These internet tastemakers provide opportunities for brands to share their message with large audiences within their target demographic. Influencer marketing is the practice by which brands leverage influencers to expand their online reach, build awareness, and establish credibility. It can be an extremely lucrative endeavor, but only when done carefully.

Here are the most important things to keep in mind when picking social media influencers for your brand:

1 – Target Audience

An influencer will only be useful to your brand if they’re addressing your target audience – i.e. the users who might actually buy your product. Use platforms like Tagger Media to discover influencers whose audiences align with your customer demographic.

2 – Platform

There are two factors that go into determining which platforms to focus on when recruiting influencers. First is where your users are most active. Different demographic segments gravitate toward different platforms – for instance, Instagram’s user base tends to be younger and more culturally engaged, whereas LinkedIn is a network for professionals who tend to be somewhat older.

Second is how you can use that platform to showcase your brand. Consumer brands should stick to visual-first platforms like Instagram and YouTube, where you can showcase your brand with high-quality photo and video content (which can be repurposed for later use). B2B and SaaS companies will find more success on LinkedIn, where long-form written posts and videos tend to perform better.

3 – Goals

Not all influencer marketing campaigns address the same goals, and different goals require different tactics. For example, if the goal is brand awareness, seek partnerships with influencers that have large followings and a high engagement rate. If you’re looking to introduce a new product, it might be more effective to activate niche influencers that may have smaller audiences but more authority in the specific area your product is looking to penetrate.

4 – Authenticity

Once you’ve identified your target audience, which platforms they’re most active on and what your goals are, you can begin to build your list of target influencers. Keep in mind that influencers amass their followings because their message resonates with users on a personal level. Even influencers within your industry who address your target audience might not make the most sense for a partnership – for instance, a female yoga influencer is a more natural partner for a low-calorie kombucha drink than a male mindfulness expert, even if their audiences are very similar. The most authentic partnerships are the ones with influencers who are already interacting with your brand. Use social listening tools to see which influencers are already talking about your brand.