Verb Products, creator engine

Ten creators for Verb's Ghost™ Oil

Seven videos a week from each creator, hair that moves on camera, and a claims sheet built from Verb's own words.

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

Day two hair, and I'm not washing it

A creator at the bathroom mirror with Verb® Dry Shampoo Powder: one hook, one product, one scoop, and a caption that uses only the claims sheet.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, live in six weeks	Two go live a week until ten are in, starting with Ghost™ Oil and the Curl Bundle.
Who	Hair creators across curls, fine hair, heat	Matched to Verb lines: Curl Bundle, Sky High Volume Kit, Ghost Frizz-Free Routine Bundle.
Production	7 videos per creator a week	Ten creators at seven a week is 303 creator videos a month.
Pay	Fees of $300, $500 and $800	Caps of $600, $1,000 and $1,500. Ceiling is $15,000 with all ten at the top cap, bonuses excluded.
Bonus	$50 flat past 100,000 views	One bonus per creator per month. Bonus at the cap: $300, $500 and $700 by band.
Compliance	Claims sheet before any camera	Three literal lines from Verb's pages for creators to quote, nothing added.
Category rule	Show the hair, never promise an outcome	Results stay in Verb's own wording. No comparisons with named brands.
Goal	$1 per 1,000 views	The model lands at $5.74. Closing the gap takes 4.2% viral videos or a median of 21,711 views.
Report	Every Monday, no chasing	Views, cost per 1,000, winning hooks, drafts that failed the claims sheet.
Decision	Approve roster, bands, ceiling	Three approvals start the warm-up: ten creators, three bands, the $15,000 ceiling.

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 ran the same playbook: a creator program and a paid engine side by side, one number to protect, losers killed early. Haircare is a different category, and I have not run it. Verb's Ghost™ Oil, curl and volume lines give creators plenty to show on camera. On category rules, I will lean on your team.

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

4.75 / 5
Strong score, very few reviews
Verb's page reads "Overall rating: 4.75 / 5 from 8 reviews." Creator videos can add proof the page does not yet carry.
Published
40
Date Night Bundle has many variants
The Date Night Bundle lists 40 variants. A creator can walk through one choice per video without repeating a hook.
Published
$85+
A free tote gives a reason to post
The shop runs "FREE VERB TOTE ON $85+". Ghost Heaviness Bundle at $97.00 clears it, so bundle videos get a concrete extra to show.
Published

Part 4 of 15

Principles

One variable per test
Each brief changes one thing: the hook, the product or the setting. Seven videos per creator a week give enough volume to read the result.
Losers killed early
A format that trails after its first batch gets cut. The hook library keeps what won, and the next brief starts from it.
One number to protect
Cost per 1,000 views against the $1 target. The model lands at $5.74, so every brief is judged on whether it closes that gap.
Claims sheet before camera
Creators quote Verb's own lines or show the hair. A draft that breaks the sheet goes back, and it earns no bonus.

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: Ghost™ Oil on fine hair. One variable, the hook. Seven videos, claims sheet pinned in #claims-check.
TessaMon 10:15 AM
Can I say Ghost™ Oil ends frizz for good?
No. Use the brand's line, "LIGHT AS AIR, HEAVY ON SHINE", and let the hair show it. Do not promise it.
Weekly botAppMon 9:00 AM
Weekly report: the Curl Oil format led on views. Hook library updated, two losers killed. Cost per 1,000 views is posted in #weekly-report.
MayaTue 2:40 PM
Draft sent back: the caption promises results. Swap in the claims sheet wording and re-upload.
Win alertAppThu 4:05 PM
Jules' Smooth Repair Oil video passed 100,000 views, all organic. Bonus of $50 queued, one per creator per month.
MayaFri 11:00 AM
Check: confirm the Hair Quiz link is in your bio before posting, and tell me who needs another bundle for next week's batch.

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
Dry shampoo, day two
“Day two hair, and I'm not washing it.”
Mirror shot, natural light. Show Verb® Dry Shampoo Powder going on at the roots, then the brush-through.
Brief 02
Dry ends, one oil
“I tried this on my driest ends.”
Close-up of the ends near a window. One pump of Smooth Repair Oil, no filter, one unbroken take.
Brief 03
Curl wash day
“My whole curl wash day, start to finish.”
Handheld in the shower and at the mirror. Follow the Curl Bundle order, shampoo to defining mask.
Brief 04
Flat roots fix
“Flat roots by noon? Watch this.”
Split screen of roots before and after. Use Volume Dry Texture Spray from the Sky High Volume Kit.
Brief 05
Hydrate routine
“Dry strands, one routine, no cuts.”
One continuous take: Hydrate Shampoo, Conditioner and Oil laid out, used in order, hair air-dried last.

