With a lot of filters to choose from, it can be tempting to pile them all on in the hopes of finding the best creators in 2 minutes. By doing this, you are most likely going to find yourself in a situation where results are below expectations and you're left wondering what went wrong.
The key to a successful search is layering. So, every time you add a filter, do a search before adding more filters. This way you can learn and iterate on your search quickly.
A step-by-step guide to your first search
Step 1: Start with just the two most important influencer filters. The number of followers and engagement rate. Click "Show influencers" and see how many results you have.
Step 2: Focus on your audience. You want to make sure the creators you chose target exactly the same people you want to reach. Use audience location to target a specific country or city. Use audience age and gender filters to target a specific gender and/or age group. The more specific you go, the better.
Step 3: Eliminate creators who don't have contact details available. You don't want to put in all this work and be disappointed to later discover that there are no emails available. Prevent this by using the ''Contact information'' filter and choosing 'has email'.
Step 4: Trying to find creators in a specific niche? Now is just the right time to add on a couple of filters to find creators who speak your language. For finding niche creators on Instagram, we recommend using either the hashtag, keywords, bio, or topics filters. For TikTok, try the bio, keywords, or topics filter. And for Youtube, use the keywords, or topics filter. Learn more here!
PS! You can use our lookalikes tool to find similar profiles to creators who you have already found or are working with. Read more about using lookalikes here and give it a try!
Learn more about mentioned filters
While celebrities with huge audiences might seem appealing to start with, the price point and new customer conversion will likely be far from the expected efficiency. Smaller influencers have stronger relationships built on expertise and trust with their followers. The engagement and conversion of a micro-influencer’s followers are typically higher because users trust the individual, and are more likely to comment and engage.
We advise starting off with creators who have between 50k-100k followers. It’s a great range to start with for optimal response rates, cost, and impact.
Essentially, the engagement rate tells you how engaged the creator’s followers are with their content. A good engagement rate shows that they’re winning their audience’s attention and interacting with their content. However, a strong engagement rate differs for every social media platform.
The average engagement rate for Instagram is 2%. The same goes for Youtube. TikTok is trickier as a good engagement rate can be anywhere from 4.5% to 18%.
You also have to consider the size of the creator and how algorithms for different platforms work. For Instagram, bigger creators with large audiences usually have lower engagement rates. In terms of TikTok, engagement rates are often higher for brands and creators with larger followings.
Given that you are targeting a specific country or region, you probably want to find influencers who have at least 50% of the audience in this location. This will ensure that your messages reach potential new customers.
Keep in mind that when targeting specific (smaller) cities, the follower percentages will be substantially lower. Having 10% of the audience located there is already a decent start as influencers' audience is often spread across the country. Bumping the percentage up too much here will likely bring up more local businesses than creators.
Audience age and gender
This is a critical filter when your product or service targets a specific demographic group. For example, when you are selling handcrafted earrings, collaborating with a model who has an 80% of male audience is really inefficient.
If you are targeting a specific audience gender, 70% is a good start. With specific age group(s), already 20% gives you strong results for older age groups and 50% for younger age groups.
Depending on how you're planning to reach out to the creators, it might be important for you to have certain contact information available for them. For example, if you want to contact them via email, just click the tick for "Has email" and filter out all the profiles that don't have their email address available.