Creator match scores, explained
How the platform ranks creators for a campaign brief, and where human judgement still belongs in the process.
A match score is a suggestion, not a verdict. It exists to shrink a list of hundreds of creators to a shortlist of ten that a coordinator can actually review in an afternoon.
The score blends niche overlap with the brief, audience-size fit, historical completion rate, and availability. Completion rate tends to matter more than people expect: a creator with a modest following who has never missed a deadline routinely outranks a larger account that does.
Engagement quality is weighted over raw engagement rate, because a spike driven by comments from bots or giveaway accounts does not represent an audience that will act on the campaign.
Where the score deliberately stops is brand fit. Tone, aesthetic, and past collaborations are judgements a coordinator should make themselves — the platform surfaces the data, not the decision.