How you can network with the most important people that can have the biggest impact on you and your brand.

Every brand—and every person, really—wants to connect with influencers in some way. Perhaps they can offer great advice. Maybe they can help get your product in front of their audience and fans.

While we expend so much effort trying to engage with these celebrities and leaders, we often don’t take the time to understand the different types of influencers that exist. Are you trying to connect with Oprah, or perhaps a thought leader within your industry? There’s a big difference.

In this video, behavior scientist Jon Levy outlines what he says are the four levels of influencers and suggests which among them might be most beneficial to connect with.