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How approval works

Six checks, reviewed by people. And we keep checking.

A creator who is approved on Myto passed the checks on this page, and the people who reviewed them decided they met the bar. Approval says what was checked and when. It does not promise results, and it can be taken away.

Sample review
Mara Styles@mara.styles · Application
  • Identity and controlPassed
  • AudiencePassed
  • Activity and original contentPassed
  • Brand safetyPassed
  • Category matchPassed
  • Quality reviewPassed
Approved by a personReviewed against the written criteria

The six checks

Every applicant is checked against all six.

Identity and control

What we check
That the person applying is a real person, and that they control every account they connected.
How
The creator logs in to Instagram themselves, from their own device, and adds the handles they use elsewhere. We confirm the same person controls each account.
What fails
Borrowed accounts. Accounts connected by a manager or agency on the creator’s behalf. Accounts the creator can’t log into themselves.

Audience

What we check
That the audience is made of real people, at a level that’s normal for an account of that size, and that it fits the creator’s market.
How
Fake-follower share, engagement rate and where the audience lives, measured with industry audience-quality tools and against the creator’s own Instagram insights.
What fails
Bought followers. Bot-heavy audiences. Engagement far below what an audience of that size would produce. An audience mostly outside the creator’s market with no content reason for it.

The limits are not published. Publishing them would tell people exactly how much they can fake.

Activity and original content

What we check
That the account is active and the content is the creator’s own.
How
We review the last 90 days of posts for consistency and originality.
What fails
Reposts as the main feed. Long dead periods. Accounts revived shortly before applying.

Brand safety

What we check
That a brand could be associated with this account without risk.
How
A review of current and recent content and behaviour.
What fails
Hate, harassment, scams, fake giveaways, gambling promotion, crypto promotion, engagement-pod behaviour. Any one of them, current or recent.

Category match

What we check
That the content is what the creator says it is.
How
The stated category is compared with what the account actually posts.
What fails
A “fitness” account that is mostly something else. Brands search by category, so the category has to mean something.

Quality review

What we check
That the content meets a written quality bar.
How
People score every application against the written criteria. No application is decided by a model.
What fails
Not meeting the bar. The bar is not published.

How the review runs

  1. A person reviews every application.No application is decided by a model.
  2. Every applicant hears back, whether approved or not.
  3. Individual reasons are not shared.A list of reasons would become a guide to passing without changing anything.
  4. Not approved this time? You can apply again after 30 days.

After approval

Instagram stays connected

Audience numbers come straight from Instagram, and each one shows when it was last updated. If a creator removes Myto’s access, or stops sharing their audience overview, and doesn’t turn it back on, their approval pauses.

Connected · numbers updated

We keep checking

Creators are checked after approval too. If something doesn’t match, it is flagged and a person looks at it. If approval pauses, the creator is told and brands see them as Not active.

Flagged · a person looks

Revocation

Approval is revoked for fraud, brand-safety violations or a pattern of not delivering. Revoked creators no longer appear in brand search.

Not active · hidden from search

What we don’t publish

Thresholds for the audience check. How often we check, and what triggers a flag. The quality criteria and scores. Individual reasons for a decision. Reviewer identities. Each of those, published, would make approval easier to game and worth less to the brands who rely on it.

What approval does not certify

That a creator will deliver. That a campaign will perform. That a creator’s prices are fair. That a creator is a good fit for your brand. You still write the brief, agree the deliverables and pay when the work is done.

These criteria are versioned. A creator was reviewed against the version current when they were approved. Questions?

Contact us

Write to us and a person will reply.

Apply, or find creators

Creators apply any time in the app. Brands can start free.

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