Audience Fit First
Whether their audience is plausibly your customers.
Influencer Marketing
Influencer Marketing Where Fit Matters More Than Reach
A large audience that has no interest in your category produces nothing regardless of size. Influencer marketing works when the audience genuinely overlaps with your customers, the creator has real credibility in that space, and the partnership is disclosed properly — none of which is visible from a follower count.
We Select on Fit and Verify It
Follower count is the least informative number available and the most commonly used.
Authenticity Checked
Engagement patterns reviewed for signs of purchase.
Disclosure Required
Non-negotiable, in every market we work in.
Creative Freedom
A creator forced onto a script produces content their audience ignores.
Outcome Measured
Codes, links and lift — not impressions.
Influencer Marketing, Explained
What Decides Whether It Works?
Four factors, and reach is the weakest of them.
Discuss a Campaign →- 1
Audience Overlap
Whether their followers are plausibly your customers.
- 2
Credibility in the Category
Whether they are believable talking about this.
- 3
Creative Fit
Whether your product fits what they normally make.
- 4
Disclosure
Required, and audiences respond better to it than to concealment.
What Influencer Work Covers
Selection, briefing, compliance and measurement.
Content from customers rather than creators is covered by UGC content strategy.
How We Run Influencer Work
Select carefully, brief loosely, measure honestly.
Define the Audience
Who you need to reach, specifically.
Find and Verify
Fit first, then authenticity checks.
Agree Terms
Deliverables, rights, disclosure and timing.
Brief Loosely
The message, not the script.
Measure
Against a baseline, with tracked codes and links.
Selection
Why Follower Count Is the Weakest Signal
It can be bought, it says nothing about relevance, and it correlates poorly with outcomes.
What should you look at instead?
Whether the comments are from real people saying substantive things, whether the audience demographics plausibly match your customers, and whether the creator has talked credibly about this category before.
Engagement rate is better than follower count and still gameable. Reading a sample of comments tells you more than either.
Smaller creators with a genuinely aligned audience frequently outperform much larger ones, because the overlap with your customers is higher even though the absolute reach is lower.
Why does creative freedom matter?
Because an audience follows a creator for their voice, and content that reads as dictated by a brand is recognised immediately and skipped.
The brief should specify what must be communicated and what must not be said, and leave the execution to the person whose audience it is.
Brands that supply a script get compliant content that performs badly, then conclude the channel does not work — when what did not work was removing the only thing that made the placement valuable.
The Brief Was a Script
Brands approach influencer work the way they approach advertising: define the message, write the copy, specify the shots, approve the result before it goes out.
What the audience then sees is their creator reading a brand's words, which they recognise instantly. Engagement drops, the content underperforms, and the conclusion is that influencer marketing does not work for this category.
The thing that would have worked — a person their audience trusts describing the product in their own words — was removed during the approval process, for entirely reasonable-sounding reasons.
Free Campaign Review
Talk Through a Creator Partnership
Tell us who you need to reach and what you are selling. We will identify whether creator partnerships fit and what to look for.
Claim Your Free Marketing Audit
Enhance Your Brand Potential At No Cost!
- Expect a response within 24 hours
- NDA available upon request
- Dedicated product specialists
Influencer marketing partners with creators whose audience overlaps with your customers, with clear briefs, proper disclosure, agreed content rights and measurement against outcomes rather than impressions.