Influencer marketing with creators who fit

Influencer marketing is a form of marketing in which a brand works with creators on social platforms to present its products or services to the creators' audiences, usually through sponsored posts, videos or long-term partnerships.

People trust recommendations from creators they follow more than they trust ads. That trust is valuable, and fragile. Campaigns fail when brands pick creators by follower count, script them until they sound like adverts, or can't tell whether anything sold. We choose creators by audience fit and engagement quality, give them room to speak in their own voice, and track every campaign to real outcomes.

Follower count is the least useful number. We look at who actually follows a creator (location, age, interests) and whether those people resemble your customers. Then we look at engagement quality: real comments and conversation, not just likes, and whether previous sponsored posts performed as well as organic ones.

We also check for warning signs: sudden follower spikes, engagement from unrelated countries, past controversies, or partnerships with direct competitors. Smaller creators with close, engaged audiences often deliver better results per euro than large accounts, and are easier to build long-term partnerships with.

Paid partnerships must be clearly disclosed. Consumer protection rules in the EU and UK, and the FTC's guidance in the US, require that audiences can tell when content is advertising, through clear labels such as “ad” and the platforms' paid partnership tools. Failing to disclose can lead to enforcement against both the brand and the creator.

We include disclosure requirements in every brief and contract and check content before it goes live. This page isn't legal advice; for regulated products such as financial services, health products or alcohol, additional rules apply and should be confirmed with your adviser.