Vendor reportModash, 5 Mar 2026

Looking at shares and saves, rather than just likes and comments, can help reduce poor campaign performance when negotiating TikTok influencer rates

Shortlisting creators

Reader Note:: Practitioner opinion from a Modash guide, not tested against campaign results.
Evidence:: Expert judgment
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Not disclosed

Good for

Getting a rough orientation, and deciding what to check yourself.

Not for

Anything that needs a measurement. Nobody counted or tested this.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source never says how big its sample was or what went into it.

Influencer selection is mainly based on engagement rate and audience demographics (94% and 88%), with only 25% using social listening on what consumers discuss

Share of marketers using each data input to select influencers, and what it measures
Data input	Usage (%)
Engagement rate (Influencer output)	94%
Audience demographics (age, gender, location) — Influencer audience	88%
Past campaign performance data (Influencer track record)	81%
Audience interest / affinity data (Influencer audience)	78%
Follower count and reach metrics (Influencer scale)	72%

Open full graph

Sponsored posts got more engagement when influencers had either very low or very high ad loads, and did worst in the middle

In creator selection, brand fit mattered most and follower count mattered least

Most Important Factor Brands Use When Selecting New Creators to Work With
Selection factor	Brands (%)
Creator suitability or fit for brand	22%
Content performance	17%
Working with a diverse group of creators	14%
Brand affinity, or a history of posting about your client	12%
Follower audience demographics	10%

Open full graph

Go deeper on this topic

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

1.95x

higher conversion odds came with stronger creator audience-brand fit in influencer marketing campaigns

People were about twice as likely to share the sponsored Instagram post when the influencer had low or high ad load instead of a middle one

89%

of marketers do not plan to work with virtual influencers AI avatars or digital clones of creators in 2026

Looking at shares and saves, rather than just likes and comments, can help reduce poor campaign performance when negotiating TikTok influencer rates

Good for

Not for

Related cards

Go deeper on this topic