Every product line in a video comes off the claims sheet word for word, for example “great hair starts and ends with great care.”, “Haircare For Every Version of You”, “LIGHT AS AIR, HEAVY ON SHINE”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Hair creators already posting
Curl, fine-hair and heat-styling creators who post hair routines weekly, found by hashtag and by who shows up in Verb's own tags.
Stylists and salon pros
Verb's site says its products are loved by stylists. Stylists who film at the chair fit the Ghost line and bring technique.
Existing customers
Buyers who already left a review are a warm list. Verb's page shows reviews, so that is the first group to invite.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so there is no existing program to inherit. This roster starts clean.

Five filters, fewer each step

1Hair type fits a Verb line
Curls, fine hair, heat styling or frizz, matched to a real Verb bundle or kit.
2Hands-on hair content
Their feed shows real hair on camera, not only talking heads.
3Clean claims record
No history of promising medical results about scalp or hair.
4Steady output
Able to deliver seven videos a week without dropping quality.
5Audience fit
Followers who ask about routines, products and prices, seen in their comments.

Part 7 of 15

Who

Curl educator
Walks through wash day for curls, step by step, and teaches the order.
Likely product: Curl Bundle
Fine-hair volume
Shows roots going flat and lifted again, in real light.
Likely product: Sky High Volume Kit
Frizz and humidity
Films outdoors on humid days to show how the style holds.
Likely product: Ghost Frizz-Free Routine Bundle
Heat-styling fan
Straightens and curls on camera, with the heat spray on first.
Likely product: Ghost Your Heat Damage Bundle
Travel and gym bag
Packs small sizes for trips and shows the whole kit.
Likely product: Carry-on Friendly Kit
Gift and date night
Gets ready for a night out with a full routine, start to finish.
Likely product: Date Night Bundle

Left off, every time

Always out: anyone who promises medical results for scalp or hair, compares Verb with named brands, retouches the hair on camera, or hides a free or paid partnership. The beauty rule applies to every creator, in every band.

Part 8 of 15

First twenty

Curl educator who films wash day from start to finish
Fine-hair creator who talks about flat roots
Stylist who films at the chair
Frizz-and-humidity creator who films outdoors
Heat-styling creator with a tool collection
Short-hair creator who shows daily styling
Long-hair creator with a weekly routine
Gym-bag and travel-kit creator
Gift-guide and bundle reviewer
Hair-oil specialist who tests one oil at a time
Dry-shampoo creator who films day-two hair
Fragrance-mist creator who covers hair and body
Mom-with-no-time creator doing quick routines
College-dorm creator on a tight budget
Wavy-hair beginner learning products
Men's hair creator who uses styling sprays
Salon-assistant creator who posts behind the scenes
Thick-hair creator who shows lightweight routines
Silver-hair creator who covers shine
Everyday-routine creator who films get-ready-with-me

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Haircare For Every Version of You”
Tagline for the first line of any caption or bio mention.
“great hair starts and ends with great care.”
Opening line for routine and wash-day videos.
“cruelty-free products loved by stylists and made with only good stuff.”
Quote it as the brand's own wording, never as the creator's claim.
“no parabens, gluten or harmful sulfates.”
Ingredient talk in a read-the-label video, attributed to the brand.
“LIGHT AS AIR, HEAVY ON SHINE”
Ghost™ Oil videos, over footage of the hair.
“Haircare that gives you more”
Bundle videos, as the opening line.
“FREE VERB TOTE ON $85+”
Bundle videos, only when the product on screen costs $85 or more.

Never said

Each one with the reason it stays out.

Fixes your scalp problems
A health outcome. Verb's pages do not say it.
Works better than any salon brand
A comparison. The site makes none, and it invites trouble.
Repairs damage for good
A permanent result. The site's wording is about the product, not a lasting outcome.
Doctor approved
An endorsement the facts do not support.
Guaranteed results in one wash
A guarantee Verb's pages never make.
Works on every hair type
Verb's lines are sorted by need, so one product is not claimed for all.
Free shipping on everything, always
The shipping wording on the site varies, so only the confirmed line is allowed.

To confirm with the brand

Held until someone on the brand side signs off.

