the brand's ingredient or protein lines in new words.
No medical outcomes
No promises about illness, weight, coat or lifespan for any cat. If a viewer asks, point them to a vet and to the brand's support team.
Storage as stated
Show storage only as the brand states it: sealed container in the fridge, up to 5 days for fresh frozen food. No improvised handling tips.
Disclose the partnership
Every post carries the platform's paid-partnership label. Hidden sponsorship ends the contract and the bonus.
Offers as confirmed
Quote prices and discounts only as the lead confirms them. The Sampler shows $26.00 against $52.00, and that can change.
No other brands
No competitor names and no comparison with other foods beyond the brand's own line about Puffs and kibble.

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

Proof already exists

Seven recipes, many scripts

A first-order hook is live

A founding story to borrow

One number to protect

One variable per test

Claims sheet before the camera

Two creators a week, not ten at once

Unboxing the Sampler

Bowl check

Switch diary

Puffs taste test

Guarantee explainer

Four sources in

Five filters, fewer each step

Picky-eater owner

New kitten parent

Kibble-curious owner

Cat dad

Multi-cat household

Kitten foster carer

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Two creators a week

First cohorts film the Sampler

Winners get repeated

Best organic goes to paid

Decision day

$15,000 with all ten at the top cap

From organic to paid

From the video to the checkout

Rules for fresh cat food content

Brand wording only

No medical outcomes

Storage as stated

Disclose the partnership

Offers as confirmed

No other brands

Want to see the first briefs?