The numbers we look at before we pick a creator, and the one question that matters more than all of them.
A big audience is easy to buy and hard to move. When we cast creators we look at something much simpler: do the people who follow them listen?
What we look at instead
Comment quality, how often followers ask for recommendations, whether the creator has ever said no to a brand. These signals tell us far more than reach about whether a partnership will feel honest.
The question that matters
Before anything else we ask: would they talk about this if we weren’t paying them? If the answer is a quick yes, we have found the right person.
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