Ghost Lifestyle, creator engine
Ten creators, one number to protect
A first roster for Ghost Lifestyle: two creators a week up to ten, seven videos each a week, aimed at $1 per 1,000 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
Peach before the first set
Illustrative only: a creator mixes GHOST® PUMP | PEACH in the car, says the hook out loud, and ends on the shelf link. Invented example, no real creator.
Illustrative postContents
Part 1 of 15
Summary
| Roster | Two a week, ten creators in six weeks | Live counts by week: 0, 2, 4, 6, 8, 10. Every figure here is a proposal, not a fact about Ghost. |
|---|---|---|
| Who | Lifters and gym-bag creators with real routines | Six personas from creatine regulars to Driving Club dressers. No names yet, no list. |
| Production | Seven videos per creator each week | Ten creators make 303 creator videos a month, built on five formats and a shared hook library. |
| Pay | Three bands, caps from $600 to $1,500 | Base pay plus a bonus at the cap. Ceiling $15,000 across ten creators, bonuses excluded. |
| Bonus | $50 flat when a video passes 100,000 views | One bonus per creator per month, organic views only, void if a claim rule breaks. |
| Compliance | Claims sheet with Ghost's own wording only | Six approved lines, six barred. A broken line voids that video's bonus. |
| Category rule | No health outcomes, only Ghost's literal words | Creators show the label and the taste, never what a product does to the body. |
| Goal | $1 per 1,000 views | Starting inputs give $5.74. Hitting target needs 4.2% of videos viral or a median of 21,711 views. |
| Report | Monday report, one row per creator | Views, cost per 1,000 views against $1, claims check and best hook. |
| Decision | Ghost approves roster size, claims sheet and cap | Is ten creators with a $15,000 ceiling the right first size? One reply starts week zero. |
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 the creator program ran beside the paid ad engine: hooks tested, losers killed early, winners moved to paid. Ghost is supplements, a different category, so the playbook carries over but category knowledge does not. I have not run supplements before, so the claims sheet and Ghost's own team have to keep me honest.
- 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
$2.99
A cheap first step
Hydration sticks, from Lemon Crush to Strawbango, are priced at $2.99. A creator can hand viewers an easy first try.
Published25%
A plain next step for repeat buyers
Subscribe & Save 25% gives every video an offer to point at once the first tub is finished.
Published$24.99
Creatine flavors to compare
Creatine comes in Appleberry, Strawbango, Grape, Blue Raspberry and Unflavored, all at $24.99. Easy to film side by side.
Published
Part 4 of 15
Principles
One number to protect
Cost per 1,000 views, target $1. The simulator starts at $5.74, so every format earns its slot or gets killed early.
One variable per test
Same product, same creator, one changed hook. Ten creators at seven videos a week give 303 videos a month to learn from.
Ghost's words, not ours
Creators quote the three lines on the claims sheet, taken from Ghost's own pages. Nothing about bodies or results.
One channel for the work
Briefs, claim questions and reports live in one shared workspace. A claim question gets answered there before the video, not after.
Part 4 of 15, continued
One channel for everything
#briefs
Briefs, drafts, reviews and the weekly numbers
EllisMon 8:30 AM
This week's format is the Appleberry creatine taste test. Hook is the sour-strip line. Seven videos each, one variable per test: only the opening line changes.
MayaTue 10:00 AM
Can I say the Appleberry creatine helps me build muscle faster?
No. Say what you do and how it tastes. Quote the label line: 100% transparent label that fully discloses the dose of each active ingredient.
Weekly botAppMon 8:00 AM
Weekly report ready: seven videos per creator logged, cost per 1,000 views tracked against the $1 target. Best hook so far: the hydration stick opener.
EllisWed 2:00 PM
Draft sent back. The first line promises a result. Reshoot the opening with the taste hook and keep the $2.99 stick price on screen.
Weekly botAppThu 4:00 PM
One video passed 100,000 views, organic only. The $50 flat bonus is queued once the claims check clears.
PriyaFri 6:00 PM
Before I post: shelf link on, label line quoted word for word, no result language. Anything else to check on the peach video?
All clear. Post it, and log the hook in the weekly report.
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
Appleberry taste test
“Creatine that tastes like a sour strip. Appleberry. Go.”
Selfie in the kitchen, scoop and shaker in frame, one take of the first sip, label visible.
Brief 02
Hydration stick routine
“One stick, one bottle, no guessing what's in it.”
Gym-bag unpack: stick into the bottle, shake, show the $2.99 price, then the label line on screen.
