Pre-PMF influencer strategy: 5–10 nano creators only, founder-managed, no agency, no scale campaigns. The full 50-person database is the post-PMF pipeline for Phases 2 and 3. Scaling to 16+ creators before PMF creates operational overhead that contradicts the zero-hiring rule.
Priority: female creators with Bangkok lifestyle audiences aged 24–35. Engagement rate matters more than follower count — nano creators (5K–20K) with 5%+ ER outperform mid-tier creators with 1–2% ER.
Influencer Selection Criteria
Every creator in the SPARK database must meet all three minimum thresholds before outreach:
| Criterion | Minimum | Ideal |
|---|---|---|
| Bangkok audience location | ≥60% | ≥75% |
| Engagement rate | ≥4% | ≥6% |
| Female audience | ≥55% | ≥65% |
| Follower count | 5K–50K (nano) | 10K–30K |
| Content style | Lifestyle / dating / social | Authentic, personal, story-driven |
Validation Rule: Request a media kit or screenshot of Instagram Insights before confirming any creator. Handles with suspicious follower-to-engagement ratios or non-Bangkok audiences should be flagged and removed. Use HypeAuditor or Modash for verification.
Required Content Formats
| Format | Description | Platform | Phase |
|---|---|---|---|
| "I tried SPARK for 7 days" | Long-form authentic diary-style. Show the app, the matches, the event. No scripted lines. Real reaction. | TikTok / Instagram Stories | Phase 1 |
| "Testing Bangkok's newest dating app" | Unboxing-style video. Download live on camera, complete profile, react to first matches. | TikTok / YouTube Shorts | Phase 1 |
| "3 Sparks in 24 hours challenge" | TikTok-native. Race to get 3 Sparks in one day. High shareability, drives installs. | TikTok | Phase 1 |
| "SPARK vs Bumble in Bangkok" | Honest comparison. Positions SPARK as the premium alternative. Works best with micro-tier. | Instagram Reels | Phase 2 |
| Event recap | Attend a SPARK event, post an honest recap. Show the venue, the vibe, the people. No faces without consent. | Instagram / TikTok | Phase 3 |
Influencer Tiers
| Tier | Followers | Count | Avg ER | Cost/Post |
|---|---|---|---|---|
| Nano | 5K–20K | 20 creators | 4–8% | $150–400 |
| Micro | 20K–100K | 22 creators | 2–5% | $400–1,200 |
| Mid-Tier | 100K–500K | 8 creators | 1–3% | $1,200–4,000 |
Pre-PMF Budget
| Phase | Monthly Budget | Scope |
|---|---|---|
| Pre-PMF | $1.5–2.5K | 5–10 nano creators, founder-managed |
| Post-PMF | $5–10K/mo | Expand to full 50-person pipeline |