Campaign Operations & Tooling
Post-Campaign Creator Scorecard: Who to Rebook and Who to Retire
After a campaign, most teams decide who to rebook from memory: whoever replied fast, or whoever had one big video. A scorecard makes the decision repeatable. This guide gives you a simple structure with four groups of criteria, weights you set yourself and rules for turning a score into a decision.
Short answer
How do you score creators after a campaign?
Score each creator on four groups: performance relative to their own baseline, reliability, compliance and audience fit. Set the weights before you look at results, record the evidence for each score, and map score bands to actions such as rebook, test again, ambassador candidate or retire.
- Four groups: performance, reliability, compliance, audience fit
- Judge performance against the creator own baseline
- Set weights before looking at the results
- Record evidence for every score
- Map score bands to a clear next action
1. Why use a scorecard at all?
Without one, rebooking depends on who is most memorable. A scorecard forces the same questions for every creator and leaves a record that new team members can read.
It also protects good relationships: a creator who scores well on reliability but poorly on one video format can be given a different brief rather than dropped.
2. What are the four groups of criteria?
Performance covers the results the video produced. Reliability covers delivery on time and the number of revisions. Compliance covers disclosure and approved claims. Audience fit covers whether the viewers resemble your customers.
Keep the list short enough that every criterion gets scored for every creator.
- Performance: orders, GMV or leads against baseline
- Reliability: on time, revisions, communication
- Compliance: disclosure, claims, brief followed
- Audience fit: viewers and comments match customers
3. How do you judge performance fairly?
Compare each creator with their own typical results rather than with a creator in a different size or category. A video that doubles a creator normal views is a stronger signal than one that matches a bigger account.
Use orders or leads where tracking exists, and treat views as supporting evidence.
4. How do you score reliability?
Record whether drafts and posts arrived on the agreed dates, how many rounds of edits were needed and how quickly the creator answered messages.
Reliability matters because a strong creator who misses deadlines can break a launch calendar.
5. How do you score compliance?
Check that the post carried the required advertising disclosure, that claims matched the approved sheet and that the creator followed the brief. Vietnamese advertising rules for influencers apply to sponsored content, so a compliance miss is a real cost.
Record misses as facts with the link, not as opinion.
6. How do you score audience fit?
Read the comments and check the audience profile where the platform shows it. Are viewers asking purchase questions? Do they look like your customers by location and interest?
A creator with strong views but off-target viewers should score lower here even when performance looks good.
7. How do you set the weights?
Choose weights that reflect the campaign goal. A sales campaign weights performance more, a launch with strict claims weights compliance more, and a long-term programme weights reliability more.
Write the weights down before results arrive so nobody adjusts them to favour a preferred creator.
- Sales push: weight performance highest
- Regulated or sensitive products: weight compliance highest
- Always-on programmes: weight reliability and fit higher
8. How do you turn a score into a decision?
Define bands in advance. A top band means rebook and consider for an ambassador role. A middle band means test again with a changed brief. A low band means retire from this brand, with the reason noted.
Add a hard rule: serious compliance failures can override a high total score.
9. How do you keep a retire list without burning bridges?
Record why a creator was set aside, for which brand and for how long. Situations change and a creator who missed deadlines once may be right for a different product later.
Share feedback politely when the creator asks, using facts from the scorecard.
10. Where should scores live?
Store them in a creator database so the next campaign planner sees the history. A simple spreadsheet works to start; tools that link scores to bookings and payments save time as volume grows.
Review the criteria each quarter and change only what is not predicting results.
FAQ
Frequently asked questions
How many criteria should a creator scorecard have?
Keep it short, usually a handful across four groups, so every creator can be scored on every item.
Should I compare small and large creators together?
Judge performance against each creator own baseline, so size alone does not decide the score.
Can one failure remove a good creator?
You can set hard rules, for example serious compliance failures override a high total, and write them down in advance.
Who should fill in the scorecard?
The person who managed the creator and a second reviewer who checks the evidence.
How often should I review the weights?
After each campaign or quarter, changing only what does not predict results.
