Manage creator content

The Content section of the sidebar groups everything creators publish about your shop, each on its own page:

• Videos (Content → Videos) — every creator video linked to your shop, with views, engagement, GMV, and Cruva's AI analysis of each one.
• LIVEs (Content → LIVEs) — live sessions and what they sold.
• Carousels (Content → Carousels) — photo carousel posts. See Carousels.
• Creator briefs — tell creators what to make. See Create a creator brief.
• Moderation — scan videos for keywords or AI-generated content. See Content moderation.
• Usage rights — license videos to run as ads. See Request usage rights.
• Halo Effect — how creator content lifts your overall shop performance. See Halo Effect.
• Insights — which hooks, selling points, products, and formats actually convert. See Content Insights.

The rest of this article walks through the Videos page in detail. LIVEs and Carousels work the same way with a slightly smaller set of filters, called out at the end.

The Videos page at a glance

From top to bottom:

1. Toolbar — two date pickers, the campaign and product scope, the AI content dropdown, and the Filters dialog. Everything here is saved in the page URL, so you can bookmark or share a filtered view.
2. Stat cards — Video GMV, Video Views, and Video Posts, each with a line graph.
3. Table — one row per video, sortable by any metric column.
4. Top Hooks and Top Selling Points — the phrases from your videos' transcripts that perform best under the current filters.

The two date pickers

The videos page has two independent time ranges, and understanding the difference is the key to reading the graphs.

Posted Time filters videos by when they were posted. Set it to "last 30 days" and you only see videos published in the last 30 days, with their lifetime stats.

Performance Time Range filters the statistics to what was earned during a window, regardless of when the video was posted. Set it to "last 7 days" and every number on the page — GMV, views, likes, units — becomes "what this video earned in those 7 days", even for a video posted months ago. Leave it on All time to see lifetime totals.

You can use both at once: Posted Time = last 90 days plus Performance Time Range = last 7 days shows videos from the last quarter ranked by what they earned this week. That's the fastest way to find older videos that are suddenly taking off.

Switching the Performance Time Range away from "All time" puts the page into performance mode. The table columns become the stats earned in that window, the GMV column gains a small daily sparkline, and the export switches to a day-by-day CSV.

Campaign, Products, and AI content

These sit next to the calendars because they answer "which videos am I looking at":

• Campaign — limit to videos posted through one or more of your outreach campaigns, or tick All campaigns to keep only videos that came from any campaign.
• Products — limit to videos featuring the selected products.
• AI content — Any (default) shows everything, AI shows only videos detected as AI-generated, Not hides them. See AI-generated content below for how detection works.

Searching

• Search by handle — type part of a creator's @handle to filter the table to their videos.
• Paste a TikTok link — the link icon in the table header accepts a TikTok video URL and jumps straight to that video if it belongs to your shop.

The Filters dialog

The Filters button opens the remaining filters, grouped into sections. The badge on the button counts how many are active. Clear resets all of them.

Creator Level — chips for the creator tiers, based on each creator's rolling 30-day GMV. Picking tiers sets the affiliate GMV band, so the GMV slider in the Performance section is disabled while a tier is selected.

Performance — ranges on the content itself:

• GMV Range — the video's GMV, in your shop's currency.
• Views Range
• Engagement Range — engagement rate as a percentage. Hidden in performance mode, since the day-by-day data doesn't carry it.
• Units Sold Range

Each range has a slider and two inputs, so you can type exact bounds.

Creator Community — In community and Joined Discord, each with yes / no / any. Use these to compare content from community members against everyone else.

Cohort — scope to creators rather than videos:

• List cohort — only videos from creators in the selected saved lists.
• Linked accounts — All accounts, Hide linked accounts, or Only linked accounts. Linked accounts are your shop's own TikTok handles, so "Hide" gives you creator-only content and "Only" gives you your brand's own posts.

Every filter applies to the stat cards, the table, the Top Hooks and Selling Points, and the export together, so what you see is what you download.

How the stat cards and line graphs work

The three cards above the table are Video GMV, Video Views, and Video Posts. Each shows a total for the selected range, a change versus the prior period, and a daily line graph.

• In All time mode the graphs span the Posted Time range, and each day's value is what the videos posted in that range earned that day.
• In performance mode the graphs span the Performance Time Range instead, and include stats from every video that earned during it, not just videos posted in it.

