How to Find Related Creators for an Influencer Marketing Campaign

Posted 7th February 2020

Today at Saulderson I was brought on to do an influencer campaign for one of our many clients.

After a cup of tea (early grey specifically, for those that are wondering) I embarked on my journey of influencer discovery.

Unfortunately, this time I really only knew one or two creators in this topic.

So, what did I do?

Firstly, earphones in – my weekly playlist on, and the hunt begins. As I only knew a few creators in the topic I was working on, I had to find related influencers. In the vast ocean of the internet it can become difficult to find niches, so for instances like this – I’ve devised my own strategy.

Let’s dive into it.

The Category Before doing anything, you need to identify what category your targeted influencers are in. This will allow you to narrow down your search significantly. Categories may include focuses such as Gaming, Lifestyle, TV and Video – just to name a few. We have a full comprehensive list of categories here to help you with your search. Once you’ve established that we can move on to the next step, which is knowing what metrics you are looking for.

The Metrics

Social Media metrics can be a complicated topic and we do have a dedicated discussion to that topic as a whole. Although in this case once you’ve identified what metrics are important to you, you can narrow your search further by only searching influencers, for example within the range of 100k-500k average views. Now we’ve found and searched these parameters. What do we do? Well, we move onto platforms.

The Platforms

As most of us already know there are social media platforms which make influencers, well… influencers. I usually sort my platforms in order of priority depending on the clients demands. For example, if a client requests a video integration that will usually mean the client is looking for a sponsored segment within a YouTube video. Therefore, this will mean that the talent must have their primary following over YouTube. It is important to note, there are always exceptions – as some may post video content on other platforms. Observe the creators and seek similar ones via their following per platform. This means that similar influencers will mostly have proportional followings on different platforms. So, on Instagram for example, they might have 5k-10k followers and on YouTube 500k-100k.

This will allow you to take advantage of the algorithms which I’ll go into in the next section.

The Algorithms

Ah, the dreaded word – Algorithm. In most cases used as a clickbait title but I’m going to tell you in all honesty how I use it with each platform. But taking advantage of the algorithm can be so hopeful to find related creators for your influencer marketing campaign. For a full guide using the algorithm you can go here.

That concludes my process for finding related creators.

To summarise:

  • Determine the Category
  • Understand what Metrics Matter
  • Match Platforms Proportionally
  • Take Advantage of Algorithms

Thank you for stopping by, and I hope this was helpful.

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