Your brand wants to work with influencers. So, you start looking at creators in your industry and find yourself scrolling past profiles with 10,000, 100,000, even 500,000 followers. But how do you know which creator to choose for your brand collaboration?

It’s easy to assume that more followers means more impact. But, as we’ve discussed previously, bigger doesn’t always mean better. And there are also different factors to consider other than just the follower count. So, the right influencer isn’t necessarily the one with the biggest audience.

Here’s what to look for before deciding whether to partner with someone.