The best influencers for your brand to invest in are those who value quality over quantity in producing their content. Gen Z viewers, in particular, can instinctively sense the difference between a curated Instagram post that took a professional photoshoot and a celebrity’s most recent meal in Lo-Fi.

Ironically, high production value used to be an advantage that celebrities had over social media stars. Today these influencers often put far more time and thought into their posts than their celebrity counterparts. While consistent and frequent engagement with an influencer’s following continues to be important, it’s wise to invest in influencers who produce high-quality content.

Here’s more information on why your brand should partner with influencers who invest in their content.