How to find Instagram influencers for your brand: five methods and a check before you pay

Which creators to look for: audience size, niche and city

Take a made-up example. Olivia runs a kids' activity center in Bristol with robotics, English and clay classes for ages 4 to 10. Her customers live in three nearby neighborhoods. She wants to pay for posts from creators those parents already follow. Before searching, she set three filters: size, niche and city.

Size. The follower tiers below match Sled's shortlist.

• Regular account: up to 1,000 followers.
• Nano: 1,000 to 10,000.
• Micro: 10,000 to 100,000.
• Macro: 100,000 to 1 million.
• Mega: over 1 million.

A center for 80 kids a week has no use for a million viewers across the country. It needs a few thousand Bristol parents, so nano accounts and micro-influencers from its own city fit best.

Niche. A creator's niche should match your customer's interests, not your product. Parents of young kids follow other parents, local weekend guides and family activity pages. A robotics teacher's page, say, is read by other teachers, so a post there reaches rival centers.

City. For any business with a street address, the city decides everything. Location tags on posts give it away. Some profiles show an Account based in line under About this account. Instagram Help says that country comes from the account's activity, so no city is listed there.

These filters do not show whether the audience is real. Our guide to what a creator is and how to spot a real one covers that part.

Five ways to find influencers

Three methods start from your audience, the fourth from competitors and the fifth from middlemen. Olivia logs every find in a table.

Hashtags and places

Meta's Transparency Center says Instagram search returns hashtags, places, reels, posts, profiles and audio. Accounts are matched by the words in their username and profile name. So Olivia searches with name-style phrases: “bristol mum”, “bristol kids” and “weekend with kids”.

A hashtag page shows posts from public accounts that used the tag, according to Instagram Help. The same page caps a post at five hashtags. Place pages work in a similar way: they include public photos and videos shared with that location. Olivia opened pages for three parks and two shopping centers nearby and noted creators, not single posts.

Our guide to choosing hashtags covers which tags to search. The piece on Instagram location tags explains how places work. Opening place pages one by one is optional: the location search collects what gets posted from a chosen spot and who shoots it.

Who your customers follow

The most precise method starts with people who already pay you. Olivia opened her center's followers and picked 15 parents whose kids attend classes. She checked whom each of them follows. Any handle that showed up for three of the fifteen went into the table.

According to Instagram Help, anyone on Instagram and Threads can see who a public account follows. Photos and videos on a private profile are visible only to its followers, so Olivia skipped those pages. Search would miss many of these creators, yet her customers already follow them.

Similar accounts

Every good creator has neighbors with a similar audience. Instagram Help describes how it works: when someone taps Follow on a profile, they see similar profiles. Meta's Transparency Center says candidates come from followers of accounts you follow, popular accounts in your region and topics you recently engaged with. So collect suggestions from a work account based in your city.

A second route sits in About this account. Some profiles show an Accounts with shared followers entry there, says Instagram Help. It lists other public accounts with the most followers in common with that page.

Tags and mentions at competitors

Competitors have already found some creators for you. Open the profile of a rival kids' center and go to its Tagged tab. Instagram Help says anyone can see the posts a public account is tagged in. Among them are creators who already talked about that center.

The second clue is mentions of the center in captions and in saved highlights. They lead to creators who already talk about family activities in your area and know how to present them to their viewers.

Directories and agencies

The fifth method costs money and moves fastest. Marketplaces and directories collect creator profiles with rates and topics. An agency picks creators for your budget, handles the talks and charges a commission. Creators fill in those profiles themselves, so check the numbers against the account. A directory works for a first list.

How to screen out the wrong accounts fast

By the end of the second evening, Olivia's table held 30 rows. She spent about two minutes per profile and struck a row off at the first miss.

1. The last post went up more than a month ago, so a publishing date is hard to plan.
2. The profile is private. Only its followers would see the post.
3. The city is wrong. Location tags and backgrounds point to another region.
4. The niche is blurred. Of the last 12 posts, two are about kids and the rest cover renovations and trips.
5. Reactions jump around: one reel got 200,000 views and its neighbors got 300.
6. Comments are empty. Posts collect “nice” and “love it” from profiles with no photo and no posts.
7. Every second post features another brand. Your offer would stand in line with theirs.

This checklist does not catch followers bought in bulk. Our guide to spotting bought followers shows how fake followers look from the outside.

How to message a creator so they reply

Start with the channel. According to Instagram Help, a professional account can add a Contact button near the top of the profile, with a phone number and email address. If that button is there, use it. A message from an account the creator does not follow may land in message requests, depending on their settings.

Replies come when the benefit is clear from the first lines. Olivia sticks to five rules.

• The creator's name and a detail from a recent post, proof this is not a mass message.
• Who you are and what you offer, within the first two sentences.
• The collaboration format in one sentence: a joint post, a live stream or a report from a class.
• One ask and a reply deadline.
• No attachments or slide decks in the first message.

Here is the template Olivia sent to a parent creator with 6,000 followers:

“Hi Anna. I'm Olivia, and I run a kids' activity center in Bishopston. I watch your weekend stories with your son and recognized our local park in them.”

“I'd like to suggest a collaboration: showing your viewers together what a kids' robotics class looks like. Come with your son on Saturday, September 26, at 11 in the morning, and we can agree on a format that suits your page.”

“A reply by Friday would be great.”

Olivia treats a week of silence as a no and moves to the next candidate.

A shortlist of micro-influencers by niche and city

Sled's creator shortlist by topic does the first round for you. You name a topic or niche, say “kids activities”, and set the filters: followers from and to, ER, city — Bristol, for example. The shortlist includes accounts that describe themselves in your niche's words. The report reads their profiles and works out each one's ER from recent posts, with no login to your account.

• Who describes themselves in your niche’s words
• How many followers each of them has
• ER: likes and comments per hundred followers
• City and how it was determined: profile or search
• Topic words found in the bio
• A CSV table for Excel

Every account in the report carries its city and how it was determined, so you see at once who works in your city. The “ER from” filter drops quiet accounts before the report. Your customers' follows give you even more creators.

A check before you collaborate

Agree on the details after the numbers check out. Ask for stats on the last ten posts in a row, as a screen recording from the app. Look at reach separately from views. Instagram insights are free, and audience cities and ages appear once content has reached more than 100 accounts.

Before the conversation, a creator check by recent posts compares the public numbers for you: typical response, the spread between posts and the date of the latest upload.

Common questions