Brands find influencers, either through one-off outreach to influencers in their niche or by using an influencer marketing agency or software tools that connect brands to specific influencers depending on characteristics like platform, audience size, engagement rate, industry, and cost.

Popular creators are savvy marketers, with a knack for finding innovative ways to engage with their viewers. And they’re adept at building massive communities, with audiences that range from hundreds to millions. Research shows the presence of celebrities in ads was associated with increased brand lift and view-through rates.1 And while this tactic has stood the test of time, keep in mind today’s notion of celebrity has expanded far beyond the latest box office hit.

In this episode, we talk to Flora. A communications expert. We highlight what brands look for when partnering with creators.