You have received three proposals from Creators. The videos are polished, but you still do not know which one fits your brand. Start by comparing how they explain a product, the deliverables they offer and the terms of the collaboration. Follower count answers none of those questions on its own — and depending on your goal, it may not matter at all.
This article gives you a method: start from the campaign goal, compare five observable criteria, then decide with a grid you can reuse as it is.
First, your goal
#The first question is not “which Creator?” but “what do I need?”.
Content for your own channels (ads, product pages, brand accounts): that is a UGC order. What matters is how good and how accurate the video is. The Creator’s audience will not be used.
Being seen by a specific audience: that is influence. The Creator’s audience becomes a criterion, but who it is made of matters more than how large it is.
Many campaigns mix the two. Simply write down which one weighs more: it will decide for you when you hesitate.
What follower count says, and what it does not
#A follower count indicates the size of a potential audience, at a given moment. It says nothing about who that audience is made of, whether it resembles your customers, or whether the Creator knows how to present a product they did not choose. For a UGC order it says almost nothing useful: you are buying a video, not a broadcast.
Five criteria to compare
#How they explain a product
#Watch two or three videos where the Creator presents something. Do you understand what the product is for within seconds? Do they show a gesture of use, or simply hold it up to the camera? What you see there is close to what you will receive.
Fit with your audience
#Do the tone, the setting and the pace match the people you are addressing? An excellent Creator can be the wrong choice if the way they speak does not sound like your customers.
Execution quality
#Sound audible without music, steady light, framing that reads on a phone, editing that goes straight to the point. These take a minute to check and prevent technical disappointments.
The deliverables they offer
#A Creator who offers hook variants, raw files or several formats makes the rest of your work easier. Compare what is included, not only the amount.
Reliability of the collaboration
#Are the answers clear? Do they ask questions about the brief? Do they agree to put deadlines, revisions and usage rights in writing? A good question before the shoot beats a good excuse after it.
The comparison grid
#Score each criterion from 1 to 3 for every Creator. The last column tells you which criteria weigh most, depending on your goal.
Criterion | What you look at | Where to see it | Priority |
|---|---|---|---|
Explaining the product | The use is clear within seconds | Portfolio, demo videos | UGC: high · Influence: high |
Fit with the audience | Tone, setting and pace close to your customers | Recent videos, profile | UGC: medium · Influence: high |
Execution quality | Sound, light, framing, editing | Two or three videos at random | UGC: high · Influence: medium |
Deliverables offered | Variants, raw files, formats | Proposal, conversation | UGC: high · Influence: medium |
Reliability | Clear answers, questions about the brief | First exchanges | UGC: high · Influence: high |
Audience | Who it is made of, and how close to your customers | Information provided by the Creator | UGC: low · Influence: high |
Signals that should give you pause
#None of these signals is disqualifying on its own. Together, they usually announce a difficult collaboration.
Inside AVYOR
#When AVYOR suggests a profile for your campaign, it shows the reasons behind the match: specialisation in your niche, presence on your target platforms, engagement rate, location and language, trust score, recent activity. Those reasons complement reading a portfolio, they do not replace it. You can then build a shortlist among the applications you receive before deciding; the decision remains yours.
