How many brands actually match their creators to their niche?

By Tom Bogaert · Reviewed on
Part of: Creator marketing
37.20% of brands manage to match creators to their own product niche archive.com, sectoranalyse nano-influencer performance, 2025

About a third. 37.20% of brands manage to match their creators to their own product niche, according to a 2025 sector analysis by archive.com. The remaining two thirds select on something else — usually reach, because reach is the one thing every platform shows you straight away.

That isn't sloppiness. Follower counts sit in every dashboard, every media kit and every export list. Whether someone actually runs four times a week, which races they ride and how long they've been at the same club is nowhere by default. Selecting on niche means doing work nobody has done for you.

That work is exactly what we deliver. We look at discipline, training rhythm, race history and Strava behaviour before we look at followers, and we put the curated squad forward for approval. So you don't have to search and follow up yourself.

For you the figure is mainly useful as a benchmark. If nearly two thirds of your competitors select on reach, the match itself is something you can compete on — and what a good match delivers has been quantified too.

Sources

  1. archive.com, sectoranalyse nano-influencer performance

Also searched for

  • how do brands pick their influencers
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  • matching influencers to brand niche
  • select on reach or relevance

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 creators do brands typically work with?

49.6% of brands work with no more than five influencers per campaign (archive.com sector analysis, 2025), while three quarters of the supply is nano. That limit of five is a bandwidth limit: following up five creators by hand already costs half a working week. And the effect isn't linear — five sepaRead the full answer →

Do you use AI to select creators?

Yes, for the searching — not for the decision. 66.4% of marketers see better results with AI and 60.2% use it to find creators (archive.com sector analysis, 2025). A script narrows the field to a longlist; whether someone is credible with their audience you see by reading their last twenty posts. WeRead the full answer →
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