As someone who’s continuously building and managing influencer campaigns, I can confidently say this: choosing the right influencer is half the battle and too often, that decision gets made with more gut feeling than structure.

But here’s the thing: brands are becoming far more selective (and strategic) about who they collaborate with, and influencer agencies need to match that energy with smarter systems.

That’s where influencer scorecards come in.

Think of an influencer scorecard as your campaign’s casting director. It’s a simple, scalable way to assess whether a creator is the right fit, not just aesthetically, but strategically. Are they aligned with your goals? Do they speak your audience’s language? Will they actually deliver results?

Let’s break it down.

So, What Is an Influencer Scorecard?

At its core, an influencer scorecard is a structured evaluation tool that helps you assess a potential partner across key performance metrics and brand-alignment categories. The goal? Eliminate guesswork, avoid mismatches, and build campaigns with creators who move the needle.

We typically score creators across twelve categories, assigning 1–25 points per category, for a total possible score of 500. A score above 260? That’s green light territory. Below 250? Might be time to move on.

And no, I’ll repeat it endlessly, follower size alone rarely tells you how effective an influencer will be, so get armed with the right tools to guide you in the right direction.

Why Do Influencer Agencies Need an Influencer Checklist?

With creators driving consumer decisions across every major platform, brands are relying on influencer agencies more than ever to bring them the right talent, not just any talent.

And that’s where things can go sideways.

As an agency, the pressure is on to deliver a curated roster, creative strategy, contracts, and reporting, all under tight timelines. In that rush, it’s easy to fall into common traps: defaulting to the influencer with the biggest following, the cheapest rate, or the most polished grid. 

This is why every influencer agency needs a checklist.

Think of this checklist (or scorecard) as your strategic filter. It’s a tool that lets you:

• Vet influencers objectively
  
  
• Compare them across brand and campaign criteria
  
  
• Flag potential red flags before they become campaign headaches
  
  

From experience, even the most “perfect” influencer on paper can end up being a mismatch once you dig deeper — maybe their audience skews the wrong demographic, maybe they’ve had brand safety issues in the past, or maybe their engagement is artificially inflated.

The influencer scorecard is how you uncover these nuances before your client does.

As an influencer agency, your job isn’t just to source creators — it’s to protect your clients' investment and reputation. A well-structured checklist ensures you’re not making decisions based on vibes alone.

Here’s why it’s non-negotiable:

• Scalability: When you’re reviewing dozens (or hundreds) of profiles, a scorecard gives you a repeatable, scalable way to shortlist.
  
  
• Credibility: When clients ask why you chose a creator, you’ve got a clear rationale, backed by criteria, not just popularity.
  
  
• Risk reduction: It helps you surface dealbreakers early (brand alignment, past controversies, poor communication habits).
  
  
• Consistency: It aligns your internal team on what “a great fit” looks like, even across different campaigns or clients.

Real Talk: Looks Can Be Deceiving

That fashion micro-influencer with flawless photography? Might have a ghost town for engagement.

That lifestyle creator with 300K followers? Could have zero relevance for a wellness client.

That foodie with viral reach? May not align with your client’s sustainability values.

Without a checklist, you’re guessing. With one, you’re assessing.

What to Include in Your Agency’s Influencer Scorecard

For influencer agencies juggling multiple campaigns, timelines, and client expectations, scorecards offer consistency and clarity. They create a repeatable framework that junior and senior team members can follow, align internal decision-making, and — perhaps most importantly — instill client confidence.

It’s one thing to say, “We think this creator is a good fit.” It’s another to show a client a scorecard and explain why, backed by data, brand alignment, and clear rationale.

Key Categories in an Influencer Scorecard (& What They Really Mean)

You’re tasked with delivering creators that deliver measurable results. And when campaign goals, client expectations, and timelines are tight (which, let’s be honest, is always), the need for structured vetting becomes non-negotiable.

Below, I’m unpacking the 12 key categories I use across industries — and yes, there’s a free template you can grab at the end.

1. Thought Leader

Ask yourself: Does this creator lead in their niche? Not just post about it — own it.

Good signs? High-quality content, credible collaborations, features in media, educational posts, peer recognition.

