Choose creators for fit, not a follower leaderboard

Influence Broker Editorial · 2026-10-27 · 6 min read

A large follower count is easy to put in a spreadsheet and hard to turn into a reliable campaign decision. Your product may need a trusted local explainer rather than the most visible person in the category. Selecting creators becomes more defensible when you describe the audience job, examine comparable work, and record what the available evidence cannot tell you.

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