Floods — Business Model & Product Knowledge Base

What Floods Is

Floods is a bootstrapped US LLC operating large-scale organic short-form distribution networks. The company controls a centralized network of third-party short-form video accounts generating approximately 5 billion impressions per month across TikTok, Instagram Reels, and YouTube Shorts.

Floods sells CPM-based organic impressions with geo and demographic targeting.

It is not an influencer marketing agency. It is not an ad network. It is not a content studio. It is distribution infrastructure for the organic feed.

How It Works — The 3-Step Process

Step 1: Brief

The client defines their campaign parameters:

• Target impressions (e.g., 500M+)
• Gender focus (Male / Female)
• Age range (e.g., 18–34)
• Geos (e.g., US, FR, BR, UK)
• Platform targets (TikTok, Instagram, YouTube)
• Brand integrity rules

Floods provides the exact CPM rate during the briefing phase. The client sets the budget; Floods delivers the impressions.

Step 2: Flood

Floods handles content production, account allocation, and deployment. Content featuring the client's game is distributed across the verified account network — blending into the organic feed as entertainment content, not ads.

• Launch time: 7–14 business days from brief to first impressions
• Zero client dev work required: no SDK integration, no attribution stack changes
• Plugs into the client's existing UA operation without touching their tech stack

Step 3: Results

Impact is tracked through two layers:

1. Direct attribution via link-in-bio tracking (every account has a tracked link to the app store page)
2. Organic lift on existing paid UA metrics (the primary value driver)

Pricing Model

Exact rates are provided during the briefing phase and vary by content format and geo mix.

Impression Verification — 3-Layer Process

Layer 1 — Pre-campaign: Every account in the network is audited before any campaign starts.

Layer 2 — During delivery: Real-time bot detection runs on 100% of views throughout the campaign.

Layer 3 — Post-campaign: Invalid traffic is filtered and excluded from billing. Client receives a full delivery report with:

• Geo breakdown
• Platform split
• Demographic data

Floods only bills net verified human impressions.

Attribution Model

Layer 1: Direct Attribution (Link-in-Bio)

Every account in a campaign carries a tracked link pointing to the client's app store page. Floods measures installs directly through these links.

Layer 2: Organic Lift on Paid UA (Primary Value)

When users have seen the client's game 15+ times in their organic feed, paid ads perform structurally better. This is the core thesis.

Demonstrated impact metrics (validated, from live campaigns):

The client measures lift in their own dashboards using their existing attribution stack. No new tooling required.

Brand Safety & Quality Assurance

Before any campaign starts, Floods collects the client's brand guidelines — tone, visual identity, do's and don'ts. Every content format is reviewed against those guidelines before publishing.

• Real-time content monitoring runs throughout the campaign
• Any non-compliant piece is taken down immediately
• Client has full takedown authority at any time

Floods has delivered billions of impressions for compliance-sensitive brands. This is infrastructure, not influencer marketing — the client retains control.

Game Types Supported

All genres. The format adapts to any game type:

• UA-heavy strategy titles (spending $1M–100M+/month on paid): organic acts as a direct multiplier on existing spend
• Mid-core competitive games (Brawl Stars, Clash Royale): community and organic discovery drive long-term growth
• Casual titles (Royal Match, Homescapes, Gossip Harbor): entertainment-native content is exactly what the target audience consumes

Genres supported: strategy, RPG, puzzle, merge, match-3, action, board games, and more.

Rule of thumb: if the game has gameplay footage, Floods can build a distribution campaign around it.

Floods vs. Influencer Marketing — Key Distinctions

Mental model for clients: think Meta Ads logic applied to organic distribution.

Key Operational Facts

Usage Notes for Claude

• When writing pitch copy, proposals, or objection-handling scripts, anchor on the CPM cost delta (20–25× cheaper than paid social) and the organic lift thesis (paid UA performs better after organic saturation).
• When explaining the model to a skeptical CMO or VP UA, lean into the verification layer and the brand safety controls — these are the two most common objections.
• When comparing to influencer marketing, use the table above. Emphasize: Floods is infrastructure, not a talent relationship.
• Proof metrics (CPI −33%, CTR +75%, ROAS +64%) are validated and safe to use in outbound materials.
• CPM of ~$0.80 is the standard reference rate for half-screen split content. Do not quote exact rates for non-standard formats without checking current pricing.