Forget about followers. I know that, contrary to what every "how to pick an influencer" guide leads with, followers can be fake, and it's easy to gain followers. The internet has many buyers to buy followers for a certain amount.


Start with engagement rate instead. Don't just glance at the percentage; Scroll the comments. A creator with 30,000 followers and comments full of "omg nice vlog" and many other comments, with 300,00 follower and a comment section that's just emojis from bot accounts. Micro-influencers are beating macro influencers at the moment, and their engagement is higher too. That's the whole reason brand budgets have been sliding their way.

Instagram, YouTube, and short form different. Most creators say they're earning more from short-form video right now, but that doesn't mean it fits your product. A high consideration purchase might do better with a longer YouTube review than a 15-second reel. This is the one pace I wanna actually push back on the current obsession with short-form content.

Check the disclosure history. A creator who marks every paid post clearly, every time- no, but it's happened that some influencers have taken the money and made a bad video, which has a bad impression on the audience. An influencer who buries ads hashtags is a liability, and once you sign them its all yours.

And the part that gets skipped constantly: talk to the creator before you sign anything. Not their manager. Not their agency. Tell them, even for minutes. You're about to hand them your brand voice for however many seconds their audience actually gives them.

None of this guarantees a good campaign. Someone can check every box above and still misread your brief. Someone can break half these rules and still go viral for reasons nobody saw coming. Vet carefully. Then accept you're still making a bet.

If you'd like a second pair of eyes on your brand voice, or on how your creators disclose partnerships, email us at ayushkushwaha388@gmail.com. We'll review your business and tell you what we'd change. We are glad to serve you.