How to Select Creators Based on Audience Data, Engagement and Average Views

Choosing the right Creator is not based on follower count alone. It requires analyzing several data points that help brands understand how well a Creator fits the campaign and target audience. Audience Data, Engagement, and Average Views are among the most important metrics to consider when evaluating and comparing Creators.

In this article, we will explain how to analyze these metrics, what brands should review before selecting a Creator, and how these insights can support more informed decisions when planning Influencer Marketing campaigns.

Why Is Follower Count Not Enough to Choose a Creator?

Follower count is a useful starting point when evaluating a Creator, but it is not enough on its own to determine whether a Creator is suitable for an Influencer Marketing campaign. A Creator may have a large number of followers, but their audience may not be relevant to the brand or the market the campaign is targeting.

Therefore, it is important to rely on clear methods for choosing influencers and to evaluate creators based on audience, engagement, and content quality, rather than just follower count.

• Audience Fit: How closely the Creator’s audience matches the brand’s target audience.
• Audience Location: Where the Creator’s audience is located, especially when targeting a specific country or market.
• Engagement Rate: How actively the audience interacts with the Creator’s content.
• Average Views: The average number of views generated by the Creator’s content, particularly for video campaigns.
• Content Quality: The quality and style of the Creator’s content and how well it aligns with the brand.
• Niche Relevance: How closely the Creator’s niche relates to the product or service.

For example, a Creator with fewer followers may be a better choice than a larger Creator if they have a more relevant audience, stronger engagement, and suitable content performance for the target market.

Therefore, follower count should be treated as one part of the evaluation process rather than the only factor used to make a Creator selection decision.  

Analyzing a Creator’s audience data is an important step before starting a collaboration because it helps brands determine whether the Creator is actually reaching the people the campaign wants to target.

Some of the key audience data to review include:

1. Geographic Location

Identify the countries or cities where the Creator’s audience is located, especially when the campaign targets a specific market.

2. Age Group

Review the audience’s age groups to ensure they match the demographic the brand wants to reach.

3. Gender

Understand the audience distribution by gender when the product or service is primarily targeted at a specific group.

4. Interests

Analyze the audience’s interests and determine how closely they relate to the product or the brand’s niche.

5. Audience Fit With the Campaign

Good audience data alone is not enough. The audience should be directly relevant to the campaign objective and target audience.

For example, if a brand is targeting customers in Saudi Arabia, a Creator whose audience is spread across several countries may be less suitable than a Creator with a higher share of followers in Saudi Arabia, even if the latter has fewer total followers.

Therefore, analyzing Audience Data helps brands select Creators who can reach the right audience, rather than simply choosing those with the largest follower counts.  

Audience Location is one of the most important data points to review when choosing a Creator, especially when a campaign targets a specific market or country. Having a large number of followers does not necessarily mean that the Creator reaches the audience located in the market the brand wants to target.

Analyzing Audience Location helps brands:

• Ensure access to the target market: Determine whether a relevant portion of the Creator’s audience is located in the country targeted by the campaign.
• Reduce inefficient spending: Avoid spending budget on audiences outside the campaign’s target market.
• Choose the most relevant Creator: Compare Creators based on where their audiences are located, not only on follower count.
• Improve campaign relevance: When the Creator’s audience is geographically aligned with the target market, the campaign has a better chance of reaching relevant potential customers.

For example, if a brand is targeting the Saudi market, it is important to review the percentage of each Creator’s audience located in Saudi Arabia before starting the collaboration rather than relying only on total follower count.

Therefore, Audience Location should be considered an essential part of the Creator evaluation process, especially for campaigns targeting a specific country or market. 

Measuring Engagement is an important part of evaluating a Creator because it helps brands understand how actively the audience interacts with the content rather than relying only on follower count.

Engagement can be evaluated through several metrics, including:

1. Likes

The number of likes a piece of content receives provides an initial indication of audience response.

2. Comments

Comments show direct audience interaction with the content and can help indicate how interested the audience is in the topic or product.

3. Shares

The number of times content is shared can indicate whether the audience finds it valuable enough to share with others.

4. Saves

Saves can be particularly useful for content that provides information, recommendations, or other material that users may want to revisit later.

5. Engagement Rate

Engagement Rate helps evaluate audience interaction in relation to the Creator’s audience size. There are different methods for calculating it, so the calculation method should be considered when comparing different Creators.

For example, if a Creator’s content receives 2,000 engagements and the Creator has 20,000 followers, the Engagement Rate based on a follower-based formula would be:

Engagement Rate = (2,000 ÷ 20,000) × 100 = 10%

This is an illustrative example and is not a fixed benchmark for evaluating all Creators.

