15 min to read

The influencer vetting guidebook

Get into the nuances of vetting and finding the right influencer for your business.

May 22, 2024
Sarthak Ahuja


Influencer marketing is a collaboration between popular social-media users and brands to promote brands’ products or services. As per Statista. " The [Influencer Advertising] market is expected to experience an annual growth rate (CAGR 2024-2029) of 9.91%, leading to a projected market volume of US$56.28bn by 2029." What is it that Influencer Marketing offers over other channels that it is witnessing such growth rates. The answer is simple, time and cost savings, better targeted audience and therefore higher Return on Investment. According to Statista, 60% of marketers agree that influencer marketing has a higher ROI than traditional advertising.

U.S. influencer marketing platform market size and growth rate, 2023 - 2030

Along with this exemplary growth in the influencer marketing market, there has also been a burst in the number of influencers. Only on Instagram, different sources gauge the number of Influencers to be around 60 million. This means that businesses and brands have a sea of options to choose from. But there is also a catch: who among these is the best for their brand or business. And with the rise of bot spamming, engineered and manipulated growth and following it becomes even more a challenge to find the right influencer. Collaboration with ineffective influencers can seriously impact campaign ROI(Return on Investment) or may even prove futile. So here we come with a comprehensive guide on how to find and vet influencers for your business. This post will cover everything from finding, screening, analysing to selecting the right influencer. So hold on as we get started.

Section 1: Understanding Your Goals

Define Objectives: Before diving into the influencer vetting process, it's crucial to have a clear understanding of what you aim to achieve with your campaign. Clear objectives provide a roadmap that guides your decisions and helps measure success. Here are some common marketing goals:

  • Increase Brand Awareness: If your primary goal is to boost brand recognition, look for influencers who have a broad reach and high engagement rates. These influencers can introduce your brand to a larger audience and help establish your presence in the market.

  • Drive Sales: For campaigns focused on driving sales, seek out influencers with a proven track record of generating conversions. They should have an engaged audience that trusts their recommendations and is willing to make purchases based on their endorsements.

  • Grow Social Media Following: If you want to expand your social media presence, collaborate with influencers who have a strong following on the platforms where you seek growth. Their followers can become your followers, especially if the influencer encourages them to follow your brand for exclusive content or offers.

Identify Target Audience: Knowing your target audience is crucial in selecting the right influencers. The influencer's audience should align with your target demographic to ensure that your message reaches the right people. Here are some steps to align influencers with your target demographic:

  • Demographic Matching: Look for influencers whose audience demographics (age, gender, location, interests) match those of your target customers. Most influencer marketing platforms provide detailed audience insights to help with this.

  • Engagement Relevance: Analyze the content of potential influencers to ensure it resonates with your target audience. Check the comments and interactions on their posts to gauge the interests and concerns of their followers.

  • Brand Fit: The influencer's personal brand should align with your brand values and image. This alignment ensures that the collaboration feels authentic and credible to their audience.

By clearly defining your objectives and understanding your target audience, you set a solid foundation for the influencer vetting process. These steps help you identify the right influencers who can effectively contribute to your marketing goals and ensure your campaign's success.


‍Take a look, Nike Paris chose Kylian for their marketing strategy. What a perfect demographic and brand fit. No?

Section 2: Researching Potential Influencers

Where to Look: Finding the right influencers requires knowing where to search and what tools to use. Several platforms and resources can help streamline this process, each offering unique features to meet your needs.

  • Social Media Platforms: Start your search directly on social media platforms like Instagram, YouTube, and TikTok. Use hashtags, explore pages, and platform-specific search tools to identify potential influencers.


  • Influencer Marketing Platforms: Specialized tools can make the influencer discovery process more efficient and effective. One standout tool in this space is Favikon, which leverages AI to screen influencers and has a large, live database. Favikon is particularly suitable for B2B marketing due to its comprehensive leaderboards across different industries and niches, covering all major social media platforms.

