Modern Animal, creator engine

Ten creators, one vet visit at a time

A first roster of ten creators showing what a Modern Animal visit looks like: book in the app, see the cost upfront, no phone tag.

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

Booked in the app. No phone tag.

Illustrative post: a creator films a booking in the Modern Animal app, then reads the yearly plan price on screen.

Illustrative post

Summary

Creator engine summary
Roster	10 creators, two added a week	Six weeks of ramp: creators live by week at 0, 2, 4, 6, 8, 10.
Who	Pet owners near a Modern Animal clinic	Dog and cat owners around Los Angeles, Orange County and the SF Bay Area, filmed with their own pet.
Production	7 videos per creator per week	303 creator videos a month at 10 creators. Losers killed early.
Pay	Standard: $500 fee, $1,000 cap	Starter $300 fee, $600 cap. Premium $800 fee, $1,500 cap. Ceiling $15,000 for all ten.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. Bonus at the cap: $300, $500, $700.
Compliance	Claims sheet plus paid-partnership disclosure	Creators quote only lines copied from the brand's own pages. A video that breaks the sheet earns no bonus.
Category rule	No diagnosis, no health outcomes on camera	Health talk stays in the brand's wording. 24/7 Virtual Care is for All Access and Essential members.
Goal	$1 per 1,000 views	Simulator today: $5.74. It needs 4.2% of videos viral or a median video at 21,711 views.
Report	Every Monday	Videos, organic views, cost per 1,000 views against the $1 target, hooks that won, losers killed.
Decision	Approve the claims sheet and the first two slots	Everything else follows from that: ramp, bands, report.

Part 1 of 14, 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 14

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 the job was the same one: a creator program feeding a paid engine, weak videos killed early, strong hooks scaled. A veterinary network is a different category, and I have not run it. The playbook carries over; the category rules I would learn with your team before the first video goes live.

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 14

Why now

100,000
families on the brand's own claim
The site says Trusted by more than 100,000 families. That is the line creators can repeat, and a member base that size already has owners who talk about their pets on camera.
Published
$46 million
A Series D headline
A headline on the site reports a Series D of $46 million. A funded clinic network can carry creator volume. What it spends on ads today is something I have not seen.
Published
October 15, 2026
Pharmacy moves to Chewy
San Francisco members move to Chewy Pharmacy on October 15, 2026. Creator content has to stay on visits, plans and the app until that change settles.
Published

Part 4 of 14

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator reads $5.74 today, so each test moves one variable toward that gap and nothing else.
Volume finds the hook
Seven videos per creator per week, 303 a month at ten creators. Losers killed early, winners go into the hook library for the next brief.
Claims sheet first
Creators quote only lines copied from the brand's pages, like Trusted by more than 100,000 families. Nothing about care outcomes goes beyond that.
Pay output, bonus breakouts
Fee and cap by band, $50 flat past 100,000 views, one bonus per creator per month. The ceiling for all ten at the top cap is $15,000.

Part 4 of 14, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

DanaMon 8:30 AM
This week's brief: show booking a same-day or next-day visit in the Modern Animal app. No phone tag. Use only lines from the claims sheet. Drafts due Thursday.
MayaMon 11:15 AM
Can I say the virtual care team is there for any pet owner, free?
No. 24/7 Virtual Care comes with an All Access or Essential membership. Say $99/year or $199/year as the site writes it, nothing more.
Report botAppMon 9:00 AM
Weekly report: videos posted per creator, organic views, cost per 1,000 views against the $1 target. Three clips cleared the claims check.
DanaWed 2:40 PM
Theo, draft sent back. The hook promises your dog will be healthier after one visit. Reshoot the first three seconds around seeing the cost of care upfront.
PriyaFri 10:05 AM
The first-visit clip passed 100,000 views. All organic, nothing boosted.
Flagged for the $50 flat bonus. Checking it against the claims sheet before it pays.
Check botAppFri 10:30 AM
Check before paid: Priya's clip says Get $50 off your pet's first visit. Confirm the offer is live on the site and the wording matches.

