GuruNanda, creator engine

Ten creators, one oral care routine on camera

A first roster for GuruNanda: 7 videos per creator per week, paid by band, judged on cost per 1,000 views against a $1 target.

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 bedtime routine, one step per cut

A creator films the GuruNanda 7-Step Oral Care Routine at $74.99, one step per cut, and quotes only the claims sheet. Illustrative example.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week 10	Creators live by week: 0, 2, 4, 6, 8, 10. Ramp of two creators a week over six weeks.
Who	Parents, routine fans, gadget reviewers	Six personas, each tied to a real GuruNanda product, from $2.99 kids flossers to the $79.99 electric brush.
Production	7 videos per creator per week	303 videos a month at 10 creators.
Pay	Three bands: $300 to $800 base	Starter, Standard, Premium. Monthly caps of $600, $1,000 and $1,500.
Bonus	$50 flat past 100,000 views	One per creator per month. Bonus at the cap: $300 Starter, $500 Standard, $700 Premium.
Compliance	Claims sheet and partnership label	Creators quote GuruNanda's own wording only. A video that breaks the sheet earns no bonus.
Category rule	No health outcomes, ever	Oral care and wellness: describe the routine and the product, never a result on a body.
Goal	$1 per 1,000 views	The target. The simulator opens at $5.74 on Assumption inputs, with 1.8M views a month.
Report	Every Monday	Views, cost per 1,000 views, hooks that won, losers killed. One number to protect.
Decision	Ceiling: $15,000 a month	All ten creators at the top cap, bonuses excluded. You approve the roster and the claims sheet.

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

History

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.

As Former COO of Tabs I built the creator program and the paid ad engine alongside it. Same playbook here: a small roster, a hook library, losers killed early, one number to protect. Oral care and wellness are new to me. I have not run this category, so the claims sheet and category rules come first.

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

2,095
Reviews counted on the page
One page of the site displays 2,095 Reviews. A creator has real social proof to point at from the first video.
Published
10%
An affiliate page exists
The site has Become an Affiliate: 10% on every order you refer, a 30-day cookie window, monthly payouts. A paid roster runs beside it.
Published
162
Kids regimen reviews
Kid's Complete Oral Care Regimen carries 162 reviews at 4.8 and sells at $59.99. The first kids format starts here.
Published
4.9
Mouthwash rating
Dual Barrel Breath Harmonizer Mouthwash, Wild Mint holds 4.9 across 29 reviews at $14.99. A clean rinse format.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views against a $1 target. Every format, band and bonus answers to it. Everything else follows from that.
One variable per test
Each brief changes one thing: the hook or the setting, never both. 7 videos per creator a week gives 303 videos a month to read.
Claims come from the sheet
Creators quote GuruNanda's own wording from the approved lines. A claim question goes to the work channel before the post, not after.
Pay the work, then the result
Base pay by band, caps of $600, $1,000 and $1,500, and $50 flat past 100,000 organic views. Losers are killed early, not paid to linger.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MayaMon 8:30 AM
This week's brief: Advanced Water Flosser 3.0 with UV & 24 Aquapods, $39.99. One hook, one variable, one take. Quote only the claims sheet.
TessaTue 11:10 AM
Can I say the flosser removes plaque?
Yes, in the brand's words only: "helps you remove plaque for better oral hygiene wherever you are". Nothing about gums healing.
Report botAppMon 9:00 AM
Monday report is posted: views by format, cost per 1,000 views against the $1 target, hooks that won, losers killed.
MayaWed 2:15 PM
Draft sent back. The hook lands in the first second, but the whitening line is not on the claims sheet. Reshoot that line only.
Winners botAppFri 4:40 PM
Tongue scraper video passed 100,000 organic views. $50 flat bonus logged: one per creator per month.
Check botAppThu 9:30 AM
Pre-post check: partnership label on, claim matches the sheet, no health outcome words, product price matches the product page.

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
Oil pulling morning
“Oil pulling, the travel-sachet version. Here's my morning.”
Morning bathroom, one take. Show the sachet and the swish. Say the price once. No result talk.
Brief 02
Tongue scraper routine
“Two scrapers for $9.99. My morning routine.”
Top-down shot at the sink. Scrape, rinse, hold up the two-pack. Under thirty seconds.
Brief 03
Water flosser demo
“My flosser shuts itself off after two minutes.”
Counter shot: tank, four modes, USB charge. Let the timer shutoff happen on camera.
Brief 04
Rinse at the sink
“A wild mint rinse for $7.99. Tested at my sink.”
Pour, swish, bottle label to camera. Keep every claim to the sheet's wording.
Brief 05
Kids brushing routine
“Our kids' brushing routine, start to finish.”
Parent's point of view in the bathroom. Show the kit and the steps, never a result.