6. Engagement Quality

It is not enough to look at the total number of interactions. Brands should also consider the quality of engagement and how relevant those interactions are to the content and target audience.

Therefore, when evaluating a Creator’s Engagement, it is useful to consider Likes, Comments, Shares, Saves, and Engagement Rate alongside Average Views and Audience Fit to gain a more complete understanding of audience interaction 

Average Views is an important metric when evaluating a Creator. It refers to the average number of views generated by the Creator’s content across a selected group of posts or videos. This metric helps brands understand the actual viewing performance of a Creator’s content rather than relying only on follower count.

How Is Average Views Calculated?

Average Views can be calculated by adding the number of views from multiple pieces of content and dividing the total by the number of pieces of content included in the calculation.

Average Views = Total Views ÷ Number of Content Pieces

For example, if three videos generate 10,000, 15,000, and 20,000 views, then:

Average Views = (10,000 + 15,000 + 20,000) ÷ 3 = 15,000 views

This is an illustrative example to explain how Average Views is calculated.

Why Is Average Views Important?

Average Views helps brands:

• Evaluate actual content performance: Understand the level of views a Creator generates consistently.
• Compare Creators: Compare the performance of different Creators rather than relying only on follower count.
• Estimate potential reach: Provide a more realistic indication of the view volume a campaign may generate.
• Select the right Creator: Especially when views and reach are key campaign objectives.

However, Average Views should not be evaluated alone. A high average does not necessarily mean that the Creator’s audience is relevant to the brand or that the content generates strong engagement. It should therefore be analyzed alongside Audience Data, Engagement Rate, Audience Location, and Content Quality.

As a result, Average Views provides a clearer picture of a Creator’s actual content performance and is a valuable metric when comparing options and selecting the right Creators for a campaign.

How Do You Compare Creators Using Data?

Comparing Creators using data helps brands make more informed decisions instead of selecting a Creator based only on follower count. The process involves reviewing key metrics side by side and evaluating how well each Creator matches the campaign’s objectives and target audience.

1. Compare Audience Data

Compare Audience Location, Age Group, Gender, and Interests to determine how closely each Creator’s audience matches the brand’s target audience.

2. Compare Engagement

Review Engagement Rate along with Likes, Comments, Shares, and Saves to understand how actively each Creator’s audience interacts with their content.

3. Compare Average Views

Analyze Average Views to understand the actual viewing performance of each Creator’s content, especially when views or reach are important campaign objectives.

4. Compare Content Quality

Numbers alone are not enough. Evaluate the quality of the content, product presentation, Creator’s style, and how well their content aligns with the brand identity.

5. Compare Performance With Collaboration Cost

Compare previous or expected performance with the collaboration cost. A Creator who delivers strong results at a suitable cost may offer more value than a larger and more expensive Creator.

6. Compare Creators Based on the Campaign Objective

The importance of each metric should depend on the campaign goal. For example, a Brand Awareness campaign may prioritize Reach, Impressions, and Average Views, while a sales-focused campaign may place greater importance on Conversions, Revenue, and ROI.

7. Use a Standardized Comparison Table

A comparison table can include:

This makes it easier to identify differences and strengths across Creators.

For example, a Creator with fewer followers may have stronger Audience Fit, Engagement, and Average Views than a larger Creator, making them a better fit for the campaign.

Therefore, Creators should be compared using a combination of relevant data points, with greater importance given to the metrics most closely aligned with the campaign objective and target audience.  

Evaluating a Creator’s audience quality should not be based on follower count alone. It is more important to assess whether the audience is relevant, active, authentic, and aligned with the brand and campaign. A large audience may have limited value if it is not engaged or does not match the target market.

Audience quality can be evaluated through:

1. Audience Location

Review the countries or regions where the Creator’s followers are located and determine whether they match the market targeted by the campaign.

2. Audience Demographics

Analyze data such as Age Group and Gender to determine how closely the audience matches the brand’s target demographic.

3. Audience Interests

Review the audience’s interests and assess whether they are relevant to the brand, product, or industry.

4. Engagement Quality

Do not look only at the number of interactions. Consider the quality and relevance of Likes, Comments, Shares, and Saves to the content.

5. Audience Activity

Comparing audience size with views and engagement can provide a clearer indication of how active the Creator’s audience is.

6. Audience Authenticity

Pay attention to unusual patterns, such as a significant gap between follower count and actual views or engagement. Available audience data should be reviewed before starting a collaboration.

For example, a Creator with 100,000 followers may be less valuable for a campaign targeting Saudi Arabia if most of their audience is outside the country. Meanwhile, a Creator with 40,000 followers may be a better fit if a larger share of their audience is based in the target market and actively engages with their content.

