Free platform hacks to find your next influencer

Discovering the right influencers to amplify your brand’s message can be a game-changer. While dedicated influencer discovery tools can streamline this process, they’re not the only option.

You can also tap into the versatile (often underutilized) native tools available for free on social media platforms like YouTube, Instagram, and TikTok. Here are a few strategies to maximize these built-in features:

YouTube

Keyword-driven search: Use YouTube’s search bar with relevant keywords like “unboxing” or “fashion reviews” to unearth influencers producing content. You can also refine your search with specific hashtags and combine keywords to discover niche influencers passionate about your industry. For instance, searching for #cleanbeauty will reveal influencers focused on sustainable skincare. Combined search terms like “vegan skincare routine” or “sustainable fashion haul” will provide more specific results within your niche.

Trending content: YouTube’s Trending page is a goldmine for identifying influencers riding the wave of current trends and cultural moments. By exploring this page, you can spot influencers generating significant buzz around topics relevant to your brand. Analyze the content that's performing well to understand what resonates with viewers and how to align your brand with these trends.

Channels and playlists: Dig deeper into influencer content in your niche. Look for influencers who consistently produce high-quality content and have a strong engagement rate. Pay close attention to their collaborations with other creators, which can introduce you to new potential partners. Additionally, analyze their playlists to understand their content pillars and identify potential overlap with your brand’s messaging.

Audience insights: YouTube Analytics provides valuable insights into your audience’s behavior, interests, and demographics. This powerful data tool lets you identify key audience segments and their preferences. Understanding this information can guide your influencer discovery strategy, helping you find partners to reach your target demographic effectively.

Instagram

Explore page: Engage with content related to your niche, and Instagram's algorithm will start surfacing relevant influencers on your Explore page. To effectively use this feature, analyze the types of content and creators that appear. Look at the visual style, the tone of the content, and the engagement it receives to identify potential partners that align with your brand aesthetic and connect with your target audience.

Keyword search: Use keywords related to your industry to uncover influencers with high engagement rates. Focus on keywords that accurately represent your target audience and brand values. Experiment with different keyword combinations to find hidden gems. For example, if your brand is in the beauty industry:

• Product-focused keywords: makeup tutorial, skincare routine, hair care tips, fragrance review, and beauty haul.

• Lifestyle-focused keywords: beauty bloggers, makeup artists, skincare enthusiasts, and beauty tips.

• Problem-solving keywords: acne treatment, anti-aging, sensitive skin, natural beauty, and makeup for beginners.

Hashtags: Search for industry-specific hashtags like #FitnessCoach or #HealthyLiving to find influencers already active in your space. Analyze the top posts and influencers to identify potential partners. Consider using a combination of broad and niche hashtags to reach a wider audience.

Instagram insights: If you have a business account, Instagram Insights is a valuable resource for analyzing follower demographics and seeing which influencers they’re engaging with. Use this data to identify influencers whose audience aligns with your target market. By comparing your audience demographics with potential influencers' demographics, you can find the best match for your brand.

TikTok

Search function: Begin by searching for keywords tied to your niche. Experiment with different keyword combinations, including long-tail keywords and synonyms, to uncover a wider range of creators. For example, instead of searching for "fitness," try "home workout routine" or "vegan fitness recipes."

Hashtags: Use hashtags to find influencers driving key conversations. Beyond popular hashtags, explore niche-specific hashtags to discover hidden gems. For example, instead of using #fashion, try #sustainablefashion or #plussizefashion.

Creator Marketplace: This platform-specific tool lets you filter creators by audience size, engagement, and content type. Use the Creator Marketplace to find influencers that align with your specific campaign goals. To refine your search, consider using advanced search filters, such as audience demographics and interests, to find influencers whose audience matches your target market.

Discover page: Engage with trending content on the Discover page to start seeing relevant influencers. Pay attention to the types of content that perform well and the influencers behind them. This will give you insights into what resonates with the TikTok audience.

Free Creator Economy Resource List

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Industry insights

TikTok’s secret plan to shake up European e-commerce

TikTok is preparing to launch its in-app shopping platform, TikTok Shop, in Spain and Ireland as early as October. While the initial rollout will be smaller than initially envisioned, preparations for further expansion across Europe in 2025 are underway. Read more here

De-influencing effectively sways 69% of U.S. social media users

The trend of social media users revolting against influencers has made an impact on consumer buying habits—and it might just be the beginning. Read more here

Social network users are increasing their use of Reddit more than any other channel

According to E-Marketer, Reddit has seen the biggest growth in the average daily time spent by US active users among the social networks. If this trend continues, more brands may reallocate ad dollars to Reddit. Read more here

How creators and marketers can protect themselves while using AI

As AI becomes powerful enough to replicate human voices without consent or create visual short films, the importance of proper attribution and collaboration between creators and the marketers who partner with them has grown more important than ever. Read more here

Interesting reads

7 Influencer marketing trends to watch in the second half of 2024 [LINK]

TikToker slaps rival content creator with lawsuit that could ‘change the influencer game’ as we know it [LINK]

Can MrBeast be canceled? [LINK]

Kamala HQ is a social marketing masterclass [LINK]

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