Blog posts
Arrow pointing to the right
Better influencer marketing

10 Proven Ways To Find YouTube Influencers (& How To Vet Them)

Better influencer marketing
15 min
read
August 23, 2022

It was 2am, and I was deeply engrossed in a fascinating YouTube video about organizing your home office space — looking for inspiration to spice up my workspace.

I had no plans to buy anything, but then the influencer started talking about an amazing planner and all its different features. And I was hooked.

I saw the video description, and voila — the planner had a link (it was a paid promotion). I immediately placed the order and went to sleep in anticipation of my new planner.

Since then, I have never questioned the power of influencer marketing on YouTube. And today, I will go into detail on how you can find the right YouTube influencers for your next campaign. Let's dive in! 

Why work with YouTube influencers? 

With an estimated 2.4 billion users on the platform and 694 hours of video streamed on YouTube every minute, it is the perfect place to collaborate with influencers and market your product.

So, what makes YouTube stand out from other platforms?

Well, it's the second largest search engine on the internet, and with 2 billion monthly users, the potential for businesses to reach new audiences is huge. On YouTube, 500+ hours of content is uploaded every minute — making it the platform for everyone and every industry.

Due to the nature of long-form video content, YouTube is a great place for influencer marketing with videos that express influencers' personalities and showcase brands in an authentic way. 

Let's look at ten ways to find relevant influencers to make your next campaign successful!

10 ways to find YouTube influencers

Before we begin, it's important to know your target audience. Knowing who you want to target through YouTube influencer marketing will help you make the right choice.

You should be selective about who you collaborate with, as it directly impacts your brand image and revenue.

Let's look at the ten ways you can find the best influencers for your next campaign.

1. Use an influencer discovery tool

Let's start with the most reliable way to find YouTube influencers — using an influencer discovery tool like Modash.

A software platform gives you your best shot at finding YouTube influencers quickly and easily, even at scale. Modash gives you a big advantage, because of: 

  • A huge influencer database — Search & filter every creator on Earth on Instagram, TikTok, and YouTube. The YouTube influencer database alone has 7.5M+ creators.
  • Advanced filtering options — Add filters to narrow your search to a platform & location, while adding advanced filtering options like bio keywords, audience demographics, and growth rates.
  • Ease of use & accessibility — Most influencer marketing platforms don't offer a free trial, and require annual contracts. You can try all the features of Modash for free. It's very simple, with no learning curve to start.

Let me quickly overview how you can use Modash to find YouTube influencers. 

First things first, hop on to modash.io and start a free trial. Head to the Discovery tool, and start by selecting your platform (YouTube). You will see a large number of filters you can apply. 

One quick thing to understand here: your perfect YouTubers are in this database. You just have to figure out the right filters to find them. It may take some trial & error.

Next, apply 1 or 2 of the most important filters. For example, you can search for creators within a specific range of subscribers. Maybe you're looking for micro YouTube influencers between 3k & 10k subs, for example. You can change this later. There are various other options like location, average views, gender, and language. 

Keep your search broad when you first begin, then gradually narrow it down.

Let's say I am looking for a skincare influencer. So, I added some keywords in the topics filter and got around 20K influencer profiles.

To narrow down your search, you have the option to add a lot of filters, including: 

  • Follower range 
  • Keywords used in influencer bio, post captions, or video content 
  • Minimum engagement rate 
  • Influencer demographics (gender, age bracket, location, and language) 
  • Audience demographics (gender, age bracket, location, and language)
  • Hashtags and mentions used by influencers 

Test out 1 to 2 filters at a time and keep narrowing your search until you shortlist a few influencers who best fit your brand.

💡Bonus content: Here's a video explaining the filters available in Modash. With every single influencer on YouTube available in the database, your next collaboration is a few clicks away.

2. Search on Google

Google is a great place to find anything — including YouTube influencers.

Write "your industry + YouTuber" and check out the search results. You will see various articles featuring the best YouTubers in your relevant industry.

Also, check out the "Video" tab and sift through the top videos to find relevant influencers.

Try to be as specific as possible. Your search will probably show you all the big names in the industry.

So, to find the ones that fit your budget, narrow your search by being as specific as possible. For example, instead of searching for beauty vloggers, try searching for "best eyelashes" or "skincare" YouTubers.

✅Pro-tip: Instead of collaborating with one macro-influencer or a celebrity, you can work with several micro and nano-influencers. They're likely to be more affordable, have a higher engagement rate, and easier to reach.

