Caitlyn Minimalist, creator engine

Ten creators, one jewelry box, one number

A first roster for Caitlyn Minimalist: creators who wear the Bubble Initial Bracelet and the Round Jade Ring, seven videos a week each, judged on one number.

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

Stacking day with the Round Jade Ring

Illustrative: a creator layers the Round Jade Ring in 18K Gold with a Moonstone Charm Necklace and says which piece she reaches for first.

Illustrative post

Part 1 of 14

Summary

Creator engine summary
Roster	10 creators live in six weeks	Two new creators a week, from 0 to 10. Proposed ramp, so the first posts teach us before the roster is full.
Who	Everyday wearers, stackers, gift-guide hosts	People who already show rings, bracelets and earrings on camera, matched to a Caitlyn Minimalist piece they would pick.
Production	7 videos per creator per week	That is 303 creator videos a month at 10 creators. Proposed volume, so many hooks get tested and losers die early.
Pay	Standard band: $500 fee, $1,000 cap	Starter is $300 fee, $600 cap. Premium is $800 fee, $1,500 cap. All Proposed.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Cap bonuses: Starter $300, Standard $500, Premium $700.
Compliance	Claims sheet first, disclosure on every post	Drafts that go past the sheet come back before posting. Nothing about stones healing, luck or mood.
Category rule	No metal or stone claim off the sheet	18K Gold, silver, jade and moonstone are described only in the brand's own wording.
Goal	$1 per 1,000 views	The simulator starts at $5.74 on $10,050 for 1.8M views. The gap is the work.
Report	One Monday report, same shape	Creator rows, hooks tested, views, cost per 1,000 views against the $1 target, and what we cut.
Decision	Ceiling $15,000 a month, bonuses excluded	The only thing to approve is the first two creators. Everything after that earns its place.

Part 1 of 14, 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 14

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 ad engine beside it, and the playbook was the same: a small roster, tight briefs, one variable per test, losers killed early. Jewelry is a different category and I have not run it. The Round Jade Ring and the Bubble Initial Bracelet are new to me, so claims get checked before anything is filmed.

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 14

Why now

76,634
Reviews behind the rating
The store shows a rating based on 76,634 reviews. A creator can point at that proof without inventing any of their own.
Published
$29.00
An easy first purchase to film
Petite Wavy Huggies and Heartbeat Diamond Studs both sit at $29.00. Low price, quick unboxing, simple try-on.
Published
1%
A story beyond the piece
Caitlyn Minimalist joins 1% for the Planet, pledging 1% of annual revenue. Creators may mention it only in the brand's wording.
Published

Part 4 of 14

Principles

One number to protect
Target cost per 1,000 views is $1. The simulator says $5.74 today, so every creator, hook and edit is judged against that gap.
One variable per test
Same Jade Ellipse Signet Ring, same shot, a different first line. Losers killed early, and the winners go into the hook library.
Pay for work, bonus for reach
The fee covers seven videos a week. The $50 flat bonus past 100,000 views rewards reach without paying for guesses.
Claims sheet before camera
Every creator gets the sheet first. A draft that goes past it comes back before posting, never after.

Part 4 of 14, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MaraMon 8:30 AM
This week: Round Jade Ring, stacking format. One hook per video, same shot. Drafts due Wednesday, post Friday. The claims sheet is pinned in #claims.
InesMon 9:10 AM
Can I say the jade is good for calm? Want to be sure before I film the close-up.
No. Jade stays a design detail. Use the sheet line: a rich green jade stone set into a smooth polished band. Nothing about mood or luck.
Report botAppTue 7:00 AM
Weekly report posted: seven videos per creator, hooks tested, cost per 1,000 views against the $1 target, and the two losers cut.
MaraWed 11:15 AM
Ines, draft two has a line about the ring never tarnishing. That isn't on the sheet. Reshoot the last line and keep the stack opening.
Report botAppFri 6:20 PM
Ines passed 100,000 organic views on the stacking video. $50 flat bonus logged for this month. Hook added to the library.
JonahSat 10:05 AM
Posted the engraved-name reveal. Disclosure is in the first line. Anything to fix before I film the next one?
Clean. Disclosure is right and nothing goes past the sheet. Next up: the Bubble Initial Bracelet, wrist shot.

