Brands hiring influencers for paid partnerships has become a lucrative avenue for content creators, allowing them to monetize their influence. These partnerships offer influencers the opportunity to collaborate with brands that align with their niche, creating authentic and engaging content that promotes products or services. As the influencer marketing industry continues to grow, the potential for earning through sponsorships has significantly increased, making it an attractive career path for many creators.
However, for many creators, dealing with denial from potential brand partners is a daily occurrence, regardless of their size. Many often struggle to get responses from brands during the outreach or negotiation process. This lack of response can be frustrating and disheartening, leading many creators feeling overlooked or undervalued.
However, understanding what brands are looking for can provide clarity and increase hiring opportunities for influencers. To bridge this gap, I surveyed over 40 people whose job it is to hire influencers for campaigns to uncover the key criteria they consider when hiring. Knowing the thought process of the brands during the hiring process can help influencers better align their strategies and increase their chances of securing brand partnerships.
What Are Campaign Managers Looking For?
Understanding what campaign managers are looking for is crucial for influencers aiming to secure more brand deals. Many influencers mistakenly believe that brands are intentionally ignoring them or playing favorites, which can lead to feelings of frustration and self-doubt.
In reality, brands have specific criteria and strategic goals that guide their influencer selection process. Influencers, by understanding and aligning with these goals, have the power to shape brand narratives and significantly impact their marketing strategies. Knowing these can help influencers tailor their pitches and improve their chances of being noticed.
Engagement and Content Quality
- “Consistent high-quality content, engaged audience.” – Evelyn Brown, Thee Madhouse (Ulta Beauty and other beauty brands)
- “The ones that provide the best ROI have strong engagement rates and produce high-quality content.” – Eden Marquis, Quis Agency (Amazon, Nylon, etc.)
- “We look for influencers with a high engagement rate per post.” – Lisa Rossignol, Agence Magnolia (Smashbox, Clinique, etc.)
- “We look for influencers who have an engaged yet authentic audience, whether this be micro or macro – it’s all about the audience.” – Natalie Tahan, Oro Creative (Google, Mindspace, eToro, Wisestamp, etc.)
Brand Alignment And Authenticity
- “Does their brand mesh with ours? Additionally, we value authenticity and how well they connect with their audience.” – Nikki Wee, Local Government
- “The most important thing I look for is if the influencer has posted about the brand before organically, or if not, if their organic content aligns with the brand’s mission/vision.” – Ashton Wall (GateMaker Community (Milk Makeup, L’Occitane en Provence, Smashbox, Clarins, OPI, Olaplex, more.)
- “If their feed is all ads, I would be less inclined to work with them because it feels less authentic and feels as though the influencer is perhaps just chasing the money.” – Emily Hough, Freelance
Storytelling Abilities
- “We also review [the influencer’s] content types and storytelling to determine if their creative style and approach will match the brand positioning and creatively display our key messages.” – Erin Ally, KWT Global
- “I’m always trying to find the creators that have their unique story, community, and values. When we work with creators it’s a collaboration vs a script.” – Devan Welch, HOXTON
- “We look for the next community of leaders to create storytelling content that is unique to themselves.” – Pamela Valdez, Valdez Agency
Understanding these criteria can help influencers better position themselves for brand partnerships. By focusing on producing high-quality content, engaging authentically with their audience, improving their storytelling abilities, and aligning with brand values, influencers can strengthen their appeal to campaign managers.
How Much Does Follower Count Matter?
Many influencers — especially those who fall into the nano or micro category — believe that follower count is the end-all-be-all metric for securing brand deals. This misconception can be discouraging, making them think they need to have a massive following to attract high-quality partnerships. However, while follower count does play a role, it is not the only factor that brands consider when selecting influencers.
Follower Count Matters
- “It plays a big part in the first step of getting noticed by our team.” – Eden Marquis, Quis Agency (Amazon, Nylon, etc.)
- “It is important as we forecast our possible reach.” – Lisa Rossignol, Agence Magnolia (Smashbox, Clinique, etc.)
- “While follower count isn’t the sole criterion, it remains a significant factor in influencer selection. For instance, we consider factors such as product availability when determining our approach.” – Lauren Ludlow, Ludlow Socials
Follower Count Less Important
- “It’s largely depends on budget, but this metric isn’t a focus. Quality content production and alignment is!” – Alexandria Haddad, Aesthetics Social
- “Depending on the goal of the campaign, follower count doesn’t matter as much. Engagement is what really matters.” – Oyinkan Ogunleye, Root Supplements
- “Follower count is a signal, but not the most important factor in selecting influencers.” – Missy Voronyak, Voronyak Consulting
- “Follower count is NOT the most important criteria for us when choosing an influencer. Number of views and relevance of content to our niche, target audience and campaign is far more important.” – Sarah Adam, Wix
Depending on the brand’s goals, they may or may not be looking for a particular follower count with the influencers that they cast. However, one thing remains the same no matter the goal: An engaged community is a priority for all brands.
Bottom Line
Understanding what influencer campaign managers are looking for—engagement, content quality, brand alignment, and authenticity—can significantly increase your chances of getting hired. While follower count can play a role, it is often less important than the connection and engagement you have with your audience. Focus on these criteria to enhance your appeal to brands and secure more opportunities.
