Ad spend share is commission paid from the media budget. The other kind is a sales share, a percentage of each order or a fixed amount per order. With ad spend share, the brand turns the creator’s video into an ad, runs it from its own ad account, and pays the creator a percentage of what that ad spends. Scale the ad and the creator earns more. Pause it and the payments stop.
It also replaces a usage fee guessed up front: the usage payment grows with the use.
Example. A brand agrees to a 10 % ad spend share. Month one is a $800 test, so the creator receives $80. The video holds up, and in month two the brand spends $5,000 on it: $500 to the creator. At 30 % the two months would have paid $1,740. Example numbers, not a benchmark.
When brands use it. The pain this answers: “We paid $300 a video and nine out of ten never beat our control.” Under ad spend share, the nine cost nothing and the one that beat the control is paid in proportion to how hard the brand scales it. The brand needs spend per ad, matched to the video it came from. On Meta that usually runs through partnership ads, where the ad runs from the creator’s handle with their permission (Meta). A public example: Hector Serrano, who built Wispr Flow’s paid ads program, says its creators get 7 % of ad spend “for as long as the ad spends” (X, 8 Oct 2026).
The creator’s view. The creator does not control the budget, so the deal can pay nothing if the brand never scales. Fair asks: a view of the spend figures, a small base for the filming, a cap if the brand wants one, and a time limit on the ad. The ad carries the creator’s name, so the FTC’s disclosure rules apply to it.
On HourlyUGC. Ad spend share is 1 to 30 % of the spend behind the creator’s video, on Meta today. The brand launches Meta Partnership Ads with the creators’ videos from inside HourlyUGC, and the spend is read from the brand’s connected ad account (HourlyUGC). It can stand alone, with no base pay, or sit on top of an hourly or per-video base. Next step: start a campaign on HourlyUGC.