As TikTok continues to dominate the social media landscape in 2023, brands and marketers are increasingly recognizing the platform’s unmatched potential for influencer marketing. But in this vast digital sea teeming with content creators, how does one pinpoint the right influencers for their campaigns? Whether you’re seeking the charisma of top-tier influencers or the niche appeal of micro-influencers, finding the right TikTok influencer is both an art and a science. 

This article delves into the top 5 ways to find TikTok influencers in 2023, offering insights from leveraging powerful tools like BuzzGuru to adopting hands-on strategies like direct engagement. By the end of this guide, you’ll be equipped with actionable tactics to navigate the TikTok ecosystem and forge meaningful collaborations that resonate with your brand’s ethos. 

Keyword search on TikTok

If you’re a brand thinking about jumping into TikTok influencer marketing, you might be curious — how do companies find influencers who align perfectly with their messaging and goals? One proven method is the utilization of keyword searches on TikTok. By entering trending and niche-specific keywords, brands can easily find a TikToker whose content and aesthetic match their vision.

Furthermore, while top-tier influencers certainly have their appeal, there’s an increasing interest in collaborating with more niche creators. So, for those brands curious about how to find micro-influencers on TikTok, keyword searches can be invaluable. By targeting very specific terms or niche interests, companies can uncover hidden gems in the form of micro- influencers who, despite their smaller follower count, boast a dedicated and engaged audience that can be highly beneficial for targeted campaigns.

Engage with TikTok’s “For You” page

The “For You” page on TikTok is a curated feed tailored to user preferences. For brands aiming to find TikTok influencers, this page is a goldmine. By actively engaging with the “For You” page, brands can discover a plethora of creators, ranging from top-tier influencers to emerging talents. 

For those who are new to the platform and wondering how to find TikTok influencers, start by interacting with content on the “For You” page. Your interactions will refine the algorithm’s suggestions, and over time, you’ll be presented with creators that align more closely with your brand’s interests. This method is especially effective for those looking to find micro influencers on TikTok, as the algorithm often surfaces fresh, new content from smaller creators who are making waves in their specific niches.

Use advanced influencer search tools

Finding the perfect match for your brand can feel like looking for a needle in a haystack.  This is where influencer marketing platforms become invaluable tools. In a nutshell, an influencer discovery platform is more than just a search engine for influencers; it’s a holistic platform that guides you through the entire process of finding, vetting, and understanding TikTok influencers. Here’s what it can offer:

1. A treasure trove of influencers

An expansive database that houses millions of influencers from different platforms, including TikTok. This makes it an invaluable resource for brands looking to dive into the TikTok influencer ecosystem without getting overwhelmed.

2. Tailored searches for precision targeting

Look for a platform with high adaptability. Whether you’re casting a wide net or hunting for a niche influencer, a platform’s customizable search options should have you covered. With this, you can fine-tune your search parameters to ensure you’re connecting with influencers who truly resonate with your brand’s ethos and objectives. This is how filters may look:

3. A deep dive into analytics

A good platform doesn’t stop at discovery. It has to take a step further by offering in-depth, data-driven insights into each influencer’s performance metrics. From audience demographics to engagement rates, you need all the analytical tools available to make an informed decision. Here’s how some TikTok influencer data may look:

Do a competitor analysis 

Competitor research serves as a strategic lens for brands, as it offers insights into effective influencer partnerships within your industry.

By analyzing competitors’ collaborations, you can gauge the types of influencers they’re working with, along with the engagement rates these partnerships yield. This method helps you identify not just any influencers, but the right ones — those who have proven to engage audiences in your specific niche. To get it done, follow these steps:

  • Identify your competitors. The first step is to identify who your direct competitors are on TikTok. Look for brands that are in the same industry and target a similar audience.
  • Analyze their partnerships. Scroll through your competitors’ TikTok feeds to see who they are collaborating with. Take note of the influencers’ follower counts, engagement rates, and the kind of content they produce.
  • Evaluate success metrics. Pay attention to key performance indicators like views, likes, comments, and shares. This will give you an idea of how successful these partnerships are and what kind of ROI you can expect.
  • Spot trends. Are your competitors consistently partnering with a specific type of influencer? For instance, if you’re in the beauty industry and notice that your competitors often collaborate with micro-influencers, this could be a trend worth exploring for your own brand.

Google them!

Don’t underestimate the power of a simple Google search when you’re on the hunt to find TikToker influencers. While TikTok’s internal search features are useful, Google can provide a broader view, often surfacing articles, lists, and profiles that you might not find otherwise.

How to go about it

  1. Use specific keywords. Type in phrases like “top TikTok influencers in [your industry]” or “[your industry] TikTok creators” to get targeted results.
  2. Check various sources. Google will likely show you articles, blog posts, and even agency websites that list influencers in your niche.
  3. Verify on TikTok. Once you’ve found potential influencers through Google, head back to TikTok to check their profiles and engagement rates.


On TikTok, brands have a rich array of influencer marketing options — if they know where to look and how to leverage them. As we’ve navigated through the top strategies in 2023, it’s evident that a mix of tech-driven tools and organic engagement methods is the secret sauce to finding the perfect influencer fit. Influencer marketing platforms provide a robust starting point, offering data-driven insights that help you make informed decisions. As you move forward, remember to continuously adapt and refine your strategies, keeping a keen eye on evolving trends and influencers on the rise. In the ever-changing realm of TikTok, staying ahead of the curve ensures your brand remains relevant, impactful, and authentically connected to its audience. Happy influencer hunting!

Author’s bio:

Anastasia Zaichko

Anastasia Zaichko is a creative B2B marketer, passionate about helping companies achieve their sales, growth and visibility objectives.