Fake Followers Checker Instagram: When TikTok Demands Different Signals

Korina Sanchez, a partnerships veteran with nine years of experience at brands like Chomps and Home Chef, breaks down exactly how to vet TikTok creators in a way that accounts for the platform's hyper-personalized algorithm. Unlike Instagram, where reach is more predictable, TikTok serves every user a completely unique feed, which makes traditional vetting harder and demands a different set of signals.

Korina argues that virality and trend participation matter more than follower counts here, and that brands should prioritize creators who actively leverage trending sounds and formats to expand their reach within a narrow window. She notes that when something goes viral, you have roughly 72 hours to act, so finding partners who respond quickly with on-brand, trend-relevant content is one of the most valuable qualities to screen for.

Her single strongest tip: identify creators who are already organically talking about your product, because their audience has likely seen it before, and partnering with them creates compounding touch points.

Watch to see how she structures the full vetting checklist for TikTok from start to finish.