Trust
Check a creator before any money is committed.
Followers and engagement can be bought, and a creator’s past posts can cause trouble for your brand later. These checks use signals you can read for yourself, so you can look before you pay.
Start for freeAudience quality
See if the likes, views and comments look real.
Audience quality rates a creator from warning signals in their followers, views and comments. Clear means 0 or 1 signal fired. Check means 2, so look before you pick. Risky means 3 or more, or one severe signal such as a sudden follower spike. Open the Audience tab to see each signal, and whether it fired or couldn’t be checked.
- Seven signals, including engagement too low or too high and weak views
- The AI sorts comments, but that never sets the rating alone
- A Risky rating never rejects a creator on its own. You decide
- Creator type: educator, not entertainerMatched · Bio line: “Skincare educator · derm-led routines”
- Tone and values: science-led, no fear claimsMatched · Post 08-09-2026: “What niacinamide really does”
- Topics to avoid: crash dietsNot matched · Post 12-09-2026 caption mentions “crash diet”
- Category experience: serumsMatched · Reel 02-09-2026: “Serum layering, explained”
Missing data
What we don’t know stays unknown.
We never guess a creator’s age or gender. These come only from the creator’s own connection or a licensed provider. Without one, they show as not available. The line under each creator’s name says how old the data is, so you know how much weight to give it.
- Data older than 45 days is marked Stale, by default
- Data older than 90 days is left out of the score
- Refresh gets the latest profile and posts for 5 credits
Kavya NairWhere each profile stands
Three levels of data on every profile
How much we know depends on where the data came from. Each creator’s profile says which of these applies.
- Handle only
We have the handle and nothing else yet. The details arrive at the next refresh.
- Public
Followers, views, likes and comments from the creator’s public profile.
- Verified
All of that, plus the saves, reach, and audience age and gender that the creator’s own connected account provides. Anything missing shows as not available.
Before you sign
The checks to run on each creator
Each check is advice. None of them stops a pick or a deal. They show you where to look, and you add a note if you go ahead.
- Commenters
Look at who’s commenting.
Bought followers often never comment, and bought comments often come from empty accounts. The commenter check looks at a sample of the people who comment, and shows what share looks suspicious. It runs when you refresh the creator.
- Paid posts
See how much of the feed is ads.
A feed full of ads can mean followers trust a creator less. See how many of their recent posts we hold are marked as paid partnerships, and which brands they name.
- Brand safety
Check posts against your no-go topics.
List the topics your brand avoids in your brand profile. Refresh reads a creator’s posts against them, and Submit deal runs the review again. The findings show on the creator’s page, for you to read.
- Marks
Tell your team how to treat a creator.
Mark do not contact, and outreach stops for your whole team. Mark not this brand, and the creator stays available to your other brands. You can also mark a creator as virtual or AI-generated, or as refusing disclosure.
- Duplicates
See one creator, not two.
When two records may be the same person, the app says why they may match, such as the same YouTube channel. Link them if they are, and your team sees one creator. You can unlink later.
Coming next
What this chapter adds next
- Video
Brand-safety checks of speech, on-screen text, images and video frames, for what captions don’t show.
- Rechecks
Weekly brand-safety rechecks of the creators you work with now.
- Mentions
Monitoring of competitor partnerships, alongside brand mentions.
