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How to Find the Right Creator

March 24, 2024

Finding the right creator for your campaign can go one of two ways: You see them within the first ten to twenty minutes of searching, or you spend the day browsing hundreds of profiles.

To be 100% honest with you, I have done both of these. 

Although I prefer the quick and easy route, spending the day browsing through potential creators happens occasionally, especially if you’re looking for a particular creator. Sometimes, you don’t even know what you’re looking for in a sense; you’re browsing creators in your niche who could easily do your videos, but they don’t have that X factor. It’s hard to describe until you see it, but when you do, you immediately recognize it. 

But just because you found your ideal creator doesn’t mean it will always be a perfect collaboration between the two of you. Things like ghosting, geolocation, language, and creator collaboration price all have a crucial deciding factor on whether you can realistically hire them in the first place. This is why it’s always essential to have backups in mind so you don’t hold all your eggs in one basket while the ship starts to sink. So, where do you find creators? In this article, we look at the possible ways for you and your brand to effectively find the right creator for your campaign.


You may think this is a no-brainer, but while it is, you need to understand how to use hashtags to their full potential. While searching hashtags within your niche, such as #makeup, on platforms like TikTok and Instagram can be very helpful, it can take some time as #makeup has 644.8 billion views. You must dive into the smaller hashtags that fit within the same niche. This helps filter micro creators as they tend to use hashtags that are popular but less commonly used. 

Let’s say you’ve browsed multiple hashtags within your niche and still haven’t found a creator you feel could do the job. This is when you step outside your niche and into the world of UGC creators. Hundreds of thousands of people do UGC as their full-time job, and guess what—they also use hashtags! You can find thousands of high-quality UGC creators who specialize in making ads and actively participate in campaigns every week. For these creators, it doesn't matter what the niche is; they can get the job done because they are industry professionals.

Bonus Tip: When searching for creators from another country who speak a completely different language, try searching hashtags in their native language to discover a whole new side of TikTok and Instagram. 

TikTok Creative Marketplace (TTCM)

This is the refined way to search through TikTok. Their creator marketplace is completely free for brands to sign up and use, making it an easy go-to for searching for potential creators. On this platform, you can filter creators by location, language, category, and even the number of views and reach they average per video. 

With that being said, depending on what you’re looking for, creators must have all of these in order to be able to sign up to the creative marketplace to be seen:

  • More than 10,000 followers.
  • A minimum of three videos have been posted in the last 28 days.
  • Reached over 100,000 likes in the previous 28 days.
  • 18 years or older.
  • Located in any country of TikTok's terms and conditions list.

The main requirements you should focus on here are the followers and view requirements. That’s a pretty high number if you ask me. Although it’s good every creator isn’t on TikTok marketplace, I have seen many amazing creators with less than ten thousand followers. If you’re going to use this platform, just keep that in mind while browsing.

Paid Services

Although it can be costly, paid services such as Upfluence and Grin can be extremely helpful when it comes to creator sourcing. For the most part, this can take all of the guesswork out of finding creators and having someone else do it for you. I would only recommend this if you’re constantly creating new content rather than just once a month. 

Where Will You Start?

Maybe you’ve already done TTCM or paid services, or perhaps you haven't done any of these. Whatever the case, this is a fantastic starting point for sourcing and getting your first creator on board!

If you need to know more about marketing or the world of UGC, make sure to check out all of our other blogs HERE.