How to Find Influencers for Your Brand: A Guide for Small Businesses and Nonprofits

Influencers play a powerful role in today’s marketing landscape, especially for small businesses and nonprofits looking to grow their audience without breaking the bank. When someone your customers trust recommends a product or service, it feels more like a personal referral than an ad. That authenticity helps build trust, spark conversations, and drive real engagement. And when you can engage with your customers who love your brand - magic can happen!

But the value of influencers goes beyond brand awareness. Their content often performs better than traditional ads and can be reused across your own social media or marketing materials. They can also drive more traffic to your website and improve your SEO—making them a smart investment for long-term brand growth.

The 5 Types of Influencers (Plus One You Already Know)

Influencers come in all shapes and sizes. Understanding the different types helps you choose the right fit for your campaign goals and budget.

1. Nano-Influencers (1K–10K followers)Small but impactful. Nano-influencers often have tight-knit audiences and high engagement. Their content feels personal and genuine—perfect for brands that want to build strong community connections.

2. Micro-Influencers (10K–100K followers)These creators usually focus on a niche and have loyal, highly engaged followers. They’re a great match for small businesses targeting specific interests like wellness, parenting, or education.

3. Macro-Influencers (100K–1M followers)More well-known, macro-influencers can help you reach a wider audience. They’re best suited for scaling brand awareness while still connecting with somewhat niche communities.

4. Mega-Influencers (1M+ followers)These are celebrities or internet-famous creators with massive followings. They’re ideal for large-scale campaigns focused on visibility—but they often come with higher costs and lower engagement rates.

5. Key Opinion Leaders (KOLs)Trusted experts like doctors, professors, or industry pros. Their authority makes them influential even without huge followings. Perfect for credibility-driven niches.

+1. Your Customers - Don’t forget the influencers who already love your brand: your customers! User-generated content, reviews, and social shares from loyal fans are authentic, cost-effective, and highly persuasive.

6 Smart Ways to Find Influencers for Your Brand

Finding the right influencers doesn't have to be overwhelming. Here are six effective ways small businesses can discover and connect with creators who align with their brand:

1. Use Influencer Marketing Platforms - Platforms like AspireIQ, Upfluence, Heepsy, or Influencity allow you to filter influencers by niche, location, audience demographics, and more. These tools simplify the search process and help you manage campaigns efficiently.

2. Search Social Media Manually -Use hashtags and keywords on Instagram (#momlife, #smallbusinesslove), TikTok (check the Discover page), or YouTube (search for reviews and tutorials). This method is hands-on, but great for finding authentic voices.

3. Analyze Your Competitors - Look at who’s promoting similar brands. Tools like BuzzSumo or Social Blade can show you what content is performing well in your industry and who’s behind it.

4. Work with Influencer Agencies - If you have the budget and want a more hands-off approach, influencer agencies can manage the entire process. They often work with vetted creators and handle everything from outreach to reporting.

5. Google and Blog Search - Influencers aren’t just on social media. Bloggers, podcasters, and newsletter creators can offer strong influence in niche communities. Search for “Top [industry] bloggers” or “Best [niche] influencers in [location].”

6. Leverage Your Existing Audience - Some of your most powerful influencers may already be following or tagging you. Tools like Find Engage Reward (FER) can help you identify local or micro-influencers already engaging with your brand. Plus you get the value of User Generated Content!

Find Who Is Talking Up Your Brand - A Parting Story

Finding the right influencers for your brand isn’t about going viral—it’s about finding the right voices to tell your story. One of our customers - Taharka Bros Ice Cream - has a section in their app that allows customers to write an origin story of when they first fell in love with a particular ice cream flavor. The response through the app has been overwhelming and inspiring for the Taharka brand. It has aided how they talk about and promote their ice cream. Whether you’re working with nano-influencers or tapping into your loyal customers, the key is authenticity. With the right approach, influencer marketing can be an affordable, high-impact tool to help your small business grow.