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Selection checklist or gut feel? Micro influencer marketing due diligence
A micro influencer marketing selection checklist for UK buyers: evidence to request, audience checks, data protection duties and complaint routes before you brief.
What to take away
- A Manchester skincare brand with a £6,000 creator budget should treat selection as evidence gathering, not a vibe check on follower counts.
- Score every candidate against the same written audience, engagement and disclosure checks before discussing a fee.
- A creator list may contain personal data where its details identify a living person; record how you will handle it.
- Keep dated screenshots of sponsored posts and affiliate links, since disclosure is a shared duty.
- Keep evidence of suspected hidden advertising; use the ASA route for ad-labelling concerns and the CMA route for suspected consumer-law concerns.
Most selection failures are not dramatic. A checklist forces evidence before money moves, which is why the checks below run in order. Pair it with our reviews and comparison methods for further ways to assess competing creators and tools.
Start with the brief, not the creator list
Write down the objective, the audience you need and the maximum fee per deliverable. A checklist without a brief turns into a popularity contest.
Brief Before Creator List
- Objective written down
- Target audience defined
- Maximum fee per deliverable set
- Pass thresholds in writing
- Example60% UK audience
- Working contact route required
Define what counts as a pass before shortlisting. A team paying £400 a month for creator software might set at least 60 per cent UK audience and a working contact route as campaign requirements. These are illustrative choices, not universal benchmarks. Put thresholds in writing so every candidate is judged against the same brief.
Use this candidate scorecard
Complete the checks in order for each creator. Record the evidence and mark each row Pass (P) or Fail (F). Treat the brief and fee cap, audience fit, verifiable analytics, willingness to disclose ads and written terms as mandatory gates: do not brief a candidate who fails any of them.
| Check | Evidence to record | Mark |
|---|---|---|
| Written brief and fee ceiling | Campaign objective, target audience, maximum fee per deliverable and the creator's rate card | P / F |
| Pass thresholds | The audience threshold and contact route set in the brief | P / F |
| Dated sponsored-post screens | Screenshots showing past sponsored captions, tags and affiliate links | P / F |
| Audience and engagement | Native audience data, comment quality, saves and repeat viewers | P / F |
| Data handling | Who can access or export creator details, the lawful basis and retention period | P / F |
| Advertising disclosure | Evidence of clear ad labels on past posts and agreement to label this campaign | P / F |
| Delivery and payment terms | Written scope, dates, disclosure duties and payment terms | P / F |
For a simple score, count the P marks for candidates who clear every mandatory gate; compare those candidates against the campaign objective and retain the evidence. For example, if the brief sets the illustrative 60 per cent UK-audience threshold, mark that check Pass only when platform analytics meet or exceed it. The 60 per cent figure is an example, not a UK-wide standard.
Evidence to request from every candidate
Ask for dated screenshots of past sponsored posts, not links that expire. Request audience demographics from the platform's own analytics, then spot-check against comments and saves.
Ask for a rate card and delivery schedule. A creator who cannot supply basic analytics is a signal, not an invitation to negotiate harder.
Audience and engagement checks
Location and language
Check the audience matches the market you sell into. A high follower count with a mismatched country split will not shift stock in England, Scotland or Wales.
Engagement quality
Look at comment substance, save rates and repeat viewers. Sudden spikes around giveaways are a warning sign, not proof of reach. Ask for a 30-day view so one viral week does not flatter the numbers.
Data protection and personal information
Creator outreach can involve personal data where records identify an individual. The UK GDPR and Data Protection Act 2018 govern this processing. Record your lawful basis, explain how you will use the details, restrict access and set a retention period; check the ICO's guidance on personal data.
If a platform stores creator contacts, check where the data sits and who can export it. A short contract clause beats a subject access request later.
Disclosure and advertising rules
The ASA CAP Code requires marketing communications to be obviously identifiable as advertising. The ASA's Influencers' guide to making clear that ads are ads explains how to disclose influencer advertising; the CMA publishes separate guidance, Social media endorsements: being transparent with your followers. The Digital Markets, Competition and Consumers Act 2024 includes consumer-protection rules on unfair commercial practices, including hidden paid promotion.
Put “Ad” or “#ad” clearly at the start of each sponsored post's caption, where it is visible before any caption truncation; use the platform's paid partnership label as well where available. Check the label and its placement on each platform. Keep dated records of every caption, tag and affiliate link, and screenshot the live post on the day it goes out.
When to walk away or report
Walk away if a creator refuses to disclose, cannot evidence audience location, or asks for payment to a personal account with no invoice.
For suspected misleading or hidden advertising, report the ad to the ASA. For a suspected consumer-law concern, use the CMA route for reporting a business concern and keep your evidence dated.
Glossary
- Micro influencera creator with a smaller, often more engaged following than a celebrity account.
- Disclosuremaking a paid partnership clear to the audience.
- Personal datainformation that identifies a living person.
- Rate carda creator's stated price for a deliverable.
- Pass thresholdthe minimum score a candidate needs before you brief them.
Common questions
How many creators should go on a shortlist?
Shortlist three to five per campaign slot so you can compare evidence without spreading attention too thinly. Score each against the same thresholds.
Do I need a written contract for a small fee?
Yes. Even a modest fee needs scope, dates, disclosure duties and payment terms in writing. It protects both sides if a post is late or amended.
How long should I keep selection records?
Keep dated evidence for the campaign period plus your normal retention window. The review methodology explains how to score and store evidence consistently.
Can I rely on platform analytics alone?
No. Treat platform data as one input, then check comments, saves and past disclosure. Cross-checking reduces the chance of briefing a mismatched audience.