3. Search on YouTube

Let's move on to the platform itself. Search "Your industry + influencers/experts" and see the top results.

You can find highly relevant results on YouTube by using hashtags. Creators are now adding key hashtags in the video descriptions and titles to make their content more discoverable. You can see thousands of relevant YouTube creators by searching through the hashtag results.

If you are a skincare brand, the hashtag #skincare alone gives you 827K videos and 180K channels. Sift through these results and find the influencers whose content and brand identity align the most with you.

If an influencer has used a hashtag relevant to your business, it shows that your product or service is most likely relevant to their audience. Connecting with influencers who are already creating relevant content creates authenticity within the content, generating conversations and interest in your brand.

Also search for ad disclosure hashtags like #sponsored, #ad, or #paidpromotion. These posts are specifically tailored to market and advertise a product and are usually created by influencers.

A huge advantage of this method is that some other business has already done the hard work and research to find these influencers. Their research has shown them the influencer is legit, has good reach, and has the right audience. So by searching for sponsored content, you can find reliable influencers for long-term collaboration.

✅Pro-tip: Instead of focusing your search to the influencers in your niche, make a list of all the industries that intersect with yours and search for influencers in those industries as well.

If you are looking for influencers to market your luxury hand sanitizer, don't try to look for hand sanitizer influencers. There simply aren't any (or enough) creators who talk exclusively about hand sanitizers. Think about making a list of all the people who will use such a product — celebrities, public figures, and models. Now, find influencers who are on these people's radar and connect with them.

4. Create a brand ambassador program 

A brand ambassador program is one of the most effective ways to work with influencers genuinely interested in your brand. With a brand ambassadors, you can do long-term collaborations with influencers who love your products.

With an ambassador program, you make it possible to start receiving inbound interest from influencers. The goal is to build a brand ambassador program that focuses on the perks of being an ambassador and highlights the exclusivity of the program. You want to create FOMO (Fear of Missing Out), so relevant influencers apply for the program.

Build a dedicated landing page for the ambassador program so if someone looks at your brand name + ambassador name, it pops up. They might assume you have no such program without a landing page, and you will miss out on the opportunity.

Gymshark has one of the most sought-after ambassador programs, and anyone can apply to become a "Gymshark Athlete." Its ambassador program is focused on investing in people who love their products — regardless of their follower count. And the result is a consistent increase in sales with a 68% growth in sales to £437.6 million, up from £260.7 million in 2020.

Anna Engelschall is a digital content creator and a Gymshark athlete with 643K followers. As a brand ambassador, she often posts pictures and workout videos in Gymshark attire.

5. Find influencer lookalikes

Suppose you have already had success with past YouTube influence campaigns, and you're looking to collaborate with more similar influencers. In that case, you can use the influencer lookalike tool in Modash to find similar influencers.

To (figuratively) clone your favorite YouTube influencers, add their channel URL in Modash's discovery tool. You will see a list of lookalike channels who create similar content, and reach similar audiences. For example, let's say you want to reach soccer fans, and you've just collaborated successfully with this channel: https://www.youtube.com/c/7mlc. By searching their profile in Modash, I can see over 4,000 similar YouTubers straight away:

To make my search more refined, I can add filters on top once again. For example, I may want to add a minimum engagement rate, or specify a location, subscriber range, or anything else.

6. Use a YouTube influencer marketing agency

Time is limited, and you still haven't found influencers who can be a perfect fit for your brand. So, what do you do now?

Look for a YouTube influencer marketing agency. These dedicated influencer marketing agencies can help you find the best influencers according to your requirements.

Hiring an agency gives you more time to focus on other aspects of your campaign instead of spending all your time on influencer research.

Depending on your goals and budget, an influencer marketing agency can help you with everything, including:

  • Researching your target audience 
  • Influencer matching 
  • Content creation and management 
  • Tracking relevant metrics, including ROI 
  • Campaign analysis

7. Ask for recommendations

Influencers know other influencers. And sometimes, they like to collaborate and feature each other in their content.

So, if you have found an influencer you are interested in or have worked with someone in the past, ask them to refer some great and relevant influencers your way.

Another way to utilize the influencer's network is by looking at their videos and other content and checking out the other influencers they have teamed up with.

8. Keep track of the YouTube Explore tab

Another way to find influencers and relevant creators is by searching the "Explore" tab in the left toolbar. Explore tab brings all the trending videos in different categories like Music, Games, News, Sports, etc.

