Hiring individual creators one by one doesn't scale, and it puts your entire campaign's reach behind a handful of negotiated deals. Running a clipping campaign through an agency solves both problems: you provide footage and guidelines once, and many clippers independently create and post content against it.
Decide what you're optimizing for, whether that's app installs, product awareness, or traffic to a link, and set a total budget. There's no fixed minimum; a smaller budget still works, it just supports fewer clips at a given CPM.
Clippers need source material to work with: talking-head clips, product demos, screen recordings, whatever fits the product. Along with it, a short style guide covering tone, key messaging, and the exact CTA you want used keeps output consistent across dozens of independently-created clips.
This is the rate you're willing to pay per 1,000 verified views. Most campaigns in India run between ₹30-₹50 CPM. A higher CPM attracts more clippers and faster campaign uptake; a lower CPM stretches the same budget across more potential views if speed isn't the priority.
Every clip should be checked against your guidelines before it counts toward payout: CTA accuracy, brand tone, visual quality, no false claims. This is what separates a managed campaign from just posting your footage publicly and hoping for the best. Clips that fail review get disqualified; the creator isn't paid and the content is flagged.
Provide your own UTM-tagged links or tracking tool for any click-through or conversion goal. This keeps attribution in your hands rather than relying solely on the agency's own reporting.
Short-form video performs strongly for digital products (apps, SaaS, courses, subscriptions), e-commerce with a clear, quick value proposition, and personal or service brands, particularly where the target audience skews 14-35, which is where Reels-style content gets the most organic reach.