Influencers can be engaged in so many capacities - to create content, amplify content, serve as brand ambassadors, feature in your campaign, and so much more. So to know WHO to engage and HOW to engage then, you need to know what you are trying to achieve.
Is it a branding exercise to get more people to know about your company? Is it a specific call to action to drives sales of a particular product? Is it to create visual content? Get really clear about what you are trying to achieve first.
The most successful influencer campaigns come about when the brand and influencer are both clear on the strategy of the campaign, and what success looks like, and work closely together on executing it.
To do this, you need to create a clear, comprehensive brief outlining the strategy, your audience, the brand values and ethos, any relevant copy and CTA, mood boards, etc.
The more information you can empower your influencer with, the better they can understand your requirements, and the more likely you are to achieve success together. Make sure you are aligned on what success looks like (is it number of likes? Is it sales? Is it website traffic? Is it positive brand sentiment?) and make sure your campaign is adding value to the influencers audience.
Engaging the right influencer really comes down to knowing your audience and knowing who will resonate with them, who is relevant, and who can speak with authenticity and authority in your space.
If you are a fashion brand targeting female millennials, the type of influencer you are looking to engage will be very different to if you are a B2B SAAS platform looking to reach key decision makers in a finance role.
Get really clear about who your audience is, what channels play to your brand and strategy strengths, and how to communicate with them.