Every product line in a video comes off the claims sheet word for word, for example “4 Flossing Modes: Choose from Soft, Medium, Strong, and Pulse modes for a customized oral care experience to clean between teeth.”, “Smart Timer Shutdown: Automatically shuts off after two minutes to conserve battery and promote efficient flossing.”, “Bridging Ayurvedic tradition and clinical science at prices everyone deserves.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

The affiliate page
The site has a Become an Affiliate page: 10% on every order referred, a 30-day cookie window, monthly payouts. People who join it are the first to ask.
Routine creators
Search the routine, not the brand: morning rituals, bedtime brushing, travel bags. Direct outreach with a one-page brief and the claims sheet.
The kids lane
Parents who film toddler and kids toothpaste, Giraffe flossers at $2.99, and the Kid's Complete Oral Care Regimen at $59.99.
The wellness side
Creators who already film Natural Sleep Spray at $6.49, Magnesium Powder at $19.99 or aromatherapy. Wellness reach beyond the mouth.

Five filters, fewer each step

1Routine on camera
Their feed already shows daily habits, shot at a sink, a desk or a bag. Not scripted ads.
2Clean claims record
No past posts promising cures or health results. We read the last posts before any brief.
3Audience fit
Parents, travellers, gadget fans or ritual lovers: one of the six personas, not a general audience.
4Can shoot 7 a week
Fits 7 videos per creator per week with a plain phone and a bathroom counter.
5Discloses by habit
Already labels paid partnerships. The label stays on every video, with no exceptions.

Part 7 of 15

Who

Parent of small kids
Films the evening brushing routine with a parent's voice and a clear view of the kit.
Likely product: Kid's Complete Oral Care Regimen
Travel and carry-on creator
Packs light and shows the toiletry bag, with a small kit at a small price.
Likely product: GuruNanda Oral Care Travel Kit
Gadget and home-tech reviewer
Demos the modes, the tank and the USB charge, with a close look at the timer.
Likely product: Advanced Water Flosser 3.0 with UV & 24 Aquapods
Morning-ritual creator
Stacks small habits in a calm morning video and adds a scraper to the sink.
Likely product: U Shaped Stainless Steel Tongue Scraper – 2 Pack
Wind-down creator
Shows a night routine without promising a result: the product, the room, the ritual.
Likely product: Natural Sleep Spray, Lavender & Chamomile – 1 fl. oz.
Value hunter
Compares price per item in a shopping video and keeps to what the product page states.
Likely product: Silent Force Toothbrush – 2 Pack

Left off, every time

Always left out: anyone who promises health outcomes, reads a mouthwash, rinse or pain spray as medical advice, aims content at children instead of parents, or skips the partnership label. Professional voices follow the same sheet.

Part 8 of 15

First twenty

Parents filming the evening brushing routine with toddlers
Parents of school-age kids with a morning checklist video
Travel packers who show the carry-on toiletry bag
Weekend-trip creators who film their bag in one take
Gadget reviewers who test rechargeable home devices
Home-tech creators who show charge time and tank size
Morning-ritual creators with a calm, slow edit
Evening-routine creators who film the bathroom shelf
Wellness-shelf creators who show their daily lineup
Sleep and wind-down creators with a night routine
Aromatherapy and essential oil hobbyists
Magnesium and supplement-shelf organisers
Budget bundle shoppers who compare item prices
Back-to-school routine creators
Gift-set creators who unbox kits on camera
Minimalist bathroom creators who show a small shelf
Shower-ritual creators who film steam and tablets
Creators who already review mouthwash flavors
Creators who film whitening strips routines, claims-free
Creators who film their sink-side setup in one take

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Bridging Ayurvedic tradition and clinical science at prices everyone deserves.”
Opening lines and bios
“4 Flossing Modes: Choose from Soft, Medium, Strong, and Pulse modes for a customized oral care experience to clean between teeth.”
Water flosser demos
“Cordless & Rechargeable: Convenient USB charging ensures hassle-free portability and four hours of use in one charge.”
Water flosser demos
“Smart Timer Shutdown: Automatically shuts off after two minutes to conserve battery and promote efficient flossing.”
Water flosser demos
“Brush your teeth and maintain your oral hygiene wherever you are with convenient disposable toothbrushes.”
Travel format
“Give your toothpaste a mineral-rich boost with 15% nano hydroxyapatite, a form of the mineral found in tooth enamel, plus vitamins and minerals for daily brushing.”
Toothpaste booster videos
“Free Shipping on Orders $50+”
End card or checkout mention

Never said

Each one with the reason it stays out.

