Influencer · 5 min read · 22 July 2025
Vetting creators: ten questions we ask before any partnership.
The questions we run every creator through, from audience quality to commercial reliability.
Hospitality marketing is a different game from generalist B2C the unit economics are tighter, the moments are sharper, and the audience is, frankly, more demanding. The work below is a working playbook, not a hot take.
Where most operators get stuck
Nine times out of ten, the diagnosis is the same: too much spend, too little narrative, and no clear view of which lever moves which number. The fix is rarely creative-first it's commercial first, then creative in service of it.
A simple sequence that works
- Pick the one commercial number that needs to move first.
- Find the one channel best placed to move it.
- Re-cut the creative around that channel and that number.
- Measure weekly, not quarterly.
None of this is glamorous. All of it works. The brands that compound are the ones that stop chasing every new tactic and start running a tight loop on the few that matter.
The agencies that beat us, beat us with discipline, not ideas. A founder we worked with
