How to find key influencers to promote your brand
Running influencer campaigns has become increasingly popular over the past few years. However, finding the right influencer for your brand takes time. It’s essential to find an influencer to promote you who aligns with your goals - whether that’s to improve brand awareness or increasing sales. It doesn’t matter if they are a mega or micro influencer; you need the right fit to be successful.
But what are the best strategies to find them? And how can you find them on different social networks?
In this article, we’ll cover:
- How to find influencers on Instagram
- Finding influencers on Pinterest
- How to discover Snapchat influencers
- Finding influencers on Facebook
- How to find TikTok influencers
- Finding YouTube influencers
- How to find Twitter influencers
- Other great tips for finding influencers
- Finding micro influencers
Find influencers on Instagram
Working with influencers on Instagram is a smart way to run influencer marketing campaigns. But there are several users and influencers. It can feel like finding a needle in a haystack. Here’s how to find the best Instagram influencer for your campaign.
Research popular industry hashtags
Using hashtag searches is a great way to find influencers on Instagram, as they are popular with content creators.
Go to the “Discover” page on Instagram and look for hashtags relevant to your product or niche. Search for your brand hashtags or your products. Look for the top posts. Then do the same for your competitors. An additional method is to search for #ad to find influencers in your niche.
There are free tools out there that can help you to find Instagram hashtags and get inspiration.
Check who’s already tagging you in posts
This can be a great way to find influencers you are not already working with yet. Click through to the posts and check out their profiles. Of course, not all of these tagged photos will be suitable matches, but you will still be able to find some great influencers for potential partnerships there.
Go through your followers on Instagram
This can be a time-consuming task depending on the number of followers, but you could find some gems. Influencers like to follow brands they love, so going through your followers to check and see if there are any influencers will help because they already have brand affinity and like what you do.
Additionally, you could also do this with your competitors to find people who could be interested in your brand.
Do a Google Search for Instagram influencers
A general search for Instagram influencers in Google will bring up thousands of results. Instead, type in site: plus instgram.com, plus your keywords. Searching in this way will only show the pages hosted by Instagram.
You will get fewer and more targeted results, and you can click on any influencers that are interesting to you.
To find Instagram influencers in your country, use the advanced search tool to filter for your desired language and country.
For example, vegan beauty review site:Instagram.com
Find local Instagram influencers
Top tip: You can find local Instagram influencers by searching Places on Instagram - click on their profiles to find out where they are based.
Additionally, you can search using hashtags related to your location. For example, if you’re in New York, you could search for #nyc or #NewYork.
Finding influencers on Pinterest
Figuring out how to find Pinterest influencers is more complicated than finding Instagram influencers, but it is possible. There are a couple of great tools you can use to help you.
Use Pingroupie to find potential Pinterest influencers.
Pingroupie is a tool that can help you find Pinterest influencers for your next campaign. You’ll need to sign up for an account with them to search for influencers.
Click on Pinterest Influencers and search for your keywords in the search bar.
The more broad your search is, the more difficult it is to find what you need. Try to be specific and make sure you have switched on the “search “About me” toggle to ensure you’re not missing any influencers in your niche.
Click on their profile to find out what their website is. Note this down on a list for later.
Use google search to find Pinterest influencers
Like Instagram, you can search Google directly for Pinterest influencers. It’s the same concept as before. Type site: Pinterest.com plus your search terms, and use the advanced search function to specify the location, language, and last update (if you want to see recent and relevant content)
Pinterest is slightly different from the other social networks. Once you have found some Pinterest influencers you might be interested in, it is crucial to check how much traffic they refer to their websites via Pinterest.
The best tool for this is Similarweb because it’s free and can tell you what percentage of traffic gets referred to their website via specific social media channels.
When you scroll down, you’ll see that 4.73% of their total traffic comes from social media. Of that 4.73%, 34.10% of that social traffic is from Pinterest. Calculating the number involves a little math.
4.73% of 49.65k is 2349. This is the total estimated traffic sent by social media. Now, calculate the percentage of traffic coming from Pinterest.
34.10% of 2349 is 801, so Pinterest sends roughly 802 website visits per month.
Remember that a small number doesn’t necessarily mean a bad thing - it depends on your site conversion rates. It could be the ideal micro influencer for your campaign, or if another social channel drives more traffic to their website, it could be a great option to work with them on that social channel.
Find Snapchat influencers
Snapchat is most popular in the United States and India compared to other countries. When you’re searching for influencers, Snapchat can be more time-consuming, and it doesn’t allow you to message people directly, so there are a few more steps to finding influencers here.
