The success of your influencer marketing campaign depends on choosing the right partners. Only when the brand and creator are a good fit can a collaboration be both authentic and sustainable. A credible image, shared values and genuine added value for both communities form the basis for this. If you keep these points in mind, you will increase your reach, engagement and brand awareness in the long term.
This is how you can find the right influencers for your campaign
Influencer marketing is one of the most effective strategies today – especially when combined with user-generated content. Authentic content from real users on social media builds trust, increases reach and generates lots of conversions. But success depends on choosing the right influencers. We'll show you how to find the perfect partners for your brand.
Influencer marketing is one of the most effective strategies today – especially when combined with user-generated content. Authentic content from real users on social media builds trust, increases reach and generates lots of conversions. But success depends on choosing the right influencers. We'll show you how to find the perfect partners for your brand.
Finding influencers: Why your selection is so important
Searching for talents: What kind of influencer types are there?
Based on their follower numbers, influencers can be roughly divided into the following quantitative segments. Each segment has its own specific advantages that you can use to your advantage:
Nano-influencers (1,000–10,000 followers): Very personal interaction and high specialisation. Ideal for testing new products in niche target groups.
Micro-influencers (10,000–50,000 followers): High engagement rates and strong community ties. Focus on trust and closeness.
Mid-tier influencers (50,000–500,000 followers): Good reach and professional content. Suitable for broader target groups.
Macro-influencers (500,000–1 million followers): Partners with wide reach for large-scale campaigns.
Mega influencers (over 1 million followers): Maximum attention, high price. More suitable for large brands with the corresponding budget.
Especially at the beginning, nano- and micro-influencers are often the better choice as they are more authentic, cheaper and often achieve better conversion rates.
Nano- and micro-influencers are suitable for getting started, as they are more authentic and less expensive. Large profiles are suitable for complex campaigns. We have a detailed article for you here on the costs of influencer marketing.
Where to find the right influencers
Here is a list of the most important aspects you should pay attention to when researching your influencers.
🔍 Platform research
Search directly on Instagram, TikTok, YouTube, etc. for relevant hashtags and keywords. Take a close look at profiles, interactions and content style. The network of your favorite creators can also open up new contacts.
🏢 Influencer agencies
Agencies offer access to curated databases and, if desired, also take care of matching. They save time, but usually charge a fee.
🎤 Personally contacting them
Events, conferences and trade fairs are perfect opportunities to get to know influencers and better assess their personal suitability.
🤝 Getting recommendations from inside a network
Use recommendations from other influencers or ask your community directly for suggestions – this often leads to particularly credible partnerships.
🧠 Analysis tools
Specialised tools such as influencer search platforms or social listening tools help with systematic searching and evaluation.
Using UGC creators as influencer alternatives
If classic influencer collaborations are too time-consuming or expensive for you, UGC creators (user-generated content creators) offer a smart alternative. They create authentic videos that you can use flexibly on social media – ideal for Instagram, TikTok or your online shop. To help you make an informed decision, you should know the advantages and disadvantages of influencers vs. UGC creators.
💡 Tip: At Speekly, you can choose from over 9,000 verified creators and have custom UGC videos produced for your brand with just a few clicks.
What criteria are important for the shortlisting of influencers?
Once you have compiled an initial list of suitable candidates, these questions will help you evaluate them:
🎯 Relevance & target audience fit
Does the influencer appeal to your target audience?
Do they share your brand values?
💬 Credibility & engagement
How active is the influencer?
How high is the engagement rate (likes, comments, shares)?
How authentic is the content?
🛠️ Professionalism & experience
How high-quality is the profile?
What experience is there with previous collaborations?
Is there industry knowledge or expertise?
👥 Community & reputation
How large is the community?
Is there positive feedback on sponsored content?
How effective is personal interaction?
Only when all these aspects are in harmony is cooperation worthwhile – both in terms of brand image and performance targets.
Conclusion: Finding the right influencers
Choosing the right influencer is not a decision to be made lightly – it is a strategic task that has a significant impact on brand image, reach and conversion. Those who focus solely on follower numbers risk wasted coverage, high costs and low credibility. On the other hand, those who invest time in targeted selection will benefit from:
Higher engagement rates
Long-term community loyalty
Greater trust in the product
Honest brand communication
Because in the end, it's not how big a name is that counts, but how well it fits your brand.
FAQ – Find the right influencers
Absolutely — in fact, nano and micro influencers are often the best starting point for smaller brands. They're more affordable, more authentic, and frequently deliver better conversion rates than larger profiles. Starting small also lets you test and learn before scaling your budget.
Follower count alone won't cut it. The most important factors are relevance to your target audience, shared brand values, and genuine engagement. A smaller creator with a highly active, loyal community will almost always outperform a large account with passive followers.
Nano-influencers (1K–10K followers) offer highly personal interaction and niche reach. Micro-influencers (10K–50K) combine strong engagement with community trust. Mid-tier (50K–500K) and macro influencers (500K–1M) offer broader reach but tend to be less personal and more expensive. For most brands starting out, nano and micro are the smarter bet.
You can search directly on Instagram, TikTok, or YouTube using relevant hashtags and keywords. Influencer agencies, analysis tools, industry events, and creator platforms like Speekly are also effective routes — each with different trade-offs in terms of time, cost, and control.
UGC creators produce authentic video content for your brand without necessarily posting it to their own channels. Unlike influencers, you're not paying for their audience — you're paying for the content itself. This makes them a flexible, cost-effective alternative, especially for social media ads or product pages.
Look beyond follower numbers. Check their engagement rate, content quality, tone of voice, previous brand collaborations, and how their community responds to sponsored posts. The more aligned they are with your brand values and target audience, the better the results will be.
