Influencer marketing keeps growing, and Instagram remains at the heart of it. According to our State of Influencer Marketing 2025 report, 87% of users take action after seeing product information on the platform. That kind of impact explains why Instagram continues to be a major driver in the influencer space.
In 2024 alone, influencers produced over 1.4 billion posts on Instagram, with 93 million marked as sponsored or likely sponsored. These partnerships generated around $236 billion in Earned Media Value (EMV), showing just how powerful influencer collaborations can be for visibility and engagement. Looking ahead, 90% of brands plan to boost their presence on Instagram in 2025, making the competition sharper than ever.
To keep up, brands need to be both fast and thoughtful when choosing who to work with. Finding the right influencers can make all the difference, but knowing where to begin is not always easy.
Luckily, there’s more than one way to crack an egg. In this article, we list all the possible methods to find Instagram influencers. Some are free, some are paid. Some require manual effort, while others rely on automation and tools. You don’t need to follow everything at once. Just find the approach that suits your workflow. And if you're new to it, we’ve included step-by-step guidance to help you get started.
1. Search for them directly on Instagram
If you're just starting to look for influencers, Instagram itself can be a powerful tool. It doesn’t require any external platforms and it’s free to use. Below are three practical ways to do it within the app: via the Explore page, hashtags, and keywords. Each helps you spot different kinds of creators based on how they present and where they show up. If you're wondering how to find influencers on Instagram, this is where to begin.
How to use the Explore page to find influencers
Open the Instagram app and tap the magnifying glass icon at the bottom. Or, if you are using Instagram web, click on the compass icon that says ‘Explore’.
Scroll through the content and tap on posts that stand out.
Check the creator’s profile. Look at their follower count, post consistency, and how people engage with their content.
Save or follow the ones who feel like a good fit for your brand.
How to find influencers on Instagram using hashtags
In the search bar, type in a hashtag relevant to your niche (e.g. #makeuphack, #techreviews).
Tap on the hashtag and browse through the Top and Recent tabs.
Look for posts that feel genuine and get good engagement (likes, saves, comments).
Tap on the creator's handle and view their profile.
Take note of those who frequently post similar content and seem open to collaborations.
How to find influencers using keywords
In the search bar, switch to the Accounts tab after typing a keyword (e.g. “nutrition coach,” “book reviewer”).
Instagram will show profiles that use those words in their names or bios.
Look for bios that mention things like “creator,” “collaborations,” or brand partnerships.
Browse their posts to see if they consistently post niche-specific content.
Bookmark the profiles that match your style or marketing goals so you can reach out to them later.
2. Check who tagged you to see potential influencers
Take a look at your own profile and open the “Tagged” section. You might be surprised how many creators are already posting about your brand. Some of them could be micro-influencers or up-and-coming creators who genuinely like your product, which often leads to more authentic partnerships. If they’ve tagged you without being paid to do so, that’s a strong sign they’d be open to collaborating.
This is also a smart approach if you’re figuring out how to find influencers on Instagram for free, since these creators already know and support your brand without you having to reach out cold.
3. Review your followers
Sometimes, the best influencers are already following you. Head to your follower list and start skimming for accounts that look like creators. Often they’ll have public profiles, content-heavy grids, and some brand tags. Tap through and check their recent engagement. You don’t need to look for huge followings; creators with even a few thousand followers can drive solid results if their content matches your brand vibe.
This is an easy and cost-free way to identify potential partners without third-party tools. If you’re still wondering where to find Instagram influencers, your own audience is a great place to start.
4. Check competitors’ tagged posts and collaborations
Visit a competitor’s Instagram page and check the “Tagged” section or scroll through their feed. See who’s promoting their products, especially those who’ve been tagged in multiple posts or featured in campaigns. Chances are, they’re open to brand deals and already working within your industry. Note their names and take a look at how they present products or speak to their audience.
This method isn’t about copying but about learning what types of influencers are engaging with similar brands. It also gives you a realistic picture of what’s working and what isn’t in your niche. If you’re asking how to find influencers on social media with a strategic mindset, this is a good move.
5. Check if your TikTok and YouTube influencers are active on Instagram
If you’ve worked with creators on other platforms like TikTok or YouTube, check if they also post on Instagram. Many creators use multiple channels to reach different audiences. You can often find their Instagram handle in their bio or “About” section. If you can’t find it, type their TikTok username since they would be very likely to use the same username on Instagram. Look at how active they are, how well their audience interacts, and whether their Instagram content matches your brand’s goals.
This cross-platform approach helps build stronger, multi-channel collaborations. It’s also a smart way to repurpose your past partnerships without starting from zero.
6. Find Instagram influencers on Google
Sometimes, the simplest tools work best, and Google is a great place to start when you're not sure how to find influencers for your brand. Just type in a keyword phrase like “fitness Instagram influencer” or “book reviewer Instagram influencer” and let the search engine do the rest. You’ll likely come across blog posts, listicles, media features, or even creators’ portfolios and websites that link to their Instagram.
To be more specific, try search terms like:
“top [your niche] influencers on Instagram”
“[industry] Instagram creators 2025”
“Instagram influencers to follow for [specific topic]”
This works especially well if you're targeting a niche industry or a regional audience.
7. Find recommendations on Reddit
Reddit can be a surprisingly helpful place to find influencer recommendations, especially if you're looking for real, unpaid opinions from the community. Start by joining subreddits that match your industry, like r/BeautyInfluencers, r/Fitness, or r/FashionBlogging. Then, use Reddit’s search bar to look up terms like “Instagram influencer recommendation” or niche hashtags like #InstaBeauty, #Bookstagram, or #FashionInfluencers.
