MOSH, creator engine

A creator roster for Mosh, built in six weeks

Ten creators showing how an online consult, a quiz and discreet shipping work at Mosh, inside a claims sheet your team signs off.

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

I took the quiz on my lunch break

Illustrative: a creator screen-records the free quiz, reads out what it asks, and points to the Aussie practitioners. No results are claimed.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two joining a week	Live by week: 0, 2, 4, 6, 8, 10. Six weeks to the full roster.
Who	Aussie men, on camera and plain-spoken	Everyday creators who can follow a claims sheet. No actors playing doctors, no medical advice.
Production	7 videos per creator per week	303 creator videos a month at 10 creators.
Pay	Base pay $300 to $800, caps $600 to $1,500	Three bands. All 10 creators at the top cap is $15,000 a month, bonuses excluded.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. Hitting a cap adds $300, $500 or $700 by band.
Compliance	Claims sheet before every brief	Creators quote only lines your team approves. Every draft goes to your team before it posts.
Category rule	No medicine names, no outcome promises	Whether someone is eligible is the practitioner's call, never the creator's.
Goal	$1 per 1,000 views	Today's simulator: $5.74 at $10,050 and 1.8M views a month. Median views and viral share are Assumptions.
Report	Every Monday, one table	Creator, format, views, cost per 1,000 views and any claims flag.
Decision	Approve the first two creators	The brief and the claims sheet go out the same week. Losers are killed early.

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 ad engine beside it. This is the same playbook, applied to online men's health. I have not run this category, so your team's sign-off on claims comes before any brief goes out.

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

150,000
A big base to point creators at
The site says "Trusted by over 150,000 Aussies". That is a lot of proof for creators to talk around without making any health promise.
Published
1000+
Certified reviews already exist
The site shows "1000+ certified reviews". Creators can add a human face to what customers already say about discreet, online care.
Published
$120
A price a creator can say out loud
Treatments start from $120 for a 3-months supply, with the initial consult, practitioner support and delivery included. Clear price, clear first video.
Published

Part 4 of 15

Principles

Claims sheet first, brief second
No creator gets a brief until your team has approved the sheet. Ten creators posting seven videos a week is 303 videos a month. One bad line repeats 303 times.
One variable per test
Each week we change the hook or the shot, never both. Losers are killed early. Winners go into the hook library and get a second creator.
Pay for volume, bonus for views
Base pay buys the seven videos a week. The $50 flat bonus past 100,000 views rewards a hit without paying for a guess. Total stays under the $15,000 ceiling.
One shared channel, no email chains
Briefs, claim questions, drafts and the Monday report all live in one workspace. Your team can answer a claim question in minutes and see why a draft was sent back.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MiaMon 8:30 AM
This week's brief: film the free quiz walkthrough, one take, hook is "Not sure where to start?". Quote only the claims sheet. Seven videos due by Sunday.
TomTue 10:15 AM
Can I say the money-back guarantee covers my whole order?
Say only "We’re committed to your success, with a 30-day money-back guarantee (T&Cs apply)." Nothing longer, no extra promise.
Weekly botAppMon 9:00 AM
Weekly report: seven creators posted. Best cost per 1,000 views came from the quiz format. Blended cost is still above the $1 target. Two losing hooks killed.
MiaWed 2:40 PM
Draft sent back: the voiceover names a medicine. Re-record without it and keep the line about Aussie practitioners. Same shot is fine.
Alert botAppThu 6:05 PM
Jake's delivery-box video passed 100,000 views, organic only. The $50 bonus is logged for this month. Draft a second creator brief on the same hook.
MiaFri 11:00 AM
Check before Monday: every video carries the paid-partnership label and has no before-and-after shots. Reply when done.
Done on my side, all clean.

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
Hairline mirror check
“I stopped guessing about my hairline and took the quiz.”
Mirror selfie, natural light, then a screen recording of the quiz start. No results shown or promised.
Brief 02
Delivery box unboxing
“Free, discreet shipping. Here's what actually arrives.”
Doorstep pickup, box on a table, open on camera. Show the packaging only, no product close-ups.
Brief 03
Quiz walkthrough
“Not sure where to start? I took the free quiz.”
Phone screen recording, voiceover reads each question. End on eligibility being the practitioner's call.
Brief 04
What an online consult is
“What an online consult with an Aussie practitioner looks like.”
Talking head at a desk, laptop open. Describe the steps only, no medical details, no diagnosis talk.
Brief 05
Who is on the other side
“Who is on the other side of the screen? I looked.”
Screen-record the Our practitioners page, read only what it says, one take. No creator opinions on a doctor.

