While a celebrity endorsement isn’t achievable for many small- and medium-size brands, using an online influencer is. As long as you know how to find the right influencer for your brand, you can leverage this marketing strategy, which has blown up in recent years.

Before you embark on influencer marketing, you must understand a few things about it. People are drawn to influencers because they feel like they’re getting honest opinions about products and brands. Some influencers are more transparent about having a relationship with a company than others; when people don’t reveal these facts, audiences can turn on them. Imagine finding out you’ve been reading a social media stream full of ads that you thought were posts by your friends? Getting a reputable but honest influencer is one of the key components in using this strategy well.

How can you find the right influencer? Do your research on top influencers in your brand and see what other companies similar to yours are doing. Target influencer campaigns that you find especially creative or effective, and try to mimic what those campaigns are doing by putting your own spin on them. CopyPress and Intellifluence have a great infographic for you to read that breaks down everything you need to know about working with all kinds of influencers.