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 14

Formats

Brief 01
Book in the app
“I booked my dog's vet visit without calling anyone.”
Screen-record the Modern Animal app booking a visit, then cut to your pet in the waiting area. Say no phone tag.
Brief 02
Price check
“A year of vet care for $99. Or $199. Here's the difference.”
Talking head with the Plans & Pricing page on screen. Read the Essential and All Access lines exactly as written.
Brief 03
The 9pm question
“It's 9pm and something feels off. Here's who I'd reach.”
Evening, phone in hand, pet beside you. Show the 24/7 Virtual Care option for members. No guessing at causes.
Brief 04
First visit offer
“Get $50 off your pet's first visit. Here's how.”
Film the sign-up screen, then the clinic door. Read the offer line as written and point to the terms.
Brief 05
What a visit looks like
“A vet for the animal people. Here's what that looked like.”
Walk-in vlog from arrival to exam room with your pet. Show the team listening. Skip any diagnosis talk.

Every product line in a video comes off the claims sheet word for word, for example “Trusted by more than 100,000 families.”, “See what’s available near you and book same-day or next-day visits right from the Modern Animal app. No phone tag.”, “You’ll always see the cost of care upfront so you can choose what’s right for your pet, your budget, and your peace of mind.”. Product names are said as printed.

Part 6 of 14

Recruiting

Four sources in

Pet owners near a clinic
Dog and cat owners in the Los Angeles, Orange County and SF Bay Area regions, where the site lists Modern Animal locations.
New puppy and kitten owners
Owners going through first-year visits, which the brand covers under Puppies & Kittens. Their questions make natural hooks.
Members who already post
The Member Stories section shows the brand already features owners. I would invite members who post about their pets, with the brand's approval first.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. That means no existing program to plug into; this roster would be the first.

Five filters, fewer each step

1Near a clinic
Lives in or near a region where Modern Animal has a clinic, so the visit on camera is real.
2Own pet on camera
A dog or cat they own, in videos they already post. No borrowed animals.
3Seven a week
Can ship seven videos per week for the roster's pace, with proof from recent posting.
4Clean on claims
No history of health-outcome promises or pet-health advice presented as fact.
5Discloses paid
Marks every post as a paid partnership without being asked twice.

Part 7 of 14

Who

New puppy owner
Wants to try a vet before committing. Films the first exam and what it cost.
Likely product: Pay-as-you-go exam (Colorado and California)
Senior dog owner
Slower walks, more check-ins. Speaks plainly about routine visits without making health claims.
Likely product: Essential Membership, per year (Colorado and California)
Multi-pet household
Two or more animals, one plan. Compares what unlimited exams mean for a busy home.
Likely product: All Access Membership, per year (Colorado and California)
Budget-minded owner
Counts the cost before booking. Walks through what the lower yearly plan includes.
Likely product: Essential Membership, per year (Colorado and California)
Night-time worrier
The pet seems off after dark. Shows who members can reach, never what the cause is.
Likely product: All Access Membership, per year (Colorado and California)
Routine-care planner
Keeps a calendar for the yearly exam. Films the checklist before the visit.
Likely product: Essential Membership, per year (Colorado and California)

Left off, every time

Always out: anyone who presents themselves as a vet for the brand without approval, accounts that diagnose or give treatment advice on camera, creators with health-outcome promises in their history, and anyone who will not disclose the paid partnership.

Part 8 of 14

First twenty

Dog-walking vloggers in Los Angeles neighborhoods
Cat-owner creators who film apartment life
New puppy owners documenting the first weeks
Rescue-adoption storytellers
Senior dog owners with a calm, gentle feed
Multi-pet household creators
Orange County family lifestyle creators
SF Bay Area dog-park regulars
First-time pet parents who film their learning curve
Budget-conscious pet owners who explain costs
Remote workers whose pet is on every call
Small-dog owners who film daily routines
Hiking-with-dog creators near the coast
Kitten owners who film growth checks
Pet-care calendar and planner creators
Neighborhood vloggers who film local errands with a dog
Young couples sharing a first pet
Parents of kids growing up with a dog
Apartment-dweller creators who film pet routines
Pet owners who already post honest vet-day vlogs

