More Than Metrics: Finding the Perfect Brand-Creator Fit

When a creator partnership feels off… it probably is. Director Aoifa Smyth explains the formula behind getting it right.

It’s not just about finding creators with an audience, it’s about finding the right ones to tell your brand’s story. We treat creator partnerships like you would any key creative decision, with the same attention to detail you’d give casting, storytelling or product design. When a collaboration feels natural, the results speak for themselves.

Many brands come to us asking about the availability of talent who we instantly know just won't align with a campaign, but what we do know is who will. We're here to brainstorm from concept stage and make suggestions based on what we know about our talent through close relationships.

Here are a few things we consider when recommending talent for a campaign:

1. Brand Alignment

Does the creator genuinely reflect the brand’s values, tone and world? We consider everything from their content voice to lifestyle context- whether they’re a parent, vegan, have sensitive skin, or a gluten-free household. These details shape the authenticity of the story. Audiences respond to partnerships that make sense and not just those that are paid.

2. Audience Relevance

We look beyond top-line numbers to understand who’s actually watching, engaging and converting. Are we reaching the right people, in the right mindset?

3. Creative Compatibility

The best partnerships feel seamless. We consider how a creator naturally shows up online — their tone, aesthetic, storytelling style and how the brand can fit into that, not just onto it.

4. Real Engagement

It’s not about volume, it’s about depth. Is the creator building real community? Do they have influence or just visibility?

5. Track Record & Fit

Have they worked with similar brands before? Are there categories they truly believe in and ones they don’t? We look for integrity, not just availability.

6. Professionalism

A smooth collaboration matters. Are they communicative, deadline-driven and solutions-oriented? Great creative work needs great working relationships behind it.

Because the best results come when the creator believes in the brand and the audience believes in the creator.

Planning a campaign and want to work with the right creators and not just the usual suspects? Let’s talk- hello@collabagency.com