Turn the objective into selection criteria
Write down the change you want the campaign to support. A product demonstration needs a different kind of content from a brand introduction or an event appearance. Define the audience, subject, language and format before opening a list of profiles.
Keep essential criteria separate from preferences. For a Greek-language product tutorial, for example, explaining the steps clearly in Greek may be essential. A particular filming style may be a preference. Making that distinction helps you assess a creator who meets the brief but looks different from your initial idea.
Read a sample of the actual content
Review several relevant posts, including recent work and any comparable partnerships. Look at how the creator introduces a subject, explains an idea and makes space for a brand. Note specific examples rather than relying on a general impression.
A creator who talks about your category may still use a tone or format that does not suit your brief. Relevance needs to be visible in the work.
Use metrics in a comparable context
Check the platform, content type and observation period behind each metric. If you compare engagement rates, check that their formulas use the same actions and denominator. A single strong post should prompt investigation of the broader sample.
Write down missing information. An unavailable metric is a question to resolve, not evidence of poor performance.
Make the recommendation reviewable
For each recommended creator, include a short rationale, relevant content links, the role they could play in the campaign and the questions still open. Availability, deliverables, fees and usage rights belong in the next conversation.
A shortlist note could read: "Suitable for the product tutorial: the linked videos explain each step clearly. Confirm availability and permission to reuse the video in ads." Replace that example with evidence from the creator’s actual work. Revisit the recommendation when the brief changes.