Success in influencer marketing comes from choosing creators who align with your brand, not just those with the biggest following. The right match brings authenticity, trust, and real connection with your audience.
June 27, 2025
Studio
Success isn’t just about a big idea or big budget, it’s about choosing the right creator.
The perfect match brings your brand to life, builds trust and drives results. It’s not about who has the most followers, but who fits your audience, values and goals.
And yet, choosing the right influencer, who embodies your brand, connects with the audience and produces authentic, effective content is often where campaigns go wrong.
With the sheer amount of influencers on every platform, from Tiktok creators to B2B LinkedIn thought leaders, the question isn’t “who has the most followers?” but rather “who’s the best fit for the campaign?”
Here’s how to get it right.
What is the core objective of this campaign? Are we focused on awareness, engagement, conversions or something else? What kind of message do we want to deliver, and where will it live?
The answers to these questions shape the type of creator you’re looking for. For example, if your goal is to increase app downloads, you’ll want creators with high engagement and the ability to drive action, not just likes.
Our tip: Write a one-page campaign brief before you start outreach. It’ll save you time and signal professionalism to the creators you approach.
A great influencer isn't one with just a large following, it’s someone whose audience overlaps with your target demographic. That means thinking beyond age and location.
Ask, what are their followers interested in? What other brands do they follow?
What are their values, behaviours, and purchase motivations?
For example, if you're launching a sustainable fashion campaign, it makes more sense to partner with a micro-influencer known for eco-conscious content than a mega influencer who posts fast fashion hauls.
This kind of relevance is what turns viewers into customers.
Yes, numbers matter. But raw follower count is far less important than engagement and authenticity. This is what to focus on instead:
Engagement Rate. A high rate shows the audience is active and invested.
Are followers leaving thoughtful comments or just emojis? Does their voice match yours or will it clash? Is the content scripted or organic? Do they clearly care about what they post?
A creator who genuinely connects with their audience will drive far more impact than one who simply broadcasts.
A creator might have great engagement but is their style right for your campaign.
You need to look at creative execution, format fluency and storytelling ability. The best creators are not just personalities, they’re skilled content producers. Make sure their craft matches the campaign's needs.
It may be best to research their past brand partnerships. Creators who’ve worked with brands in the past bring two advantages: experience and social proof.
Look at which brands they’ve partnered with before, how the audience responded and
what kind of content they created and did it feel natural or forced?
Use this to assess whether your product or service would sit comfortably within their feed or channel.
Finding the right creator isn’t just about reach, it’s about resonance. The best partnerships happen when a creator doesn’t just speak to your audience, but connects with them. On their terms, in their voice, and with authenticity.
When done well, influencer marketing doesn’t feel like marketing at all. It feels like conversation. Like a community. It’s human, it’s persuasive and it works.
At Serotonin, we help brands partner with creators who don’t just get the brief, they live the culture. Ready to make it meaningful? Let’s talk, get in touch with us.
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