How to choose influencers for your brand
Updated October 2026
Choose influencers by their audience: the people who watch them should be the people who would buy your product. Then check that the views and the comments are real.
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What to look for in an influencer
- An audience that matches
- The viewers' jobs, games, tools and interests match what your product does, in the country and the language you sell in.
- Views per video
- The views on recent videos show how many people a new video will reach.
- Content your product fits
- The creator already makes the kind of content your product sits naturally in.
How to spot fake followers
- Views and followers
- A large following with few views on recent videos is the first sign to look closer.
- The comments
- Real comments talk about the video. Many short, repeated comments, or emoji alone, are a warning sign.
- Sudden jumps
- A follower count that jumps overnight, with no video to explain it, usually points to bought followers.
The audience data each platform shows the creator, such as countries, age and watch time, confirms what the numbers suggest.
Ask for a screenshot of it before the agreement.
Followers or views: which matters more?
For a video campaign, the views. Creators price a sponsored video by the views it is expected to get.
The views are what put your product in front of people.
Followers show the size a channel has built over time.
Smaller or larger influencers?
- Smaller influencers
- Several with the right audience can add up to the views of one large creator, and they show which audiences respond to your product.
- Larger influencers
- One video reaches more people, and the negotiation can take a little longer.
How Ikanda chooses influencers
The audience first
We start from who your product is for: their jobs, interests, country and language.
A list from the data
We search our creator base and each platform for that audience, and read the recent views and engagement.
Contact and agreements
We handle the first contact, the negotiation and the agreements.
A test to start
A few creators first, the same process at a smaller size.
The numbers decide
After launch, the results decide who comes back in the next round.