Why is it so difficult?
Choosing an influencer is not about numbers or a curated feed. Brands have to evaluate a mix of:
- qualitative and quantitative data,
- relevance to the target audience,
- brand fit,
- personal factors,
- and the risks that come with working with public facing individuals.
Every collaboration is unique. Every creator is different. And every campaign has different goals. What defines a successful selection? Without diving into detailed methodology, there is one key point: a successful selection is a process, not a one time search for a name. It includes:
- understanding the campaign objective and how the influencer fits into the strategy,
- working with data that goes beyond public metrics,
- identifying and assessing risks,
- working with market context,
- and above all, dialogue between the brand, the agency and the creator.
This is where an experienced agency brings real value. Not by the size of a list, but by the way the selection is approached.
Why do brands come to us?
Most companies can say who they like. Very few can confidently evaluate whether that choice is good or bad in the context of data, pricing, timing and overall brand fit. At WOO we use internal frameworks that help us:
- speed up decision making,
- reduce risks,
- maintain fair pricing,
- and ensure that every collaboration makes sense both commercially and creatively.
These frameworks are shared in full only with our clients, and it is one of the reasons they return to us.
Want to see the full process?
If you want to understand in detail how we approach influencer selection, we will be happy to walk you through it, whether in a workshop, consultation or directly during campaign planning. Get in touch and we will show you the entire framework that we do not publish publicly.