Brief 03
Energy before the drive
“My morning stack starts with GHOST® ENERGY.”
Car shot at the wheel, product in hand, one sentence on the routine, no body claims.
Brief 04
Bar in the gym bag
“The gym-bag snack I carry: GHOST® PROTEIN BARS.”
Bag unpack on a bench, bar held to camera, one honest line on taste, shelf link in the caption.
Brief 05
Peach pre-gym ritual
“Peach was the flavor I reached for first. Here is why.”
Car mirror or locker, mix and pour in one take, one flavor line, end with the product to camera.
Every product line in a video comes off the claims sheet word for word, for example “All GHOST® products feature a 100% transparent label that fully discloses the dose of each active ingredient.”, “Zero proprietary blends means you know what you’re getting in each and every scoop.”, “GHOST® at its simplest form is the world's first lifestyle sports nutrition brand.”. Product names are said as printed.
Part 6 of 15
Recruiting
Four sources in
Lifting micro creators
Creators who already film training days, scoop routines and gym-bag unpacks. Direct message, short brief, a sample of the formats.
Driving Club fans
Ghost sells a DRIVING CLUB line. Creators who mix car culture with training fit the lifestyle angle in the brand's own title.
Existing customers
Ask Ghost to flag buyers on Subscribe & Save 25% who already post. They know the product, so briefs get shorter.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site. A MEET THE FAM link sits in the menu; I haven't read it, so I won't call it a program.
Five filters, fewer each step
1Real training footage
Shows an actual routine on camera, not stock gym shots.
2Reads the label
Can say the label line in their own words without adding results.
3Clean claim history
No past posts promising body outcomes from a supplement.
4Steady cadence
Posts on a regular schedule, enough to hold seven videos a week.
5Audience fit
Audience trains, drives or builds smoothies; it matches a Ghost product.
Part 7 of 15
Who we want
Creatine regular
Posts daily scoop routines; the flavor swaps give them new tastes to rank.
Likely product: GHOST® CREATINE x SOUR STRIPS® | APPLEBERRY
Pre-gym ritual maker
Films the mix, the music and the walk in. Short, loud, repeatable.
Likely product: GHOST LEGEND® V5
Hydration commuter
Carries a bottle everywhere and sips through the workday.
Likely product: GHOST® HYDRATION STICK | LEMON CRUSH
Smoothie builder
Builds smoothies on camera and shows each scoop going in.
Likely product: GHOST® GREENS x SYDNEY CUMMINGS | MANGO COLADA
Driving Club dresser
Outfit-of-the-day creator who wears the Driving Club tee on camera.
Likely product: GHOST® DRIVING CLUB TEE | BLACK
Dog-walk lifter
Walks the dog before the gym; travel gear and shaker share one frame.
Likely product: GHOST® FOLDABLE TRAVEL DOG BOWL
Left off, every time
Always left out: creators who promise results or weight changes, pose as doctors, show minors using the product, or refuse the claims sheet. Category rule: Ghost's own words only, never a health outcome.
Part 8 of 15
First twenty
- Home lifters who film their first scoop of the day
- Powerlifters who log every session
- Runners who carry a bottle on long routes
- Gym-bag unpack creators
- Dog-walk-before-the-gym creators
- Coffee-first morning routine creators
- Smoothie builders who show every scoop
- Outfit-of-the-day lifters
- Car-meet fans who also train
- Flavor reviewers who rank by taste only
- Desk workers who track their water
- Adult college athletes balancing class and training
- Weekend race runners who film training blocks
- Calisthenics park creators
- Cyclists who mix bottles on rides
- Travel creators who gym-hop on the road
- Meal-prep Sunday creators
- Beginner-gym storytellers who film week-one nerves
- Yoga and mobility creators with short morning flows
- Home-gym builders who show their garage setups
Part 9 of 15
Claims sheet
Approved, word for word
Quoted exactly as the brand publishes it.
“100% transparent label that fully discloses the dose of each active ingredient”
Voiceover on label shots and hydration stick videos
“Zero proprietary blends means you know what you’re getting in each and every scoop.”
Scoop and mix videos
“GHOST® at its simplest form is the world's first lifestyle sports nutrition brand.”
Intros and bios
“BE SEEN BEYOND THE WALLS OF THE GYM”
Closing line on lifestyle videos
“Subscribe & Save 25%”
Captions that link to the subscription page
“*UNFLAVORED has an additional 10 servings compared to flavored versions.”
Creatine videos that feature the unflavored tub
Never said
Each one with the reason it stays out.
Builds muscle fast
A body outcome. Ghost's pages make no such statement.
