Influencer Marketing: How should I use the Brand Fit Score for a Creator Profile?
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The Brand Fit Score is a metric designed to help you quickly assess how well a creator's content aligns with your messaging and values. Think of the Brand Fit Score as a gut check so you can determine whether a creator is a good fit before you start diving into additional analytics.
Brand Fit Score is great when you want to:
- Quickly identify creators who talk about topics relevant to your brand
- Streamline the vetting process by filtering out creators who have a lower fit score
- Gain an initial understanding of potential fit
How is the Brand Fit Score determined?
Brand Fit Score is based entirely on the creator’s content themes - the topics they frequently discuss in their posts. It doesn’t take audience demographics, engagement metrics, or past collaborations into account.
Two significant factors that impact the Brand Fit score:
- Audience Interests match - how many topics from your target audience definition appear in the Creator's content. This is the main factor impacting the score (the more topics match, the higher the score)
- Audience Location - for any location-specific businesses, the score will remain low if there is no audience in the desired location
Fit Score isn’t a measure of content quality or audience engagement. It’s solely an indicator of content alignment based on thematic analysis.
To access the Brand Fit Score of a given creator, open their profile from Search, Report, List, or Campaign. The Brand Fit Score is displayed in the top row of the Social Presence tab.
What do the different percentages mean?
Percentages are classified as high, medium, and low for any given Creator. Use the following best practices when reviewing Brand Fit Score:
- High Score - This signifies the creator’s content strongly aligns with your brand. You should explore additional details for this creator like past collaborations and analytics.
- Medium Score - This signifies the creator’s content overlaps with some of your brand. You should review their individual posts and engagement trends to assess overall fit.
- Low Score - This signifies the creator’s content doesn’t align with your brand. If you’re compelled to do so, you can review the creator’s Profile further to uncover niche relevance.
How to customize Brand Fit Scores
You can customize how Brand Fit Score is calculated by creating target audiences.
- Navigate to User Icon > Settings > Brand Fit Score.
- Click + Target Audience.
- Describe your audience and click Save.
- Influencer Marketing generates Audience Interests for you. Delete any you don't want by clicking the x next to that interest. Add your own by clicking +. Click Save.
- (Optional) Enter an Audience Location(s).
- Click Save and Finish.
Where to Find the Brand Fit Score
Open a creator’s profile. The Brand Fit Score is displayed at the top of the profile.
Click the Brand Fit Score to see Audience Interests and Audience Location factors that impact the score.
You can also hover over each audience interest to see more details about each topic.
