Does it really make sense for that creator to represent your brand?

In influencer marketing, the hardest part isn’t finding profiles with good reach. It’s not even matching audience data or creative style with your brief. The real challenge—the one that matters most—is answering a single question:

Does it really make sense for this person to represent your brand?

Credibility isn’t built in a spreadsheet or during a photo shoot. It’s built through coherence, and validating that takes more than aesthetics, engagement, or demographics.

The case: a gluten-free brand and the search for real alignment

A food brand was planning a campaign focused on gluten-free products.

They had a clear idea of their audience, the tone, and a well-filtered list of creators who, on paper, looked perfect: right sociodemographics, solid metrics, brand-aligned aesthetics, and active communities.

But before activating anyone, the team asked the one question that really mattered:

Does this creator truly represent what we stand for?

That’s where Universe came in. Through a simple prompt to the assistant, they started with the basics:

“Has this creator mentioned any competitors in the past few months?”

In seconds, Universe delivered not just a yes or no, but how many times, when, and in what format—posts, Stories, Reels. Even expired content, like Stories, was taken into account.

The best part? Universe doesn’t just show you data—it interprets it.

It highlights whether the mentions were one-off or part of a sustained relationship. That insight alone helped the brand eliminate creators who, on paper, seemed like a good fit.

No ties to competitors? Then, are they relevant?

Some creators had no visible connection to competitors. But that wasn’t enough.

The next question was all about relevancy. Do they talk about the topic?:

Do they really talk about gluten? Are they credible on the topic? Does it appear in their content as a personal concern or just a passing reference?

Universe analyzed their recent content and identified how often “gluten” appeared, in what context, and how it was framed—informative, casual, personal, or superficial.

That helped surface the creators who had a genuine, ongoing relationship with the topic. Not because a brand asked them to talk about it, but because it’s part of their life and voice.

And after Relevancy, you could keep asking more and more questions until you cleared all doubts. For example, are you worried about their Resonance as well? Just ask universe for an evaluation of how well the audience reacts to, and engages with, when influencers talk about the topic!

From someone who fits to someone who represents

With all that insight, the brand made a confident choice.

They didn’t just go with metrics or look and feel. They picked a creator who had already been speaking—authentically—about gluten-free living.

The result wasn’t just a credible campaign. It was a coherent one.

And in a world full of transactional influencer posts, that’s a real differentiator.

And today, this kind of analysis takes seconds

Universe is a conversational assistant designed to help brands and agencies make smarter, faster decisions in influencer marketing.

If you want to get started with something simple, try Brand Mention Scanner: a free tool that tells you whether a creator has mentioned your brand or competitors recently.

It’s just a small piece of what Universe can do.

But it’s already enough to improve your decision-making.

👉 Run your first scan here