Creator campaigns

Campaigns define how creator work is grouped, measured, and paid. Open Campaigns to create a campaign or review existing campaign settings. If you are still mapping the operating model, start with the UGC campaign management overview.

Set up campaigns before creators publish content, so every video is measured against the right rules from day one. Rules stay editable later, but the payout schedule locks once creators are assigned.

The campaign sheet has five steps: Campaign Basics, Payout Schedule, Base Compensation, Performance Compensation, and Campaign Review.

Campaign basics

Give each campaign a clear name, description, currency, and timezone. Use one campaign for one product, launch, market, or compensation model. The description is internal.

You can also attach a brief here. The brief is what assigned creators read before they post, so pick one now or add it later from the campaigns table. When you swap the brief of a live campaign, you can notify the assigned creators about the change. A brief that everyone at your brand reads can't be a campaign's brief; its creators read it anyway.

Payout schedule

The payout schedule controls when viral.app groups eligible content for review. Choose the start date, payout cycle, and payout window before creators publish. Dates use UTC.

Once creators are assigned, the schedule and the currency are locked so past and future payout windows line up. Everything else stays editable.

Base compensation

Base compensation pays creators for eligible videos or assigned work before performance bonuses apply:

• Base payout: pays a fixed amount per eligible video. Add several base payouts to pay different rates per platform, and set a video cap or a payout cap per period.
• Fixed salary: pays a fixed amount per payout period, independent of video output.
• Video target: the number of videos you expect per period. It shows up as progress in Creator Hub analytics and can be used in briefs.

Performance compensation

Performance compensation pays creators based on results. viral.app supports CPM payouts and flat bonuses, and both can be scoped to specific platforms.

• CPM payouts scale with views. Tiers can raise the rate as performance improves, either per video or across all of a creator's content in the period.
• Flat bonuses pay fixed amounts when a video or a creator's content crosses view thresholds. Choose whether the highest unlocked tier pays or all unlocked tiers add up.
• The performance payout cap limits the combined CPM and bonus amount per creator and payout period. Bonuses count against it before CPM, and anything above it is never paid later.

Video eligibility also lives on this step. The eligibility window is how many days after publication a video's views keep counting toward performance payouts, and the publication scope decides whether all eligible videos count or only videos published in the current period. Only flat bonuses in Highest Tier mode wait for the window to close before they pay, except an open-ended top tier, which pays as soon as a video reaches it. A tier still waiting when the campaign or the creator's assignment ends is never paid, so a campaign shorter than its eligibility window can't pay those tiers at all. Use Aggregated Tiers or Current Period Only when creators should be paid at period end. The campaign sheet, the end dialog and the campaign overview warn when an end date or the cap keeps bonuses from paying.

Conditions

Every base payout, CPM payout and flat bonus has a Conditions section that decides which videos it pays for. The platforms you toggle on the payout always apply; below them, add conditions and choose whether a video must match all of them or any one:

• Content type: videos or slideshows. Slideshows exist on TikTok only.
• Tags: videos that carry, all carry, or don't carry the tags you pick — your custom tags, projects, countries or continents. Tags are read when a payout is calculated, so tag videos before their period is paid. Creators see the tag's name in their terms unless you turn off Visible to creators in the tag's settings; they then read "videos the brand selects".
• Hashtags: videos whose caption uses, uses all of, or doesn't use the hashtags you enter. Hashtags hold letters, numbers and underscores, as in captions.
• Video views: videos at least or below a view count. On a base payout choose when at least counts: when reached counts a video in the period it gets there (within the eligibility window), by end of period only if it gets there in the period it was published (a video posted on the period's last day has just that day). Below always counts by end of period, so two base payouts that differ only in at least and below the same count pay each video once, for example €20 per video with 10,000 views or more by the end of its period and €5 below. On a per-video CPM payout or bonus, a video that reaches an at least count is paid for all its views inside the eligibility window, including earlier ones (never views from before the creator joined the campaign); a below count pays a video only for periods it ends under the count, and nothing from the period it gets there. One at least and one below row make a range. When a payout matches any one condition, an at least count when reached works only next to content type conditions: a tag, a hashtag or a below count can stop matching after a video was paid, and reaching the count would then pay its earlier views twice.
• Total views: the creator's total views in the payout period, at least or below a count, over the payout's platforms. Choose which views count: from this period's videos (the views the videos published in the period have by its end) or from all eligible videos (the views every video inside its eligibility window gained in the period). Each period is judged on its own: a period that misses pays nothing through this payout, and later periods never make up for it. Two base payouts that differ only in at least and below the same count pay exactly one of them each period, for example €6.67 per video at 300,000 total views or more and €3.33 below.

