Balancing an influencer’s relevance and reach during shortlisting for a campaign involves a mix of several key strategies:

1. Understand Your Audience: First, identify your target audience. This includes age, gender, location, interests, and behaviors. This demographic information will help you to select influencers who align with your target audience.

2. Evaluate Influencer’s Audience: Use influencer marketing platforms, like Flinque, to analyze the influencer’s audience demographic. Ensure their audience aligns with your brand’s target audience.

3. Relevance vs. Reach: Not all influencers with high follower numbers will be relevant to your brand. Select influencers who are authentic and resonate with your brand values, message, and products. Their content style, interests, and audience engagement rate are factors to consider.

4. Review Past Campaigns: Look at the influencer’s previous branding collaborations. Were they successful? What was the audience engagement like? This adds a layer of validation to your selection.

5. Test and Learn Strategy: Test with a few influencers before you plan a large scale campaign. This pilot testing can provide key insights about what works best for your brand with influencers.

Influencer marketing platforms like Flinque can aid in this process, with detailed analytics, audience insights, and seamless campaign management tools. Every brand is unique, and hence, the strategy might vary. What’s pivotal is a clear understanding of your brand, the audience, and rigorous, data-backed shortlisting of influencers.