Look at trending topics relevant to your brand
Snapchat has a great website called Snapchat Trends. There you can see the most popular trending topics over the past week in specific countries. You can use these to start thinking about what types of hashtag searches you could use to find the right influencers for your brand.
Additionally, There is a search function on this page to help you find and compare different hashtags. The example below shows that more general terms have higher usage over time, even when comparing specific hashtags around a product.
Use the Spotlight Snaps to scroll through and find potential Snapchat influencers
Once you have a list of topics you’re interested in, it’s time to search for influencers. Go to the search section and look for the topics you gathered when you were using Snapchat Trends. When you click on the topic you want, it will show you Spotlight Snaps.
Tip: Be sure to use the hashtag to filter for Spotlight Snap topic results.
Click on a video and start scrolling through, looking for usernames. Not everyone has their profiles set to public, so it can take a little time to find those accounts that do show usernames.
If there’s a username, it will show at the bottom left-hand corner of the screen.
Click through to the profile to see how many subscribers they have, and check if they are directing you to another one of their social media accounts. If they direct you to another social media account, you can usually find a way to contact them directly.
Find Facebook influencers
Finding Facebook influencers can be challenging mainly because people rarely use hashtags on Facebook anymore. So how can you find influencers on Facebook?
Check your community posts
If your business has a Facebook page, check your community posts to see who is tagging you. It can be a great way to find Facebook influencers. It can be time consuming, especially if you have a big brand, but you can find some great influencers there.
Use a social listening tool
A great way to find Facebook influencers is to use a social listening tool. You can see who is mentioning your brand easily as well as following mentions for specific search terms. You’ll need to brainstorm a list of specific keywords to monitor - you can set the language and country to create a targeted list. You can use a tool like Brand24
will monitor and analyze those keywords. Once you have set this up, click on the Influencer tab and filter results to show you Facebook influencers.
You can click through to each influencer’s profile to look at their profiles to see if they are a good match for your campaign.
Use Buzzsumo’s influencer feature
Buzzsumo has a great feature where you can find relevant influencers in you field. All you need to do is go to the influencer page and select Facebook. Add your search term and it will display influencers that are relevant.
Image source: Buzzsumo
You can compare the performance of up to 10 Facebook pages at a time to find the best influencer for your brand.
Image source: Buzzsumo
Find TikTok influencers
TikTok is growing rapidly. Over 2021, TikTok surpassed 1 billion users. Research shows that users spend more than 21.5 hours per month on TikTok - talk about a captive audience. Plus, TikTok influencer marketing is growing in popularity, so it’s a great place to find influencers to promote your brand.
Check to see if your influencers from other social networks are on TikTok
Checking with your current influencers is probably the quickest way of finding influencers for your TikTok campaign. More and more influencers are making their way onto TikTok as it grows, and, likely, influencers on other platforms are also active on TikTok.
Use the search function on TikTok
Use industry-specific or product-specific hashtags to find relevant TikTok content creators. With any search terms, you’ll be able to see the top videos, users, and hashtags.
Go through these and add any influencers that catch your attention to your list. You can use the hashtags to find other relevant TikTok content creators.
Search for top TikTok creators on Google
When using Google to find TikTok influencers, you can use the site search mentioned above or look for “top TikTok influencers” and then your chosen topic or category. This will give you a pretty broad net, so you can use advanced search to sort by language and country to ensure that the list’s publisher is in your home country.
From these lists you should be able to find TikTok influencers relevant to your industry.
Find youtube influencers
Youtube is a popular video streaming service. It can be a great place to find influencers who have an engaged following on their Youtube channel.
Video content is a great place to show off your products and what they can do. There are plenty of ways you can get creative with your YouTuber. Finding them is the first step.
Top tip: When searching for influencers on Youtube, always use the filters to find active YouTube content creators. You can filter by upload date and sort by view count to see the most popular videos in your category.
So, with that said, how do you find the best Youtube influencers?
Search for sponsored content in your niche or category
Start by searching for the word #sponsored or #ad in the search bar on YouTube. Filter your results so it shows recent content. This will mean that you find active creators who are open to doing influencer YouTube campaigns with brands.
You can scroll through and see the number of views and how old the content is. Scroll through and click on some of the videos. You can usually find their contact information underneath the video itself.
Use Youtube search and discover to find YouTube influencers
YouTube’s search function is a great tool to find influencers in your niche. Ensure that you’re searching for industry keywords and categories, your brand name, and product categories. Use hashtag searches to find other content that may not include your search terms in the title of their video.
Find trending content that might fit your niche
On YouTube, it’s effortless to find trending content by using the trending content tab. Click on explore and then trending to scroll through and see content creators who are trending. You can also click on one of the popular categories to find other content. If you find a creator who might be interesting to you, you can check out their profile to see if their other content might be a good match for you.