In the wellness space, creators like @amynathalie are respected not only for their aesthetic, but for their knowledge. Amy’s background in psychology informs her content on mental health and relationships, making her a go-to voice for emotional wellbeing brands.

For B2B tech, Chris Walker has become a LinkedIn powerhouse by consistently educating marketers about demand generation. He’s an industry authority.

2. Value

Does the content do more than look good? Does it teach, entertain, or inspire? Audit for? comments with meaningful feedback (“I needed this!”), saves, shares, or real-life use cases.

In finance, creators like @elordenmundial or @finanzasparamillenials deliver relatable, actionable financial advice in Spanish. Their audience saves and shares posts because they’re useful, not just flashy.

In beauty, Lab Muffin Beauty Science (Michelle Wong) regularly breaks down product ingredients with a PhD-level lens — turning product education into binge-worthy content.

3. Relevance

Relevance is about audience fit. Not just what they post, but who’s watching.

If you’re a social media SaaS brand, working with a fashion or comedy creator might misfire. Instead, someone like Vanessa Lau, who speaks directly to creators and coaches, is far more likely to drive interest and sign-ups.

For food brands, creators like @kitchengemsworld blend culinary content with scientific knowledge — ideal for CPG campaigns targeting informed, curious consumers.

4. Aligned

This is where many campaigns go wrong: choosing a creator who can post your product vs. one who should.

Alignment means values, tone, and mission are in sync and it shows.

Glossier’s partnerships with micro-influencers who already used their products — long before the collab — led to deeply authentic content. These creators didn’t switch brands for a check. They were simply invited into a larger story.

In sports and wellness, WHOOP partners with elite athletes and performance coaches who already live by the data their wearable provides. The result? Natural storytelling, not forced product plugs.

5. Consistent

Consistency doesn’t mean posting daily. It means showing up regularly with clear intent.

Look for:

• Posting cadence
  
  
• Content style cohesion
  
  
• Quality across formats

Fitness creator @coachgreen.pt brings consistency across both Instagram and YouTube — in visuals, tone, and message. Whether it’s a 15-sec reel or a 15-min video, the content is recognizably his. For brands, this builds audience trust and boosts campaign lift.

6. Brand Safe

A simple Google search isn't enough. Dive into past posts, comments, public statements, even past sponsorship history.

RememberBud Light’s 2023 backlash with Dylan Mulvaney? It wasn’t due to Dylan herself, but a lack of strategic rollout and brand safety planning. Influencer campaigns must be supported by a clear narrative and broader strategy to avoid pitfalls.

If you're in finance, health, or regulated industries, vetting for misinformation or past controversies is critical,  especially in niches like crypto or supplements.

7. Diversified

Multi-platform presence is a plus. Think a TikTok creator who also runs a Substack, or an Instagram beauty guru who uploads tutorials to YouTube.

You get more touchpoints, more formats, and more value from a single partnership.

Melanie Mitro, a top Beachbody coach, reaches her wellness community through Instagram, Facebook groups, and podcasts — giving her brand partners access to multiple highly-engaged channels.

8. Business Acumen

No one wants to chase creators for deliverables. A strong influencer respects the process and treats brand work professionally.

Look for:

• Timely responses
  
  
• Organized media kits
  
  
• Clear negotiation
  
  
• On-time content delivery

Freshly Cosmetics campaigns with creators like Sara Baceiredo stand out not only for her audience fit, but for her attention to detail and campaign delivery, making her a repeat partner across launches.

9. Audience Demographics

Dig deeper than surface-level followers. Is their audience your audience?

Ask for:

• Gender, age, and location breakdowns
  
  
• Top interests
  
  
• Follower quality (bots vs. real users)

If you're a DTC baby brand, like Chicco, collaborating with micro or parent influencers, is more effective than a lifestyle macro with a similar following. Why? Because their audience is exactly who you're selling to, moms and dads who trust her reviews and routines.

10. Previous Campaign Results

This is gold, if you can get it. Ask:

• Have they driven conversions before?
  
  
• Can they share case studies or stats?
  
  
• Did they create memorable content that earned shares or PR?

