Unlocking the Power of Influencer Discovery: A Guide for SMB Brands

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When launching a new product or growing your brand, the fastest way to gain attention, drive sales, and grow brand awareness is on social media through influencer marketing.

From engaging 30 second TikTok videos to trendy in-feed Instagram posts showing your product in action, influencers are a fast and cost effective way to get your product in front of hundreds of thousands of people instantly.

The versatility and experience that influencers and content creators have when it comes to taking a product and turning it into a viral moment is exactly what you need to get buzz online and convert viewers into customers. Finding the right influencer for your brand can be time consuming and difficult. But, finding influencers for free is doable with the right influencer discovery tool(s).

Let’s look at how you can unlock the power of influencer discovery in this guide for small to midsize brands and businesses.

The Time-Consuming ‘Traditional’ Way to Find Influencers

Scrolling through Instagram and trying to find the right influencer to promote your brand could take weeks. You could search through hashtags and tags to try to find accounts that you like, but you will have trouble finding their contact information or reaching out to them.

On TikTok, you can scroll through the endless feed of videos as long as you’d like, but you will have less than a 1% success rate when it comes to sending a direct message to the influencer to try to get them to promote your product.

Working with influencers goes beyond just identifying them and messaging them back and forth. In order to do influencer marketing correctly, you must have the tools necessary to send contracts, agreements, content post outlines, payments, and data analysis in order to ensure you’re doing influencer marketing correctly.

The Right Way to Find Influencers for Your Brand

With new technologies at your fingertips, you are able to leverage the power of influencer marketing platforms to find right-fit influencers, connect with them, and collaborate on branded social media posts that will drive brand awareness and sales to your brand or business. This can be done by using an influencer database, app, and platform to help streamline your work.

Your first step in the process is to identify the right influencer research tool. An influencer research tool will allow you to filter a pool of pre-vetted influencers, understand their audience insights and demographics, and contract them to make branded social media posts and content to promote your products and services.

All-in-one influencer marketing platforms are your one stop shop to do every part of the influencer marketing process correctly, so you can save time and focus on what matters most to growing your business. This will help you work with influencers effectively and overall increase your awareness within the creator economy and social media landscpae.

Once you find influencers using an influencer database, you can let influencers and creators create content while you’re growing the business. That way you’re generating buzz online and driving sales even when you’re not doing the hands on marketing yourself.

How to Find Instagram Influencers in 2024

Instagram has over 2.4 billion users worldwide. Though many of them only use Instagram to follow accounts and watch videos, there are tens of millions of people creating content for Instagram daily.

Instagram users that have curated pages showing off photos, videos, and moments from their life start to gain a following. Once that following continues to grow and their posts become more popular, these users begin to have influence over their followers and audience. Once a creator or influencer has over 5,000 followers, they start to become a trusted source by their audience and become an influencer.

From micro-influencers with 5 to 10 thousand followers up to celebrities with 5 to 10 million followers, there are thousands of influential Instagram creators that have the ability to gain the attention of your product or service’s target audience.

If you are looking for a specific influencer in the category “Fitness Supplements”, you will need to filter through influencers who post fitness content to their audience. Using an influencer discovery tool like Glewee can help you filter through thousands of pre-vetted influencers on Instagram in the fitness category. This tool will allow you to find qualified and pre-vetted instagram influencers for free.

Using an influencer marketing discovery tool will help save you time, effort, energy, and resources when it comes to finding influencers on Instagram. This way, you’ll be able to find the right influencers to work with, see their portfolio, and contract them to collaborate with you to create branded content all in one platform.

A screenshot of the Glewee Platform showing influencers on Instagram

How to Find TikTok Influencers in 2024

The world of social media could have never predicted the explosive growth and development that TikTok has had since their 2016 launch. TikTok is currently the fastest growing social media platform in the world, with over 1.7 billion users. Fun fact, it took TikTok only 4 years to reach the usage that Facebook and Instagram reached over a 10 year span.

TikTok is known for its ability to get a viewer’s attention with their endless feed scrolling of quick videos and trends that incorporate sounds, products, dances, and movements. We’ve even heard people say “oh, that’s a TikTok song” – that is the impact that this social media platform is having on an entire generation of users.

Getting in front of customers on TikTok is a fast and effective way to drive sales and grow your brand awareness. With the ability for posts to go viral easier on TikTok than any other social media platform, all you need is the right influencer or creator to talk about your brand and use your product in a video and you’ll amass a million new potential customers.

So let’s look at how to find TikTok Influencers. First, we’re going to need to have access to a free influencer discovery tool like Glewee. With thousands of pre-vetted TikTok creators that range from 10K to 10M followers, you can sort through TikTok influencers based on price, age, location, and niche with ease. These influencer measurement tools allow you to dive deeper into an influencer’s data, which you couldn’t be able to do while just scrolling through pages on TikTok.

