A shortlisting framework that looks beyond vanity metrics.
Define the people you want to reach
Describe your ideal customer before opening Instagram. Think about location, interests, purchasing context and the language they naturally use. In Lithuania, audience concentration in Vilnius, Kaunas or smaller towns can change how useful a partnership will be.
Read the comments, not only the analytics
A strong engagement rate can hide an audience that is unrelated to your business. Read real conversations beneath the last few posts. Do followers ask questions, share experiences and trust recommendations? Look at how often sponsored content appears and whether it feels consistent with the creator’s voice.
Check creative and operational fit
Review video quality, delivery style, responsiveness, deadlines and willingness to share insights. Ask for relevant audience data, examples and clear rights terms. If the campaign involves a sensitive claim, agree on fact-checking and approval without rewriting the creator’s entire personality.
Use a simple scorecard
Rate candidates on audience relevance, creative fit, communication and deliverables. A smaller creator can rank above a larger one if they are the better match. Document your reasoning and review what you learned after each campaign.
Good content begins with understanding people — not copying the last trend.
Need a second pair of creative eyes on your next campaign? Say hello