tentree.com, creator engine

Ten creators who wear tentree outdoors

Seven videos per creator per week, one claims sheet taken from the site, one number to protect: $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

Everything I carry on a trail walk fits in this

Creator opens the Conway Hip Pack at $30.00, empties a pocket on camera and closes with: every item plants 10 trees.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week 10	Two at a time, from week 0 to week 10, with losers swapped early so the roster improves while it grows.
Who	Outdoor and everyday-wear creators	People who already wear hoodies, hats and beanies outside, matched to the Sasquatch Hoodie or the Conway Hip Pack.
Production	7 videos per creator per week	Ten creators make 303 creator videos a month, all shot on a phone, one hook per video.
Pay	Starter $300, Standard $500, Premium $800	Caps are $600, $1,000 and $1,500. Base pay is set per band before the first video is shot.
Bonus	Up to $300, $500 or $700 at the cap	Plus $50 flat for a video past 100,000 views, one bonus per creator per month.
Compliance	Claims sheet, no off-sheet claims	Every draft goes to the tentree lead first. A video that breaks the sheet earns no bonus.
Rule for the category	Tree and material claims use site wording	Say Every Item Plants 10 Trees as written. No promises about carbon or how the trees grow.
Goal	$1 per 1,000 views	The simulator prints $5.74 on today's inputs. Closing that gap is the whole job.
Report	Every Monday	Views, cost per 1,000 views against $1, and the winning hook for each creator.
Decision	Ceiling of $15,000, bonuses excluded	At day ninety you keep, cut or scale the roster on cost per 1,000 views.

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

History

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 engine next to it: brief, test, kill losers early, pay for what works. I would run that same playbook for tentree, in apparel and accessories. I have not run this category, so the claims sheet and the category rules come first.

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

120+ Million
Trees planted, in the brand's own words
The home page description ends with 120+ Million Planted. It is the one number a creator can say without a caveat.
Published
16
Reviews on the Conway Hip Pack at 4.8
A hip pack with 16 reviews and a 4.8 rating is a product creators can show with proof already on the page.
Published
$30.00
Conway Hip Pack, struck down from $50.00
A $30.00 price against a struck $50.00 makes a clear opening line for a one-take video.
Published
10%
Off the first purchase for email sign-ups
The site offers 10% off a first purchase. Creators can point cold viewers to that step.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator prints $5.74 on today's inputs, so the work is closing that gap, not just hitting seven videos a week.
One variable per test
Same Sasquatch Hoodie, same creator, only the hook changes. Losers are killed early and the winning hooks go into the hook library.
Pay for output, cap the downside
Ten creators at the top cap cost $15,000, bonuses excluded. Base pay covers seven videos a week; the bonus follows views.
Claims before creativity
Creators quote three lines from the site and nothing else about trees or materials. A draft that breaks the sheet goes back, with 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: Conway Hip Pack at $30.00, one hook per video, seven videos each. Quote only the claims sheet. Drafts go in #drafts before you post.
JonasMon 11:15 AM
Can I say the Harwood Puffer is waterproof? A viewer asked in my last comments.
Not waterproof. The page says water-resistant shell, so say that and nothing stronger.
Report botAppMon 9:00 AM
Weekly report is ready: cost per 1,000 views against the $1 target, best hook for each creator, and videos past 100,000 views.
MayaWed 2:10 PM
Draft sent back: the opener says the trees are guaranteed to survive. Cut it, keep Every Item Plants 10 Trees, and reshoot the first line.
Report botAppThu 4:45 PM
Priya's Juniper Hoodie video passed 100,000 views. The $50 flat bonus is logged, one per creator per month.
MayaFri 10:00 AM
Check before the weekend batch: does every draft carry a claims sheet line, the partnership label and no health or carbon promise?
Done. All seven are labeled and on the sheet.

