Choose this when
You are starting with a broad category or product idea
Begin with discovery and narrow by channel, niche, audience, and recent content.
A structured first pass prevents a familiar creator from becoming the default choice without evidence.
Choose this when
You already have a shortlist of influencers
Switch to comparison and validate fit, consistency, and campaign relevance side by side.
The decision is no longer who exists; it is who best matches the brief and can support the intended outcome.
Choose this when
You are preparing outreach or a proposal
Capture the specific reason each creator fits and connect it to the campaign message.
Useful research gives the next person enough context to write a relevant pitch instead of repeating the search.