Similar to how we used this influencer discovery tool to filter through categories above, you can use a category selecting filter that will filter influencers by any of the 30 categories identified on Glewee.

A screenshot of the Glewee Platform showing influencers on TikTok

How to Find UGC Creators and Influencers in 2024

UGC Creators and Influencers are social media users who specialize in User Generated Content (UGC). This is content that is made to look like an ad, typically filmed with fast clips showing how the product is used and voiced over.

These influencers typically work with brands to create content that is meant to go on a brand’s social media page, website, or in other marketing materials. Let’s look at a few examples here made by creators on Glewee:


@elizabeth.rybalchenko The pandora box 💙🫶🏼 #dyson #dysonairwrap #dysonunpackingcheeck #dysonunboxingvideo @Dyson ♬ 1 Thing and sum remix – abby⚔️
@laviedepaloma Casupo leather wallet in color berry! Authetic leather made in Los Angeles 🤩 #leatherwallet #leather #casupo @Casupo ♬ original sound – Paloma
@morganmakesugc Calling all chocolate lovers 🤤 #ugc #ugccreator #ugccommunity #ugcjourney #ugctips #contentcreator #ugcportfolio #ugcexample #ugcvideo #ugc2023 #ugcexamplevideo #2023ugccreator #chocolatelover ♬ So This Is Love – Sneha

UGC is a very cost-effective way to produce content. Instead of working with an advertising or digital marketing agency for thousands of dollars a month, you can spend $100 per piece of UGC content and turn that content directly into ads and marketing material to share with your current customers and prospects.

To find UGC creators and influencers that are right fit for your brand, you’ll need to use a free UGC influencer discovery tool. On Glewee, you can sort through UGC creators based on rates, portfolios, and specialized niche.

Seeing which Influencers are Right-Fit for Your Brand

Using an influencer discovery tool, you’ll be able to filter and sort through influencers. Once you have sorted through and found some influencers that catch your attention, you’ll need to look into their portfolio to see if their content matches what you are looking for.

The best influencer discovery tools are not just an influencer database, but also platforms that allow you to see the influencer’s background, follower insights, and have the ability to connect with them.

When clicking into influencers on Glewee, you will be able to see insights into the audience and followers of the influencer. Below we are examining the audience of New York Times best selling author and Glewee creator Mandy Hale. Mandy’s audience is primarily female focused on women empowerment for single women.

A screenshot of Glewee showing influencer Mandy Hale's page


If you are looking to promote your product or service to females, Mandy would be a great fit due to her audience match score showing 92.7% of her audience is female. We can also see their most common ages, ethnicities, location, education status, likes and interest.

Influencer discovery tools allow you to understand the deeper insights and demographics of the audience you are reaching through influencer marketing. These data points allow you to make data driven decisions and ensure that the influencers you are going to invest your time and resources to work with are reaching your target audience.

Working With Pre-Vetted Influencers

Over the years, we have heard the phrase “fake followers” come up a lot. With the rise in influencer marketing and new generations of social media users looking for fame online, there are ways that social media users can game the system and get thousands of fake followers on their page. This is done to look more popular, grow an audience faster by looking famous, or to improve someone’s perceived image.

When you are working with an influencer discovery platform, the process of vetting for fake followers and fake engagement on social media posts is done for you. On platforms like Glewee, influencers and creators are all screened and pre-vetted before being admitted onto the platform. This way, you know that the influencers you are working with are ones that meet a professional standard and are going to do good work that returns with strong results.

If you are solely looking for a database with millions of social media accounts, those exist out there. But, you are going to run into the same problem of not being able to directly contact these influencers, you won’t have access to their audience insights, and you will never be able to tell if their followers are authentic. You need to make the right decisions when looking to find influencers for your brand’s marketing campaigns.

We suggest you stick to using a tool that has pre-vetted influencers and real social media creators on the platform. This way, you won’t run into a lot of the mundane issues we covered in the first section of this guide.

A screenshot from Glewee's website saying Pre-Vetted Influencers

Get Started Finding Influencers for Your Brand

If you’re ready to get started finding the right-fit influencers and creators to promote your product and service, you have come to the right place. With thousands of pre-vetted influencers across each niche, Glewee has the tools you need to succeed.

To get started, you can create your free account here and launch your first campaign. In the campaign creation process (which takes just minutes), you will identify which age range, follower count size, location, and niche of influencer you are looking for. Once you publish your campaign, influencers will start to apply to work with your brand.

If you’re looking to leverage our comprehensive database of influencers to discover influencers for your brand, you can do so in your account in the influencer marketplace.

We look forward to seeing how you are able to skyrocket your influencer marketing efforts through using the smart influencer discovery tactics outlined here today.

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