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
Hip pack carry test
“What actually fits in a $30.00 hip pack?”
One take on a phone. Empty pockets onto a table, load the Conway Hip Pack item by item, zip it, walk out of frame.
Brief 02
Trail walk, hands free
“I stopped carrying a bag on my walks”
Handheld, selfie angle, outside. Show the hip pack worn, then a hand reaching in without slowing down.
Brief 03
Price reveal
“Was $50.00, now $30.00, and every item plants 10 trees”
Hold the product to camera, show the price on the product page on a second phone, end on the pack on your shoulder.
Brief 04
Pack the night before
“My morning hike kit, packed in one minute”
Fast cuts on a bed or floor: lay out the kit, drop it in the Conway Hip Pack, close with the zip pull to camera.
Brief 05
Winter layering
“Northern Nostalgia, built as one layered outfit”
Mirror shot, three layers added one by one with a hoodie or sweater last. Name each piece and its price.

Every product line in a video comes off the claims sheet word for word, for example “Every Item Plants 10 Trees”, “Made with Hemp, Organic Cotton, Recycled Polyester & Tencel.”, “Free Shipping over $100”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Customers who already post
People tagging tentree gear on trails, in parks and in winter. I would check tags by hand in the first week and shortlist the steady ones.
Outdoor communities
Hiking clubs, camping groups and local trail pages. Their members wear hoodies, hats and beanies outside already, and the fit is real.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so there is no existing creator program to inherit. This roster starts clean.
Open call with a hook brief
A short open call with the hook brief. Applicants send three phone videos of their own, and the filters below decide who gets a first batch.

Five filters, fewer each step

1Outdoors on camera
Their feed already shows trails, parks or cold-weather walks, not a studio.
2Clean phone video
Steady, audible, lit well enough for a hook in the first seconds.
3Audience fit
Followers who buy hoodies, hats and bags, judged from comments.
4Clean claims record
No health or miracle promises in their past posts.
5Seven a week
They can commit to seven videos per week for the full ramp.

Part 7 of 15

Who

Day hiker
Walks most weekends and hates carrying a pack for short routes.
Likely product: Conway Hip Pack
Campfire layerer
Camps in cold months and shows layering at dusk.
Likely product: Sasquatch Hoodie
Hat collector
Wears a different cap in every video and talks about fit.
Likely product: Tentree Original Heritage Altitude Hat
Cold commute walker
Walks to work in winter and tests outerwear daily.
Likely product: Harwood Puffer
Graphic tee fan
Builds easy outfits around a single printed tee.
Likely product: Juniper T-Shirt
Beanie person
Posts winter looks that end with a beanie.
Likely product: Wool Kurt Beanie

Left off, every time

Always left out: creators who make health or medical promises, anyone who would state carbon or tree survival outcomes tentree does not claim, creators with no outdoor or everyday-wear fit, and any post that hides the paid partnership label.

Part 8 of 15

First twenty

Weekend day hikers who film their routes on a phone
Campers who show their cold-weather layering at night
Trail runners who carry only the essentials
Dog walkers who are outside every day
Cyclists who need small, hands-free storage
Park and conservation volunteers
Commuters who walk to work in winter
Students on campus who film outfit checks
Hat collectors with a daily cap rotation
Beanie-first winter dressers
Thrift and secondhand clothing hobbyists
Gift-guide creators who review items by price
Travelers who pack light for weekends away
Photographers who walk with gear
Festival-goers who need a small bag
Home-cooking creators who film outdoors in autumn
Fall-fashion creators who build layered outfits
Gardeners who care about planting
Fishing and lakeside weekend creators
Parents who film short family outings

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“Every Item Plants 10 Trees”
Opening or closing line of any video
“Made with Hemp, Organic Cotton, Recycled Polyester & Tencel.”
Material mention in any apparel video
“120+ Million Planted.”
Closing line about impact
“Free Shipping over $100”
Call to action on baskets
“Sign Up for Emails & Get 10% off your First Purchase”
Call to action for first-time buyers
“This durable hip bag is a functional, eco-conscious companion for all your adventures.”
Conway Hip Pack videos
“Since 2012, we've been keeping heads warm and planting roots.”
Hat and beanie videos

Never said

Each one with the reason it stays out.

Never say the Harwood Puffer is waterproof
A performance claim stronger than the product page
Never say a purchase offsets your carbon footprint
An environmental outcome claim the site does not make
Never say every tree is guaranteed to survive
A promise about results of the planting that tentree does not state
Never say tentree is the most sustainable brand
A comparison against other brands with no support
Never say shipping is free on every order
The site ties free shipping to a minimum basket
Never say the whole range uses cruelty-free insulation
The wording belongs to one product page, not the range

To confirm with the brand

Held until someone on the brand side signs off.

