InfluMatch: Frontier-Quality KOL Search at 4B-Model Cost

Abstract

Matching influencers (KOLs) to free-form, multi-part Thai marketing criteria is today served either by keyword search over structured profiles, which misses semantic fit, or by prompting frontier LLMs over every candidate, which is accurate but slow and expensive. We present InfluMatch, a low-cost three-stage cascade -- retrieval $\rightarrow$ rerank $\rightarrow$ reason -- built entirely from small open-weight models: dense retrieval returns 50 candidates, a 4B pointwise reranker scores each by the log-probability of a single Yes token and keeps 10, and a 4B reasoner grades the shortlist per criterion on a rubric with a Thai rationale. The cascade is designed for cost: reasoning over a filtered top-10 halves token spend versus reasoning over all 50 while scoring 14 points higher. End-to-end against human relevance labels on an 11-query set with all 50 candidates labeled, the full cascade reaches 94.1% P@5, versus a retrieval-only baseline near random; it matches the frontier model Kimi-K2.6 (91.8%) while emitting ${\sim}35\times$ fewer output tokens and serving a 50-KOL query in ${\sim}20$ s on one A100. Notably, the only fine-tuning that pays off is pairwise: a SimPO-tuned reranker matches the frontier baseline's best-pick accuracy (78.0 EM), whereas fine-tuning the reasoner on pointwise per-criterion labels improves offline scores yet degrades end-to-end ranking -- an inversion we trace to the design of the absolute labeling task -- leaving the untuned base model as the strongest deployed reasoner. The result is a deployable, explainable KOL search system at a small fraction of frontier serving cost.