Start with who you want to reach
Write down your customer: age, city, language and what they watch. The right influencer is the one whose followers look like that customer, not necessarily the one with the most followers.
Where to look
- Search Instagram and YouTube by relevant hashtags, keywords and locations
- Check who tags or collaborates with your competitors and adjacent brands
- Look at your own followers and customers who already create content
- Ask your network and other founders for recommendations
- Use an agency or creator platform for a researched shortlist
How to check quality
- Read the comments: real conversations are a better sign than emojis
- Look at engagement relative to audience size
- Ask for audience insights: location, age range and language
- Review past sponsored posts and how the audience responded
- Watch for sudden follower spikes and generic, repetitive comments
How to reach out
Send a short, specific message: who you are, what the product is, why you think they fit, what you are asking for and the timeline. Mention something real about their content. Ask for their rates and media kit.
Agree terms before you start
- Deliverables, dates and platforms
- Fee or other compensation
- Usage rights and duration
- Disclosure requirements
- Approval process and revisions
When to use an agency
An agency saves time when you need several creators, specific cities or languages, or help with negotiation, approvals and reporting. If you only need one or two creators for a test, you may do it yourself. Our influencer discovery service provides a researched shortlist either way.