Whether 120+ Million Planted is still the current figure
A running total that may change between creator batches
Whether the 10% first-purchase offer works with creator codes
An offer rule the site does not explain

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators proving the weekly rhythm, lowest base pay and lowest cap.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators with proven hooks and steady views, middle base pay and middle cap.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators whose videos repeatedly reach new audiences, highest base pay and cap.
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 across videos.
The bonus is paid per video, only for a video past 100,000 views.
Only organic views count; paid spend on the video never triggers it.
No bonus on a video that broke the claims sheet or the 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

Today's inputs give 1.8M views a month and $5.74 per 1,000 views against $1. To close the gap, 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Program facts

tentree.com 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
Sheet, briefs, hook library
Claims sheet signed off by the lead, first briefs written for the Conway Hip Pack and Sasquatch Hoodie, hook library seeded.
Month 1
First creators live
Creators go live two at a time, seven videos each per week. One variable per test, and the first losers are killed early.
Month 2
Swap and fill the roster
Weak creators are replaced, Winter Collection briefs added, and the roster reaches ten, which means 303 videos a month.
Month 3
Scale what works
Winning hooks repeat across products, and the best videos move toward paid with creator approval.
Day ninety
Keep, cut or scale
Decision on cost per 1,000 views against the $1 target, with the Monday reports as the record.
Ceiling
Monthly cap on creator pay
All ten creators at the top cap cost $15,000, bonuses excluded. The roster never goes above it without your approval.

$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, cost per 1,000 views against $1, the winning hook per creator, and which videos broke 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	Hip pack carry test	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Trail walk, hands free	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Price reveal	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Pack the night before	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Winter layering	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 organic winner
Choose videos with the strongest hold and views from the Monday report, not the loudest comments.
Get creator approval
Ask the creator for permission to run the video as an ad, and agree the terms in writing.
Test one variable
Run the winner against a version with only the opening line changed.
Kill losers early
Cut ads that miss the cost target and move the budget to the survivors.

From the video to the checkout

Hat videos go to the Hats & Beanies collection page.
Hip pack videos go to Bags & Backpacks.
Hoodie videos go to Hoodies & Sweatshirts.
First-time viewers get the 10% email sign-up offer.
Baskets are nudged with Free Shipping over $100.

Part 15 of 15

Category rules

Apparel and accessories rules

Clothing is easier than food or skin, but tree and material claims still need exact wording. These six rules apply to every video.

Materials in site wording
Say Hemp, Organic Cotton, Recycled Polyester & Tencel as the site does. Do not add fiber shares or fabrics the product page does not list.
Trees as written
Say Every Item Plants 10 Trees. No claim about carbon offsets, how the trees grow, or how many survive.
Prices and offers as shown
Quote the price on the product page, free shipping over $100 and the 10% first-purchase offer. No invented discounts or codes.
Weather wording
If the page says water-resistant, say that. A jacket or hat is never described as waterproof or storm-proof beyond the page.
Reviews only as shown
Quote counts and ratings exactly as on the page, such as 4.8 from 16 reviews for the Conway Hip Pack. Never invent customer quotes.
Label every post
Each video carries the platform's paid partnership label. An unlabeled video is taken down and earns no bonus.

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

Trees planted, in the brand's own words

Reviews on the Conway Hip Pack at 4.8

Conway Hip Pack, struck down from $50.00

Off the first purchase for email sign-ups

One number to protect

One variable per test

Pay for output, cap the downside

Claims before creativity

Hip pack carry test

Trail walk, hands free

Price reveal

Pack the night before

Winter layering

Four sources in

Five filters, fewer each step

Day hiker

Campfire layerer

Hat collector

Cold commute walker

Graphic tee fan

Beanie person

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet, briefs, hook library

First creators live

Swap and fill the roster

Scale what works

Keep, cut or scale

Monthly cap on creator pay

From organic to paid

From the video to the checkout

Apparel and accessories rules

Materials in site wording

Trees as written

Prices and offers as shown

Weather wording

Reviews only as shown

Label every post

Want to see the first briefs?