Check the comments of larger YouTube creators
One thing a popular YouTuber has is comments. Usually, they attract other YouTubers in their niche. Check the comments section and their followers to try and find new creators to work with.
This can be time-consuming, but a good rule of thumb is to make sure they have a profile photo. Sometimes the channels stand out more than others due to their names.
Look to see if a YouTuber has done collaborations
Finding collaborations between YouTubers can be a goldmine for finding other YouTube creators. An excellent way to do this is to scroll through their videos to see if there are any with other people featured or check on their community tab to see if they have any information about collaborations.
Check the YouTube blog
On the YouTube blog, they have a section called “Creator and Artist stories.” Here, you can find great YouTubers with a big audience.
If you’re looking for smaller audiences, they highlight several creators on the rise in different niches every month, which can be an excellent way to find influencers that don’t have a huge following.
Ask your current YouTubers if they have someone in their network
If you are already working with YouTubers, they might already know some others that might be interested in working with you. Ask them to refer you to their YouTube friends that are in their network.
Use BrandConnect to work on your influencer campaign
For US, Canada, and UK users, Youtube has set up BrandConnect to help advertisers connect with the right Youtube influencers for their campaign. You can connect to creators who have more than 25,000 followers.
If you’re looking for smaller influencers, then this probably isn’t the right place to look. You’ll pay a set pre-negotiated fee per campaign video.
Find Twitter influencers
Twitter has been around almost as long as Facebook. They started the hashtag trend and are now following in Clubhouse’s footsteps by launching audio. Like any other social network, learning how to find influencers on Twitter can take time, but when you know how it’s easy.
Search on Twitter
Searching on Twitter is the best way to find influencers in your niche. If you’re not sure what to look for, there are some free tools out there you can use to check.
It’s good to look for your brand name, niche, category, or even products and scroll through. You can find users, tweets, and hashtags. For example, if you are a wine brand, you might do a more general search for “Wine,” or be more specific and search for wine bloggers.
Check your follower list
Checking your follower list will help you find Twitter influencers who are already familiar with and interested in your company who have brand affinity. Not all followers will be the right fit, but it’s a great place to start. This can be time-consuming if you’re not a small brand, but it can also lead to you finding some great influencers to work with.
Attend Twitter chats
A Twitter chat is a conversation hosted on Twitter around a specific topic or industry. They can be weekly or biweekly events, and popular chats can have several people joining in. They are usually at the same time each week, so that you can put a reminder in your calendar. To find chats use the search bar.
Follow the account hosting the chat and the hashtag they are using to discover influencers you might be interested in working with. You can also google for the best industry Twitter chats to find good options for you to get involved with.
Other great tips for finding influencers
Set up a landing page for influencers and brand ambassadors
Setting up a landing page on your website so that potential brand ambassadors can find you is one of the easiest ways to get influencers to find you and to sign up to work with you.
Open up your search with bloggers
Looking for blogs with content that aligns with your products or industry is a great way to find influencers. These people are usually master content creators, and they typically have a good following on social media. Click through to their social media pages and have a look.
Run an email campaign
As part of your email marketing strategy, telling subscribers that you are looking for brand ambassadors with a link to your influencer landing page will help you find influencers interested in working with you.
Search on LinkedIn: This might sound like a long shot, but it can be a good way of finding relevant influencers for your brand. Look for “content creator,” “influencer,” and “blogger,” plus your niche keyword and connect with them.
Use influencer marketing tools
Using influencer marketing tools like Awario can help you search for influencers that would be a good fit. They cover Instagram, Facebook, and Twitter, plus options to see websites, Reddit users, and news blogs. Set up alerts, hit the influencer menu and start scrolling through to find what you need.
Use influencer marketplaces
If you have a big budget, this can be a quick way of finding influencers that fit your niche quickly and easily, with less hassle. If you’re on a tight budget, then this may not be for you.
How to find micro influencers
If you don’t have a huge budget, then finding micro influencers might be a better option for your brand. Generally speaking, these are smaller influencers who have a higher engagement rate. Follower numbers vary from platform to platform but they have between 10-40,000 followers on any one social media platform.
Micro influencers exist on all social media platforms. The tips and tricks for finding micro influencers are the same, but some methods are more impactful than others.
The most effective methods are
- Searching for them on social media using industry terms or using Google
- Checking your own following
- Use social listening tools like Awario to find relevant influencers
- Asking for referrals to other influencers who might be interested in working with you
Finding influencers, no matter what the social platform takes time, but it’s essential to get it right. Having the right influencer for your brand can mean more successful campaigns, more revenue and brand awareness.