Brands are highly selective about the influencers they work with — and for good reason.
Partnering with an influencer who isn’t aligned with your brand (or campaign goals) can put your reputation and budget at risk.
So, how do you choose?
Enter: An influencer scorecard.
With it, you can evaluate whether an influencer will be the right fit — be it a one-off partnership or long-term collaboration.
We’re breaking down the key categories for scoring influencers, along with a free template you can start using today.
Table of Contents
What Is an Influencer Scorecard?
An influencer scorecard is a method that helps brands evaluate if an influencer is a good fit for a future campaign.
Based on eight categories, influencers are given a score out of 40. If their total score is above 30, they’re considered brand collaboration material.
So, what makes a “good fit”?
Whether you're looking to drive clicks or build awareness, an influencer scorecard is key to choosing influencers that will help you get the results you're looking for.
8 Key Categories In an Influencer Scorecard (& What They Mean)
We’ve pinpointed eight categories that brands can use as a starting point for assessing potential influencer partners.
Let’s break them down.
#1: Thought Leader
Is this influencer a trusted advisor in their industry or niche?
This may present itself by their following count (though take this with a grain of salt), engagement rate, previous brand collaborations, awards, and reviews.
More importantly – does their content reflect that they’re as “knowledgeable” as they claim to be?
For example, a food influencer who specializes in baking should have tons of posts related to recipes and cooking tips.
TIP: Download our free influencer scorecard template to help you evaluate every influencer on your wishlist!
Does the influencer’s content educate, inspire, or entertain their audience?
This scorecard category is key.
If they don’t know how to connect with their audience and provide value, the likelihood of your campaign being successful is slim to none.
Audit their comments, saves, and shares in this scorecard section to gauge how engaged their followers are.
TIP: Micro influencers have highly engaged communities due to their relatability. Read more: How to Grow Your Brand With Micro Influencer Marketing
Is the influencer’s content relevant to the audience you’re trying to reach with your campaign?
For example, if you’d like to tap into those who’d be interested in social media management tools, working with an influencer whose content is geared towards marketing and entrepreneurship might be a better fit than working with a beauty influencer.
Want to plan, manage, and analyze all of your social media content in one spot? Later’s tools are trusted by 7M+ marketers, creators, and brands. Create an account — for free.
Does the influencer align with your brand mission and values?
The best campaigns are those that feel like a natural fit — and are an extension of your brand.
Of equal importance? Influencers who genuinely use and like your products or services.
It'll make your collaboration feel authentic, and is more likely to convert their followers into customers. Cha-ching.
TIP: For inspiration, bookmark this blog: 7 Influencer Marketing Campaigns To Inspire Your Next Launch
When it comes to vetting potential influencer partners, consistency is the name of the game.
While you audit their content and review their media kit, ask yourself: Do they post engaging, high-quality content on a regular basis?
And “high-quality” doesn’t necessarily mean professional photos or glossy videos.
The more consistent they are, the more trust they’ve built with their audience (and can translate to your campaign).
ICYMI: Download our free influencer scorecard template to help you take the guesswork out of choosing influencers for your next launch.
#6: Brand Safe
This scorecard category is as straightforward as can be.
Similar to auditing whether an influencer aligns with your brand values, it’s important to research their reputation — both on and offline.
Brands have gotten themselves in hot water by partnering with influencers who have controversial pasts.
TIP: If you do find yourself navigating a crisis, read this: How to Manage a Social Media Crisis: A Step-by-step Guide
Does this influencer post to a variety of social media platforms (at least two)?
Have they expanded outside of social media with an original website, podcast, or newsletter?
While it’s not a dealbreaker, it’ll give you more opportunities to tap into their audiences on multiple channels.
TIP: Negotiate a bundle package in your partnership — for example, asking for a few Instagram posts and a spot in their newsletter.
#8: Business Acumen
Reputation, reputation, reputation.
If this is an influencer you’ve partnered with before — were they easy to work with? Did they meet deadlines (or request extensions well in advance)?
If this is a new influencer — do they respond to emails in a timely manner? Was it easy to get their media kit or rate card?
You want to work with someone who’s reliable, organized, and is a clear communicator — especially if you’re hoping to collaborate on a long-term campaign or ambassadorship.
How To Choose Influencers For Your Next Marketing Campaign
If you have a limited budget, using our influencer scorecard template can be a great starting point for choosing influencers from your longlist.
However, if you're an enterprise business with more budget to spend, combining the scorecard with an influencer marketing platform like Later Influence™ can level-up your overall strategy.
With Later Influence, you'll gain access countless influencers with a range of niches and industries. You can even filter by age, location, audience insights, and more.
Ready to get started? Schedule a call to learn how you can manage your influencer marketing campaigns more effectively, today.