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Unsure what to look for when validating an influencer for a data-driven decision? Key indicators to look for in a creator’s Mediakit depends on the campaign objective and audiences you want to expose your brand to, however, they are key indicators to consider for a data-driven decision.
  1. Reach Efficiency This metric combines an influencer’s audience size and content performance, making it easy to compare influencers of different sizes.
    • An influencer’s Reach Efficiency can vary depending on content type (posts, Reels, Stories, TikTok videos). Always compare the same content format to get accurate insights.
  2. Audience Demographics Understanding an influencer’s audience is crucial because early engagement affects how widely content is distributed by the platform’s algorithm. Key indicators of high-performing audiences include:
    • High percentage of female followers
    • Majority aged 18–34 (TikTok often performs best with 18–24)
    • Predominantly native followers in the country the influencer communicates in. Pro tip: Ensure the influencer’s audience aligns with your target market. Many brands look for 65–70%+ alignment in demographics such as country, age, and gender when validating a profile to ensure quality across the board.
  3. Sponsored vs. non-sponsored posts A highly underrated tool for making sure a profile actually performs as expected for sponsored posts:
    • Performance may differ between sponsored content and an influencer’s usual organic posts.
    • Check if sponsored posts maintain strong engagement; large drops in performance could indicate a less effective collaboration.
    • Consider taking the influencers sponsored vs. non-sponsored performance into account during negotiations when finalizing brand deal agreements.