Part 9 of 14

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“Trusted by more than 100,000 families.”
Hook or caption in any format; never as a personal endorsement of health results.
“See what’s available near you and book same-day or next-day visits right from the Modern Animal app. No phone tag.”
Book in the app format, read over the screen recording.
“You’ll always see the cost of care upfront so you can choose what’s right for your pet, your budget, and your peace of mind.”
Price check format, as a voiceover over the plans page.
“All Access Membership: $199/year includes unlimited in-clinic exams, 24/7 Virtual Care by chat, video, or phone, and priority access to Urgent Care.”
Price check format, read in full, not shortened.
“Essential Membership: $99/year includes one in-clinic exam at no extra charge and a year of 24/7 Virtual Care for quick questions or concerns.”
Price check and 9pm question formats.
“Get $50 off your pet's first visit.”
First visit offer format, with the terms visible on screen.

Never said

Each one with the reason it stays out.

Never say your pet will be healthier after joining
A health outcome promise the brand does not make.
Never say Modern Animal replaces an emergency hospital
A medical-advice claim; the brand's own team guides that decision.
Never say membership is free
A price claim that contradicts the yearly plan prices on the site.
Never say virtual care is open to every pet owner
An access claim: it is a member benefit, not a public service.
Never say Modern Animal is cheaper than other vets
A comparison claim with no source behind it.
Never say every location charges the same prices
A price claim; the site lists different yearly and exam prices by state.

To confirm with the brand

Held until someone on the brand side signs off.

The $50 first-visit offer
An offer claim: confirm current terms and where it applies before each video goes live.
The $99/year and $199/year plan prices
A price claim: the site also lists other yearly prices, so confirm the state of the creator's clinic.
Pharmacy and Autoship
A service claim that changes by clinic location while the move to Chewy Pharmacy is under way.

Part 10 of 14

Pay

Starter
$300–600
a month, by band
Starter: new to the roster, proving they ship every week and stay on the claims sheet.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly output, hooks that hold, clean on claims for a full month.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: repeat breakouts and a feed that can carry a month-long series for the brand.
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 per video: a single clip must pass 100,000 views on its own.
Organic views only. Boosted or paid views never count toward the bonus.
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 14

Simulator

Today the model reads 1.8M views a month and $5.74 per 1,000 views against the $1 target. To close the gap, 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Modern Animal 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 14, 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 14

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 slots
Lock the claims sheet and the category rules. Brief the first two creators on booking in the app and seeing the cost upfront.
Month 1
Ramp to ten
Two creators a week until ten are live in six weeks. Seven videos each per week. Losers killed early, one variable per test.
Month 2
Hook library
All ten posting. First winners go into the hook library. Read cost per 1,000 views against the $1 target; the simulator reads $5.74 today.
Month 3
Move creators between bands
Creators with repeat breakouts move toward Premium, an $800 fee and a $1,500 cap. Creators who miss the claims sheet are cut.
Day 90
Keep, cut or change
One decision on the roster against $1 per 1,000 views, with cost and organic views in the report. Winners are ready to test in paid.
Monthly ceiling
$15,000 at the top cap
All ten creators at the top cap, bonuses excluded, is $15,000. Nobody is paid above 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 14

Report

Every Monday: videos per creator, organic views, cost per 1,000 views against the $1 target, hooks that won, and what was killed. You never have 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	Book in the app	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Price check	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	The 9pm question	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	First visit offer	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	What a visit looks like	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 14

Want to see the first briefs?

Grab a time here

families on the brand's own claim

A Series D headline

Pharmacy moves to Chewy

One number to protect

Volume finds the hook

Claims sheet first

Pay output, bonus breakouts

Book in the app

Price check

The 9pm question

First visit offer

What a visit looks like

Four sources in

Five filters, fewer each step

New puppy owner

Senior dog owner

Multi-pet household

Budget-minded owner

Night-time worrier

Routine-care planner

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first slots

Ramp to ten

Hook library

Move creators between bands

Keep, cut or change

$15,000 at the top cap

Pet health content, handled carefully

No diagnosis on camera

Health talk in the brand's wording

Members only means members only

Prices and the $50 offer, exactly

Pharmacy stays out for now

Disclose every paid post

Want to see the first briefs?