If you’re looking for a very specific and niche creator, for example, a food micro-influencer in Lisbon or a skincare expert for sensitive skin, combine keyword search in social media with discovery platforms like HypeAuditor, which let you search by topic, bio, keywords in content, hashtags, or even brand mentions. Community forums and niche groups can also help you uncover hidden creators that don’t show up through regular searches.
Brands often seek specific or niche influencers because they speak directly to well-defined communities; people who share the same interests, challenges, or lifestyles. These influencers often have smaller but more loyal audiences and can deliver exceptional engagement.
Compared to general influencers, niche creators:
attract more relevant audiences who are genuinely interested in the topic,
drive higher engagement rates, since followers relate personally to their content,
and often influence purchasing decisions faster because their recommendations feel more authentic.
However, the challenge is visibility. Niche influencers rarely appear in broad searches or trending lists, which means brands have to combine manual search, platform tools, and community insight to find them. Still, taking that extra step is worth it since these partnerships often lead to better retention, word-of-mouth growth, and stronger brand advocacy.
“Smart brands are starting to look in places that aren’t overcrowded. When you step outside the usual categories, you often find creators with loyal audiences who actually take time to interact. Real growth usually happens there, in small and passionate communities.”
Mikhail Grigoriev
Head of Content at HypeAuditor
How to discover niche influencers
1. Start with keyword searches in social media
Use Instagram, TikTok, or YouTube’s native search with keywords like “vegan skincare,” “Lisbon foodie,” or “budget travel tips.” These platforms index bios and captions, so even a few relevant posts can reveal smaller, niche creators.
2. Explore niche communities
Check topic-specific groups on Reddit, Facebook, or Discord. For instance, r/veganbeauty or Foodies in Lisbon. Many creators actively share their content or engage in discussions before they start growing on major platforms.
3. Use AI-powered discovery tools
Platforms like HypeAuditor and a few others include AI Search that understands natural language (e.g., “micro-influencers who review eco-friendly skincare brands in Spain”). Not every platform supports this, many rely on tag-based search only, so make sure the tool you use has keyword and contextual capabilities.
“I'd recommend using the influencer platforms (especially for micro-influencers who are more authentic and get more engagement). They can easily help you to find the vetted creators for your specific niche.” — from r/influencermarketing
4. Search by keywords or hashtags in influencer databases
In advanced tools, you can search by words in bio, content captions, or audience interests. This helps surface highly specialized creators, for example, teachers sharing AI classroom tools or pet trainers focused on rescue dogs.
5. Use Competitor Analysis in HypeAuditor
If you already know a few relevant brands, check which influencers they collaborate with. You can filter by location, industry, or campaign hashtags to discover similar niche voices.
6. Validate and shortlist
Once you find potential creators, analyze their authenticity, engagement, and audience fit. Even in small niches, fake followers and inflated engagement can distort results, analytics tools like HypeAuditor help prevent that.
Finding narrow-niche influencers takes time and multiple approaches. Keyword searches and communities are great for small-scale discovery, but if you need consistent results or campaign-level volume, professional platforms with AI Search are essential.
What to keep in mind
Niche influencers may not always have impressive follower numbers, but their influence often runs deeper. What matters most is audience alignment - do their followers match your target group in interests, values, and buying intent? Studies show that in niche markets, campaigns perform best when the influencer’s audience is tightly connected and genuinely interested in the product or topic being promoted.
Before collaborating, check if the creator’s recent content still reflects the niche you’re targeting. Many change their style or expand into broader topics over time, and what made them a strong fit six months ago may no longer hold today.
Finally, remember that these influencers tend to have stronger opinions and tighter community bonds. Collaboration works best when brands respect their creative freedom and adapt campaign messages to their natural communication style. The more freedom they have, the more credible the partnership will feel to their audience.