This cures gum disease
A health outcome. Not in the brand's wording.
Replaces your dentist visit
Medical advice. Never allowed.
Better than other mouthwashes
A comparison with no source.
Safe for kids to swallow
A safety claim the sheet does not hold.
Whitens teeth for good
A permanent result no line supports.
Relieves your back pain in minutes
A pain outcome, not the brand's wording.
Clinically proven
Not on the sheet until the Clinical Studies page is read and approved.

To confirm with the brand

Held until someone on the brand side signs off.

Anything taken from the Clinical Studies page
The page exists, but its content was not read. GuruNanda confirms each line first.
Free shipping outside the United States
The site limits free shipping to U.S. residents. Confirm the wording before creators mention it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new to oral care, learning the claims sheet and the hook library in the first weeks.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly output, hooks that hold, claims clean for a full month.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven hooks and top organic reach, trusted with the kids and flosser formats.
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, never stacked.
The bonus is per video: the first video that passes 100,000 views earns the $50 flat.
Organic views only. Paid reach from a boosted post never counts.
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

On Assumption inputs the cost lands at $5.74 per 1,000 views against the $1 target. It works only if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

GuruNanda 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
Sheet, briefs, hook library
Claims sheet signed off, five formats briefed, work channel open. Creators live by week: 0, 2, 4, 6, 8, 10.
Month one
Ramp to ten
Two creators a week join, six weeks in all. Starter and Standard bands first. The first losers get killed here.
Month two
Full roster
Ten creators, 303 videos a month. One variable per test. The Monday report ranks formats on cost per 1,000 views.
Month three
Keep what works
Winning formats get more briefs. Premium band for the best hooks. The $50 bonus pays past 100,000 views.
Day ninety
The honest check
We compare the real cost per 1,000 views to the $1 target and to the $5.74 opening case. Keep, change or stop.
Ceiling
$15,000 a month
All ten creators at the top cap, bonuses excluded. This is the most the roster can cost in a month.

$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 and cost per 1,000 views by format, the hooks that won, the videos cut and what we test 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	Oil pulling morning	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Tongue scraper routine	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Water flosser demo	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Rinse at the sink	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Kids brushing routine	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

Exit to paid

From organic to paid

Pick the winner
A video that clears 100,000 organic views, claims clean, goes on the short list.
Get usage rights
The creator agrees in writing to paid use of the video before anything is boosted.
Test one variable
Run it as a paid test against a sibling: same video, one change in hook or end card.
Scale or kill
Hold the target cost. Losers are killed early; winners get more budget and more briefs.

From the video to the checkout

Best Sellers shelf for the flosser and rinse videos
Free Shipping on Orders $50+ on the end card
Sign up for the mailing list and get 15% off your first order
Build Your Bundle for the kit and routine videos
Become an Affiliate link for creators outside the paid roster

Part 15 of 15

Category rules

Oral care and wellness: the rules

GuruNanda sells oral care, aromatherapy and wellness products. Creators describe a routine and a product, never a result.

No health outcomes
No cures, no treatment, no prevention. Use the claims sheet lines as written. A bonus is never paid on a video that breaks this.
Kids content speaks to parents
Kids toothpaste and the Kid's Complete Oral Care Regimen are shown to parents. No direct-to-child promotion, and children appear only with a parent.
Pain relief and sprays
The balm and sprays are shown by name and price. No pain outcome and no medical comparison, and never a claim about a condition.
Whitening stays visual
Show the routine and the product. Never promise how white, how fast or for how long. Quote only a line from the sheet.
Disclose every video
Paid-partnership label on all 7 videos a week from each creator. The pre-post check blocks any video without it.
Prices match the product page
Say only prices on the page, like $14.99 for the Wild Mint mouthwash. If a price changes, the video is updated or pulled.

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 counted on the page

An affiliate page exists

Kids regimen reviews

Mouthwash rating

One number to protect

One variable per test

Claims come from the sheet

Pay the work, then the result

Oil pulling morning

Tongue scraper routine

Water flosser demo

Rinse at the sink

Kids brushing routine

Four sources in

Five filters, fewer each step

Parent of small kids

Travel and carry-on creator

Gadget and home-tech reviewer

Morning-ritual creator

Wind-down creator

Value hunter

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet, briefs, hook library

Ramp to ten

Full roster

Keep what works

The honest check

$15,000 a month

From organic to paid

From the video to the checkout

Oral care and wellness: the rules

No health outcomes

Kids content speaks to parents

Pain relief and sprays

Whitening stays visual

Disclose every video

Prices match the product page

Want to see the first briefs?