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To identify the right influencer, it is important to consider the audience that person can reach, and whether their values, tone, and personality align with the values represented by the company.

It is recommended to look for micro-influencer profiles (1K-100K) whose posts are not entirely about promoting a product or service, as this gives more legitimacy to what they share. In addition, the interaction rate with their audience and their level of engagement with the topic should be calculated.