Most influencer campaigns in Pakistan fail for the same reason: the brand picked the biggest account it could afford instead of the right one. Follower count is the easiest number to see and the least useful one to decide on.
Start with who buys, not who posts
Before looking at a single profile, write down who actually pays you. Age, city, income bracket, and what makes them decide. A creator with 12,000 followers in your city will usually outperform one with 300,000 spread across the country, because a local audience can walk into your shop.
The numbers worth checking
- Engagement rate, not follower count. Divide average likes and comments by followers. Under 1% on a mid-sized account usually means bought followers or a dead audience.
- Comment quality. Read fifty comments. Real questions and opinions mean a real audience. Strings of emoji and generic praise usually mean engagement pods.
- Audience location. Ask for the insights screenshot. If you sell in Bahawalpur and 70% of the audience is in Karachi, the reach is worth very little to you.
- Posting consistency. An account that goes quiet for three weeks at a time will not carry a campaign with a deadline.
Check the fit before the price
Look at the last ten brand posts on the account. If every second post is a different brand in a different category, their audience has stopped believing recommendations. Creators who work with fewer brands are usually worth more per post.
Agree the brief in writing
Most disputes come from assumptions. Put these in writing before money moves: how many posts and stories, whether it is a feed post or a reel, how long it stays up, whether you can reuse the content in your own ads, and the date it goes live. A creator who will not agree to a written brief is telling you something useful.
Measure the right thing
Reach tells you how many people saw it. That is the start, not the result. Track what happened afterwards: profile visits, message enquiries, discount code uses, or footfall on the day. If you cannot connect a campaign to one of those, you cannot repeat what worked.
One campaign is not a test
A single post from a single creator tells you almost nothing. Run three or four creators in the same window, track each one separately, and put the next round of budget behind whoever produced enquiries rather than whoever produced compliments.
We keep an ongoing network of 70 to 80 creators across Pakistan and internationally, including Dubai, which means we can match a brand to the right voices instead of starting the search when the brief lands. If you want a view on who fits your brand, get in touch.