How to Find the Right Influencers for Your Brand

By Will Armstrong -

Armstrong Public Relations -

There's no question that influencer marketing is one of the hottest buzzwords in marketing today. But while everyone is talking about influencer marketing, there seems to be a lot of confusion about how brands actually go about finding influencers to work with. Do they use an in-house team? Do they rely on technology? The answer is, it depends. In this blog post, we'll explore the two most popular methods for finding influencers and help you decide which one is right for your brand.

In-house Talent Team: Many major brands have in-house talent teams whose sole purpose is to scour the social web for up-and-coming stars. These teams are usually made up of experienced marketers who are very well-versed in social media and have their finger on the pulse of what's trending. They spend their days combing through platforms like YouTube, Instagram, and Tik Tok, looking for new content creators with a large following and an engaging style. Once they've found someone they think would be a good fit for the brand, they reach out and begin the negotiation process.

Tools: An increasing number of brands are working with tech companies that have created large-scale whitelists of approved influencers. These lists are generated using algorithms that take into account factors like engagement rate, follower count, average likes/views/shares, etc. This method is becoming increasingly popular because it takes the guesswork out of finding influencers and makes it easy to find influencers who meet your specific criteria. Additionally, these lists can be updated on a regular basis so that you always have a pool of fresh talent to choose from.

There's no one right way to find influencers. The best method for your brand will depend on your budget, your objectives, and your team's capabilities. If you have the resources, an in-house talent team can be a great option. But if you're looking for a more efficient (and cost-effective) way to find influencers, working with a tech company that specializes in creating whitelists is probably your best bet.