What Brands Look for When Hiring Influencers (According to an Agency)

Most influencers assume brands only care about follower count when deciding who to work with. But that’s not true. The industry has shifted, and brands are looking for much more than just big numbers.

If you’re serious about landing more paid collaborations, here’s what brands are really paying attention to—and how you can position yourself as their ideal creator.

First, brands want to see that you have an engaged, niche audience. It doesn’t matter if you have 500K followers if your audience isn’t actively responding, commenting, and converting. Many brands now prefer micro and mid-tier influencers with high engagement rates over mega-influencers with passive audiences.

They’re also looking for creators who can drive action. Likes and views are nice, but brands want proof that you can influence purchasing decisions. If you’ve ever had a viral TikTok that sold out a product, or you consistently get DMs asking where your outfit is from, that’s gold. Screenshot those moments—they make great proof points when negotiating deals.

Another thing brands care about? Quality content that aligns with their aesthetic. If a brand sells minimal, high-end skincare, they’re more likely to work with influencers who have clean, editorial-style content. On the flip side, if they want a fun, high-energy campaign, they’ll look for creators with bold personality-driven videos. The takeaway? Your content style should match the brands you want to work with.

One factor many influencers overlook is brand safety. Brands don’t just check your last few posts—they’ll dig through your content to make sure there’s nothing controversial, offensive, or off-brand. If you’re looking to work with high-profile companies, take a second look at your content and see if anything could raise a red flag.

And finally, brands love influencers who make collaborations easy. If your email is hard to find, you take weeks to respond, or your content approvals are messy, they won’t want to work with you again. The best influencers are professional, organized, and communicative.

So, if you’re looking to land more partnerships, focus on engagement, audience trust, content quality, brand alignment, and professionalism. Nail those, and brands will keep coming back for more.

Want an agency that can help position you for top-tier brand deals? Apply to work with IAMPACT MGMT today.