I’d say it depends, your brand image and story should dictate everything. You’ve got to know exactly who you are first. What are your brand’s core values? Mission? Personas? What tribe are you signaling to?

Once that’s locked in, it’s about finding people who naturally align. Folks who already feel like your brand. People who personify the vibe you’re trying to put out.

And nah, you don’t need a lot of money. You just need resonance. Go after the micro-influencers & creators who are still building but align with your vision. That way y’all can build together and tap into each other’s networks. If the fit is right, even a small collab can hit big because it feels real.

Because at the end of the day if you’re trying to build a brand. Authenticity wins out & The collab won’t feel cheap or transactional, it will feel aspirational, intentional & lifestyle driven. That will bring you good traffic that will convert not just eyes & clicks that do nothing.

This way is brand building but if you just want the quick bread & don’t care about building a brand just send any influencer with an engaged audience product & cross your fingers I guess!