Exploring Fitness

In this guide, we give you a clear roadmap to harness the power of influencer marketing effectively.

Influencers have become powerful voices in shaping consumer behavior and brand perception. In a report by CreatorIQ, 55 percent of TikTok users state that they trust a brand more when it's shared by a creator – and we can assume the same rings true for other platforms. Data like this proves that influencer marketing is a valuable strategy for brands looking to reach a large, engaged audience. 

Now, the terms “influencer” and “creator” are often used interchangeably and for good reason. While they are somewhat different, either will work for a marketing campaign, as they both likely partner with brands.

So whichever camp you fall into — whether you're a brand seeking advice on how to find the right person to amplify your message or a budding influencer/creator researching how to get in front of brands — this article is for you. 

We'll explore the key steps in identifying, evaluating, and collaborating with influencers to ensure your marketing campaign achieves its goals. By the end of this guide, you'll have a clear roadmap to harness the power of influencer marketing effectively.

6 places to find influencers or creators

Finding the right influencers or creators for your marketing campaign is crucial for its success. Here’s a detailed guide to help brands and influencers alike in their search.

1. Start by searching on social media

Social media platforms are a goldmine for finding potential influencers and creators. Here are some tips for using social media:

• Check relevant hashtags: Search for hashtags related to your industry or campaign theme. For example, watch brand Breda Studio would benefit from searching hashtags like #watchtok or #womenswatches to find relevant TikTok creators​.
• Explore influencer directories: Platforms like Instagram and TikTok have directories where you can start your search and find popular and trending influencers in various niches.
• Use analytics and social listening tools: Start from SocialBlade to find in-depth analytics on influencers, helping you track their growth, engagement rates, and overall influence​. Then, use BuzzSumo or Sparktoro to identify popular content in your niche and the influencers who share it. This can help you find influencers already engaged with topics relevant to your brand.

Of course, verify the authenticity of influencers' followers and engagement. Look out for signs of fake followers or engagement bots, and ensure the influencer’s audience aligns with your target market​.

2. Find the right influencer marketing platform

Influencer marketing platforms and tools are a great way to discover and evaluate potential influencers, and choosing the right one can streamline the process of finding and managing influencers. 

A lot of them are “done for you,” with application processes, teams, and technology sorting the most ideal partners for you. They typically provide insights into influencer metrics, audience demographics, and engagement rates, helping you make informed decisions​. 

Here are some platforms to consider:

• HashtagPaid: Known for its authenticity and quality, HashtagPaid connects brands with influencers who create genuine content that resonates with audiences​.
• Grin: Ideal for e-commerce brands, Grin offers a comprehensive suite of tools for managing influencer campaigns, from discovery to reporting​.
• inBeat: Perfect for small to medium-sized businesses, inBeat specializes in connecting brands with micro- and nano-influencers to drive engagement and conversions​.
• Passionfroot: If you’re on the hunt for creators specifically, Passionfroot is the place to be. The platform focuses on helping brands build long-term relationships with creators, making it ideal for brands looking to create ongoing partnerships​.
• Influence.co: With Influence.co, you can search for influencers by industry, location, and social media platform, making it easier to find the right match for your campaign​.

3. Follow industry media platforms

Staying updated with industry news and trends can help you discover influencers who are gaining traction. Here’s how:

• Podcasts: Listen to industry-specific podcasts where influencers are often featured as guests. These can provide insights into their personalities and reach.
• Newsletters: Subscribe to newsletters that cover your industry’s latest trends and influential figures. These often highlight up-and-coming influencers.
• Websites: Regularly visit websites and blogs that focus on your industry. They often feature interviews or articles about key influencers.

My version of this for work is the Creator Science podcast, the Passionfruit newsletter, and the Business Insider “Creator Economy” tag.

4. Check your competitors

Analyzing your competitors can give you a look at effective (and ineffective) influencer strategies. 

Look at the influencers your c