How Refluenced Matches the Right Influencers to Your Campaign
You launch a campaign and dozens of creators apply. They all look good at first glance. But who actually fits your brand? Clicking through every profile takes hours, and in the end you're still going with your gut.
That's exactly why we built our recommendation algorithm. It looks at every influencer who applies to your campaign and sorts the list so the best matches sit right at the top.
How the Matching Score Is Determined
The algorithm asks the same three questions about every influencer - essentially the ones you'd ask yourself:
1. Does the influencer reach the right people?
What the algorithm checks: Which countries does the creator's audience come from, and how well does that line up with your campaign's target markets? It's not just about whether your target countries show up at all, but whether they sit at the top of the audience or are just a footnote.
An example: Your campaign is set to run in the DACH region. Creator A has 40,000 followers, most of them in Germany, Austria, and Switzerland. Creator B has a million followers, but most of them are in the US and UK, with Germany only ranking third. For your campaign, Creator A scores higher, even though B has the bigger numbers. Because ultimately, you're paying for reach among people who can actually buy your product.
2. How well does the content actually perform?
What the algorithm checks: How many people actually see the posts, and how strongly do they respond? Views, impressions, and engagement are rolled into a single performance score. The nice part: a creator has to deliver consistently across the board, shining on one metric alone isn't enough.
An example: Creator A has 500,000 followers, but his posts average just 3,000 views, an audience that has gone quiet over the years. Creator B has 25,000 followers but reliably hits 15,000 views per post and gets plenty of comments. The algorithm ranks B higher, because her community actually watches and engages, and that's exactly what your campaign needs.
3. Does the look fit the brand?
What the algorithm checks: How polished and consistent is a creator's feed overall, and how close is their style to what you have in mind for the campaign? This is where AI comes in: one model rates the visual quality of the feed, while a second understands the connection between images and language. You describe your desired style in words, and the AI measures how well the actual content matches it.
An example: You set the desired style as "clean, minimal, wellness." Creator A posts bright, tidy images in calm colours, her feed looks like it came straight out of your brand guide. Creator B makes great content, but in a loud, colorful streetwear style. Both are strong creators. But for this campaign, A gets the much better style score, because her content sits seamlessly next to your brand.
The Matching Score
Each of the three questions gives the influencer a rating. Together, they form a match score, and that score builds your ranked recommendation list. At the top are the creators who convince on all three fronts (GREEN): the right audience, real performance, and a look that fits your brand. Anyone who only shines in one area (BLUE - GREY): say, huge reach but in the wrong country ... slides down the list.
Your Campaign, Your Priorities
By default, all three questions carry roughly equal weight. But not every campaign works the same way. For a brand awareness campaign, your campaign manager can weight reach more heavily. For a visually driven Instagram campaign, aesthetics move to the front. You decide what makes a match for you - the algorithm adapts.
š”Note: A creator with a slightly lower score can still be worth accepting if their content is genuinely strong. You can fine-tune the audience later with Spark Ads (TikTok) or Partnership Ads (Instagram) ... but you can't fine-tune content quality.
š”Note: The score doesn't replace your judgment. It does the groundwork, so you spend your time on the five best candidates instead of fifty profiles.