> For the complete documentation index, see [llms.txt](https://fair-indonesia.gitbook.io/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://fair-indonesia.gitbook.io/docs/guides/finding-the-right-creators.md).

# Finding the Right Creators

How to move from "anyone in our niche" to a shortlist of creators who are actually right for your brand.

***

## The problem with follower count

Follower count is the most visible number in influencer marketing and one of the least reliable signals. A creator with 2M followers and a 0.3% engagement rate reaches fewer real people than a creator with 80K followers and a 5% engagement rate.

Fair's filters let you search by the metrics that actually matter.

***

## Start with audience, not creator

Before you open Creator Discovery, define your target audience:

* **Demographics** — age range, gender split, income bracket
* **Location** — country, city, or region
* **Interests** — what they care about beyond your product category
* **Platform habits** — where they spend time (Instagram, TikTok, YouTube)

This shapes every filter you apply. A creator might look perfect on the surface but reach an audience that doesn't match your buyer profile at all.

***

## Using Creator Discovery filters

Go to **Creator Discovery** and use the filter panel on the left.

### Reach filters

| Filter          | What to use it for                            |
| --------------- | --------------------------------------------- |
| Followers       | Set a minimum and maximum range               |
| Engagement rate | Filter for quality — 2%+ is generally healthy |
| Average views   | For video-first platforms (TikTok, YouTube)   |
| Average likes   | Cross-platform signal for content resonance   |

### Audience filters

| Filter             | What to use it for                                |
| ------------------ | ------------------------------------------------- |
| Audience country   | Match your target market                          |
| Audience age       | Align with your buyer demographics                |
| Audience gender    | Filter for gender-skewed campaigns                |
| Audience interests | Reach audiences with specific interest categories |

### Creator filters

| Filter             | What to use it for                         |
| ------------------ | ------------------------------------------ |
| Category / niche   | Find creators in your product vertical     |
| Platform           | Instagram, TikTok, YouTube, or TikTok Shop |
| Creator location   | If local relevance matters                 |
| Language           | Filter by the language creators post in    |
| Authenticity score | Filter for real, organic audiences         |

***

## Reading the Analyser profile

When a creator looks promising in search, open their full Analyser profile before adding them to a campaign.

### Authenticity score

Fair's authenticity score estimates the proportion of a creator's audience that is real, organic, and engaged. A low score suggests inflated followers or low-quality traffic. Look for scores above 70.

### Engagement trend

Check whether engagement is growing, stable, or declining. A creator with declining engagement might be losing relevance even if their follower count looks strong.

### Audience breakdown

The audience section shows:

* **Countries** — where their followers actually are, not just where the creator is based
* **Age and gender split** — real follower demographics, not claimed
* **Interests** — what the audience engages with broadly

This is the section that tells you whether the creator's audience matches your buyer.

### Past brand partnerships

Some profiles include a history of brand mentions. If a creator has promoted several direct competitors recently, consider whether that affects brand exclusivity.

***

## Creator tiers as a starting point

| Tier             | Followers | Typical use case                                 |
| ---------------- | --------- | ------------------------------------------------ |
| Nano             | 1K–10K    | High trust, niche communities, low cost          |
| Micro            | 10K–100K  | Best engagement-to-cost ratio for most campaigns |
| Mid-tier         | 100K–500K | Broader reach with some audience specificity     |
| Macro            | 500K–1M   | Awareness campaigns, broad audiences             |
| Mega / Celebrity | 1M+       | Max reach, lower engagement, high cost           |

For most campaigns, micro and mid-tier creators deliver the best return. Nano creators work well for hyper-local or niche campaigns. Macro and mega creators are best when reach is the only goal.

***

## Checking for audience overlap

If you're planning to use multiple creators in one campaign, run overlap checks before finalising your list.

Open a creator → **Check Overlap** → search for a second creator.

A result above 40% means a significant portion of your budget on the second creator is hitting the same people who already saw your message. That's not always wrong — frequency can help with recall — but it should be a deliberate choice.

See [Creator Overlap](/docs/features/creator-overlap.md) for the full overlap guide.

***

## Saving shortlists

Once you've filtered down to a set of candidates, save them:

1. Open a creator profile → **Save to List**
2. Create a new list or add to an existing one
3. Name the list by campaign or brief

Saved lists persist across sessions. This means you can build creator rosters over time rather than starting from scratch each campaign.

***

## Common mistakes

**Filtering by followers first.** Start with audience demographics and engagement rate — followers as a primary filter usually leads to overpriced, under-performing selections.

**Skipping the audience breakdown.** A creator might be based in Singapore but have 70% of their audience in the US. Check before assuming.

**Ignoring the authenticity score.** Inflated follower counts are common. A creator with 300K followers and a 30 authenticity score is not worth the same as one with 100K followers and an 85 score.

**Booking all creators in the same tier.** A mix of one mid-tier creator and several micro-creators often outperforms a single macro creator for the same budget.

***

## Related

* [Creator Discovery](/docs/features/creator-discovery.md) — full filter and search reference
* [Analyser](/docs/features/analyser.md) — understanding creator profiles
* [Creator Overlap](/docs/features/creator-overlap.md) — checking shared audiences
* [Running Your First Campaign](/docs/guides/running-your-first-campaign.md) — putting it all together


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