Favikon's AI-driven approach ensures that you get access to high-quality influencer profiles, making it easier to find the right match for your brand. Here’s how Favikon can benefit your influencer search:

  • Extensive Database: With a vast and continuously updated database, Favikon offers a wide selection of influencers across various industries and niches. This is particularly useful for B2B companies looking to target specific sectors.

  • AI-Powered Screening: Favikon uses advanced AI algorithms to screen influencers, ensuring that you are presented with profiles that meet your specific criteria and standards. This saves time and increases the likelihood of successful partnerships.

  • Industry Leaderboards: Favikon features leaderboards that rank top influencers in different industries and niches, providing a quick reference to identify leading influencers in your target area.

  • Cross-Platform Presence: Favikon supports all major social media platforms, allowing you to find influencers regardless of where your target audience is most active.

Initial Screening: Once you have a list of potential influencers, perform an initial screening to narrow down your options.

  • Follower Count: While not the only metric, a significant follower count can indicate an influencer's reach. However, it's essential to look beyond numbers and assess the quality of their followers.

  • Engagement Rates: High engagement rates are often more indicative of an influencer's effectiveness than follower count alone. Check the ratio of likes, comments, and shares to followers to gauge their audience's activity.

  • Content Quality: Review the influencer's content to ensure it aligns with your brand's aesthetics and values. High-quality visuals, consistent posting schedules, and professional demeanor are positive indicators.

By leveraging tools like Favikon and conducting thorough initial screenings, you can efficiently identify potential influencers who are well-suited to your brand's goals and target audience. This foundational step sets the stage for more detailed evaluations and successful influencer partnerships.

Section 3: Evaluating Influencer Authenticity

Engagement Quality: One of the most critical aspects of vetting influencers is assessing the quality of their engagement. Authentic engagement is a strong indicator of an influencer's genuine connection with their audience. Here’s how to evaluate it:

  • Engagement Ratio: Examine the ratio of likes, comments, and shares to the number of followers. A high engagement rate suggests that the influencer's followers are actively interacting with their content, which is a positive sign.

  • Nature of Comments: Look beyond the numbers and assess the nature of comments. Genuine interactions, thoughtful questions, and meaningful discussions indicate a loyal and engaged audience. Be wary of spammy or generic comments, which might suggest the use of bots or engagement pods.

Follower Quality: Not all followers are created equal. It's essential to determine whether an influencer's followers are genuine and likely to be interested in your brand.

  • Detecting Fake Followers: Fake followers can skew an influencer's metrics and make their audience appear larger and more engaged than it is. Look for bot-like accounts, such as profiles with no photos or posts, unusual follower-to-following ratios, and inactive engagement patterns.

  • Follower Growth Patterns: Analyze the influencer's follower growth over time. Sudden spikes can indicate the purchase of followers, while steady, organic growth is a positive sign of genuine popularity.

Content Authenticity: The content an influencer produces is a direct reflection of their personal brand and professionalism. It's crucial to ensure their content aligns with your brand's values and aesthetic.

  • Content Review: Examine the influencer’s past posts and collaborations to ensure consistency in messaging and style. Look for high-quality visuals, well-written captions, and a professional demeanor.

  • Brand Alignment: Ensure that the influencer's values and tone match your brand’s image. This alignment is crucial for authentic and effective partnerships.

Favikon's Proprietary Metrics: To aid in evaluating influencer authenticity, Favikon offers two proprietary metrics: the Influence Score and the Authority Score.

  • Influence Score: This metric provides insights into an influencer's impact on a particular platform. It takes into account engagement rates, follower growth, and content quality to give a comprehensive view of their influence on that specific social media channel.

  • Authority Score: The Authority Score offers an overall evaluation based on multiple key metrics across platforms. It aggregates data on engagement, follower authenticity, content quality, and more to give a holistic view of an influencer's overall authority and reliability.

