On my campaign dashboard I can see match scores for creators who applied — ranging from 34 to 91. I automatically approved the 91 but now wondering if I am missing good creators by only looking at score.
Match score is a composite of four signals: niche overlap (does creator post skincare/beauty content?), follower range fit (does their audience size match your campaign tier?), platform match (are they active on platforms you want to run on?), and audience gender/age alignment (if you specified targeting). A score of 91 does not mean they will outperform a score of 65 — it means they fit your campaign parameters better on paper. Always read actual creator content before approving. A 75-score creator who posts beautifully produced honest reviews of skincare products will often convert better than a 91-score creator who posts broad lifestyle content. Use score as a filter, not a verdict.
Review your campaign's creator applicants →We set a 60-score floor and then manually review everyone above it. The 60–80 range often has hidden gems — micro creators who are hyperspecific to skincare and have very engaged, purchase-intent audiences. Highest score is not always best performer.
I have a 78 match score on most skincare campaigns and I consistently outperform creators scored above me because my audience is 85% women 22–34 who actively buy skincare. The score does not capture audience purchase behaviour. Check the creator's avg views on product review content specifically.
Think of match score like a shortlist tool, not a ranking. Use it to filter out clear mismatches (score below 40 usually means wrong niche, wrong platform, or wrong follower range). Then evaluate the shortlist with your own judgment. The brands that do best on CreloAI spend 5 minutes reviewing each creator's last 9 posts.
Also look at the brand badges when evaluating. A creator with a "Consistent Performer" badge but 72 match score is probably a safer bet than a 90-score creator with no badges at all. Badges reflect real campaign history.
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