“A typical rate I've seen is $1,000 per million views or $500 per 500,000 views — $1 CPM which is very cheap. Plus a base rate for making the videos.”

Structure Creator Deals With a Base Rate Plus CPM Bonus — Aligns Incentives Without Capping Upside

Joseph recommends splitting creator payments into a predictable base (covering production effort) and a per-view bonus (aligning the creator's incentive with virality). At $1 CPM the economics are dramatically better than paid ads. The critical counterbalance: a detailed creative brief with non-negotiable CTA requirements, because a viral video that doesn't mention the app or direct people to download it delivers only vanity views.