✅ KOL Evaluation Checklist
Systematic vetting framework for Xiaohongshu influencer partnerships
1. Audience Quality (30 points)
| Criteria | Benchmark | Score (0-10) |
|---|---|---|
| Follower authenticity (low bot %) | >95% real followers | |
| Audience demographics match target | >70% alignment | |
| Audience location relevance | Primary market match |
2. Engagement Metrics (25 points)
| Engagement rate consistency | >6% avg. across 20 posts | |
| Comment quality (genuine interaction) | Thoughtful, varied comments | |
| Saves & shares ratio | High-value content indicators |
3. Content Quality (20 points)
| Visual aesthetic consistency | Professional, cohesive feed | |
| Content originality & value | Unique POV, helpful info |
4. Brand Alignment (15 points)
| Brand values alignment | No conflicts, natural fit | |
| Previous brand partnerships | Quality over quantity |
5. Professionalism (10 points)
| Communication responsiveness | Replies within 24-48 hours | |
| Portfolio & media kit quality | Professional presentation |
Scoring Guide:
• 90-100: Excellent - Proceed with partnership
• 75-89: Good - Consider for campaign
• 60-74: Average - Secondary option
• <60: Poor - Not recommended
• 90-100: Excellent - Proceed with partnership
• 75-89: Good - Consider for campaign
• 60-74: Average - Secondary option
• <60: Poor - Not recommended