Where Is It Used?

You’ll find these criteria applied in:

• Influencer Marketing Campaigns

• Brand Ambassador Programs

• Affiliate & Referral Partnerships

• Event Promotions & Launches

• Long-Term Brand-Creator Collaborations

Used by:

• Marketing teams & ad agencies

• PR professionals & brand reps

• Talent managers

• Startups & legacy brands

• Influencer platforms like Upfluence, Aspire, or CreatorIQ

When Should You Apply These Criteria?

Use them:

1. Before reaching out to influencers

2. While reviewing influencer proposals

3. During talent discovery on platforms

4. When comparing creators for the same campaign

5. While building long-term influencer rosters

6. For auditing performance of past collaborations

How to Use It: The Must-Have Criteria Checklist?

Here’s a practical breakdown to guide your evaluation:

Audience Relevance

• Do their followers match your target demographic?

• Look at:

• Age, gender, interests

• Language, region, culture

• Niche alignment (fitness, fashion, parenting, etc.)

Engagement Rate

• High engagement = active, real followers

• Analyze:

• Likes, comments, saves, shares

• Comment quality (Are they bots or real conversations?)

• Watch for engagement pods or fake interactions

Content Quality

• Assess:

• Visuals: lighting, clarity, editing

• Storytelling: captions, hooks, value

• Aesthetic: Does it fit your brand’s vibe?

Authenticity & Trust

• Do they genuinely believe in what they promote?

• Signs to check:

• Honest reviews

• Transparent paid partnerships

• Organic use of similar products

Brand Fit & Values

• Do their beliefs and personal brand align with yours?

• Avoid influencers with:

• Past controversies

• Misaligned political or social views (unless that’s your campaign direction)

Platform Performance

• Choose based on campaign goals:

• Instagram – visual storytelling

• YouTube – deep dives, tutorials

• TikTok – trends, virality

• LinkedIn – B2B and thought leadership

Past Partnerships

• Did they work with your competitors?

• Were past campaigns well-received and engaging?

Follower Count (in context)

• Bigger isn’t always better:

• Nano (1K–10K) = high trust, local reach

• Micro (10K–100K) = niche influence, good engagement

• Macro (100K–1M) = broader reach

• Celebrity (1M+) = massive exposure

Posting Frequency & Consistency

• Are they active and regular with content?

• Are they current with platform trends?

Content Format

• Do they create what your campaign needs?

• Reels, Stories, Lives, Carousels, Long-form videos, UGC

Communication & Professionalism

• Are they:

• Easy to coordinate with?

• Responsive to feedback?

• Deadline-respectful?

Analytics Access

• Are they open to sharing results (reach, engagement, saves)?

• Can they provide insights post-campaign?

Why Do We Need It?

Maximize ROI

• Spend your marketing budget on impactful partnerships

Ensure Brand Safety

• Avoid PR disasters through proper vetting

Reach the Right Audience

• Not just anyone with followers, but your kind of followers

Improve Campaign Performance

• Better fit = better conversions, awareness, and engagement

Build Long-Term Partnerships

• Find creators who naturally support your vision

Maintain Authenticity

• Avoid that “forced ad” vibe

Bottom Line

The right influencer isn’t just popular - they’re perfectly aligned. Use these criteria as a strategic framework to pick partners who can elevate your brand, not just advertise it.