> ## Documentation Index
> Fetch the complete documentation index at: https://help.usesheer.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Data-driven validation

Unsure what to look for when validating an influencer for a data-driven decision?

Key indicators to look for in a creator's Mediakit depends on the campaign objective and audiences you want to expose your brand to, however, they are key indicators to consider for a data-driven decision.

1. **Reach Efficiency** This metric combines an influencer’s audience size and content performance, making it easy to compare influencers of different sizes.
   * An influencer's Reach Efficiency can vary depending on content type (posts, Reels, Stories, TikTok videos). Always compare the same content format to get accurate insights.
2. **Audience Demographics** Understanding an influencer’s audience is crucial because early engagement affects how widely content is distributed by the platform’s algorithm. Key indicators of high-performing audiences include:
   * High percentage of **female followers**
   * Majority aged **18–34** (TikTok often performs best with **18–24**)
   * Predominantly **native followers** in the country the influencer communicates in. **Pro tip:** Ensure the influencer’s audience aligns with your target market. Many brands look for 65–70%+ alignment in demographics such as country, age, and gender when validating a profile to ensure quality across the board.
3. **Sponsored vs. non-sponsored posts** A highly underrated tool for making sure a profile actually performs as expected for sponsored posts:
   * Performance may differ between sponsored content and an influencer’s usual organic posts.
   * Check if sponsored posts maintain strong engagement; large drops in performance could indicate a less effective collaboration.
   * Consider taking the influencers sponsored vs. non-sponsored performance into account during negotiations when finalizing brand deal agreements.