ISDIN’s collaboration with tennis pro Carlos Alcaraz was more than just about celebrity reach, it came with high-impact media value and strong brand recall because of the athlete’s personal credibility and storytelling alignment with ISDIN’s values.

11. Content Quality

You can have the right audience, message, and even the right creator, but if the content looks like it was edited in Microsoft Paint circa 2003, it’s going to underperform.

Content quality is about presentation, clarity, and platform readiness. That doesn’t mean every post needs to be studio-shot, but it does need to reflect intention and polish.

Ask yourself:

• Are the visuals well-lit and composed?
  
  
• Is the text legible and clean?
  
  
• Are the transitions, captions, or hooks effective for the platform?

In the tech industry, creators like Justine Ezarik (iJustine) produce Apple-style content — crisp, polished, and product-focused — even when it’s just a TikTok unboxing. For tech brands, working with someone who matches that production value can elevate the entire campaign experience.

In food and beverage, creators like @thedaleyplate show how to balance story and aesthetic, mouth-watering visuals paired with rich, accessible narratives.

Great content makes your product look premium.

12. Engagement Rate

You can’t talk about influencer performance without asking the essential question: Do people care enough to respond?

Engagement rate is a proxy for trust, relevance, and community strength. High likes with low comments? Could be surface-level. High saves and replies? That’s deeper impact.

Look for:

• Likes and comments per post
  
  
• Saved content
  
  
• Video completion rates (on Reels or TikTok)
  
  
• Meaningful back-and-forth in DMs or Stories
  
  

Rule of thumb: For nano and micro influencers, 3–6% engagement is strong. For macros, 1–2% is expected (but check who’s engaging, not just how many).

In finance, creators like Humphrey Yang consistently engage their audience through clear, concise, relatable content on topics like budgeting and investing. Despite being in a “dry” niche, his posts spark conversation and drive action, a dream combo for fintech brands.

Similarly, @blackgirldigital partners with micro-influencers across beauty and lifestyle verticals whose engagement often outpaces bigger names, proving that intimacy often beats reach.

How To Choose Influencers For Your Next Marketing Campaign

I’ve seen this scenario play out too many times: the creative is strong, the budget is locked, the product is ready to ship, but the influencers? 

No matter how good your brief is, if you’ve got the wrong person in front of the camera, your message won’t land, or worse, it could backfire.

So how do you choose influencers that actually deliver?

If You're Working With a Lean Budget

Maybe you’re a startup, a DTC brand, or simply testing the waters of influencer marketing. In these cases, your resources are precious, which means every creator you bring on has to work.

You can build a shortlist, score each creator side by side, and prioritize those who check the most boxes. We recently worked with a boutique wellness brand with a modest budget. Instead of chasing big names, they used our scorecard to vet 10 micro-influencers. 

If You're an Enterprise Brand or Scaling Through an Influencer Agency

If you’re managing influencer campaigns at scale, whether in-house at an enterprise brand or across multiple clients as an influencer agency , you’ll need more than a spreadsheet and a gut feeling.

This is where platforms like Influencity come in. With Influencity, you can access:

• A network of +200M influencer profiles worldwide across Instagram, TikTok, YouTube, and more
• Advanced filtering by demographics, audience quality, engagement rate, and topic
• Social media and social listening tools.
• Tools to manage content, contracts, payments, and performance in one place

Match Your Tools to Your Goals

If you’re selecting creators for a single launch or testing a new market, a scorecard may be all you need. But if you’re building long-term programs, coordinating multiple influencer tiers, or managing multiple clients, it’s time to pair that scorecard with tech.

So here’s my recommendation:

• Start smart: Use the influencer scorecard to define what “right fit” means for your brand.
  
  
• Scale strategically: Leverage a platform like ours to streamline your process, improve accuracy, and cut down admin time.
  
  

So...

• 12 scoring categories
• 1 simple framework
• 100% more clarity on who to work with and why

With this scorecard, influencer agencies and brands can make data-informed, brand-aligned, and performance-driven decisions every time.

The result? Better partnerships, stronger content, and more campaigns that actually hit their KPIs.