With the definition of KPIs and goals, the campaign focus is also on: whether sales and sales, creative content or awareness & reach. Now it's time to select influencers who fit these goals. Transparent communication with influencers and clearly formulated goals are particularly important. Why? Professional influencers know their strengths and their community best. In order to achieve the campaign goals, it is not only a question of high reach or the influencer himself but also other factors such as the community (target group fit, interaction, strength), the credibility of the influencer, the brand fit and the quality and creativity of the content.

Depending on the objective, influencers of different sizes also make sense. It is not without reason that smaller influencers are also experiencing an increasing trend and are becoming interesting for brands. They are characterized by a personal to a friendly relationship with their community, which more often follows the influencer's purchase recommendations. In order to generate as many followers as possible, influencers with a large reach are crucial, for example, who interest many potential followers for a brand in a short period of time. However, the target group fit of the community, as well as interesting and authentic content with added value, are essential for the sustainable development of followers.