Launch an influencer campaign for mushroom coffee
I scroll Instagram, TikTok, and YouTube under a fresh account if I’m marketing a mushroom coffee. I try to put myself in this person’s shoes: US English, 24-38, already bounced off a grocery bag and a mushroom mix that tasted like dirt, watches 'this mushroom coffee tastes like dirt' and 2pm-crash videos at a desk, no medical claims. Linger, save, like, and comment as if I were them. Once the algorithm is trained I take whoever keeps showing up. Ideally over 50k average views. Below that they quote $700 a post for 1k views. That’s a money sink.
You really need to do this for hundreds of creators a day, because the market is not efficient. Some dumb startup is paying thousands for hundreds of views. I scroll as the person who would buy this SKU on real phones. Scout is $1,500/month. We find creators. Outreach is $2,500 if I should send the emails. Dealmaker is $5,000 if I should negotiate and paper the deal. Creator fees extra. No demo. No download guarantee. I wrote the long version at How I find influencers.
Where people actually look
How I actually launch
01
Not a demographic. I wanted coffee and I got dirt, and I still crashed at 2. They already tried a dirt-taste mix, grocery coffee they miss, and a tin under the sink. Skip the biohacker whose mushroom coffee is one of 20 supplements. Adjacent is dirt taste, 2pm desk, not nootropic stacks. Steal the brief if you want.
02
Fresh account. Real phones. Instagram, TikTok, and YouTube. Linger, save, like, comment as if I were them. Once the algorithm is trained I take whoever keeps showing up. Ideally over 50k average. Example: someone sipping, making a face, and pouring it out. Signal: the same dirt-taste face two mornings.
03
I prefer email. The contact is usually in a small desk-coffee bio, not a stack storefront. Just send a short note. Name a real video. Ask for the phone number. Don’t start the deal over email. Biohackers quote supplement-haul rates. If they won’t give a number, move on.
04
Pay $X for N posts with a floor of Y views. An example that is easy to hold: $2000 / 4 posts / 1M views. Then send the contract while it’s still fresh. The tin at a real desk, a real mug. Brew it, say if it tastes like coffee, drop the code. No outcomes.
Why most first mushroom coffee campaigns stall
01
Biohackers quote supplement-haul rates. You needed a lot of other names so you could move on. Dirt-taste rants already have the audience; a live blend they will finish is the demo. No focus or immune claims.
02
People tag #mushroomcoffee when they want brands to find them. A database tells you who exists. Your customer lives in a feed you never opened. A biohacker stack with your tin in the back.
03
Many times I have read something unprofitable like “$700 a post” from a creator that gets 50k views. On a call I can explain a Minimum View Guarantee. Over email you just get the first number. Do not ask them to claim focus, immunity, or a cure. Ask them to drink it and say if it tastes like coffee.
What you actually buy
Every plan includes the scrolling. Pay more and I do more of the emailing and the paperwork. Creator pay is extra. No demo. No download guarantee. A live blend in stock, no disease claims on the PDP.
Scout
$1,500/month
We find creators.
Most people start here
Outreach
$2,500/month
We find relevant creators, and do outreach.
Dealmaker
$5,000/month
Outreach, then negotiation and contracts.
Billed monthly, cancel anytime. Creator compensation is not included. You approve every creator and every rate. Measurement is Shop or site codes on a live tin.
Questions
You can learn vocabulary that way. People tag what they want brands to find. I still scroll as the person who would buy this SKU on a fresh account and take whoever keeps showing up. The method essay is How we find creators by scrolling a real TikTok avatar.
No. Anyone who does is lying or running paid. I do the scrolling and, on Outreach and Dealmaker, the contacting. You still approve every creator and every rate. Talent is extra. No demo. No download guarantee.
Biohackers quote supplement-haul rates. I want roughly 50k average views or the economics usually break. Below that, $700 a post for 1k views is a money sink. On a call I can explain a Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Over email you just get the first number. If they will not give a number, move on. If you do this right, ie at scale, you will have many other creators to choose from.
No. It is a different job. The tag is biohacker stacks. I read the session the person who would buy this SKU actually gets served. Product page for the general job: campaigns.