Discovery Signals That Predict Buyers, Not Likes

Discovery is about finding people who move product, not people who rack up hearts. Use these simple signals to shortlist creators who are more likely to drive sales, then run a quick test to confirm.

1. Posting cadence and recency

Active creators convert better. Look for steady posting in the last few weeks with no long gaps. Momentum matters because audiences see them often and trust builds faster.

2. Category consistency

Pick creators who regularly cover your category or a tight adjacent niche. When followers expect that topic, product recommendations feel natural and get acted on.

3. Comment quality over count

Scan comments, not just totals. Buyer questions like sizing, flavor, battery life, shipping and price are gold. Threads full of generic emojis or creator-to-creator chatter are a weak signal.

4. Format match

Match the creator’s native format to your goal. Short, quick hooks help new product discovery. Hands-on demos and voiceover explainers help consideration. Reviews and how-tos help conversion. Use the right format for the campaign, not a one size fits all ask.

5. Prior action hints

If you have them, look for past link clicks, code redemptions, or shoutouts where followers said they bought. If you do not, check for proof of action like viewers asking where to buy and creators replying with a link.

6. Audience geography and channel fit

Make sure most of the audience sits where you can ship and where your storefront exists. If you sell on TikTok Shop, the creator should be active there. If your sales skew Amazon, review-heavy creators are a better bet.

7. Price point alignment

A creator who usually features budget items may not convert a premium product and vice versa. Skim recent posts to see typical price ranges. Aim for a match so friction stays low.

8. Content trust cues

Face to camera, real usage, and simple demos beat over-produced ads. Clear audio, good lighting, and a clean hook help viewers stick around long enough to click.

9. Red flags to skip fast

Big follower counts with low average views, sudden spikes without context, identical comments across many posts, or constant giveaways with little product talk. If it feels off, pass and keep moving.

10. The two minute scan

Use your filters to create a tight list, then spend two minutes per creator. Check cadence, category, comments, and any red flags. If they clear the bar, invite them now. Speed beats overthinking.

Where Growi fits in this process

• Use Creator Database filters to build your tight list by category, audience size, and engagement
• Save your best filter views so you can refresh the list in seconds
• Send targeted collab invites to the whole selection with one link to accept
• Review and approve in CRM → Applications the same day
• Assign approved creators to a campaign or contract and let links and optional codes go out automatically
• Watch results in Performance Overview across TikTok Shop, Amazon, and Shopify, then promote top performers to your next push

Pro tips

• Keep a short checklist of the four signals you always scan
• Test with one simple deliverable first, then expand with the winners
• Update your saved filters using what your last winners had in common
• Approve daily so interest does not cool off

Mistakes to avoid

• Chasing viral reach and ignoring buyer intent in comments
• Ignoring geography and platform fit
• Overfitting to one metric like engagement rate
• Letting the Applications queue sit instead of approving now

‍

Ready to find creators who actually sell?

start now with Growi signup or see the flow live in a Growi Demo.

‍