To run a standard campaign, build a swarm, write one brief and send it. Creators have 72 hours to answer. You pay only for the ones who accept, then they publish by your go-live date.
What happens, in order
- Day 0You send the briefEvery creator you chose gets it. Nothing is charged.
- Days 0–3Creators answer72 hours to accept, decline, ask questions, or offer a custom price.
- When the clock stopsYou pay for who acceptedAs soon as every creator has answered (or the 72 hours end), the total is rebuilt around them. 24 hours to pay, or add more creators once.
- By the go-live dateContent goes liveOr 7 days from payment if you left the date blank. 48 hours' grace after.
- AfterWe check, then they are paidA person opens every post before any money is released.
Building the swarm
Browse creators, filter by platform, price, followers, location or category, and add the packages you want. A creator can price each platform separately, so adding “Nipun on TikTok” and “Nipun on Instagram” is two packages from one person, priced independently.
You can add creators without an account. You need one to check out.
Writing a brief that gets accepted
The brief goes to every creator the moment you check out, and it is what they say yes or no to. Vague briefs get declined or come back as expensive custom offers, because a creator pricing an unknown quantity prices it high.
Say what should be shown or said, the tone you want, anything that must be mentioned, and anything to avoid. Name a go-live date if you have one — it becomes the actual deadline once you pay, not a suggestion.
The 72 hours
Each creator can accept, decline, ask you questions in chat, or send one custom offer if your brief is bigger than their listed package. The clock does not pause while you talk, so answering quickly genuinely helps.
A custom offer is a price for your campaign specifically. You can accept it, keep talking, or continue without that creator — declining one does not affect the rest of your swarm.
Paying
When the clock stops, we remove everyone who declined or never answered and rebuild your total around the ones who accepted. You are never charged for a creator who said no. You then have 24 hours to pay, or you can add more creators for one further round.
If nobody accepts
Nothing is charged and we email you. Three things usually cause it, in this order: too little lead time, a rate below what that platform commands, or a brief too thin to say yes to.
How much does a standard campaign cost?
The creators’ listed prices, plus a 12% platform fee added on top. Creators receive exactly what they quoted; the fee is paid by the brand and never taken out of the creator’s rate. Three creators at LKR 5,000, LKR 7,000 and LKR 4,000 cost LKR 17,920 in total. Nothing is charged for browsing, sending the brief or for any creator who declines — see fees and commission.
What happens after I pay for a standard campaign?
Each creator’s posting deadline starts from your payment: the go-live date you gave, or 7 days if you left it blank. Creators get reminders before the deadline; if one passes it, you are emailed and they have 48 hours of grace. If they still have not posted, the booking is cancelled and you are refunded that creator’s fee and the commission on it, automatically.
When a creator submits their link, a moderator opens it and checks it against your brief before any money is released. You can follow every creator’s status and clock on the campaign page, and once posts are approved your campaign report shows posts live, on-time delivery, reported views and estimated reach.
If an approved post turns out to be wrong — taken down, off-brief or changed afterwards — you can raise a dispute within 14 days. See if something goes wrong.
Every paid post must carry the platform’s own paid-partnership label, and a post without it is sent back. Do not ask a creator to leave it off; the platforms’ rules are linked under Sources.
Frequently asked questions
How long does a standard campaign take?
Usually about a week. Creators have up to 72 hours to answer your brief, you then have 24 hours to pay for the ones who accepted, and they publish by the go-live date you set at checkout, or within 7 days of payment if you left it blank. Every post is then checked by a moderator before the creator is paid.
Do I pay for creators who decline?
No. When the 72-hour round closes, everyone who declined or did not answer is removed and your total is rebuilt around the creators who accepted. You are only ever charged for those. If too few accept, you can add more creators for one further round before paying.
What should a campaign brief include?
Say what the post should show or say, the tone you want, anything that must be mentioned such as a price or offer, and anything to avoid. Name a go-live date if you have one, because it becomes the real deadline. A clear brief gets more acceptances, fewer expensive custom offers, and a stronger position if a post is ever disputed.
What is a custom offer from a creator?
A custom offer is a creator's price for your campaign specifically, sent when your brief asks for more than their listed package covers, such as several videos instead of one post. Each creator can send one per campaign. You can accept it, discuss it in chat, or continue without that creator; declining does not affect the rest of your swarm.
Sources
- Instagram Help Centre: branded content — How the paid partnership label works on Instagram
- TikTok Branded Content Policy — When and how paid content must be disclosed on TikTok