Let’s imagine you’re an influencer marketing manager and you have a task to start a campaign with influencers in a new niche. Perhaps, you have experience and your own methods.
I know that most of colleagues use these methods:
- Search by filters using influencer marketing platforms
- Hashtag search
- Search by location
- Similar influencer recommendation by Instagram (like, follow somebody and Instagram will suggest you another influencers)
- Google. For example: ‘top micro influencers USA’
- Facebook and Instagram public channels.
These methods work. They are common and have stood the test of time.
But there are few uncommon tips on how to search for influencers. Sometimes they are very simple and I wonder why people don’t use them all the time.
Check if there are nano, micro or even macro influencers among your audience. They do know your content and product. They are probably your brand advocates. All you need is to write to them.
Previous method you can use without any tool.
This one is based on collecting a large amount of data, so you need to use some influencer marketing platform. Grin, Klear, Upfluence, Influencity, Heespy, HypeAuditor, trendHERO. Choose the one with features you need.
In fact, if you have one perfect influencer for your campaign you can get a list of similar ones in two clicks. You need to gather info about followers of this influencer, then check what influencers they are subscribed to. You can’t do it by hand (it’s tons of hard routine work), but you can use tools for this.
For example, you can use this feature in trendHERO.
Nano and micro influencers often use one main account to post content and to read a feed, so you can really find new interesting accounts in influencers’ following.
The purpose is to research local places of interest looking for opinion leaders.
For example, check the followers of local coworking places if you’re looking for IT-guys and marketers. Gyms and training spots are perfect for fitness instructors. It can be done by hand.
By the way, if you need professionals (like doctors, coaches, chefs) use search by Instagram category instead of just category in influencer marketing platforms. It’s two different fields, usually.
This method has two versions.
The simple one — explore your competitors ‘Tagged’ tab. There will be some mentions from other accounts. You could use this list for your influencer outreach or vice versa — to avoid collaboration with other brand promoters. Unfortunately, you won’t get a hilarious list of accounts.
The hard version or this method — check the ad posts history for competitors. In this case you need to use some influencer marketing platform with this feature to get a clear view on other brands campaigns.
You can use also social media monitoring tools (Mentionlytics, Agorapulse, Brandd24) for these goals.
We were talking only abour rips to find additional influencers.
You need to start discovery with clarifying campaign objectives and your audience analysis to know exactly who you’re looking for.