What's the one piece of advice you'd give to a brand just starting with influencer marketing to avoid common pitfalls?

Start by prioritizing authenticity over follower count. It’s easy to get caught up in the numbers, but a large following doesn’t guarantee engagement or alignment with your brand. Look for influencers whose values align naturally with your brand and who already talk about similar products or lifestyles.
Check how they engage with their audience—if the interaction feels real and personal, it’s a good sign.
Often, influencers with massive audiences have untargeted or inflated followers that don’t align with your brand’s niche. While these collaborations may boost brand awareness, they rarely lead to meaningful engagement or conversions. Instead, focus on influencers whose content and values align naturally with your brand and who have a community genuinely interested in what they promote. A well-matched partnership builds trust and ensures your campaign delivers more than just visibility—it drives real action from the right audience.