Sip Herbals, creator engine

Ten creators, one cup of Faux Joe

A first roster for Sip Herbals: ten creators, seven videos each per week, paid on a capped fee and judged on cost per thousand 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

Steeped my first cup of Signature Roast

Loose leaf, one tablespoon, French press. Caffeine free and it still tastes roasted. Full steep, then over ice.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week 10	Two creators go live each week: 0, 2, 4, 6, 8, 10. Six weeks of ramp. Proposed.
Who	Coffee switchers who already drink it	People who drink Faux Joe on camera, not people reading a script about chicory, dandelion and carob.
Production	7 videos per creator per week	303 creator videos a month at ten creators. One format per video, from five formats built on your products.
Pay	Fee plus cap, three bands	Starter $300 fee, $600 cap. Standard $500, $1,000. Premium $800, $1,500. All Proposed.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. A bonus is also paid at the cap, per band.
Compliance	Claims sheet before any post	Three literal lines from your site are quotable. Everything else is the creator's own taste and ritual.
Category rule	Taste and ritual, no health outcomes	A creator says what the cup tastes like and when they drink it. No promises about the body.
Goal	$1 per 1,000 views	The simulator starts at $5.74 on my assumptions. The target is a Proposed number.
Report	Every Monday, by creator and format	Views, cost per 1,000 views, hooks that held, losers killed early. You never have to ask.
Decision	You approve the roster and the sheet	Ceiling is $15,000 a month with all ten at the top cap, bonuses excluded. You can stop any week.

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

Background

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: recruit, brief, test, kill losers early, move winners to ads. Same playbook here, applied to a herbal coffee alternative. I have not run this category, so the claims sheet and your approval 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

22%
Chicory searches are rising
Your own site says internet searches for chicory coffee are up 22% year over year. Creators who show a chicory, dandelion and carob cup meet people already looking.
Published
137 reviews
Signature Roast loose leaf has the proof
The 30-serving Signature Roast shows 137 reviews. That is the product I would send first, because buyers already speak for it.
Published
15%
An offer a creator can mention
The site offers 15% off a first order. A creator can say it in the last line of a video, as your offer and nothing more.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. Every roster decision, pay band and format test is read against it before anything else.
One variable per test
Change the hook or the product or the shot, never all three. Seven videos per creator per week gives enough reps to see which one moved.
Losers killed early
A format that misses in its first week of videos is cut and replaced from the hook library. Creators are paid for output, not for waiting.
Claims sheet first
Creators quote three literal lines from your site and talk taste for the rest. A draft that breaks the sheet is sent back before it posts.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

DanaMon 8:30 AM
This week's brief: Signature Roast pods for the Keurig crowd. Hook first, show the brew, name the flavor. One variable per video: change only the opening line.
MayaMon 10:15 AM
Can I say it's good for my stomach? I feel better since I switched.
No health outcomes. Say how it tastes, when you drink it, and "No Acidity" from the sheet. Your own story stays about the ritual.
Weekly botAppMon 9:00 AM
Weekly report posted: views and cost per 1,000 views by creator and by format. Two formats flagged as losers. Hook library updated.
DanaTue 2:40 PM
Draft sent back: the second line makes a claim that is not on the sheet. Reshoot the first five seconds with the Royal Mocha pour and keep the rest.
TheoWed 6:05 PM
Draft two is up: Everything Bundle ranking, all seven flavors, strainer on camera. Used the sheet line about chicory, dandelion and carob.
Approved. Post it tonight and tag the Favorites Bundle in the caption.
Weekly botAppFri 11:20 AM
A video passed 100,000 views, organic only. $50 flat bonus logged for this creator. No second bonus this month.
DanaFri 4:00 PM
Check: every post this week used the sheet, no health outcomes, no claims about other brands. One draft was pulled before posting. Thanks all.

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
Everything Bundle ranking
“Seven flavors, one strainer, zero caffeine. Let's rank them.”
Lay the bundle flat, taste each flavor in order, say one word per cup, end on the favorite.
Brief 02
Royal Mocha, iced
“Royal Mocha, steeped five to seven minutes, over ice.”
Overhead shot of the tray: french press, pour, ice, marshmallows. One take, no cuts, show the first sip.
Brief 03
Peppermint Mocha basket
“My fall basket has a coffee alternative in it. Here's why.”
Pack the basket on camera with apples and the bag, then brew it in a french press and read the label aloud.
Brief 04
Keurig pods setup
“Keurig on the counter? These pods fit 1.0 and 2.0.”
Counter shot: open the box, pop a pod in, brew, show the cup. Keep the machine in frame from start to end.
Brief 05
Afternoon swap
“Afternoon slump? I made this iced instead.”
Handheld in the kitchen: scoop one tablespoon, steep, pour over ice, straw in the glass, taste on camera.

