Compare creators by audience, content and terms before launching a local campaign in Spain.
A Valencia shop does not necessarily need the profile with the most followers in the country. It needs to check whether a creator reaches relevant people, can explain the product and can deliver the assignment. Assess those questions separately instead of reducing the choice to one follower count.
Start with the business objective
Define the desired outcome: visits to a specific shop, enquiries about a service or traffic to a product page. Add the area, dates, available budget and an observable action. A café near a university does not require the same audience and content as an online shop delivering throughout Spain.
Separate publication on a creator's profile from production for brand channels. The first includes access to an audience; the second can focus on the quality of the demonstration. Request separate prices when you need both.
Compare profiles with five checks
- Audience: Request recent aggregated location data where available. Living in a city does not prove the whole audience is local.
- Content: Review several recent videos for answers to questions that matter to your customers.
- Production: Check audio clarity, subtitles and ability to show the product without unverified claims.
- Availability: Confirm dates, delivery, revisions and the approver.
- Transparency: Agree how advertising will be identified before filming. CNMC explains that commercial content must be clearly recognisable.
A zero-to-two scoring table can help organise candidates. It is not automatic proof of authenticity. If figures are inconsistent or comments seem repetitive, ask questions and examine several signals before deciding.
Design a comparable test
Give two candidates the same problem: for example, show how to book and what a visitor receives. Preserve creative freedom while requiring the same essential information. Agree how visits or enquiries will be identified, what data the brand receives and what measurement will miss.
Example brief: “Show the experience of a first visit. Filming will take place at our Valencia location. Propose an idea, a schedule and video usage terms.” This example promises neither sales nor creator availability.
Frequently asked questions
Must the entire audience be local? No. The relevant segment needs to fit the objective even if others live elsewhere.
Does a code measure every visit? No. It captures only actions that use it and are correctly recorded.