The Explore tab also allows you to check out what's trending on YouTube. The creators who pop up on the trending tab are popular in their niche and can reach a broad audience. 

✅Pro-tip: When searching the Trending bar, remember that the influencers trending today might disappear tomorrow. One trending video doesn't make an influencer. So, do a deep dive into their content before selecting them. 

9. Explore other platforms

Just because you are looking for YouTube influencers doesn't mean you have to stick to the platform to find the best fit.

It's quite common for influencers to have accounts on different social media platforms. Someone with a huge following on YouTube doesn't always mean they will have the same number of followers on Instagram or Twitter. But what they will have is a dedicated and engaged community of followers.

Many influencers have a dedicated blog where they post updates in detail while also posting videos on YouTube. Look at the blogger Tanesha who runs the blog Girl With Curves — sharing tips and recommendations for fashion, beauty, and wellness. She also runs a YouTube channel with the same name with 12.2k subscribers.

Similarly, you can check out other platforms like Instagram and see whether an influencer you like has a successful YouTube channel. Holly Gabrielle, who has 90K followers on Instagram, shows her daily life through amazing vlogs on her YouTube channel with her 432K subscribers. 

10. Check out the speaker lists for industry conferences

This one might be a less popular way of finding influencers, but it certainly works — especially for B2B companies.

Combing through the speaker lists for conferences and summits in your industry is a great way to find potential collaborators and influencers relevant to your audience. These speakers are already producing the type of content that's relevant to your business and have the reach to your relevant audience.

Remember that reaching out to these speakers doesn't guarantee they will want to collaborate with your business. But it can definitely give you a larger influencer pool to work with and is a great way to diversify your possibilities.

How to vet YouTube influencers

With these ten brilliant and easy ways, you are on your way to finding your next influencer to collaborate with.

So, what's next?

Simply finding an influencer with thousands or millions of followers isn't enough. You have to make sure their values align with your brand.

Here are a few things to remember before collaborating with influencers.

1. They create meaningful content

Before moving ahead, see the kind of content they are creating. Scroll through their social media feed (preferably all the platforms they are on) and get a feel for their brand identity and the values they stand for.

Does their content inspire conversation among your target demographic? What kind of engagement do they get on their posts? Do they engage with their followers and respond to the comments?

⚡Example: Jessica McCabe is a mental health influencer and runs the channel How to ADHD. She has a warm energy and transparent attitude, and her conversation with her followers is always engaging and welcoming.

2. They have credibility

Influencers need to have credibility in their industry to show they have expertise on the relevant topics. See if they have authority over the topics that matter the most to your brand.

Do their posts and comments sound informed and show a proper understanding of what they are talking about?

⚡Example: Jason and Nikki Wynn are travel influencers who run the Gone with the Wynns channel on YouTube. They have several years of experience in sailing and traveling and are pretty well-versed in the world of traveling.

3. Relevant audience 

The influencers you select should be able to authentically reach your target market. The goal of influencer marketing is to put your brand in front of people who are willing to learn more about your products or service.

You can review audiences with data (quantitatively), and also by looking at engagements & comments (qualitatively).

To get quantitative data (such as a Youtuber's audience breakdown), use Modash’s influencer analytics tool. With it, you can check: 

  • Audience location (country or city)
  • Audience demographics (age, gender) and language
  • The growth rate of the influencer’s audience
  • ... and more

⚡Example: Jess Owens on YouTube makes videos about her favorite books, shares the most anticipated book releases, and comments on the drama in the book community. She has 38.3K subscribers, and her audience is primarily women (89.91%) in the United States, aged 18 to 24, with an interest in books.

Data from Modash

Qualitatively, you can also look at the comments section and see the kind of interactions happening there. If more comments are negative or are making fun of the content the influencer is posting, it might show that the influencer doesn't know their audience's preferences.

You found the perfect influencers. What's next? 

With the help of the ten steps mentioned above, you have found the perfect influencers who share your brand value, have a dedicated following and are collaborative.

Now, you want to ensure your collaboration runs smoothly without hiccups. Check out our in-depth guide to ensure a smooth recruitment process here.

And to make sure your campaigns run smoothly, sign up to Modash to get access to an all-in-one influencer marketing platform that helps you find influencers, manages them for a smooth collaboration process, and monitors all your campaign analytics. Sign up for a 14-day free trial today. 

Customer logo, BoltLooker logoLooker logoLooker logoLooker logoLooker logoLooker logoLooker logo

The most accurate influencer analytics platform

Try for free. No credit card required.