By audience fit rather than follower count. The right creator has an audience that matches your buyer, engagement that looks organic rather than purchased, content quality consistent with your brand, and a history of partnerships that performed. Follower count is the weakest of these signals.
Follower counts are the easiest thing to fake
Purchased followers and engagement pods are widespread, and a large account with hollow engagement delivers nothing but an invoice. Vetting means examining engagement quality, comment authenticity, audience geography and growth patterns — not reading a media kit.
Smaller creators with genuinely engaged, well-matched audiences frequently outperform large ones on cost per outcome. The trade-off is more relationships to manage for the same reach.
Stack decisions follow the problem. This is where we usually start, not a fixed menu.
Frequently asked
Questions we get about this
Is disclosure legally required in India?
Yes. ASCI guidelines require clear, prominent disclosure of paid partnerships. Beyond compliance, undisclosed advertising that is later exposed damages both the brand and the creator far more than the disclosure would have cost.
Should we pay per post or per performance?
Established creators generally require a flat fee, because they carry the risk of your product not converting. Performance-only arrangements attract creators with less leverage and often less influence. A hybrid — a base fee with a performance bonus — usually aligns both sides.
Talk it through before you commit
A discovery call is a working session on your constraint, not a sales pitch.
