How Brands Should Read a Creator Score

Every verified creator on Sutra carries a score out of ten. It exists so a brand can compare creators quickly, but it only helps if you know what it is made of.

What the score combines

The score blends four things: how authentic the audience looks, the quality of the content and the engagement it earns, how responsive the creator is to requests, and brand safety. Follower count is shown separately as a reach band, so a large account does not hide a weak score.

How to use it in a brief

Set a floor, not a target. Filtering for a minimum score removes the weakest matches, and the shortlist that remains is better judged on category fit, district and the sub-scores that matter to your campaign. A store-footfall campaign cares about district and responsiveness. A launch film cares about content quality.

Use the score to narrow the list, then use the sub-scores to choose.

What it cannot tell you

A score cannot judge whether a creator's voice suits your product. Ask Sutra for sample work before you commit, and treat the score as one input among several.