Therefore, Creator audience quality should be evaluated based on relevance, activity, location, demographics, and engagement quality, rather than audience size alone. 

Aligning Creator data with the campaign objective helps brands select Creators based on their ability to achieve the desired outcome rather than simply their audience size. The process starts by defining the campaign goal and then identifying the data points that best indicate whether each Creator is suitable for that goal.

1. Define the Campaign Objective

Start by identifying the primary result you want to achieve, such as Brand Awareness, Engagement, Traffic, Conversions, or Sales.

2. Select the Data Relevant to the Objective

Once the objective is defined, focus on the metrics that are most closely connected to it:

• Brand Awareness: Focus on Audience Location, Reach, Impressions, and Average Views.
• Engagement: Focus on Engagement Rate, Likes, Comments, Shares, and Saves.
• Traffic: Focus on Clicks, CTR, and Website Traffic.
• Conversions or Sales: Focus on Conversions, Revenue, ROI, and ROAS when suitable tracking data is available.

3. Compare Creator Data With the Campaign Goal

Compare each Creator’s performance and audience data against the campaign requirements. For example, if the goal is to reach a Saudi audience, the Creator should have a relevant share of their audience in Saudi Arabia rather than simply having a high follower count.

4. Evaluate Expected Performance

Previous Creator performance, such as Average Views and Engagement Rate, can help provide an indication of the level of performance that may be expected from the collaboration.

5. Choose the Most Relevant Creator

After comparing the data, select the Creator who offers the strongest combination of audience fit, performance, content relevance, and campaign objective.

For example, if the campaign focuses on generating sales, a Creator with a smaller audience but strong Conversions and Engagement may be a better fit than a Creator with a larger following but limited conversion performance.

Therefore, Creator selection should be directly connected to the campaign objective, using Audience Data, Engagement, Average Views, and other relevant performance metrics to support a data-driven decision.

Choosing the wrong Creator can negatively affect the results of an Influencer Marketing campaign, even when the Creator has a large number of followers. Brands should therefore avoid common mistakes and rely on relevant data before starting a collaboration.

1. Relying Only on Follower Count

Follower count does not necessarily indicate audience quality, engagement, or relevance to the brand.

2. Ignoring Audience Fit

Choosing a Creator whose audience does not match the target audience may result in content reaching people who have little interest in the product or service.

3. Not Reviewing Audience Location

When a campaign targets a specific market, ignoring audience location can lead to budget being spent on audiences outside the target market.

4. Ignoring Engagement Rate

A Creator may have a large audience but low interaction with their content. Engagement Rate should therefore be reviewed alongside audience size.

5. Relying on a Single Average Views Number

Average Views alone do not provide the full picture. It is better to review multiple pieces of content and assess how consistently the Creator generates views.

6. Overlooking Content Quality

Strong numbers do not always mean the Creator is the right fit for the brand. Content quality, presentation style, and overall creative approach should also be evaluated.

7. Failing to Verify Audience Data

Brands should review the available audience data and check whether it appears consistent and credible, while paying attention to unusual patterns in followers, views, or engagement.

8. Ignoring Previous Creator Content

Reviewing previous content and brand collaborations can help brands understand the Creator’s style and determine whether it aligns with brand values and Brand Safety requirements.

9. Not Connecting Creator Selection to the Campaign Objective

Not every Creator is suitable for every objective. Selection should be based on whether the Creator can support the campaign goal, whether it is Brand Awareness, Engagement, Traffic, or Sales.

10. Ignoring Cost vs. Value

A higher Creator fee does not necessarily mean better performance. Brands should compare the collaboration cost with audience relevance, expected performance, and the overall value the Creator can bring to the campaign.

For example, a Creator with 500,000 followers may initially appear to be a strong choice, but if most of the audience is outside the target market and engagement is limited, a smaller Creator with a more relevant audience may be a better fit.

Therefore, Creator selection should be based on data, audience fit, engagement, average views, content quality, and campaign objectives, rather than relying on a single metric.  

Audience, Engagement, and View data help brands make more informed decisions when selecting Creators because they reveal not only audience size, but also audience relevance, activity, and content performance.

1. Start With Audience Data

Review Audience Location, Age Group, Gender, and Interests to determine how closely the Creator’s audience matches the campaign’s target audience.

2. Analyze Engagement

Use Engagement Rate and metrics such as Likes, Comments, Shares, and Saves to understand how actively the audience interacts with the content. An engaged audience can be more valuable than simply having a large audience.

3. Review Average Views

Compare Average Views across multiple pieces of content to understand the level of viewership the Creator generates consistently rather than relying only on follower count.

