Chosen by follower count
Big numbers, wrong audience.
Influencer Marketing
Choose Influence by Audience Relevance, Not Just Reach.
A large following doesn't mean the right audience. Creators earn a place in the plan when their audience matches yours, their voice fits the category and their recommendation would make sense without the sponsorship.
Plan Your Influencer Campaign Request a Digital Marketing Audit- Audience fit
- Credibility
- Brand safety
- Usage rights
- AI-assisted, human-led
Reach alone picks the biggest audiences.
Influence isn't the size of an audience. It's the trust inside it.
- Reach
- Relevance
- Credibility
- Audience fit
- Engagement
- Action
- Influencer Strategy
- Creator Discovery
- Vetting & Fit
- Briefs & Direction
- Campaign Management
- Paid Amplification
- Usage Rights
- Measurement
When Influence Is Bought by the Follower
Most influencer campaigns don't fail because creators lack reach. They fail because the audience isn't the right one.
Category mismatch
Creators who never talk about your category.
Inauthentic content
Scripts that don't sound like the creator.
Engagement without quality
Likes and comments that don't signal real interest.
Unclear objectives
Campaigns launched without a defined action.
Brand-safety gaps
Partnerships agreed before history is reviewed.
Follower Count vs Audience Fit
Both find creators. One finds the right audience.
Conventional campaign approach
- Follower count
- Rate card
- Post
- Reach
Frequent Research approach
- Audience
- Creator fit
- Credibility
- Brief
- Content
- Engagement quality
- Action
- Learning
Influence Built Around the Audience, Not the Follower Count
How this approach differs — question by question.
- 01What a conventional provider usually does
- 02What we do differently
- 03Where data and AI improve it
- 04Additional business value
- 05Before execution
- 06After execution
- 07How it connects with other channels
- 08How AI improves the process
- 09What stays human-led
- 10The larger business objective
Creators are assessed for audience alignment, category relevance, credibility, content fit, engagement quality and brand fit against a defined objective.
← 2 / 10 →The Five Tests Every Creator Should Pass
Switch the insight layer on and off to see what changes.
Execution only+ Insight layer- ReachThe bigger the better+ Enough of the right people
- RelevanceAny lifestyle creator+ Naturally talks about the category
- CredibilityPopularity+ An opinion the audience trusts
- Audience fitAssumed audience+ Audience characteristics that match yours
- Engagement qualityLike counts+ Real conversation and interest
- Brand fitChecked after signing+ Content history and values reviewed first
How Influencer Marketing Works: Intelligence to Impact
Select a stage — or watch the framework run.
01 · UnderstandUnderstand the objective, the audience and the role creators can play in the journey.
- Understand
- Discover
- Define
- Activate
- Measure
- Learn
- Improve
- Grow
Assess Fit Before You Commit
Seven dimensions, each given a qualitative level — never a fake number.
- Low
- Medium
- High
- Strong fit
Shows how fit is assessed — not a real person or data.
- Audience relevanceStrong fit
- Content relevanceHigh
- Engagement qualityStrong fit
- Brand alignmentHigh
- Campaign fitHigh
- Commercial fitMedium
- Risk / brand safetyStrong fit
The Right Creator Tier Depends on the Objective
No tier is universally better. Choose an objective to see where creators usually fit — a framework, not a rule.
Awareness Consideration Conversion Community Technical education- NanoSmaller, highly focused communities
- MicroNiche influence, strong community relevance
- Mid-tierBroader category reachOften a fit
- MacroLarge audiences, broad awarenessOften a fit
- CelebrityMass awareness and visibilityOften a fit
What Influencer Marketing Covers
Select a capability.
Strategy Discovery & vetting Outreach & coordination Briefs & content direction Campaign management Paid amplification Usage rights MeasurementStrategy
ObjectivesAudience definitionCreator tiersDecide what influence should achieve.
Great Campaigns Start With a Clear Brief
Twelve decisions made before a creator ever picks up a camera — clear for the brand, workable for the creator.
Campaign objectiveWhat the campaign must achieve Target audienceWho it's for Key messageThe one thing to remember Creator profileWho should say it Content formatVideo, post, live, review… PlatformWhere it runs DeliverablesWhat's produced TimelineWhen it happens Usage rightsWhere and how long content can be used DisclosureHow the partnership is made transparent Brand guidelinesWhat must stay consistent CTA & measurementThe action — and how it's trackedInfluence Comes With Responsibility.
