Why the biggest creators were not the best fit
An organic castor oil brand wanted creators whose followers already cared about clean beauty and natural hair. I defined the audience, researched 115 creators on Instagram and TikTok, scored each one on real engagement and fit, and started the outreach.
- Influencer research
- Audience definition
- Creator scoring
- Outreach
creators researched and scored
on Instagram and TikTok
contacted in two outreach waves
columns tracked per creator
What the research showed
Size was a weak signal
Big accounts often had the weakest engagement. A 396K account sat at 1.66%, while creators with 12K to 16K followers reached 6% to 8%. So the shortlist leaned on engagement rate and average likes, not follower count. Rates above 100% were flagged for a second look before anyone was contacted.
Pink: Instagram. Teal: TikTok.
Pick the creators whose followers already shop for clean beauty, not the biggest names.
The audience
Who the brand was for
The creator types
Ten kinds of creator, two platforms
Where to look
Each platform had its own kind of creator.
Swipe for more →
Creator mapResearch plan
| Platform | Creator type | Why it fits |
|---|---|---|
| Natural beauty bloggers | Clean skincare routines and swaps | |
| Wellness coaches | Natural remedies and clean eating | |
| Mom influencers | Non-toxic products for the family | |
| Sustainability advocates | Conscious, low-waste buying | |
| DIY creators | Hair and skin recipes with organic oils | |
| TikTok | Holistic lifestyle creators | Toxin-free swaps and wellness hacks |
| TikTok | Before-and-after creators | Natural routines that show results |
| TikTok | Educators | Explaining why an ingredient works |
| TikTok | Trendsetters | Ideas like a 7-day castor oil challenge |
| TikTok | Family wellness | Family-friendly, toxin-free routines |
The method
From a search to a shortlist
Outreach
Instagram first, TikTok next
63 Instagram creators were contacted in two waves, on January 3 and January 14. TikTok creators were researched and ready for the next round, most of them reached through their management teams.
A good shortlist is mostly the people you decide not to contact.
What I delivered
- Target audience profile
- Creator type map
- Creator database with 115 profiles
- Engagement scoring
- Outreach tracker