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 14

Formats

Brief 01
Stack check
“Stacking day: which ring goes first?”
Hand on a table, rings added one at a time. End on the full stack in daylight, one take.
Brief 02
Engraved reveal
“I had this engraved with a name I say every day.”
Close on the ring, slow turn, then the engraving in macro. Window light, no filters.
Brief 03
Put it on
“Watch me put this on and get ready.”
Mirror or front camera, ring goes on first, then the rest of the morning. Keep hands in frame.
Brief 04
Gift pick
“If I had to gift one necklace, it's this one.”
Necklace on a flat surface, then on camera. Say who it's for in the first three seconds.
Brief 05
Wrist shot
“Stack it, gift it, live in it.”
Wrist at a desk, sleeve pushed up, bracelet catches the light. Handheld, ten seconds.

Every product line in a video comes off the claims sheet word for word, for example “Stack it, gift it, live in it.”, “a timeless design with soft natural color”, “dainty and timeless jewelry pieces”. Product names are said as printed.

Part 6 of 14

Recruiting

Four sources in

Current wearers
Customers who already post their Caitlyn Minimalist rings and bracelets. They know the pieces and need a brief, not a pitch.
Ring and stack creators
Creators whose content is hands, rings and layering. The Round Jade Ring and Dainty Round Moonstone Ring fit their feed.
Gift-guide hosts
Creators who build gift lists. The Gift Guide and Gifts For Her collections give them a natural reason to feature the brand.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so recruiting starts with direct outreach and a clear brief.

Five filters, fewer each step

1Hands-first content
Clean shots of hands, wrists and ears. Jewelry must be visible in the first seconds.
2Posting rhythm
Can hold seven videos a week without the quality dropping.
3Takes the claims sheet
Accepts the sheet and the disclosure rule before the first brief.
4Audience fit
Followers who buy gifts and everyday pieces, not only luxury.
5Returns drafts on time
Sends drafts when due and reshoots a line when asked.

Part 7 of 14

Who we want

Ring stacker
Layers several rings per video and explains the order. Natural fit for gemstone bands.
Likely product: Round Jade Ring
Gift-guide host
Builds lists for birthdays and friends. Likes pieces that can be personalized.
Likely product: Bubble Initial Bracelet
Initial and name lover
Shows personal details on camera: initials, birthstones, names.
Likely product: Initial Birthstone Signet Ring
Vintage watch hunter
Thrift and vintage content, comfortable explaining a find on the wrist.
Likely product: Vintage Seiko Tissé Round Gold Watch
Earring minimalist
Small hoops, daily wear, simple get-ready-with-me clips.
Likely product: Petite Wavy Huggies
Pairs and friends
Films two people, two stones, matching or contrasting styling.
Likely product: Toi et Moi Dome Ring

Left off, every time

Always out: anyone who says a stone heals, protects or brings luck; anyone who calls a piece solid gold or hypoallergenic off the sheet; accounts that buy views; creators who won't post the disclosure.

Part 8 of 14

First twenty

Ring stacker who films hands in daylight
Everyday-jewelry creator with a get-ready routine
Gift-guide host for birthdays
Gift-guide host for best friends
Personalized-jewelry fan who shows initials
Birthstone-curious creator, no meaning claims
Minimalist capsule-wardrobe creator
Vintage watch collector on a budget
Thrift and vintage haul creator
Earring-only creator with close-up ear shots
Layered necklace stylist
Bracelet stacker with wrist-focused clips
Jade and green-stone color matcher
Moonstone and pearl soft-style creator
Bridesmaid and wedding-guest outfit creator
Work-outfit creator with small accessories
Student creator with a low-budget routine
Mother and daughter duo with matching gifts
Packaging and unboxing creator
Silver versus gold comparison creator, own taste only

Part 9 of 14

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Jewelry Crafted with Love”
Opening or closing line of any video
“Stack it, gift it, live in it.”
Bracelet and ring stacking videos
“It’s your everyday sparkle with a pop of personality.”
Bubble Initial Bracelet videos
“a timeless design with soft natural color”
Jade Ellipse Signet Ring videos
“dainty and timeless jewelry pieces”
Brand intros and roundup videos
“pledging 1% of annual revenue to support vetted environmental nonprofits worldwide”
Only when mentioning the 1% for the Planet pledge

Never said

Each one with the reason it stays out.