Influence works when trust comes first. Risk can be reduced — no one can eliminate it or control how audiences respond.
- Creator vetting
- Content review
- Disclosure expectations
- Brand guidelines
- Category suitability
- Reputational considerations
- Audience authenticity
- Historical content review
- Contractual expectations
- Escalation procedures
- Creator rights
AI-Assisted. Human-Led.
AI speeds up discovery and analysis. People decide who represents the brand.
- 01Data
- 02AI assistance
- 03Human interpretation
- 04Business decision
- 05Action
- 06Measurement
Where AI assists
- Creator discoverySurfaces creators by topic and audience.
- Audience analysisSummarises audience characteristics where data allows.
- Content analysisReviews themes and tone across past content.
- Trend spottingFlags emerging formats and topics.
- ReportingSummarises campaign performance.
What stays human-led
- Creator selectionWho represents the brand.
- Brand safetyContent history and values judged by people.
- Creative judgementBriefs that keep the creator's voice.
- RelationshipsPartnerships managed by people.
- InterpretationWhat the results mean for the business.
Measure Trust and Action, Not Just Reach
The right KPI depends on the objective. Choose one to see which levels matter most.
Build awareness Build credibility Drive action Create content- ActivityIs it being seen?ReachImpressionsAudience match
- BehaviourWhat do people do next?Engagement qualitySavesCommentsProfile visits
- ConversionDo they take a meaningful action?Website visitsSign-upsCode redemptionsSales (where tracked)
- BusinessDoes it matter to the business?Brand perceptionContent reuse valueCustomer value (where data allows)
Reach among the right audience, then engagement quality.
Every Partnership Should Inform the Next One
Traditional viewCampaignResult Learning system- Campaign
- Signal
- Insight
- Decision
- Experiment
- Learning
- Better campaign
Campaign: Five creators across two audience segments.
Marketing as a Source of Business Intelligence
Campaign data is also evidence about your market. Select a signal to see which parts of the business it can inform.
- Voices the audience trusts
- Questions raised in comments
- How people describe the product
- Audiences with unexpected interest
- Objections creators hear
- Product
- Sales
- Customer experience
- Content
- Positioning
- Market strategy
Why Frequent Research for Influencer Marketing
Audience before influencer
Fit is assessed before outreach.
Credibility over reach
Recommendations that make sense without sponsorship.
Technology-aware
We understand the systems underneath the channel.
Brand safety built in
History and values reviewed first.
Transparent partnerships
Disclosure and rights agreed up front.
AI-assisted, human-led
Faster discovery with people deciding.
Influence Works Better When It's Connected
Creators are one part of one customer journey.
Influencer Marketing: Frequently Asked Questions
Want more detail? Read the influencer marketing guide.
Didn't find it? Ask the assistant Talk to a specialistWhat is influencer marketing?
Influencer marketing is partnering with creators whose audiences trust them, to reach relevant people with credible content that moves them to act.
How is your approach to influencer marketing different?
Creators are chosen by audience relevance, not follower count. Audience alignment, category relevance, credibility, content fit, engagement quality and brand fit are assessed against the objective before anyone is approached.
What does an influencer marketing service include?
Depending on your needs: strategy, creator discovery and vetting, outreach and coordination, briefs, content direction, campaign management, optional paid amplification, usage rights planning and measurement.
Is influencer marketing only for consumer brands?
No. B2B influence often comes from industry voices, founders, analysts and niche creators with trusted professional audiences.
How do you measure influencer campaigns?
Against the objective: reach and engagement quality for awareness, and visits, sign-ups, codes or sales where tracking allows. Measurement depends on platform capabilities and the tracking setup.
How does AI support influencer marketing?
AI can speed up discovery, content and audience analysis, trend spotting and reporting. People decide who represents the brand and review every partnership.
How much does influencer marketing cost?
It depends on the creators, platforms, deliverables, usage rights and campaign requirements, so each campaign is scoped first.
Relevance. Credibility. Fit.
Creators chosen by the audience they reach — and the trust they hold.
Have a Marketing Challenge That Needs More Than a Channel?
Tell us about your audience, your category and what you want creators to help achieve. We'll help define where to start.
Plan Your Influencer Campaign Request a Digital Marketing AuditPlan Your Influencer Campaign
A few quick steps — no commitment.
- Reply within one working day
- No obligation
- Clear, practical next steps
Prefer to talk first? Let's talk
Primary objectiveStep 1 of 4