Micro-influencers are probably the most popular group of creators that brands collaborate with. They have an engaged audience, and you can focus on a specific niche. Typically, advertising campaigns with micro-influencers include several dozen posts, and for such a massive campaign, you sometimes need to find hundreds of micro-influencers. This is where the difficulties arise.
So, in this article, we'll explore a whopping 18 methods to find micro-influencers for your brand, with 4 of them being paid methods and 14 being free.
Paid Methods for Finding Micro-Influencers for Your Brand
1. Use an Influencer Discovery tool
An Influencer Discovery Tool is a special search engine for finding creators and influencers, and usually, it's part of an influencer marketing platform.
Using special discovery tools can make your search easier. These tools have lots of filters to help you find micro-influencers for your brand based on things like their location, audience demographics, audience engagement, and other important things. These tools are also different from each other in terms of the database size and type of influencers they cover, and also in how many and what kind of filters they have.
If you're looking for a powerful Influencer Discovery Tool, you might want to try HypeAuditor. In the trial version of the tool, you can see all the available filters and a few search results with basic metrics. To see everything the tool can do, sign up for a free demo.
2. Try Social Listening tools
Social Listening tools let you set up notifications for mentions of specific accounts, hashtags, and sometimes even keywords. For instance, if some micro-influencer posts content with the hashtag #makeup, you'll see the post, and its author, along with basic metrics. By using filters, you can pick out micro-influencers that meet your needs, like those with 10,000 to 50,000 followers.
3. Monitor competitor collaborations
Keep an eye on influencers your competitors are teaming up with. While not copying, it can give you insights into micro-influencers who are familiar with your industry.
Finding out who your competitors are working with is doable for free – just check out the tagged posts tab on Instagram. But for a more reliable method, use specialized tools for competitor analysis. These tools will show you all the influencers your competitor is collaborating with, and with filters, you can narrow it down to just micro-influencers. You can also filter them by location and other important metrics that matter to you.
4. Discover influencers similar to those you like with a Lookalike Search
Use a lookalike search tool to find micro-influencers who share characteristics or a content style similar to the ones you admire. This method can lead you to individuals who connect well with your target audience.
For this type of search, there's a specific tool called lookalike search. You specify the influencer or group of influencers you want to find similar ones for, and the search system compiles a list of bloggers with similar audience characteristics.
You can find all four tools for discovering micro-influencers for your brand on HypeAuditor. In the trial version, only Influencer Discovery is available, but with a limit on the number of results. If you want to see how Social Listening and Competitor Analysis work, sign up for a free demo.
Now, let's move on to the free methods for finding micro-influencers.
Free Methods for Finding Micro-Influencers for Your Brand
5. Leverage social media search features and hashtags
Explore social media platforms using their search features and relevant hashtags. This helps you discover micro-influencers actively engaging with your industry or related topics.
Recently, Instagram's search feature has been working particularly well, not only with hashtags but also with keywords. In some cases, it will show accounts that match your search, but if there's a lot of content for a given keyword, you'll see a compilation of relevant posts and reels. This expands your possibilities even further for finding suitable micro-influencers for your brand.
6. Find micro-influencers creating UGC for your brand
Spot micro-influencers who are already making User-Generated Content (UGC) related to your brand. Their existing interest can lead to more genuine collaborations. Check the notifications on your account; it's possible that dozens of micro-influencers are already creating content with your product and mentioning your brand.
You don't necessarily have to search for those already posting your UGC content; you can encourage its creation.
Create attractive packaging for your product – customers and micro-bloggers will be happy to capture beautiful reels and stories with unboxing.
Include a small card in the packaging, asking them to share content featuring your product and tag your account or specific hashtags.
Run a promotional campaign and offer discounts or products to those who post content with your brand and products.
Create attractive packaging to encourage micro-influencers to make unboxing content
Remember, micro-influencers love creating beautiful content, so turn unboxing into a real experience.
7. Find micro-influencers for your brand among your followers
It's possible that the micro-influencers you need are already following you. Take a look at your list of followers. These will be the most loyal creators who would be thrilled at the opportunity to collaborate with you.
8. Broaden your search horizon
Don't limit yourself to searching for micro-influencers in a narrow niche; perhaps, the audiences of creators from complementary niches might also be interested in your product.
For instance, if you have a fitness product brand, experiment with micro-influencers who create content on topics like nutritional tips and mindfulness practices.
9. Leverage word-of-mouth referrals
One powerful and often underestimated strategy is harnessing the power of word-of-mouth referrals. By reaching out to your network, industry peers, and existing influencers for recommendations, you open the door to discovering hidden gems within your industry. By engaging with your network, you gain access to micro-influencers who may not be easily discoverable through traditional search methods.
If you've already established partnerships with influencers, they can serve as valuable sources for recommendations. Influencers often network with their peers, making them a conduit to potential collaborators who align with your brand.
10. Work with an influencer marketing agency
Collaborate with influencer marketing agencies that specialize in connecting brands with influencers. These agencies are adept at navigating the intricate landscape of social media and have the resources to match brands with the perfect micro-influencers.
