Scouting

What we select on

• Audience — who actually follows this creator, and where do they live
• Engagement — comments and saves, not just likes
• Brand fit — does the tone match how you want to be seen
• Authenticity — filtering out bought followers and sudden growth spurts

Small often works better than big

From 2011 onwards, Daniel Wellington built a watch brand without any significant advertising budget by sending free watches to thousands of micro-influencers, each with their own discount code. In 2017 it was considered the fastest-growing private company in Europe. The principle behind it still holds: smaller accounts generally have a closer bond with their audience.

What we check

An account with a hundred thousand followers and two hundred likes per post doesn't add up. We look at the ratio between reach and engagement, at where the audience comes from and at the growth pattern. That filters out most problems before any money changes hands.

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Cases using this service