The Audience Reachability Scorecard
Evaluate creator partnerships based on actual audience reachability rather than follower count, predict campaign ROI, and track results.
Save this for later
Get the printable PDF and a Notion template you can duplicate
Creator Evaluation Worksheet
Enter creator details to begin your evaluation. Assign a 1-5 priority rating to each.
| Creator Name/Handle | Platform | Total Followers | Niche | Engagement Rate (%) | Avg Views per Post | Discovery Tool Used | Initial Priority (1-5) | |
|---|---|---|---|---|---|---|---|---|
The Hidden Metric That Changes Creator Selection
Follower count tells you almost nothing about how many people will actually see a creator's content. Audience reachability measures the percentage of followers who are likely to see any given post based on how many accounts those followers themselves follow. A creator with 50K highly reachable followers will outperform one with 200K low-reachability followers.
Follower Cohort Analyzer
Analyze a sample of each creator's followers to determine how many accounts those followers follow. Calculate the high-reachability percentage (Cohort A + B).
| Creator | Sample Size | Cohort A: Under 500 (%) | Cohort B: 500-1,000 (%) | Cohort C: 1,000-1,500 (%) | Cohort D: 1,500+ (%) | High-Reachability % (A+B) | |
|---|---|---|---|---|---|---|---|
Reachability Scoring Calculator
Calculate a 0-100 reachability score for each creator. Flag fraud risks and determine your recommendation.
| Creator | High-Reachability % | Engagement Rate Weight (+/-) | Fraud Risk Flags (Y/N) | Sudden Follower Spikes? (Y/N) | Follow-Unfollow Pattern? (Y/N) | Final Reachability Score (0-100) | Recommended? (Y/N) | |
|---|---|---|---|---|---|---|---|---|
Advanced Scoring Formula
Start with the high-reachability percentage as your base score. Add or subtract points based on engagement rate relative to niche averages. Subtract 10-20 points for each fraud flag (sudden follower spikes, follow-unfollow patterns). A score above 70 is excellent, 50-70 is good, 30-50 is average, and below 30 should be avoided.
Creator Comparison Cards
Reference the scoring guide and allocate your campaign budget.
Scoring Reference Guide
Use these benchmarks to classify each creator's reachability score.
- Excellent (70%+) - top-tier reachability, prioritize for campaigns
- Good (50-70%) - solid reachability, strong campaign candidates
- Average (30-50%) - moderate reachability, consider with paid amplification
- Poor (under 30%) - low reachability, avoid or use only for brand awareness
Budget Allocation Guide
Campaign ROI Predictor
Predict organic reach and impressions based on reachability scores. Determine if paid amplification is needed.
| Creator | Reachability Score | Total Followers | Predicted Organic Reach | Predicted Impressions | Campaign Goal | Paid Amplification Needed? (Y/N) | Predicted ROI vs Budget | |
|---|---|---|---|---|---|---|---|---|
Pilot-and-Scale Approach
Start with a small pilot campaign using 2-3 creators. Compare predicted organic reach (followers multiplied by reachability score percentage) against actual results. Use the accuracy data to refine your scoring model before scaling budget to larger campaigns.
Post-Campaign Pilot Results
Compare predicted vs. actual results to refine your scoring methodology.
| Creator | Reachability Score Used | Predicted Organic Reach | Actual Organic Reach | Predicted Engagement | Actual Engagement | Score Accuracy (over/under) | Scoring Adjustment for Next Campaign | |
|---|---|---|---|---|---|---|---|---|