Using Favikon’s proprietary metrics, you can gain deeper insights into an influencer's authenticity and effectiveness, helping you make more informed decisions. This ensures that the influencers you choose to collaborate with are genuinely influential and capable of delivering on your campaign goals.

By thoroughly evaluating engagement quality, follower authenticity, and content consistency, along with leveraging advanced tools like Favikon, you can ensure that your chosen influencers are a good fit for your brand and capable of driving meaningful results.

Section 4: Analyzing Past Performance

Case Studies: When vetting influencers, it's essential to look at their past collaborations to understand their performance and suitability for your brand. Analyzing case studies of previous campaigns they’ve participated in can provide valuable insights into their effectiveness.

  • Results and ROI: Investigate the outcomes of the influencer’s previous partnerships. Look for metrics such as reach, engagement rates, and conversion rates to gauge the success of their past campaigns. Understanding the ROI they’ve delivered to other brands can help predict the potential return on your investment.

  • Audience Reception: Evaluate how their audience responded to past brand collaborations. Positive, engaged responses can indicate a good match, while negative feedback or low engagement might suggest otherwise.

Testimonials and References: Gathering feedback from brands that the influencer has previously worked with can provide additional insights into their professionalism and reliability.

  • Request Case Studies or Performance Metrics: Ask the influencer for detailed case studies or performance reports from their previous campaigns. These should include specific metrics such as engagement rates, reach, and conversions.

  • Contact Past Clients for References: Reach out to brands that have collaborated with the influencer to get firsthand accounts of their experience. Inquire about the influencer’s professionalism, adherence to deadlines, and overall impact on the campaign.

Favikon's Creator Network Tool: Favikon offers a powerful Creator Network tool that can significantly enhance your analysis of an influencer’s past performance.

  • Brand Collaborations: This tool allows you to see which brands the influencers have worked with in the past. By examining their previous partnerships, you can assess whether they have experience in your industry and if they’ve successfully collaborated with similar brands.

  • Performance Metrics: Favikon provides direct access to performance data from the influencer’s past campaigns. This includes metrics such as engagement rates, reach, and conversion data, allowing you to see how effective they’ve been in previous collaborations.

  • Niche and Engagement: The Creator Network tool also shows the niche of brands the influencers work with and the type of engagement they typically receive. This information helps you understand if the influencer’s audience aligns with your target demographic and if they can generate the kind of engagement you’re looking for.

By leveraging Favikon’s Creator Network tool, you can make more informed decisions about potential influencers. This tool provides a comprehensive view of their past performance, the types of brands they’ve worked with, and the engagement they’ve received, ensuring that you choose influencers who are a good fit for your brand and capable of delivering the results you need.

Analyzing past performance is a critical step in the influencer vetting process. By examining case studies, gathering testimonials, and using advanced tools like Favikon’s Creator Network, you can ensure that your chosen influencers have a proven track record of success and are well-suited to help you achieve your marketing goals.

Section 5: Reviewing Professionalism and Fit

Once you’ve narrowed down potential influencers based on their performance and past collaborations, it's crucial to assess their professionalism and fit with your brand. This step ensures a seamless collaboration and that the influencer’s values align with your brand's ethos.

Brand Alignment:

  • Content Tone and Voice: Review the influencer’s content to ensure it aligns with your brand’s tone and voice. Consistent messaging is key to maintaining brand integrity and ensuring that the influencer’s audience responds positively to your campaign.

  • Visual Aesthetics: Examine the quality and style of the influencer’s visual content. It’s important that their aesthetic complements your brand’s image and appeals to your target audience.

  • Ideological Alignment: Ensure that the influencer’s values and beliefs align with your brand’s values. This alignment is crucial for authentic partnerships and can significantly impact how their audience perceives your brand.

Favikon's Tracking of Causes and Trends: Favikon offers unique insights by tracking causes and trends that influencers support and engage with. This feature can be invaluable in ensuring ideological and audience fit.

