The scorecard we run on every creator before a seller ever hears their name. Four weighted dimensions, six hard-fail gates, one decision. Score each criterion 1–5 — leave it blank if you genuinely don't know yet.
Nothing here is saved or sent. Scoring happens in your browser — copy the summary into your own creator record.
The single biggest predictor of sales. A smaller creator whose audience buys in your category beats a large one whose audience is elsewhere.
Audience concentration in the target market
5 = 70%+ of viewers in the market you sell and ship to. 1 = mostly outside it, or unknown.
Category relevance of recent content
5 = last 20 videos sit squarely in your category. 1 = category appears only occasionally or never.
Buyer-intent signals in comments
5 = recurring 'where can I get it', 'link?', price and sizing questions. 1 = comments are purely entertainment reaction.
Follower and engagement authenticity
5 = engagement consistent with reach over time, no sudden spikes, comments read human. 1 = spike patterns, generic comments, follower/view mismatch.
Demographic and legal suitability
5 = audience age, language and market fit the product and any restricted-category rules. 1 = clear mismatch (e.g. supplements to a mostly teen audience).
Track record selling similar products
5 = has driven affiliate sales in your category before, ideally verifiable. 1 = no commercial track record at all.
Judge platform craft, not polish. TikTok Shop content converts on clarity of demonstration and hook strength, not production budget.
Hook craft in the first two seconds
5 = openings create a specific reason to keep watching. 1 = slow, generic or copied openings.
Product demonstration ability
5 = shows the product working, in context, honestly. 1 = talks about products without showing them.
Native TikTok literacy
5 = uses formats, pacing, captions, on-screen text and sound conventions natively. 1 = repurposed 16:9 or ad-like content.
Watch-through and save/share signals
5 = strong completion and saves relative to their own baseline. 1 = high drop-off, low saves.
Output reliability
5 = consistent posting cadence over 3+ months. 1 = long dormant gaps, unpredictable.
Brand-safety of surrounding content
5 = nothing on the profile would embarrass a seller or breach platform policy. 1 = repeated risk content.
Non-negotiable. In the EU and UK, undisclosed advertising is a consumer-protection issue for the brand as well as the creator; the US FTC endorsement rules cover the same ground.
Uses platform disclosure tools correctly
5 = paid-partnership label plus visible written disclosure on every commercial post. 1 = no disclosure, or buried in a caption tail.
Discloses in a way viewers actually notice
5 = disclosure spoken or on screen early, in the audience's language. 1 = hashtag only, at the end.
Claim discipline
5 = describes benefits without inventing medical, safety or performance claims. 1 = habitual overclaiming.
Knows the rules in their own market
5 = knows local ad-marking requirements and restricted categories. 1 = unaware, needs full hand-holding.
Editorial integrity
5 = will decline a product they don't rate, and says so upfront. 1 = will say anything for a fee.
A great creator on unworkable terms is not a partnership. Score the deal, not just the person.
Rate versus category benchmark
5 = fee and commission split leave healthy contribution margin. 1 = fee cannot pay back at realistic conversion.
Willingness to work on affiliate or hybrid terms
5 = happy with commission or hybrid, shares the outcome. 1 = flat fee only, no accountability.
Usage rights and amplification
5 = clear, affordable rights for organic, Spark Ads and paid amplification. 1 = refuses paid usage, or prices it prohibitively.
Responsiveness and professionalism
5 = replies within a day, meets deadlines, follows briefs. 1 = slow, vague, misses delivery.
Long-term partnership potential
5 = wants a repeat relationship in the category. 1 = one-off transaction only.
Any single gate ends the assessment. These override the score — a high average never buys a pass here.