Do we have to make the videos ourselves?

No. You supply source material and a brief; creators cut their own videos from it. Producing one finished video and having it reposted is actively worse, because identical posts get suppressed and the variation between videos is what makes the campaign work.

How many videos does one campaign produce?

Hundreds of different videos from a single brief, across TikTok, YouTube Shorts, Instagram Reels and X. The exact number depends on the scope agreed, but the shape is many different cuts rather than a few polished assets.

Can we approve or reject posts?

Yes. Every post is reviewed before it counts toward delivery, and anything off-brief or off-brand is rejected — it never appears in reporting and is not paid for. Approval is what makes running hundreds of creators safe.

How do you stop us paying for fake views?

Views are read from the platforms themselves on each published post rather than estimated or self-reported, only approved posts count, and posts that come down are withdrawn from the totals. Every figure traces back to a video you can open.

Does this work for a game that has not launched yet?

Yes, and it is one of the better uses of it — distribution takes days to build and then compounds, so starting before a launch means there is already attention when the date arrives. What it needs is something watchable: footage, a build, or a demo.

What platforms do the videos go on?

TikTok, YouTube Shorts, Instagram Reels and X, which is where short-form attention for games and developer tools actually sits. Reporting breaks delivery down per platform so you can see which is carrying a given campaign.

How a creator distribution campaign works, start to finish

What a short-form creator campaign actually involves: what you hand over, how creators are briefed and approved, how views are counted, and what the reporting shows.

Updated October 15, 2026

Key takeaways

You supply a brief and source material. Creators cut their own videos from it and post on their own accounts.
One brief becomes hundreds of different videos. The variation is the point — it is why the feed does not read the campaign as an ad.
Posts are reviewed before they count. Anything off-brief or off-brand is rejected and never reaches your report.
Views are read from the platforms on each published post. Nothing is estimated, and every figure traces back to a video you can open.
A campaign typically starts producing published videos within the first week, and the videos keep earning views after it closes.

What do you have to hand over to start?

Less than most teams expect. The campaign needs raw material a creator can cut from and a brief telling them what the video has to get across.

For a game that usually means gameplay footage or a build others can record themselves, plus the two or three things a viewer must understand in the first three seconds. For an AI developer tool it means a screen recording of the thing working — a generation, a build, a workflow collapsing into one step.

What you do not need is finished video. Producing one polished asset and asking creators to repost it is the opposite of how this works: identical posts get suppressed, and the whole value is hundreds of different takes.

Source footage, or access so creators can capture their own
The two or three points a viewer has to come away with
Anything genuinely off-limits — unreleased features, competitor mentions, claims you cannot support
A link or install path the video can point at

How are creators briefed and chosen?

Creators opt into the campaign and work from the brief. They are not given a script to read; they are given the material, the constraints and the goal, and they cut it the way their own audience responds to.

That difference matters because a creator who has built an audience on a particular rhythm of video knows things about that audience no brief can specify. Over-directing produces videos that look like ads read aloud, and those are the ones that do not travel.

Who approves the videos?

Every post is reviewed before it counts toward delivery. A video that ignores the brief, misrepresents the product, or puts the brand somewhere it should not be is rejected — it does not appear in your reporting and it is not paid for.

Approval is the mechanism that makes volume safe. Hundreds of creators cutting freely only works if there is a filter between what gets made and what gets counted.

Can we reject a post we do not like?

Yes. Approval is yours to exercise, and rejected posts never enter the report. The practical limit is that a post already published and performing cannot be unpublished by us — the creator owns the account — but it can be excluded from the campaign.

What happens if a creator deletes a post later?

It stops counting. Reporting is reconciled against what is actually live, so a deleted or removed video is withdrawn from the figures rather than left inflating a total. A number that only ever goes up is a number nobody should trust.

How is a view counted?

A view is read from the platform on the published post. Not estimated from follower counts, not self-reported by the creator, and not projected from a sample.

Each post is read repeatedly over the life of the campaign, so the figure keeps up with videos that take off days or weeks after they went up. The reporting shows the posts the total is built from, so any number on it can be traced back to a video you can open and watch.

What does the reporting show?

Delivery against what was agreed, views over time, and the posts themselves. Owned-channel performance and creator distribution are shown separately, because they are different kinds of work and mixing them hides which one is doing the lifting.

Dates are explicit: you can look at the current campaign, the last 7 or 14 days, or any range back to the start of our work together, and the figures recompute for exactly that window rather than approximating it.

How long does a campaign take to work?

First published videos usually land within the first week, because creators have to watch the material, cut it and post it. Volume builds from there as more creators join and more videos go up.

The part worth planning around is the tail. Videos stay up, and a post that found an audience in week one is still earning views in month two. If a date matters, start before it rather than on it.

Common questions

Do we have to make the videos ourselves?: No. You supply source material and a brief; creators cut their own videos from it. Producing one finished video and having it reposted is actively worse, because identical posts get suppressed and the variation between videos is what makes the campaign work.
How many videos does one campaign produce?: Hundreds of different videos from a single brief, across TikTok, YouTube Shorts, Instagram Reels and X. The exact number depends on the scope agreed, but the shape is many different cuts rather than a few polished assets.
Can we approve or reject posts?: Yes. Every post is reviewed before it counts toward delivery, and anything off-brief or off-brand is rejected — it never appears in reporting and is not paid for. Approval is what makes running hundreds of creators safe.
How do you stop us paying for fake views?: Views are read from the platforms themselves on each published post rather than estimated or self-reported, only approved posts count, and posts that come down are withdrawn from the totals. Every figure traces back to a video you can open.
Does this work for a game that has not launched yet?: Yes, and it is one of the better uses of it — distribution takes days to build and then compounds, so starting before a launch means there is already attention when the date arrives. What it needs is something watchable: footage, a build, or a demo.
What platforms do the videos go on?: TikTok, YouTube Shorts, Instagram Reels and X, which is where short-form attention for games and developer tools actually sits. Reporting breaks delivery down per platform so you can see which is carrying a given campaign.