Every partnership we suggest has to pass one test: can we explain why this creator's audience would want this product? To answer that, we follow a simple chain: creator, audience, need, product, brand.
Who is watching? We look at what the creator talks about and who responds. Two channels can both mention tools and still reach completely different people.
What do they need? We look at the problems the audience is trying to solve, based on the content they watch and the questions they ask.
Does the product meet that need? A great product for large teams may not be right for an audience of solo freelancers. We match the problem to the people.
Does it fit the creator's content? The strongest partnerships feel like a natural part of what the creator already makes. If it would feel forced, it probably is.
Can both sides agree on what success looks like? Before anything goes live, the brand and the creator should know what's expected and how it will be measured.
If the answers aren't clear, we say so and we keep looking.