You can still change a Video views condition after the campaign has paid a period, but the sheet warns you, because at least counts are judged per video without memory: a raised one pays videos that were already paid again, a lowered one never pays earlier views of videos that newly qualify, and a new payout with a Views condition pays earlier views again. Switching a base payout from by end of publication period to when reached at the same count is safe, and so is changing a below count.

On an all-content payout, conditions pick whose views add up. Payouts of the same kind still stack when a video matches several of them; the overlap notice shows what a video earns and can make one payout exclusive. When you pay, the payout dialog first catches your tag workflows up on the period's videos, and the breakdown lists the videos that didn't meet a payout's conditions and why.

Review before you create

The review step summarizes the schedule, payout rules, and creator expectations, and lets you simulate the payout for one of your creators against their recent videos, so you can sanity-check the rules before anyone posts.

Edit a live campaign

Use Edit Campaign from a campaign's row menu to change its name, description, video target, brief, or any payout rule. Rule changes apply to all unpaid payouts immediately, including the current period. Payouts you already issued keep the rules they were paid under, and every change is recorded, so historical amounts never shift.

To close or reopen a campaign, use End Campaign or Reactivate Campaign from the row menu. If the schedule itself is wrong after creators were assigned, create a new campaign with the correct schedule and move the creators over.

Custom rates for one creator

When one creator negotiates a different deal, you don't need a copy of the campaign. Give them custom rates instead: their own per-video rate, CPM rate, bonus amounts, fixed salary, caps or video target, on the same campaign. The payouts stay the campaign's (same platforms, tiers and conditions); only the numbers change. A creator who needs other payouts or conditions needs their own campaign.

• When you assign: in Assign to Campaign or Switch Campaign, pick the campaign, then click Custom rates in the campaign field and set the values. They show under the campaign field until you assign; Edit and Remove change them. Empty values keep what the creator already has on that campaign. With several creators selected, every one of them gets the values you set.
• Later: open Custom Rates from the campaign cell in the Creators table or from the creator's Campaign widget. On the Campaigns page, a campaign with custom rates shows the number of those creators next to its name: click it to see each creator's own values. Click a creator's row to open the campaign's detail filtered to them, or use the row's pencil to edit their values. Leave a value empty to use the campaign's; 0 turns a payout off for that creator. Reset to Campaign Rates sets them back.
• Before you save, the dialog lists what changes and what each unpaid period pays before and after. New values apply to every unpaid period of that creator right away; issued payouts keep the amounts they were paid.

Need other payouts for one creator, not just other amounts? On the Campaigns page, expand the campaign and pick Split into Own Campaign in that creator's row menu. It opens a copy of the campaign with that creator's values as its own (payouts set to 0 are left out), named after the campaign and the creator. Change what should differ, create it, then pick when the creator switches over. Their custom rates on the old campaign stay for the periods they still have there.

Editing the campaign never overwrites a creator's own value. When you change a value that some creators have their own of, Review lists them and lets you apply the new value to them too. Removing a payout they have custom values on resets those values, and the save asks you to confirm that first.

The campaign's detail lists every creator with custom rates; filter it to one creator to see the terms that creator is paid with, and in the rules history how their terms changed over time, custom rates included. Payout calculations for them show a Custom rates badge. Creators only ever see their own terms, never the campaign's values.

Custom rates are rolling out to organizations step by step. If you can't add them yet, existing ones stay editable.

Build it with the Copilot or the API

Create Campaign opens a choice: set the campaign up in the sheet yourself, or Build it with Copilot. The Copilot asks where you are starting from — from scratch, from a job listing, or by copying a campaign — asks only for what is missing, and shows every payout rule as a sentence before it creates anything. "Tune a campaign's payouts" in the prompt library does the same for changes to a live campaign, with a before-and-after of the sentences that would change. See Copilot.

The same spec — cadence, payout window, target, payouts — is what the API accepts, including a dry-run that returns the sentences before a write. See Campaigns via the API.