What this looks like in practice
On the surface, marketplaces look simple: many accounts, an attractive selection, and a seemingly ready-made tool.
In reality, you often get dubious lists with low-quality audiences, weak engagement, and little relevance to your brand’s goals.
- high probability of inflated metrics
- low motivation of some creators to produce quality content
- using marketplaces as KPI box-checking instead of real growth
How to handle it
Before launch, you need to audit not only reach but also audience behavior.
For meaningful campaigns, use more transparent processes: strict selection, platform checks, and communication control after launch.
- verify content quality and blog quality
- check account history and activity
- measure not only followers, but engagement depth