Every product line in a video comes off the claims sheet word for word, for example “Free, discreet shipping”, “Trusted by over 150,000 Aussies”, “Cancel anytime”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Aussie men's lifestyle creators
Short-video creators who already talk about daily routines, skincare and grooming for men in Australia. Easy to brief on a quiz walkthrough.
Fitness and health-habit channels
Creators on training and everyday habits who can introduce an online consult without reaching into medical territory.
Existing Mosh customers who opt in
Customers who want to share their own experience. They follow the same claims sheet and the same labels as everyone else.
Affiliate or ambassador page
The page was not found on the site, so there is no program to build on. This roster would be the first, and the first creators come from outreach.

Five filters, fewer each step

1Audience is mostly in Australia
The practitioners are Aussie and registered locally, so the viewer has to be able to use the service.
2Comfortable with a discreet topic
Can talk about men's health plainly, without jokes that shame the viewer.
3Clean claims history
No past posts promising medical results or naming prescription products.
4Can film seven videos a week
A real production habit, shown in the last month of posts.
5Takes feedback without friction
Accepts a draft sent back and re-records within a day.

Part 7 of 15

Who

Skincare routine starter
Wants a simple nightly step and a clear price before he commits to anything.
Likely product: Nightly Defense Cream
First-time skin buyer
Asks what a longer supply includes, and likes that consult and delivery are bundled.
Likely product: Skin treatments, 3-month supply
Puts off seeing a doctor
Has been meaning to ask about something personal and would rather start from home with the quiz.
Likely product: Skin treatments, 3-month supply
Busy shift worker
No time for waiting rooms. Wants everything online and sent to his door, discreetly.
Likely product: Nightly Defense Cream
Research-first bloke
Checks who the practitioners are before he signs up for anything.
Likely product: Skin treatments, 3-month supply
Hates being locked in
Wants to know he can stop whenever he likes before he tries a nightly step.
Likely product: Nightly Defense Cream

Left off, every time

Under-age creators, anyone who shows before-and-after results, names a prescription medicine, plays a doctor, promises an outcome or a diagnosis, or has deleted a paid-partnership label. Eligibility is always the practitioner's call.

Part 8 of 15

First twenty

Aussie dad who films his morning routine
Barber or hairdresser with a chair-side channel
Gym trainer who talks daily habits
Young professional who shows a desk-to-door day
Skincare-curious guy reviewing a nightly step
Rural Aussie who struggles to reach a clinic
Shift worker filming a night routine
Comedian who keeps jokes off health topics
Men's grooming reviewer with a steady audience
Fitness couple filming a joint habits video
Tradie who films his work day
University student on a tight budget
New dad talking about putting himself on the list
Outdoor creator who shares a packing list
Cooking creator with an ordinary weekday
Podcaster who clips a one-minute segment
Finance creator comparing what a service includes
Productivity creator sharing a morning checklist
Travel creator who works from the road
Mental-wellbeing storyteller who stays inside the claims sheet

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Free, discreet shipping”
Delivery box videos and the end card of every format.
“Aussie practitioners”
Consult explainer and the practitioners page video.
“100% Online”
Quiz walkthrough and day-in-the-life videos.
“Cancel anytime”
Any video that mentions refills or commitment.
“Trusted by over 150,000 Aussies”
Opening line of the quiz walkthrough.
“We’re committed to your success, with a 30-day money-back guarantee (T&Cs apply).”
Closing line on videos that mention the guarantee. Always with the T&Cs note.
“All consultations remain completely confidential between you and your doctor or nurse practitioner.”
Consult explainer, read as written.

Never said

Each one with the reason it stays out.

Never say it works for everyone
A guaranteed outcome. Results differ, and the practitioner decides who is eligible.
Never say hair grows back fast
A timing promise. The site gives its own timeline in its own words, so creators read that line only.
Never say you do not need a doctor
A medical promise that contradicts the practitioner step the brand itself describes.
Never say Mosh beats another clinic
A comparison with no evidence on the claims sheet.
Never name a prescription medicine in a video
A product-naming rule for regulated treatments. Creators refer to the quiz and the practitioner instead.
Never say side effects do not happen
A safety promise. Safety information stays with the practitioner.
Never say a doctor will definitely prescribe
An eligibility promise. Only the practitioner can decide after the consult.

To confirm with the brand

Held until someone on the brand side signs off.

