Core concepts
Budget, rate & rewards
Three numbers decide how a campaign behaves: the budget, the reward rate, and the cap on what any single creator can earn.
The platform fee is added on top
This is the part most studios get wrong on the first campaign, because several platforms work the other way around.
Your budget is the amount that reaches creators. The NIWO fee is calculated on top of it and invoiced together, so the budget you type is not eroded by the fee.
| Item | Example |
|---|---|
| Creator budget | $8,000 — all of it available to creators |
| Platform fee (25%) | $2,000 |
| Gross budget | $10,000 — what you are invoiced |
The fee is 25% between $5,000 and $10,000 of spend, and 20% above $10,000. Campaigns from $25,000 are quoted individually against scope and timeline.
Reward rate
The rate is what a creator earns per 1,000 qualifying views. You set it yourself. It is the main lever on how attractive the campaign looks next to everything else open at the same time.
Set it too low and strong creators skip it. Set it very high and the budget empties before many creators have had a chance to post.
Caps that protect the campaign
| Setting | What it does |
|---|---|
| Max payout per creator | Stops one creator absorbing the whole budget on a single breakout video, so the campaign spreads across more channels. |
| Submissions per creator | Between 1 and 10 videos. Higher numbers suit longer campaigns and creators who post frequently. |
| Minimum views to qualify | Views below this floor earn nothing, which keeps the budget away from posts that never reached an audience. |
How the budget empties
Rewards are allocated as views accumulate, first come first served, checked regularly through the campaign rather than settled once at the end. When the budget is gone, tracking continues for a while so you can still see the long tail, but no further rewards are earned.
Top up before you run dry, not after. Content that is already live keeps gathering views. If you add budget after the pool empties, some of it is claimed by videos that were published days ago rather than motivating anyone to make something new.
Creators are paid in RMB
Campaign budgets are denominated in US dollars for studios. Creator earnings are settled in RMB, to 微信, 支付宝 or a bank card, on a monthly cycle. Conversion is handled by NIWO — you are invoiced once, in dollars.