Audience quality
Who actually follows them — age, gender, interests — and whether that overlaps with who you sell to.
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How we choose creators.
The part that decides whether a campaign works. Here's the whole method, including what disqualifies a creator entirely.
The six signals
Follower count is one signal.
This is judgement work, done by people. Data supports the decision — it doesn't make it.
Geographic relevance
Where the audience lives, city by city. For anything local, this is the deciding signal.
Engagement quality
Not the percentage. The comments — are people asking real questions, or dropping emojis?
Content quality
Whether their work would sit well next to your brand, and whether they can carry a brief without losing their voice.
Credibility
Follower-growth shape, audience overlap across creators, view-to-follower ratio, disclosure history, brand safety.
Campaign fit
The same creator can be right for a store visit and wrong for a national launch. Fit is judged per brief, not once.
On scoring. We use an internal framework — the KRATOVIX Sample Credibility Framework — to keep shortlists consistent between campaigns and between people. It is a working method, not a validated scientific model, and we will always show you the reasoning behind a rank rather than asking you to trust a number.
The difference
Anyone can post.
Not everyone runs a campaign.
Just posting
- Find a creator with big numbers
- Send the product
- They post
- Screenshot the views
- Hope
Outcome: content existed. Nobody knows if it worked.
Influencer marketing
- Define the objective and what success means
- Define the audience and the geography
- Shortlist creators against that, with reasons
- Verify credibility before anyone is approved
- Brief the content, negotiate, schedule
- Set tracking before go-live
- Measure against the objective
- Feed the result into the next campaign
Outcome: you know what worked, and why.
What disqualifies a creator
Some things aren't a lower score.
They're a no.
- i
Manufactured engagement
Pods, comment rings or bought engagement. Sudden follower spikes without matching view growth is the clearest signal.
- ii
Heavy audience overlap
If four creators on a shortlist share most of the same followers, you're paying four times to reach one audience.
- iii
Category conflict
A competitor promotion inside the exclusivity window, or a category the creator has previously criticised.
- iv
Disclosure history
A pattern of undisclosed paid posts is a compliance risk that lands on your brand, not theirs.
- v
Brand safety
Past content that your brand would not want to be adjacent to. Judged against your category, not a generic list.