Over 150,000 subscribers versus over 75,000 customers
The site shows different counts in different places. Your team picks the one creators may quote.
180-Day Money Back Guarantee
Shown next to a growth treatment, while another page shows a shorter guarantee. Confirm which one applies where.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: for new creators on their first Mosh brief, with a modest cap while we learn their audience.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: for creators who hold steady volume and clean drafts across a full month.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: for creators whose videos keep winning tests and whose audience is mostly Australian.
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 100,000 views.
The bonus is paid per video, flat, once that video clears 100,000 views.
Only organic views count. Paid boosts and reposts do not.
No bonus on a video that broke the claims sheet or the category rule, even if it took off.

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

At ten creators the simulator shows $5.74 per 1,000 views against the $1 target. It hits target if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

MOSH 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
Claims sheet and first two creators
Your team approves the claims sheet and the category rules. Two creators go live in week zero on the quiz walkthrough format.
Month 1
Ramp to ten, one variable per test
Two creators a week up to 10 over six weeks. 303 videos a month at full roster. Hooks are tested one at a time, losers killed early.
Month 2
Cut the bottom, double the winners
Creators below the median on cost per 1,000 views are replaced. Winning hooks go into the hook library and to a second creator.
Month 3
Move best organic videos to paid
The strongest videos get tested as ads with your team's approval, following the four steps in the exit section.
Day 90
Review against $1 per 1,000 views
We compare actual cost per 1,000 views with the $1 target and decide whether to keep, resize or stop the program.
Monthly ceiling
$15,000 at the top cap
All 10 creators at the top cap, bonuses excluded, is the most this program costs in a month. No creator is paid beyond their band.

$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 your team gets one table: each creator, their format, views, cost per 1,000 views and any claims flag. No one has to ask.

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	Hairline mirror check	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Delivery box unboxing	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Quiz walkthrough	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	What an online consult is	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Who is on the other side	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

Exit

From organic to paid

Pick the winners
After a full month, take the videos with the lowest cost per 1,000 views and the cleanest claims record.
Get written permission
Ask each creator for usage rights in writing before any video is used as an ad.
Test as a Mosh ad
Run each winner as an ad against the same audience, one variable per test, with your team's approval.
Scale or kill
Winners get more spend. Losers stop within days. The creator keeps the bonus either way.

From the video to the checkout

Send traffic to "Take free quiz", the lowest-friction first step.
Use "How it works" for viewers who ask what happens after the quiz.
Link "Our practitioners" for viewers who want to know who they would speak with.
End every video on "Take a quiz to see if you’re eligible" so eligibility is always the practitioner's call.

Part 15 of 15

Category rules

Rules for creators in men's health

Mosh offers clinical treatments through online practitioners. These six rules keep every video inside what the site itself says.

Name no prescription medicine
Talk about the quiz, the consult and the delivery. Never say the name of a prescription treatment, dose or brand, in voiceover, captions or on screen.
Eligibility is the practitioner's call
A creator never says someone will qualify or be prescribed anything. The quiz and the consult decide, and the video always points to that step.
No before-and-after
No progress photos, no comparison shots, no timeline of the creator's own body. Results talk stays out of the video.
Quote the sheet, not memory
Prices, guarantees and shipping are read from the claims sheet as written, with any T&Cs note. If a line is not on the sheet, ask in the channel first.
Label every paid post
Every video carries a clear paid-partnership label. A video without it is pulled and not paid, whatever its views.
Handle sensitive topics with care
No jokes about a viewer's body or sex life, and no advice on mental health. Point to the practitioners and stop there.

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

A big base to point creators at

Certified reviews already exist

A price a creator can say out loud

Claims sheet first, brief second

One variable per test

Pay for volume, bonus for views

One shared channel, no email chains

Hairline mirror check

Delivery box unboxing

Quiz walkthrough

What an online consult is

Who is on the other side

Four sources in

Five filters, fewer each step

Skincare routine starter

First-time skin buyer

Puts off seeing a doctor

Busy shift worker

Research-first bloke

Hates being locked in

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first two creators

Ramp to ten, one variable per test

Cut the bottom, double the winners

Move best organic videos to paid

Review against $1 per 1,000 views

$15,000 at the top cap

From organic to paid

From the video to the checkout

Rules for creators in men's health

Name no prescription medicine

Eligibility is the practitioner's call

No before-and-after

Quote the sheet, not memory

Label every paid post

Handle sensitive topics with care

Want to see the first briefs?