Every product line in a video comes off the claims sheet word for word, for example “The herbal coffee alternative made from chicory root, dandelion & carob.”, “30 Servings · 100% Caffeine-Free · Rich Roasted Flavor · No Acidity”, “Yes, Sip Herbals is 100% vegan!”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Coffee-switcher communities
Creators who already post about quitting or cutting coffee. They have the audience and the story, and the Cozy Conversion Kit fits a first try.
Cozy lifestyle and ritual creators
Mugs, trays, baskets, board games. Your own photos already show that mood, so these creators shoot it without a rewrite.
Recipe and cold-drink creators
Latte, iced and pour-over makers. Faux Joe works in a French press, drip machine or Keurig, so they can use it in their usual setup.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. So the first outreach is direct, and I would set up a simple page later.

Five filters, fewer each step

1Drinks coffee-style drinks on camera
Posts show a real cup in the first seconds, not a studio set.
2Reads the claims sheet
Quotes the three lines and keeps the rest to taste.
3Consistent weekly output
Can ship seven videos a week without dropping quality.
4Comfortable with one variable
Takes a note like 'change only the hook' and does it.
5Clean category record
No history of health promises in past posts.

Part 7 of 15

Who

Recipe maker
Posts latte and iced drinks, wants a base that holds flavor with milk or ice.
Likely product: Royal Mocha Superfood Coffee Alternative
Keurig household
Brews single-serve every morning and wants a pod that fits the machine.
Likely product: Signature Roast Herbal Coffee Pods
First-time switcher
Curious about leaving coffee and wants a free first try.
Likely product: The Cozy Conversion Kit
Gift and holiday creator
Makes seasonal hauls and gift guides with cozy flavors.
Likely product: The Favorites Superfood Sample Pack
Flavor taster
Ranks and compares flavors in one sitting.
Likely product: The Sip Explorer Box
Fall-season creator
Does autumn routines and wants a seasonal cup.
Likely product: Limited Edition Pumpkin Spice

Left off, every time

Left out: anyone who has made health promises in past posts, anyone who pitches Faux Joe as medicine or as a replacement for medical care, and anyone who will not use the claims sheet. Category rule: taste and ritual only.

Part 8 of 15

First twenty

Coffee-quitters documenting a month without caffeine
Keurig-heavy home cooks with morning routine videos
Cold-brew and iced coffee recipe creators
Cozy autumn lifestyle creators
Holiday gift guide makers
Board game night hosts with drink segments
French press and pour-over tutorial creators
Tea lovers curious about coffee-style blends
Dirty chai and spiced drink fans
Pumpkin spice seasonal haul creators
Mocha and chocolate drink recipe makers
Plastic-free and eco-minded kitchen creators
Vegan recipe and pantry creators
Keto and AIP recipe creators
Small-apartment minimalist morning routine creators
Office desk and workday setup creators
Mom morning routine creators with real kitchens
Unboxing creators who like sample bundles
Flavor-ranking taste test creators
Latte art and frothed milk hobbyists

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“The herbal coffee alternative made from chicory root, dandelion & carob.”
Opening line of any video
“30 Servings · 100% Caffeine-Free · Rich Roasted Flavor · No Acidity”
Signature Roast loose leaf videos
“Yes, Sip Herbals is 100% vegan!”
Recipe and pantry creators
“Top 8 allergen - free - No fillers or fake flavors.”
Label-reading videos
“Compatible with Keurig 1.0 and 2.0 models. No reusable filter needed.”
Pod videos only
“Same morning ritual. None of the BS.”
Closing line, switcher videos
“Free shipping on every order over $50”
End card for bundle videos

Never said

Each one with the reason it stays out.

Never say it fixes a health problem
A health outcome. The site gives taste and ritual, not results for the body.
Never say it replaces medication
A medical promise. Creators are not in a position to make it.
Never say you will feel better in a set number of days
A timeline promise tied to a health outcome.
Never say it beats another coffee brand
A comparison. Nothing on the site supports a ranking against competitors.
Never say it is decaf
Wrong product description. The brand says it is made from three plants and is a different thing.
Never say it contains mushrooms or figs
The site names the ingredients, and these are not among them.
Never say a doctor recommends it
An endorsement the site does not give.

