How to choose the right creator for your brand

Follower count is the easiest thing to check about a creator, and the least useful. The best-performing placements usually come from creators with smaller, more relevant audiences — not the biggest one you can find.

Start with relevance, not reach

Ask whether this creator's audience actually overlaps with your buyers, not just whether the audience is large. A niche board with 5,000 highly relevant followers will often outperform a general one with 500,000.

Look past the follower count

Check engagement quality, not just volume: are comments specific and on-topic, or generic? Does the creator reply to their own audience? These are stronger signals of a real, attentive following than the headline number.

The question isn't "how many people see this creator." It's "how many of the right people see this creator."

Evaluate how they already talk about products

Read a few of a creator's past sponsored mentions. Do they sound authentic, or do they read like an ad script? Audiences can tell the difference, and so can you.

Check how their board is run

A creator's uBid board tells you a lot before you ever message them — how they price placements, how often the board is updated, and whether other advertisers are already bidding are all real signals of demand and reliability.

• Is the board actively updated?
• Are other advertisers currently bidding?
• Does the pricing match the audience size and niche?

Test before you commit big

Start with a smaller placement to see how a creator performs before locking into a long-term partnership. Real performance data beats a good first impression every time.