You’ll find threads where users share their favourite creators, or where influencers themselves are participating in discussions. Don’t hesitate to ask questions either — Reddit is full of professionals and enthusiasts who are often willing to help. It might take a bit more digging than on traditional influencer marketing platforms, but the suggestions here are often more genuine and personal.
8. Monitor brand mentions
Sometimes the best influencers are the ones already talking about your brand. Maybe they mentioned you in a caption, used your product in a post, or dropped your name in a comment. Even if they didn’t tag you, it still shows they’re genuinely interested. Finding these people can lead to more natural, real partnerships.
You can use a tool like HypeAuditor to help with this. It tracks mentions of your brand on Instagram and shows which influencers are bringing you up. It even lets you filter by keywords or topics, so you're only seeing what’s relevant. You can also keep an eye on competitors to see who’s working with them. It’s a smart way to spot new influencer leads without starting from scratch.
9. Create an ambassador program
Instead of endlessly searching, why not invite influencers to come to you? Creating a brand ambassador program helps you build a more personal, long-term relationship with influencers who already love your product. It works especially well for lifestyle brands, beauty products, fitness gear, and niche communities.
With an ambassador program, you're not just choosing influencers based on follower count, but also people based on how well they represent your brand’s values and style. You also have more room to collaborate on content, feedback, and ideas. This makes the process more authentic, and over time, these influencers often become some of your strongest brand voices.
10. Use influencer search tools
When manual searches take too much time, using influencer discovery tools can make the process a lot more efficient. These tools allow you to filter creators by niche, audience size, location, engagement, and more. This saves hours of scrolling and helps you find creators who actually match your brand’s values and goals.
One powerful option is HypeAuditor, which features a database of over 206.3 million influencer profiles across platforms including Instagram, TikTok, YouTube, Snapchat, Twitch, and Twitter. It provides deep insights like audience demographics, brand mentions, and influencer performance data.
What sets HypeAuditor apart is its Audience Quality Score (AQS). This proprietary metric ranges from 1 to 100 and evaluates how authentic and engaged an influencer’s audience is. A higher AQS means you’re more likely dealing with real followers who actually interact with the content.
Here’s how to use HypeAuditor’s influencer discovery tool:
Access the HypeAuditor dashboard.
Click “Check Influencer” on the left panel and select “Advanced Discovery Search”.
Enter keywords or choose a category that fits your brand, then apply the AI Filter.
Set filters like audience location, influencer size, or engagement rate.
Click “Show Results” to view your customized influencer list.
11. Look for influencer lookalike
When you find an influencer who delivers great results, it makes sense to look for others who share that same energy. Instead of starting from scratch, you can use lookalike search tools to expand your roster with creators who have similar content style, audience type, or engagement behavior. It’s a more focused way to scale what already works.
HypeAuditor offers a Look Alike Influencer feature under its Recruitment tab. It uses AI to match you with creators who share content style and audience behavior with those already in your campaign. There are also three free tools to try: Instagram, TikTok, and YouTube Lookalike Finders. Just type in a creator’s handle and you’ll get five similar profiles, complete with follower count. This is especially helpful if you want to expand to new markets or scale your campaign with voices that already fit your goals.
12. Hire influencer marketing agency
If you have the budget and want to save time, working with an influencer marketing agency can be worth it. They already have a network of creators, experience running campaigns, and the resources to handle the outreach and coordination. You’ll still be involved in the creative direction, but you won’t need to manage every small detail.
This is especially useful for large-scale campaigns or when you're entering a new market. Agencies often have tools and contacts you might not, and they can help you find the right Instagram influencers faster and with less risk.
13. Ask for peers recommendations
Don’t underestimate the power of simply asking around. Your peers in marketing, PR, or even other departments might already have worked with great influencers. A quick Slack message, coffee chat, or email thread can lead you to trusted names who are easy to work with and get results.
It’s one of the easiest steps to find Instagram influencers, especially if you want someone with a proven track record. Recommendations come with built-in credibility and can save you from making the wrong call.
14. Use generative AI
Sometimes you just need a little help getting started. AI tools like ChatGPT can be useful for brainstorming influencer ideas, writing outreach messages, or even generating a starter list based on niche and location.
For example, you could prompt:
“Give me 10 beauty influencers based in Los Angeles with under 100k followers”
“List some Instagram food creators in New York with good engagement rates”
It won’t give you verified analytics, but it’s a fast way to gather ideas and narrow your focus before you use deeper tools. Don’t forget to turn the Web Search button on, so you can get more actual and data-driven results.
15. Attend conferences and build network
Events, expos, and marketing conferences are still one of the best places to meet people face-to-face. Influencers often attend these too, especially those in your industry. You might meet creators who are just starting or ones who’ve already built solid communities.
Even if you don’t walk away with a collaboration, building real connections with marketers, creators, and platform reps can pay off later. You’ll stay on top of trends and know who to call when a campaign idea comes up.
Conclusion
With so many ways to find Instagram influencers, there’s no single best approach. Each method comes with its own trade-offs. Manual research gives you full control and context, but it often takes more time. For marketers who are juggling multiple priorities, using tools and platforms can help move faster without sacrificing quality.
What matters most is getting started with intention. Acting fast doesn’t mean rushing blindly. It means choosing the method that gets you closer to the right creator in the time and capacity you have. If speed and scale are top of mind, platforms like HypeAuditor can help you find authentic influencers with just a few clicks, while still giving you the data to make smart, strategic decisions.