Cause Tracking: Favikon tracks the social causes and initiatives that influencers support. This helps you identify influencers whose values and advocacies align with your brand's mission and values.

Trend Tracking: Favikon also monitors the trends that influencers engage with. Understanding these trends can help you determine if the influencer is in tune with current industry movements and audience interests.


  • Communication Skills: Assess the influencer’s communication skills during your initial interactions. Clear, prompt, and professional communication is essential for a smooth collaboration.

  • Adherence to Deadlines and Guidelines: Inquire about the influencer’s track record in meeting deadlines and adhering to campaign guidelines. Consistency and reliability are key indicators of professionalism.

Leveraging Favikon’s Creator Network Tool: Favikon's Creator Network tool can further enhance your assessment by providing detailed insights into an influencer's professional background and previous collaborations.

  • Brand Collaborations: Use the tool to see which brands the influencer has worked with in the past. This information can help you determine if they have experience in your industry and if their previous partnerships were successful.

  • Performance Metrics: Access performance data from the influencer’s past campaigns, including engagement rates, reach, and conversion data. This helps you gauge their effectiveness and reliability.

  • Engagement Quality: The Creator Network tool also provides insights into the type of engagement the influencer typically receives, helping you understand if their audience interaction aligns with your expectations.

By utilizing Favikon's advanced tools and conducting a thorough review of professionalism and fit, you can ensure that your chosen influencers not only meet your brand standards but also share your values and are capable of delivering impactful and authentic content. This careful selection process paves the way for successful and harmonious influencer collaborations.

Summary and Conclusion


Vetting influencers is a critical step in ensuring the success of your marketing campaigns. Here’s a recap of the key points covered in the first five sections:

Understanding Your Goals: Clearly defining your marketing objectives is essential. Whether it's increasing brand awareness, driving sales, or growing your social media following, knowing your goals helps in selecting the right influencers. Additionally, aligning influencers with your target audience ensures that your campaign reaches the right people.

Researching Potential Influencers: Using platforms like Favikon can streamline the influencer discovery process. Favikon’s AI-driven tool, extensive database, and industry leaderboards make it particularly suitable for B2B marketing. Initial screening of influencers involves checking follower count, engagement rates, and content quality.

Evaluating Influencer Authenticity: Assessing engagement quality, follower authenticity, and content consistency is crucial. Favikon's proprietary metrics, the Influence Score and the Authority Score, provide deep insights into an influencer’s platform-specific and overall performance, ensuring you choose genuine and effective influencers.

Analyzing Past Performance: Reviewing an influencer's past collaborations and performance metrics is key. Favikon’s Creator Network tool allows you to see previous brand partnerships, performance data, and typical engagement, helping you make informed decisions about an influencer’s capability and suitability.

Reviewing Professionalism and Fit: Ensuring an influencer’s professionalism and alignment with your brand values is vital for a smooth collaboration. Favikon’s tracking of causes and trends helps ensure ideological alignment and audience fit, while the Creator Network tool provides insights into the influencer’s professional background and engagement quality.


Incorporating advanced tools like Favikon into your influencer vetting process can greatly enhance the effectiveness and efficiency of your campaigns. Favikon’s AI-driven screening, comprehensive database, proprietary metrics, and detailed insights into past performance and engagement quality ensure that you select influencers who are not only authentic and professional but also perfectly aligned with your brand’s values and goals. By leveraging these tools, you can significantly increase your campaign’s ROI, ensuring that your marketing efforts are both impactful and successful.

About the author

Sarthak Ahuja

Sarthak Ahuja is a marketing enthusiast currently contributing to digital marketing strategies at Favikon. An alumnus of ESCP Paris with over 2 years of professional experience, he has held multiple marketing roles across industries. Sarthak's work has been published in journals and websites. He loves to read and write about topics concerning sustainability, business, and marketing. You can find him on LinkedIn and Instagram.