This will never tarnish
Not stated by the brand; durability is a claim we can't back.
Hypoallergenic, safe for sensitive skin
A skin-safety claim that isn't on the site.
Solid gold
The site says 18K Gold in product names, not composition; creators shouldn't guess.
Jade brings luck and calm
Stone meanings and wellness effects are never claimed by the brand.
Better than any other jewelry brand
Comparisons need proof we don't have.
Waterproof, wear it in the shower
Care claims aren't on the site and could lead to returns.

To confirm with the brand

Held until someone on the brand side signs off.

Free shipping wording
The site shows both Always Free Shipping and Free Shipping on US Orders; confirm which applies before mentioning.
25% Off Sitewide
A seasonal offer with exclusions; confirm dates and exclusions before any video names it.

Part 10 of 14

Pay

Starter
$300–600
a month, by band
Starter: new creators proving they can hold the rhythm and follow the claims sheet.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators whose hooks already clear the median and who return drafts on time.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators with proven breakouts and a clean record on claims.
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, however many videos pass the line.
The bonus is per video: it needs to pass 100,000 views on its own.
Organic views only. Boosted or paid views never count toward the bonus.
No bonus on a video that broke the claims sheet or the jewelry rules.

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 14

Simulator

Read it as a gap, not a forecast: $5.74 per 1,000 views against $1.00. Either 4.2% of videos go viral or the median video reaches 21,711 views. Those inputs are Assumptions.

Program facts

Caitlyn Minimalist 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 14, 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 14

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
The first two creators go live. One shared brief, the claims sheet, and the Round Jade Ring stacking format. Nothing scales until drafts come back clean.
Month 1
Ramp to ten
Two creators a week up to 10, over six weeks. Each posts seven videos a week. The first losers are killed in the first Monday report.
Month 2
Cut and double down
Keep the formats that move cost per 1,000 views toward $1. Drop the rest. Move the best creators up a pay band.
Month 3
Hook library
Winning hooks from the Bubble Initial Bracelet, ring and earring videos become a written library for new creators.
Month 3 close
Review against $1
Compare the real cost per 1,000 views with the $5.74 starting point. Decide what to scale, what to cut and who stays.
Ceiling
$15,000 a month
If all 10 creators sit at the top cap, spend stops at $15,000, bonuses excluded. Proposed. We don't pass 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 14

Weekly report

Every Monday: one page with each creator's row, views, hooks tested, cost per 1,000 views against the $1 target, and what gets cut.

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	Stack check	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Engraved reveal	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Put it on	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Gift pick	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Wrist shot	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 14

Jewelry rules

Jewelry: metal, stone, price and disclosure

Jewelry looks simple, but metal, stone and sale claims are where posts go wrong. Creators follow these six rules, or the video doesn't run.

Describe, don't promise
Say what the piece looks like in the brand's words. A rich green jade stone in a polished band is fine. What it does for you is not.
No stone meanings
Jade, moonstone and malachite are design details. No luck, calm, protection or healing, ever.
Metal claims stay on the sheet
18K Gold and Silver appear in product names. Don't call a piece solid gold, tarnish-proof or hypoallergenic unless the sheet says so.
Offers need confirmation
25% Off Sitewide has exclusions. Name an offer only after the brand confirms dates and exclusions in writing.
Disclose in the first line
Every post says it's a partnership, in the first line and the first seconds, using the platform's own tool. No exceptions.
Own opinion, own taste
Say which piece you'd pick and why. Don't compare with another brand or claim one is better.

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 behind the rating

An easy first purchase to film

A story beyond the piece

One number to protect

One variable per test

Pay for work, bonus for reach

Claims sheet before camera

Stack check

Engraved reveal

Put it on

Gift pick

Wrist shot

Four sources in

Five filters, fewer each step

Ring stacker

Gift-guide host

Initial and name lover

Vintage watch hunter

Earring minimalist

Pairs and friends

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Warm-up

Ramp to ten

Cut and double down

Hook library

Review against $1

$15,000 a month

Jewelry: metal, stone, price and disclosure

Describe, don't promise

No stone meanings

Metal claims stay on the sheet

Offers need confirmation

Disclose in the first line

Own opinion, own taste

Want to see the first briefs?