That second point matters: a video posted in January can still earn views and sales in March, and by default the March graph includes them. If you only want videos posted inside the window, turn on Only videos posted within the time range in the card's gear menu. It limits the GMV and Views graphs to videos posted in the Posted Time range, so the graph matches the table beneath it exactly.

Video Posts always counts videos by post date within the Posted Time range. In performance mode it counts the videos that were active in the window, so its total matches the performance table.

Comparison — the change figure on each card compares against the previous period of the same length by default. Open either date picker and set a comparison range to compare against a specific window instead, for example this launch week against the last one.

The table

One row per video, showing the creator's handle, the video title and thumbnail, the featured product, post date, GMV, units sold, views, likes, comments, CTR, engagement, and, once TikTok Ads is connected, ad spend, ROI, and CPA. A Usage Rights column shows whether you've licensed the video.

Click a column header to sort by it. Click a thumbnail to open the video modal:

• Performance — the video's lifetime stats and a daily chart you can export on its own.
• Analytics — Cruva's AI analysis: content overview, target audience, hooks and selling points with scores, tone, product integration type, product screen time, whether the product appears in the first 3 seconds, face visibility, lighting quality, and the detected language.
• Product — the product featured.

The row actions let you open the video on TikTok, download it, and, with TikTok Ads connected, Disqualify it from GMV Max delivery. Disqualified videos appear in the Excluded creatives tab of your GMV Max automations.

With TikTok Ads connected, every row also has a checkbox on the left. Tick one or more videos and a selection banner appears beneath the graphs with Clear selection and Exclude from GMV Max buttons, the same action as selecting creatives on the GMV Max page. It removes the selected videos from every GMV Max campaign they run in as an ad creative; videos not running in a campaign are skipped and the organic posts are untouched. Excluded creatives can be restored from the Excluded creatives tab. The selection persists as you page through the table, and Clear selection empties it.

AI-generated content

Cruva flags whether each video is AI-generated, based on TikTok's own AI-generated content (AIGC) label on the video.

Use the AI content dropdown in the toolbar to filter: AI for only AI-generated videos, Not to hide them, Any to show everything.

Excluding AI videos from GMV Max

Once TikTok Ads is connected, the filter pairs with the row checkboxes to pull AI videos out of your ads in a few clicks:

1. Set AI content to AI so the table shows only AI-generated videos.
2. Tick the videos you want out, or use the header checkbox to select the whole page. The selection is kept as you move between pages.
3. Click Exclude from GMV Max in the selection banner beneath the graphs and confirm.

Cruva removes the selected videos from every GMV Max campaign they run in as an ad creative, the same as excluding creatives on the GMV Max page. Videos not running in a campaign are skipped, organic posts are untouched, and the confirmation toast tells you how many creatives were removed and across how many campaigns. Only enabled campaigns using automatic video selection can be updated. Excluded creatives can be restored later from the Excluded creatives tab.

To do this automatically instead of by hand, the same flag drives the AI content check in Content moderation and the AI content condition in GMV Max automations, so new AI creatives can be flagged or excluded as they appear.

Cruva recently started populating this flag, so older videos may not have it yet. A video without the flag counts as Not AI-generated until it's analyzed.

Exporting

The Export menu offers:

• Export CSV — every video matching the current filters, one row per video, including the creator's email and the TikTok link.
• Export results with AI insights — the same rows plus the AI analysis columns (content overview, hooks, selling points, tone, integration type, and more). Only videos that have been analyzed are included.

In performance mode both exports become a day-by-day timeseries CSV for the Performance Time Range, still honoring the Posted Time range and every filter. See Exporting your data for what each file contains.

LIVEs and Carousels

LIVEs (Content → LIVEs) has the same layout: date pickers, campaign scope, a Filters dialog with My Shop GMV, Views Range, Engagement Range, My Shop Units Sold, List cohort, and Linked accounts, plus a Livestream Date column and a CSV export. Since a LIVE can sell many shops' products, the GMV and units filters are scoped to your shop's share.

Carousels (Content → Carousels) mirrors the Videos page for photo posts, with its own viewer for paging through frames. See Carousels.

Pair this page with creator briefs so the content you get is the content that performs, and with Content Insights to see which hooks and formats are doing the work.