It is important to understand that in order to engage with influencers there needs to be an upfront value for the influencer and their audience. It is important to understand what their expertise is and how they engage with their audience. Once a brand understands their influencer and the audience it is important to speak their language and develop a plan that involves compensation in addition to product exchange for post and engagement.
Relationships but always be reciprocated from both sides and the influencer must feel valued by the brand. The key focus should always be to connect, engage, and develop a reciprocal relationship for all parties involved both the influencer and their audience.