The Two Profiles Every Influencer Campaign Needs (But You're Only Vetting One)

Every influencer campaign involves two very different profiles.

Yet you're probably only vetting one of them:

Your creator:

↳ Knows their own audience.

↳ Produces and collaborates.

↳ Has spent years building their audience.

↳ Knows what content works best for their audience.

Gets vetted on: Content, values, and track record.

Their audience:

↳ Trusts what the creator recommends.

↳ Likes, comments, considers, and buys.

↳ Reacts differently to different content, messages, and formats.

↳ Responds to the content they actually consume, not just what the creator posts.

Gets vetted on: Demographics, interests, and buying stage.

Vet only the creator, and you can get reach but likely with the wrong buyers.

Vet only the audience, and you can get the right buyers but likely without the right creator to reach them.

You need both profiles to make the right choice.

But most brands are still only checking one.