Campaign objective
Store visits, sales, awareness, UGC volume — each one weights the other signals differently. A creator right for a launch can be wrong for footfall.
We don't start with follower count. We start with the campaign — what it needs to do, who it needs to reach, and where. The creator list is the last thing we build, not the first.
What discovery actually is
A shortlist is a set of decisions,
not a set of profiles.
Anyone can pull a list of creators in a category. The work is deciding which of them fit this brand, this objective and this market — and being able to say why. Here's what that decision rests on.
Audience quality
Who actually follows them: age, gender, interests — and whether that genuinely overlaps with who the brand sells to.
Geography
Where the audience lives, city by city. For anything local or regional, this is often the deciding signal.
Language
Hindi, English, Hinglish or a regional language — the content has to land in the language the audience thinks in.
Creator category & content quality
Whether their work sits naturally next to the brand, and whether they can carry a brief without losing their own voice.
Credibility & fit
Comment quality, follower-growth shape, audience overlap and brand safety — checked before a name reaches your shortlist, not after.
The sequence
From brief to shortlist.
- 01
Objective
What success means, in a number, before we look at a single creator.
- 02
Longlist
Built from category, language, city and audience signals — not a contacts list.
- 03
Verify
Credibility checks. A creator who fails these doesn't get ranked lower — they don't reach the list.
- 04
Shortlist
The handful worth your budget, each with a stated reason — and the rejected names, with reasons too.