To identify influencers that align with a brand's values, I start with defining: the brand's goals, target audience, and core values their product represents. From there, I look for influencers whose content, tone, and niche naturally reflect those values and speak to a similar audience.

Evaluating audience demographics and engagement to ensure their followers are genuinely interested in the product is also something I look at. This approach allows partnerships to feel authentic and resonate with consumers rather than appear purely promotional.partnerships to feel authentic and resonate with consumers rather than appear purely promotional. I have used this strategy to successfully execute a three-month influencer campaign that drove a 1,100% increase in engagement compared to prior initiatives.