This is an excellent method if you need to find micro-influencers in a very specific niche. Many agencies, especially smaller ones, choose 1-2 or 3 niches and specialize in them. In their database, there might be micro-influencers that you won't discover using the methods listed above.
Agencies can also help you find micro-influencers if you want to launch an advertising campaign in a small region or country. Not all influencer discovery tools may have a sufficient base of creators from, for example, Latvia, Estonia, or a specific state, such as beauty influencers from Alaska.
Working with an influencer marketing agency streamlines the collaboration process. These agencies handle negotiations, contracts, and campaign logistics, providing a hassle-free experience for brands while ensuring creators are well-aligned with campaign objectives.
11. Search on Google
Conducting thorough searches on Google opens up limitless opportunities. Utilize specific keywords, phrases, and combinations related to your industry or niche to unearth influencers who might not be exclusively tied to social media platforms.
Long-tail keywords: Explore long-tail keywords that reflect your brand or product attributes. This nuanced approach can lead you to micro-influencers, experts, or creators who cater to niche audiences.
News and publications: Look beyond social media platforms by searching for influencers mentioned in news articles, blog posts, or industry publications. This can reveal individuals who are recognized authorities in your field.
Forums and discussions: Explore forums and online communities related to your industry. Influencers often engage in discussions beyond social media, providing you with a different avenue for discovery.
12. Use ChatGPT to find micro-influencers
Engaging with ChatGPT can add a unique dimension to your micro-influencer search. ChatGPT can provide insights and trends and even suggest micro-influencers based on the information you provide. Here's how to leverage ChatGPT for micro-influencer discovery:
Contextual queries: Frame contextual queries for ChatGPT by providing details about your brand, target audience, and preferences. Ask for recommendations or insights into influencers who might align with your brand ethos.
Trend analysis: Use ChatGPT to analyze trends within your industry. This can uncover micro-influencers who might not have extensive social media visibility but are influential in specific niches or emerging trends.
Content style recommendations: Seek ChatGPT's advice on influencers known for specific content styles. This can lead you to creators who resonate with audiences through blogs, podcasts, or other non-traditional channels.
Experiment with different queries on ChatGPT to refine your search: Ask about industry trends, thought leaders, or micro-influencers with unique perspectives to uncover hidden gems.
13. Create a brand ambassador program:
Establish a brand ambassador program to attract micro-influencers who are genuinely interested in your brand. This proactive approach can bring influencers to you organically.
We talked more about this topic in the article "How to Create a Successful Brand Ambassador Program for Your Business."
14. Ask your customers for recommendations
Engage with your customer base and seek recommendations. Your customers may follow micro-influencers aligned with your brand values.
The easiest way is to conduct a survey where your current and potential customers share which influencers they follow. You can run this survey on social media, send it out to your customer base through emails, or offer a nice gift or discount on your website in exchange for filling out the questionnaire.
15. Explore niche forums and communities
Dive into niche-specific forums and online communities where enthusiasts gather. Actively participating in these spaces can help you identify passionate micro-influencers. Whether it's a dedicated subreddit, a forum thread, or a specialized community website, choose platforms where enthusiasts actively discuss topics related to your industry or products.
Observe the dynamics, identify key contributors, and pay attention to individuals who consistently provide valuable insights or share compelling content. Actively engage with community members by participating in discussions, asking questions, and offering insights. Building genuine relationships within these spaces can open doors to discovering micro-influencers who are both knowledgeable and enthusiastic.
16. Search on other social media platforms
Even if you want to launch an influencer marketing campaign on Instagram, look for creators on TikTok and YouTube. Don't limit yourself to the size of the influencer; someone who may have millions on TikTok could be a micro-influencer on Instagram.
17. Attend industry events and conferences
Actively participate in industry events, conferences, or webinars. These platforms can introduce you to micro-influencers who are prominent in your industry.
Whether it's a trade show, a virtual summit, or a niche-specific webinar, choose platforms where influencers actively participate.
Find micro-influencers at events
Scrutinize the list of speakers and panelists at these events. Often, micro-influencers are invited to share their expertise. Identify individuals who resonate with your brand and showcase a genuine passion for your industry.
Monitor event hashtags on social media platforms. Micro-influencers may share their experiences, insights, or takeaways using these hashtags, allowing you to identify and connect with individuals who are actively engaged in industry conversations.
18. Collaborate with local influencer communities
In almost any region or city, there are local influencer communities. Sometimes, they bring together influencers of a certain size and help each other grow, while other times they focus on a specific niche.
Networking can help you find such communities. Ask influencers you've already engaged with; many of them will be happy to share information. Often, you can learn about these communities from influencers' content, as many organize offline events and even awards.
Take an active part in the community's life, speak at events as an expert, or become a sponsor. It's an excellent way to promote your brand not only to influencers but also to their audience since micro-influencers often share content from such events.
Conclusion
To sum it up, finding micro-influencers is crucial for brands wanting to make real connections with their audience. This guide has shared various ways, from using advanced tools to asking for recommendations and joining niche communities. As you start looking for micro-influencers, think of these tips as a guide to help you form important partnerships and tell powerful stories for your brand.
