How to Shortlist Influencers for Campaign
🎯 Objective:
To evaluate discovered influencers using clear metrics and brand alignment criteria to finalize a campaign-ready shortlist for outreach and collaboration.
👥 Roles & Responsibilities:
| Role | Responsibility |
|---|---|
| Social Media Executive | Evaluate and score all discovered influencers |
| Marketing Manager | Review, finalize, and approve the shortlist |
🛠️ Tools Required:
-
Influencer Tracker Sheet (Google Sheets)
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Instagram / YouTube / Twitter / LinkedIn
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Optional: Tools like Heepsy, HypeAuditor
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Engagement Rate Calculator (manual or tool-based)
📅 Frequency:
Per campaign or quarterly, depending on campaign plan
📁 Step-by-Step Process:
✅ Step 1: Open Discovery Sheet
-
Access latest influencer discovery list maintained in Google Sheets
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Ensure all columns (followers, engagement, niche, etc.) are filled
✅ Step 2: Apply Shortlisting Criteria
Rate each influencer using the following parameters (Yes/No or 1–5 scale):
| Criteria | Weightage | Guidelines |
|---|---|---|
| Relevance to Cashkr | High | Does their content match our category (tech, lifestyle)? |
| Audience Match | High | Are their followers aligned with our target segments? |
| Content Quality | Medium | Is the content clean, crisp, non-cluttered? |
| Consistency | Medium | Are they posting regularly (2–3 posts/week)? |
| Engagement Rate | High | Should be >2%, ideally 3–5%+ |
| Region | Medium | Prefer metro/Tier 1 and 2 cities in India |
| Brand Fit & Vibe | High | Do they match our brand tone – friendly, helpful, modern? |
| Past Collaborations | Low | Too many conflicting brand posts = disqualified |
✅ Step 3: Mark Status
In the sheet, use a status column with clear color codes:
| Status | Description |
|---|---|
| ✅ Shortlisted | Meets all criteria |
| ❌ Rejected | Low relevance, fake engagement, etc. |
| 🟡 Review | Needs further manual review |
| 🔁 Pending | Incomplete data, needs more info |
✅ Step 4: Review with Marketing Manager
-
Filter the sheet by Shortlisted
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Share with Marketing Manager for approval
-
Finalize list for outreach
✅ Step 5: Archive & Organize
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Move rejected profiles to a separate tab ("Rejected")
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Add date of shortlisting and campaign name in the top row
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Store in:
Google Drive → Influencer Marketing → [Campaign Name] → Shortlist Sheet
📌 Notes:
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Avoid influencers with controversial content or overly frequent promotions
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Re-check engagement rate every quarter — it changes frequently
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Maintain a pool of pre-vetted influencers for emergency campaigns
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Each influencer should be tagged with potential content format (reel, post, story)