4. Combine the Data in One Comparison

Bring the main Creator data points together in a standardized comparison, such as:

Audience Fit + Audience Location + Engagement Rate + Average Views + Content Quality + Cost

This makes it easier to compare options and identify differences between Creators.

5. Align the Data With the Campaign Objective

The importance of each metric should depend on the campaign goal. For example, if the objective is Brand Awareness, greater importance may be given to Audience Location, Reach, and Average Views. If the objective is Engagement, Engagement Rate and audience interactions may be more important.

6. Evaluate the Creator’s Overall Value

After reviewing the data, avoid making a decision based on a single metric. Choose the Creator who offers the best balance of audience relevance, engagement, view performance, content quality, and cost.

For example, if Creator A has 200,000 followers and Creator B has 80,000 followers, but Creator B has a more relevant audience, stronger Engagement, and higher Average Views, Creator B may be the better choice for the campaign.

This approach turns Audience, Engagement, and View data into a practical decision-making tool for selecting the Creators who are most aligned with the campaign objectives. 

Gravity Marketing helps brands select the right Creators for their campaigns by using data rather than relying only on follower count. Each Creator can be evaluated based on how well their audience, performance, and content align with the brand’s objectives and target market.

The selection process includes:

1. Analyze Audience Data

Review Audience Location, Age Group, Gender, and Interests to determine whether the Creator’s audience matches the brand’s target audience.

2. Evaluate Engagement

Analyze Engagement Rate and interactions such as Likes, Comments, Shares, and Saves to understand how active and responsive the audience is.

3. Review Average Views

Examine Average Views across multiple pieces of content to understand the Creator’s actual viewing performance and assess their consistency more realistically.

4. Compare Creators

Compare Creators across multiple data points, including Audience Fit, Engagement, Average Views, and Content Quality, rather than relying on a single metric.

5. Align Data With Campaign Objectives

Creator selection should reflect the desired campaign outcome. For example, a Brand Awareness campaign may require a Creator with strong reach and views within the target market, while a sales-focused campaign may prioritize Creators whose audiences are more likely to engage and convert.

6. Evaluate Market Fit

Especially across MENA markets, analyzing audience location, interests, and performance can help identify Creators who are more relevant to the specific market the brand wants to reach.

Overall, Gravity Marketing helps brands make more informed Creator selection decisions by combining Audience Data, Engagement, Average Views, Content Quality, and Campaign Objectives to identify the most relevant collaboration opportunities. 

1. Is Follower Count the Most Important Factor When Choosing a Creator?

No. Follower count is only one part of the evaluation process. Brands should also consider Audience Fit, Audience Location, Engagement Rate, Average Views, and Content Quality.

2. What Audience Data Should Brands Review?

Key audience data includes Audience Location, Age Group, Gender, and Interests, with a focus on how closely these characteristics match the campaign’s target audience.

3. Why Is Audience Location Important?

It helps brands determine whether the Creator is reaching people in the target market, especially when a campaign focuses on a specific country or region.

4. What Is the Difference Between Followers and Average Views?

Followers indicate the size of the audience following the Creator, while Average Views show the average number of views generated by the Creator’s content. Actual content reach can therefore differ from follower count.

5. How Can I Tell if a Creator’s Audience Is Engaged?

Review the Engagement Rate along with Likes, Comments, Shares, and Saves, and compare these interactions with the size and performance of the audience.

6. Can a Creator With Fewer Followers Be a Better Choice?

Yes. For example, a Creator with a smaller audience may have stronger alignment with the target market and better Engagement and Average Views, making them a more suitable choice for the campaign.

7. How Many Data Points Should Be Used to Compare Creators?

It is better to use multiple indicators rather than relying on a single metric, such as Audience Fit, Audience Location, Engagement Rate, Average Views, Content Quality, and Cost.

8. How Do I Align Creator Data With the Campaign Objective?

The most important data depends on the campaign goal. A Brand Awareness campaign may focus on Reach, Impressions, and Average Views, while a sales-focused campaign may prioritize Conversions, Revenue, ROI, and ROAS.

9. How Can I Verify the Quality of Creator Data?

Review the available audience and performance data from the Creator’s account or analytics tools, and compare Followers, Views, and Engagement to identify unusual patterns or inconsistencies.

10. How Does Gravity Marketing Help Select Creators?

Gravity Marketing helps analyze audience data, Engagement, Average Views, content quality, and Creator alignment with campaign objectives and target markets to support more informed Creator selection decisions.

Contact Gravity Marketing today, and let us help you select the right Creators for your brand based on audience data, engagement levels, and average views, ensuring you reach the right audience and build more targeted and effective Influencer Marketing campaigns across MENA markets.