Audience, topic, publishing history: the criteria that separate the expert from the generalist creator.
The follower-count trap
Picking an advocate by follower count is the most common mistake. A generalist creator with 100,000 followers rarely reaches as many relevant decision-makers as a niche expert with 5,000 hand-picked connections.
The four legitimacy criteria
We assess every advocate on four dimensions:
- Profession: they work in the field they talk about.
- Track record: their posts over the past twelve months consistently cover the same topic.
- Audience: their network includes your targets (roles, industries, company size).
- Engagement: comments come from professionals, not automated reactions.
Red flags
A new theme every month, unrelated sponsored posts, high engagement made up of emojis and pods: all signs that a profile will not carry your message credibly.
Our selection method
Our models analyse public data — posts, comments, reactions — to identify professionals genuinely engaged with your topic. Each profile is then checked manually and submitted for your approval before anything is published.
Your topics carried by the right professionals
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