Selecting influencers comes down to three factors. 1) Audience fit: do their followers match your audience? Check their demographics and engagement rate, not just the follower count. 2) Authenticity: do their followers feel truly connected? Fake followers are worthless. 3) Brand fit: does their style suit your brand? A fitness page for a law firm doesn't work. Check their previous collaborations. Do they work carefully? Make a shortlist, look at engagement rates (ideal: 3 to 10 per cent) and negotiate. Preferably choose influencers who have worked for brands before. They know the professional rules. Live Impact carries out the research and negotiation for you.