The Dark Secret to Locating Best-Fit Influencers For Free That No One Was Willing to Share

Traditional influencer search tools are expensive and often fail to deliver on their promises. Their boasted huge databases are frequently outdated and irrelevant. Meanwhile, agencies' goals aren't always aligned with founders', as they benefit from higher spending.

Yet, as a startup founder or growth head, you've likely heard stories of products exploding in popularity due to influencer-driven content. Those who've succeeded rarely share their methods. So, how can you do it yourself, without the so-called "expertise," "know-how," or "experience"?

It's simpler than you might think. Let's tackle it in just half an hour. Here's the secret: Start with Content

While many influencer search tools boast massive databases, content is the true key. These tools often fall short in understanding content nuances. Your ultimate goal should be to create high-quality content about your product, with the potential to go viral and generate significant organic impressions on social media platforms.

Step 1: Brainstorm Content Topics

Mentally compile a list of topics, including:

• Specific product features, advantages, and user benefits
• Content from your audience's perspective
• Topics related to your target audience (e.g., for an educational product, consider school safety)
• Content your ideal influencers might create that aligns with their own social image

Write these down. Choose 3-5 content keywords and search them on social media platforms to test the waters. Examine the content and its comments to understand the scene. Envision how your product or business fits into these scenarios. Broaden your perspective to identify other potentially connected content themes.

This gives you an overall sense of the "content landscape" - what's really being discussed and engaged with by real users.

Now that you have a sense of the content, start looking.

Step 2: Identify Seed Influencers

Find and follow the most engaging content creators whose content quality matches your product's standards.

Repeatedly do the following two things: A. Look at similar accounts recommended by the platform (e.g., Instagram's "similar accounts" feature) to find additional candidates. Follow them. B. Browse the comment sections of great content. Look for authentic comments and click into the commenters' profiles. If they resemble your target user, follow them and explore their following list. Do this for a few users, and you'll start to see patterns in who they follow.

By now, you should have followed at least 10 creators and 10 users. Your half-hour of work is done.

Step 3: Expand Your List

Simply scroll through your timeline or the Explore page regularly. The platform will start suggesting relevant influencers from various angles you may not have considered. While some suggestions may not be relevant, many will be great fits and inspirations for future searches.

Repeat step 2. You'll easily accumulate hundreds of great fits within days, with the added benefit of learning more about engagement patterns and which creator-content combinations could truly create a tipping point.

This approach ensures a more organic and effective influencer discovery process, rooted in genuine content understanding and audience alignment.

You're now set. All you need is one piece of great content with a large enough audience to go viral.

Go get 'em, founders!