Burns fat while you sleep
A weight outcome with no basis in Ghost's wording.
Better than other brands
A comparison Ghost has not made.
Doctor approved
No medical endorsement appears on the pages.
Clinically proven
No study is cited anywhere Ghost's wording was read.
Works for everyone
Individual results differ; no basis, and a health-outcome claim.
To confirm with the brand
Held until someone on the brand side signs off.
Free Shipping on all purchases
Ghost's status-tier text also lists free shipping as a perk. Confirm which applies to a first order before creators quote it.
Part 10 of 15
Pay
Starter
$300–600
a month, by band
For creators proving they can hold seven videos a week. Lowest cap, first to move up.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For steady posters whose hooks keep landing. This is where most of the roster should sit.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For the few whose videos pass 100,000 views organically. Highest cap, closest review.
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, no stacking, however many big videos land.
- Per video: a single video must pass 100,000 views to earn the $50 flat.
- Organic views only. Views that were bought or boosted never count.
- No bonus on any video that broke the claims sheet or the supplement category rule.
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
Read it as a test, not a forecast: at the starting inputs ten creators cost $10,050 for 1.8M views, or $5.74 per 1,000 views against $1. The sliders show what must be true.
Program facts
Ghost Lifestyle 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
| 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 |
| 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
| 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
Sign-off before any video
Claims sheet approved, five formats briefed, workspace open. Zero creators go live until Ghost signs off on the sheet.
Month one
Ramp to ten
Two creators a week until ten are live in six weeks. Seven videos each a week; the weakest hooks are killed early.
Month two
Full roster
Ten creators, 303 creator videos a month. One variable per test, cost per 1,000 views checked against $1.
Month three
Promote winners
Strong creators move up a band, weak ones are cut. The first organic winners go to paid through the four exit steps.
Day ninety
Review
Median views against 21,711, viral share against 4.2%. Keep, cut or resize the roster based on the simulator.
Ceiling
Monthly cap on spend
$15,000 if all ten creators sit at the top cap, bonuses excluded. A proposed ceiling, not a budget Ghost has set.
$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 against $1, claims check and best hook for each creator, plus one line on what we test next.
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
| Creator | Band | Format | Posts | Median | Best | Cost / 1K | Bonus | Flags | Call |
|---|---|---|---|---|---|---|---|---|---|
| Creator A | Starter | Appleberry taste test | 7 | 2.1K | 25K | $3.37 | $0 | None | Keep |
| Creator B | Standard | Hydration stick routine | 7 | 1.4K | 8.4K | $9.83 | $0 | Claim check | Replace |
| Creator C | Premium | Energy before the drive | 6 | 1.8K | 54K | $7.94 | $0 | None | Watch |
| Creator D | Starter | Bar in the gym bag | 5 | 900 | 3.6K | $12.99 | $0 | Over cap? | Replace |
| Creator E | Standard | Peach pre-gym ritual | 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
An organic video over 100,000 views with a clean claims check goes on the shortlist.
Secure paid rights
The creator agrees in writing to paid use of that video before it runs as an ad.
Test as an ad
Same cut, one variable per test. Killed early if cost per 1,000 views stays above $1.
Scale or retire
Winners get more spend. When a hook tires, the next brief goes to the same creator.
From the video to the checkout
- Hydration videos land on the HYDRATION shelf, where sticks are $2.99.
- Creatine videos land on the CREATINE shelf, flavors at $24.99.
- Bundle-minded viewers go to BUILD YOUR OWN BUNDLE.
- Repeat buyers are pointed to Subscribe & Save 25%.
- No retailer or store count was read, so every link goes to ghostlifestyle.com.
Part 15 of 15
Category rules
Supplement rules for every creator video
Ghost sells sports nutrition, so the rules are strict and short. They apply to every format, every creator, every band.
Ghost's words only
Claims come from the three-line sheet. Anything else needs the lead's reply in the claims channel before posting. A broken rule voids the $50 bonus on that video.
No health outcomes
Never say a product builds, burns, fixes or protects anything. Say what you do, what it tastes like and what the label shows.
Show the label
Ghost describes its label as 100% transparent. Holding it to camera beats describing it, and keeps you inside the sheet.
No comparisons
Never rank Ghost against another brand, and never contrast it with a doctor's advice or a diet plan.
Adults only
Creators and anyone on camera using the product are adults. No minors in any supplement video.
Disclose the partnership
Every paid post carries the platform's paid-partnership tag and a plain mention in the caption, so viewers know it is a creator deal.
The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.