Do you use AI to select creators?

By Tom Bogaert · Reviewed on
Part of: Creator marketing
66.4% of marketers report better campaign outcomes after implementing AI (60.2% use it to find creators) archive.com, sectoranalyse nano-influencer performance, 2025

Yes, for the searching — not for the decision. The figures show we're not alone in that: 66.4% of marketers report better campaign outcomes after bringing in AI, and 60.2% use it specifically to find creators, according to a 2025 sector analysis by archive.com.

What a machine does well is narrow the field. Working through thousands of profiles on discipline, posting frequency, language, region and whether the engagement looks real is work a human gets worse at after an hour and a script doesn't. That produces a longlist, and no more than that.

What comes next can't be automated. Whether someone is credible with their audience, whether their tone fits a brand, whether that training rhythm is real or mainly well photographed — you see that by looking at their last twenty posts. We do that by hand on every profile we put forward, and we submit the squad for approval so you can see it too.

There's a risk inside the statistic itself, incidentally. A selection tool optimises for what's measurable, and that's usually reach and engagement — precisely the variables that predict the least about whether a collab works.

Sources

  1. archive.com, sectoranalyse nano-influencer performance

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Related questions

Do we have to find and manage the sportfluencers ourselves?

No. We find, screen, brief and chase the athletes; you get one curated squad to approve, one point of contact, one agreement and one service fee — not twenty-five separate email threads and reminders.Read the full answer →

Is there a list of your sportfluencers we can look at?

No, there is no browsable catalogue. A squad forms per collab: from sportfluencers who apply to your campaign, supplemented from our community (amateurs with 500 to ±25,000 followers) and targeted scouting. What you do get: the contours and cases up front, and after the matching a reasoned shortlistRead why a reasoned shortlist says more than a catalogue →

How much does it pay off when the creator is genuinely in your niche?

13.59% more engagement and 81.39% more views when creators are picked on the brand's product niche rather than on reach (archive.com sector analysis, 2025). Read it as an order of magnitude, not a guarantee. The reason: in the right niche your product is a tip, elsewhere it's an ad among other ads.Read the full answer →

How many brands actually match their creators to their niche?

37.20% of brands match their creators to their own product niche (archive.com sector analysis, 2025). The rest mostly select on reach, because reach is the one thing every platform shows straight away. Selecting on niche means doing work that isn't sitting ready anywhere — and that is exactly where Read the full answer →

How do you find the right creators for your brand?

Three routes, in increasing order of effort: search Instagram or TikTok yourself, work via a platform or database, or build a curated squad with a specialist. The right route depends on scale, budget and quality control.See the three routes to find creators — and their real costs →
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