The creator economy is growing and growing: it is a key strategy for brands to speak to audiences in an authentic, bottom-up way, letting users-through creators and influencers-tell their products and services.
To ensure quality in campaigns, both promotional Influencer Marketing, as well as content production through UGC, in the Factory Talent Agency we have defined an evaluation standard that combines qualitative and quantitative dimensions: from the analysis of storytelling and visual quality, to the numbers that measure real impact and reach.
At the core of our approach is the concept of Creativity + Data Analysis turning numbers into strategic choices.
Why we validate profiles (and what’s in it for brands)
When we propose talent for a campaign from our partners, we don’t just look at followers and likes. We want to propose profiles that generate real value: traffic to landing pages, targeted awareness, authentic conversations.
To do this, in the Factory Talent Agency we combine:
- Qualitative analysis: category, type of storytelling, past collaborations, visual quality and content storytelling.
- Quantitative analysis: all the Insights from social media useful for understanding reach, engagement and conversion, i.e., the “promotional power” of talent.
Qualitative dimensions: what we value in content
When we analyze the creative side of the profile, we investigate:
- Category and niche: what is the main topic (e.g., food, beauty, travel) and what are the niches (e.g., healthy eating, fitness, home recipes).
- Type of storytelling: tone, register and format (educational, entertainment, lifestyle, medical/scientific, tutorial, etc.).
- Visual quality: aesthetic consistency, image/video care, quality of shots and editing
- Collaboration history: previous partnerships and achievements; relevance to brand partner.
This combo of factors allows us to find the right fit between brand and creator: the more natural the match, the more effective the campaign.
Quantitative dimensions: the Social Insights we measure
At the heart of our validation is data analysis. This is where Social Insights come in: not just numbers, but contextualized indicators that guide creative and media choices. Among those we regularly monitor:
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Coverage (reach) and impressions-how much and how many times the content is shown.
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Engagement – likes, comments, saves and shares, and quality of comments.
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Clicks and conversions – Clicks to landing pages and other direct actions generated on content, e.g., on the brand tag, geotags, and related #s
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Video metrics-average reel playback, video completion, view-through rate.
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Audience segmentation – age, gender, geographic distribution (e.g., the cities of Italy or the countries of Europe ).
We use this data to understand whether the creator’s audience matches the campaign’s target audience: we analyze theaudience on instagram, TikTok, YouTube or any social platform where Talent is present.
- Trend and trend – growth of followers, sudden changes, and seasonal patterns.
How we deepen insights
Following the Talent registration through our form, we dig inside the platforms for rigorous evaluation:
- We verify insights from social platforms where Talent is prensent: analysis of posts, reels, stories, profile visits, etc.
- We segment the audience by age, gender, and geographic area to understand whether the profile is useful for national or local campaigns.
- We compare performance with market benchmarks and analysis with industry-specific tools.
These elements allow us to turn numbers into operational suggestions: when we suggest a format, we also indicate the most suitable creative assets (Stories for quick conversion, Reels for awareness, Carousels for insights).
Application process: who can join Factory Talent Agency
Who can apply. All profiles who want to be evaluated as influencers, content creators or who are ready to start a “social growth” path.
Through the application form, each Talent can check what characteristics we analyze for social presence: it is a pre-registration that helps us map channels, type of content and creator goals.
Each candidate profile can be:
- Immediately operational for campaigns,
- or suitable to embark on a growth path with us (mentorship, content plan, creativity training, insight analysis).
The perfect match: why the fit between brand and talent matters
The process of analyzing and validating candidate profiles as Talent, is critical to ensure promotional or content production activities perform best, satisfying the most complete match possible between:
- characteristics of the Brand and its desired Audiences,
- and characteristics of the Talent (tone, category, visual style, audience segmentation).
This is why we don’t stop at numbers: creative alignment is often what turns a campaign into success.
At Factory Talent Agency, profile validation is not a bureaucratic exercise-it is a strategic process that combines social insight and creative judgment to build campaigns with real impact.
If you are a creator or influencer interested in joining Factory, please fill out the form in the section of our website, we will evaluate your application, analyze your insights and propose the most suitable path, whether it is immediate work or structured growth.