: Opinion: Tips to find relevant influencers for your festive marketing campaigns #IndiaNEWS #Festive Marketing Week With the ongoing festive season, Ankit Agarwal from Do Your Thng suggests tips to

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Opinion: Tips to find relevant influencers for your festive marketing campaigns #IndiaNEWS #Festive Marketing Week
With the ongoing festive season, Ankit Agarwal from Do Your Thng suggests tips to find influencers that function as a natural extension of the brand for their festive marketing campaigns.



The festive season started with a big bang, with eCommerce players clocking an eye-watering . 7 billion in sales in mere 4 days. Needless to say, with Diwali, and Christmas on the horizon, there is still much that brands can do to cash in. However, running high-impact, large-ticket marketing campaigns is not an easy task. Why? Because every brand is vying for the consumers attention on the same 6-inch screen.



Creator collaborations, of course, are one way to cross that bridge. They have a way of reaching target audiences that feels personal and like organic research rather than targeted advertising. Yet, marketers trip, and stumble through influencer marketing campaigns for all sorts of reasons. The biggest being discovery.



Only 22% of marketers say it’s easy to find the right creators, according to the Influencer Marketing Benchmark Report 2021.



With that in mind, here are a few tips for discovering effective influencers for festive season campaigns.



Look For Engagements & Interactions



Stop focusing on indicators such as likes and follower count. Following an account or double-tapping, a post has become a part of automatic, valueless behavior.  We do them without thinking, so they’ve lost their meaning. These actions don’t signify that an influencer truly has the power to sway purchase decisions.  To tap consumers in the intent phase, you need to consider harder engagements like:



ViewsSharesCommentsPost savesStory tap backs 



Collectively, they fall under engagement rate (ER) and paint a clearer picture of how responsive followers are to creator content.  Think of them as buying signals, indicating high consumer desirability.



Consider ER For Every Platform



The linchpin to finding the right creators is analyzing the Engagement Rate (ER). However, you need to do it for each platform. Why? Because they often differ widely. For instance, a travel blogger may have a middling ER on Facebook but an off-the-charts ER on Instagram.  



Arming yourself with this information helps target the most effective platform. Yes, manually calculating the ER of each creator for each platform is cumbersome, complicated, and frustrating. So, make the smarter choice. Use an influencer marketing platform that automatically and comprehensively calculates it for you.



Vet For Influencer Authenticity



Are the followers real and not fake? Are the comments from bots? Is the influencer offering relevant, credible value to their followers or simply publishing cash-grabbing commercials?



Double-check these elements, and you’ll land the right creators.

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