How do brands actually choose influencers?

From my experience working with different influencer collaborations, I’ve realized that the brands that succeed the most truly understand the unique connection influencers have with their audiences. It’s not just about the number of followers or reach; it’s about the authenticity and trust the influencer has cultivated. For instance, pet creators often build genuine credibility because their content revolves around real-life experiences and trustworthiness, answering questions like "Does my cat actually like this?" On the other hand, hair creators focus on transformation and aspiration, which means they engage their community differently by inspiring change and new looks. When brands use a one-size-fits-all briefing approach, they often miss the mark. My personal takeaway aligns with Joseee’s lesson: giving creators creative freedom and briefing them on the brand’s purpose rather than scripting every detail leads to better engagement. In a recent campaign I observed, brands provided only the key messages and product facts to the influencer and trusted her to tailor the content style and presentation according to her audience. The result was half a million views in just two weeks, proving that audience trust and content relevance outweigh fame or trendiness. If you’re looking to work with influencers, consider focusing on engagement rates, audience demographics, and content consistency rather than just follower count. Trust your influencers’ expertise and intimate understanding of their audience, and provide them with a clear 'why' behind your brand—not just what content to create. That approach helps unlock authentic storytelling and builds stronger consumer relationships, as illustrated by both pet and hair creator campaigns.