Up to 24HR curl definition*
The asterisk points to a third-party lab note. Ask Verb how to present it before creators use it.
Free shipping on all orders
Another page says free shipping on orders $40+, after discounts and before taxes. Confirm which line applies.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For newer hair creators with real routines on camera: a lower fee, one product line, close notes.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For steady posters with a hair audience who can run one variable per test.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose hair videos already travel: the highest cap and the widest product choice.
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, even if several videos pass 100,000 views.
The bonus is paid per video that passes 100,000 views, as a flat amount.
Only organic views count. Paid boosts of the video do not move the bonus.
No bonus on a video that broke the claims sheet or the beauty rule, even after it went live.

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

Ten creators at seven videos a week: 303 videos, 1.8M views, $5.74 per 1,000 against the $1.00 target. It closes only if 4.2% go viral or the median hits 21,711.

Program facts

Verb Products 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 in, starting with Ghost™ Oil and the Curl Bundle. Briefs, claims sheet and the Monday report run from the first week.
Month one
Read the first batch
Ten creators at seven videos a week is 303 videos. I read format winners, kill losers early, and hold fees at the Starter and Standard levels: $300 and $500.
Month two
Cut and move up
Cut the weakest formats, move proven creators up a band, and send the best organic videos toward paid, in the four steps below.
Month three
Open the top band
The Premium band opens to creators who clear 100,000 views. The $50 bonus stays one per creator per month. Watch cost per 1,000 views against the $1 target.
Day ninety
Keep, change or stop
The model lands at $5.74 per 1,000 views against $1.00. At day ninety I show where the gap closed and where it did not.
Monthly ceiling
A cap you can read
All ten at the top cap, bonuses excluded, is $15,000. The model run is $10,000 base plus one $50 bonus: $10,050.

$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 by creator, which hook won, which Verb product moved, and which drafts failed the claims sheet.

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	Dry shampoo, day two	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Dry ends, one oil	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Curl wash day	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Flat roots fix	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Hydrate 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

Organic to paid

From organic to paid

Pick the winners
Take the videos with the strongest organic view counts from the Monday report, never one that broke the claims sheet.
Get usage rights
Confirm with the creator that Verb can run the video as an ad, before any budget moves.
Test one video at a time
Run each video against the same product page, one variable per test, so the result is readable.
Keep or kill
Videos that beat the $1 cost target stay. The rest stop early, and the hook goes into the library.

From the video to the checkout

Fine-hair and volume videos link to the Hair Quiz, so shoppers land on a routine.
Bundle videos link to the Bundles + Kits shelf.
Free shipping wording follows the line Verb confirms: orders $40+, after discounts and before taxes.
The free tote line is used only on products at $85+, such as Ghost Heaviness Bundle at $97.00.
No retailer page was found in the facts, so every video goes to Verb's own shop.

Part 15 of 15

Category rules

Beauty and haircare rules

Haircare sells on what viewers can see. These rules keep the hair on screen honest and the claims inside Verb's own wording.

Show, don't promise
A creator may show hair before and after. A creator may not promise the result for the viewer. Seven videos a week all follow this.
Brand wording only
Quote the three lines on the claims sheet, or describe what is on screen. No new product claims, in captions, voiceover or comments.
Real results, real light
No retouching, no filter that changes how the hair looks, and no edited before-and-after. One unbroken take is the safest format.
No health outcomes
Scalp or hair-health questions go back to Verb. Creators never answer them on camera, and the bonus does not apply to a video that does.
No named comparisons
Never compare Verb with another named brand, salon or product, even as a joke. Say what Verb's product does, from the sheet.
Disclose every partnership
Every video says it is a partnership, whether the creator is paid or only got free product. The disclosure goes in the first line of the caption.

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

Strong score, very few reviews

Date Night Bundle has many variants

A free tote gives a reason to post

One variable per test

Losers killed early

One number to protect

Claims sheet before camera

Dry shampoo, day two

Dry ends, one oil

Curl wash day

Flat roots fix

Hydrate routine

Four sources in

Five filters, fewer each step

Curl educator

Fine-hair volume

Frizz and humidity

Heat-styling fan

Travel and gym bag

Gift and date night

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Two creators a week

Read the first batch

Cut and move up

Open the top band

Keep, change or stop

A cap you can read

From organic to paid

From the video to the checkout

Beauty and haircare rules

Show, don't promise

Brand wording only

Real results, real light

No health outcomes

No named comparisons

Disclose every partnership

Want to see the first briefs?