Creator Vetting Checklist for TikTok Shop: Fast Signals That Predict Sales

What “vetting” means here

Vetting is deciding who can realistically move product for you. It blends brand fit, audience match, content quality, and proof that the creator can deliver consistent reach. You are filtering for creators who will say yes, post on time, and generate measurable GMV.

The 10 signal checklist

1. Brand and category fit

• Do their recent posts naturally fit your product type and price point
• Any past posts in your niche or adjacent niches that share your buyer
• Tone and values align with your brand

2. Content quality at a glance

• Clear hooks in the first 2 to 3 seconds, strong lighting and audio
• Teaches, demos, or entertains in a way that could sell your product
• Thumbnails and captions readable and on topic

3. Recent activity and cadence

• Posted within the last 14 to 30 days and averages 2 plus posts per week
• No long gaps that suggest inconsistency

4. Engagement quality, not just rate

• Comments look genuine and on topic
• View and like counts are consistent across the last 6 to 9 posts
• Expect rate ranges to vary by size. Use trend lines, not a single post.

5. Audience match

• Ask for creator analytics screenshots to confirm top countries, age, and gender split match your buyer
• Aim for majority in your target region if you sell only in that region

6. Authenticity checks

• Scan for sudden follower spikes that are unrelated to a viral post
• Sample followers. Many empty profiles or spammy comments are a red flag
• Use a fake-follower audit if needed and combine with manual checks

7. Sales readiness on TikTok

• Comfortable with Spark permissions and can generate Spark codes on request
• Familiar with affiliate links or referral codes for attribution

8. Compliance mindset

• Creator understands basic disclosure rules for paid endorsements and affiliate relationships

9. Collab history and professionalism

• Look for evidence of past brand work with deliverables posted on time
• Check response time and clarity in DMs or email

10. Unit economics

• Price makes sense for their average views and expected conversion
• Hybrid or performance options available if fixed fee seems high for risk

Step-by-step vetting flow

1. Shortlist by topic and style
   Use keywords and hashtags tied to your use case. Save inputs and add 30 to 50 candidates who posted in the last month.
2. Run the 60-second scan
   Open the profile and check the last 9 posts for consistency, comment quality, and clear product-friendly hooks.
3. Check trend lines
   Look at engagement and views over the last 30 to 60 days. Benchmarks vary by sector and size. Treat 2 to 5 percent as a rough all-industry range, with smaller creators often higher.
4. Confirm audience fit
   Request screenshots from TikTok analytics showing country, age, gender, and interests. Decline if the top country does not match your ship region.
5. Screen for fake followers
   Check for unexplained spikes, shallow comment threads, and low quality follower profiles. Use an audit tool to corroborate.
6. Spark and attribution readiness
   Ask if they can enable Spark codes and accept referral or affiliate tracking. If yes, mark as sales ready.
7. Mini brief test
   Send a one paragraph brief and timeline. Score their response speed and clarity. If strong, move to approval.

Red flags to avoid

• Last post older than 30 days or long inactive periods
• Comment sections full of single-word spam or unrelated emojis
• Audience location does not match your shipping region
• Refusal or confusion about disclosures or Spark permissions

Quick FAQs

What engagement rate should I look for
There is no single number. Industry studies put TikTok averages around 2 to 5 percent depending on size and sector. Focus on consistency and trend, not spikes.

How do I verify a creator’s audience
Ask for screenshots from their analytics showing country and age distribution, then compare to your customer base.

Do I need Spark permissions
If you plan to run Spark Ads or boost their content, yes. Confirm they can grant the code and that they understand the process.

What about compliance
Make sure creators disclose paid relationships and affiliate links clearly, following FTC guidance.

How to do this on Growi

Discovery

• Search by keywords and hashtags, then save the search and add candidates to a list.

Vetting

• Open the profile drawer, review recent posts, and tag for niche, region, and fit.
• Track statuses like shortlist, watchlist, archive.

Outreach

• Use saved message templates and send in measured batches.
• Track replies and move winners to campaigns or contracts.

Onboarding and payments

• Approve creators, send contracts for e-signature, and set fixed, performance based, or hybrid pay.

Attribution and performance

• Generate referral codes, track posts and purchases, and monitor creator level analytics.
• Prioritize by GMV and engagement quality, then repeat the cycle.

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