To confirm with the brand

Held until someone on the brand side signs off.

source of prebiotics
A nutrition claim. I would use it only after you confirm the exact wording.
keto-certified
A certification. I would use it only with the certifying body named by you.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators proving they can ship seven clean videos a week on one format.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators whose first weeks held target cost per 1,000 views on at least one format.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators who carry a format for you and keep it above target across weeks.
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, so one lucky video cannot repeat across the same month.
The $50 flat bonus is per video, paid when a single video passes 100,000 views.
Organic views only. Paid boosting of the same video does not count toward the bonus.
No bonus on a video that broke the claims sheet or the category rule, even if it went far.

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

In the simulator, ten creators make 303 videos and cost per 1,000 views lands at $5.74 against a $1 target. Hitting it needs more breakouts or a better median.

Program facts

Sip Herbals 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, one format
Two creators go live. Signature Roast, one format, one brief. We test hooks and the claims sheet before adding anyone else.
Month 1
Ramp to ten
Two creators a week up to 10 over six weeks. 303 videos a month at full roster. Weak formats cut as soon as they miss.
Month 2
Bands and bonuses
Creators are moved between Starter, Standard and Premium by results. Bonuses start paying on organic views past 100,000.
Month 3
Repeat what works
Winning hooks go into the hook library. Losing formats get replaced. Focus on the cost per 1,000 views against $1.
Day 90
Review with you
We read the program against $1 and decide: keep, change, or stop. Any week can end it. You own the call.
Monthly ceiling
$15,000 at the top cap
All ten creators at the top cap costs $15,000 a month, bonuses excluded. That is the most this program can cost.

$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: views, cost per 1,000 views, hooks that held, losers killed early, by creator and by format.

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	Everything Bundle ranking	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Royal Mocha, iced	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Peppermint Mocha basket	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Keurig pods setup	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Afternoon swap	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 beats the target cost per 1,000 views for two weeks is a candidate. Nothing else moves.
Ask the creator
Rights and usage are agreed in writing before any ad runs on the creator's video.
Run it as an ad
The same video, same hook, goes into paid with one variable changed. No edits to claims.
Keep or kill
If it holds against the target, it stays. If not, it is dropped and the hook goes back to the library.

From the video to the checkout

Free shipping on every order over $50: end card for bundles.
USPS Standard is $6.95 under $50: say it only if asked.
Shipping takes 2-5 business days in the US: the delivery line in comments.
15% off your first order: the closing offer for new buyers.
The Cozy Conversion Kit, free, just pay shipping: first try for switchers.

Part 15 of 15

Category rules

A herbal coffee alternative, not a medicine

Creators describe taste, ritual and what the label says. The brand's wording stays on the claims sheet. Not legal advice.

Taste and ritual only
A creator says what the cup tastes like, when they drink it and how they make it. Nothing about what it does inside the body.
Use the sheet's lines
Three literal lines can be quoted. If a line is not on the sheet, it does not go in the video.
No health outcomes
No promises about symptoms, feeling better, or any change in the body. Personal story stays on routine and flavor.
No comparisons
No ranking against other coffee brands or against coffee itself. Describe Faux Joe, not the competition.
Say what it is
Roasted chicory root, dandelion and carob. Not decaf, not mushrooms, not figs. Creators repeat the label, not a guess.
Disclose paid posts
Every creator marks the post as paid in the way the platform requires. A post that hides it is 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

Chicory searches are rising

Signature Roast loose leaf has the proof

An offer a creator can mention

One number to protect

One variable per test

Losers killed early

Claims sheet first

Everything Bundle ranking

Royal Mocha, iced

Peppermint Mocha basket

Keurig pods setup

Afternoon swap

Four sources in

Five filters, fewer each step

Recipe maker

Keurig household

First-time switcher

Gift and holiday creator

Flavor taster

Fall-season creator

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Two creators, one format

Ramp to ten

Bands and bonuses

Repeat what works

Review with you

$15,000 at the top cap

From organic to paid

From the video to the checkout

A herbal coffee alternative, not a medicine

Taste and ritual only

Use the sheet's lines

No health outcomes

No comparisons

Say what it is

Disclose paid posts

Want to see the first briefs?