Your first inclination may be to reach out to influencers with a large following, but more isn't always better. Pursue the level of influencer that will provide the best return on investment. Consider how an influencer with millions of followers vs. micro-influencers will contribute to your overall marketing strategy. A niche or nano influencer with less than 15,000 followers may have a very engaged audience and provide more value than a celebrity endorsement. Their pricing will likely be less than macro-influencers or mega-influencers with a more extensive follower count.