How many creators choose a brand based on product quality and relevance?

82% of surveyed creators name product quality and relevance to their audience as one of the most important factors when choosing a brand programme. In the same study, that outweighed commission rates and earning potential, cited by 63%.

For an ambassador programme, this means selection works both ways. A brand chooses a suitable creator, but the creator must also be able to use the product credibly and find it relevant to their audience. A large following cannot compensate for weak product fit.

Sunday Squad prefers to test that fit in real use first: does the product match the sport, does the athlete use it naturally, and does the resulting content avoid feeling like an isolated ad? That behaviour is a stronger basis for a long-term relationship than reach alone.

The figures come from a CreatorIQ/Ipsos survey of more than 125 creators participating in affiliate programmes. The question allowed multiple answers and measures preferences, not a causal effect on campaign performance.