The Ultimate Guide to Finding TikTok and Instagram Influencers in 2025

Whether you're looking to find TikTok influencers for viral content or Instagram influencers for polished brand partnerships, understanding platform-specific strategies is key to success.

Why TikTok and Instagram Matter for Influencer Marketing

Finding TikTok Influencers: Complete Strategy

TikTok Influencer Search Methods

Evaluating TikTok Influencers

Key Metrics to Check

• View-to-like ratio: Should be around 10:1 for good engagement
• Comment quality: Look for meaningful interactions
• Posting frequency: Active creators post 1-3 times daily
• Growth trajectory: Check if follower count is increasing
• Content consistency: Regular themes and quality

Red Flags to Avoid

• Sudden follower spikes (possible bot purchases)
• Low view counts relative to followers
• Generic or spam comments
• Inconsistent posting schedule
• Off-brand previous content

Finding Instagram Influencers: Comprehensive Approach

Instagram's Multi-Format Advantage

Instagram offers various content formats, each with different influencer opportunities:

• Feed posts: Polished, permanent content
• Stories: Behind-the-scenes, time-sensitive content
• Reels: TikTok-style short videos
• IGTV/Video: Long-form content
• Live: Real-time engagement

Instagram Influencer Search Strategies

1. Advanced Hashtag Search

• Use niche hashtags with 10K-500K posts
• Combine broad and specific tags
• Check "Recent" tab for active creators
• Follow hashtags to monitor new content

2. Explore Page Optimisation

• Engage with content in your niche
• Instagram will surface similar accounts
• Check "Suggested for you" sections
• Save posts from potential influencers

3. Competitor Analysis

• Check who tags competitor brands
• Review competitor's tagged photos
• Analyse who competitors follow
• Monitor brand mentions in comments

4. Instagram Search Features

• Use the "Accounts" tab in search
• Filter by "Most relevant"
• Check account suggestions
• Use location tags for local influencers

Instagram Influencer Evaluation

Engagement Rate Calculation

For Instagram, calculate engagement rate as:

Benchmark engagement rates:

• 1K-10K followers: 8-10%
• 10K-100K followers: 4-7%
• 100K-1M followers: 2-4%
• 1M+ followers: 1-2%

Content Quality Assessment

• Visual consistency and brand aesthetic
• Caption quality and storytelling ability
• Use of Instagram features (Shopping, Reels, etc.)
• Hashtag strategy and discoverability
• Story highlights organisation

Platform Comparison: TikTok vs Instagram

Tools for Finding Influencers on Both Platforms

All-in-One Platforms

• SwipeMagic: Specialised TikTok discovery with AI scoring
• Later Influence: Instagram-focused with visual search
• Upfluence: Multi-platform with e-commerce integration
• CreatorIQ: Enterprise solution for both platforms

Platform-Specific Tools

TikTok Tools

• TikTok Creator Marketplace
• Tokfluence
• TikTok Analytics (for existing partners)
• Pentos (TikTok analytics tool)

Instagram Tools

• Instagram Creator Studio
• Phlanx (engagement calculator)
• Social Blade (growth tracking)
• HypeAuditor (fake follower detection)

Cross-Platform Influencer Strategy

Finding Multi-Platform Creators

Many influencers are active on both platforms. Here's how to leverage this:

• Check bio links for other platform handles
• Look for consistent usernames across platforms
• Ask about cross-platform packages
• Repurpose content strategies for both platforms

Platform-Specific Content Strategy

TikTok Content Approach

• Focus on entertainment and education
• Embrace trends and challenges
• Keep videos short (15-60 seconds optimal)
• Use trending sounds and effects
• Prioritise mobile-first vertical video

Instagram Content Approach

• Emphasise visual storytelling
• Mix content formats (posts, stories, reels)
• Use high-quality images and videos
• Develop consistent aesthetic
• Leverage shopping features for products

Best Practices for Both Platforms

Initial Outreach Tips

• Personalise your message with specific content references
• Be clear about campaign goals and compensation
• Provide creative freedom within brand guidelines
• Respect platform-specific communication preferences
• Include examples of ideal content

Vetting Process

1. Audience Analysis: Verify demographics match your target
2. Engagement Audit: Check for authentic interactions
3. Content Review: Ensure brand safety and alignment
4. Performance History: Review previous brand partnerships
5. Platform Compliance: Verify disclosure practices

Common Mistakes When Finding Influencers

TikTok-Specific Mistakes

• Ignoring micro-influencers (they often go more viral)
• Over-scripting content (authenticity is key)
• Missing trending moments (act fast on TikTok)
• Focusing only on follower count (views matter more)

Instagram-Specific Mistakes

• Neglecting Stories performance
• Ignoring Reels in favour of static posts
• Not checking fake follower percentages
• Overlooking niche micro-influencers

Future of Influencer Discovery

Emerging Trends

• AI-Powered Matching: Algorithms predicting partnership success
• Performance Prediction: Tools estimating campaign ROI
• Authenticity Verification: Advanced fake follower detection
• Cross-Platform Analytics: Unified performance tracking

Platform Evolution

• TikTok expanding e-commerce features
• Instagram enhancing creator monetisation
• Both platforms improving brand-creator connections
• New content formats emerging regularly

Action Plan: Start Finding Influencers Today

1. Define Your Goals: Clarify what you want to achieve
2. Choose Your Platform: Start with one, expand later
3. Set Your Budget: Determine investment per platform
4. Begin Research: Use methods outlined above
5. Create a Shortlist: Track potential influencers
6. Start Outreach: Personalised, professional contact
7. Test and Learn: Start small, scale what works

Conclusion

Finding the right influencers on TikTok and Instagram requires platform-specific strategies, patience, and the right tools. By understanding each platform's unique characteristics and following the comprehensive strategies outlined in this guide, you'll be well-equipped to build successful influencer partnerships.

Remember, the best influencer relationships are built on mutual value, creative freedom, and authentic audience connections. Whether you're searching for TikTok creators who can make your brand go viral or Instagram influencers who can showcase your products beautifully, success comes from finding partners who genuinely resonate with your brand values.