We ran identical campaigns for our whey protein — one flat fee (3 creators, ₹9k each) and one PPV (8 creators, ₹0.45/view). Sharing the actual results because I see a lot of debate here about which model is better.
This is exactly the kind of real-world data that helps others. PPV outperforms flat fee for health and supplements for a specific reason: creator motivation. When a creator earns per view, they actively promote the content beyond just posting — they share it in Stories, respond to every comment, and sometimes reshoot if the first take underperforms. In our data, PPV campaigns in the health/supplements category show 34% more creator-driven secondary distribution than flat fee campaigns.
Run a PPV campaign for your brand →Actual numbers: Flat fee — 3 creators, ₹27k total spent. Total views: 84,000. Cost per view: ₹0.32. Website clicks: 320. Orders: 14. PPV — 8 creators, total views: 2,10,000. Total paid: ₹0.45 × 210,000 = ₹94,500... wait that is way more. OK so flat fee was actually cheaper per view. BUT — 8 creators vs 3 means 8 different content angles and one of the 8 PPV creators absolutely crushed it with 78k views. That one creator paid for the whole campaign on attribution.
Fitness creator here. I prefer PPV because I control the outcome. If I make great content I earn great. With flat fee I have zero incentive to make the extra effort of a follow-up Story or repost to my other platforms. The economic incentive in PPV turns me into a partner not just a vendor.
The analysis comparison is not quite apples-to-apples because PPV gives you optionality — you know one creator crushed it, so you can do more campaigns with that creator only. Flat fee you learn less about who performs. The data value of running 8 PPV creators vs 3 flat-fee creators is significant regardless of cost.
For supplements specifically — compliance and trust are huge. Creators on PPV have to actually explain the product convincingly to drive views (nobody watches a boring ad). The content quality filter is built into the model. All 8 of our PPV creators made genuinely informative content because vague content just does not get watched.
One thing that helped: brands that share their customer review highlights with me. I can incorporate real results into my script ("customers are seeing X in Y days"). That kind of social proof in the video drives saves and shares which compound view count over time. Give your PPV creators ammo.
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