# How to find micro-influencers who fit your brand

By Marke8 editorial | 2026-09-18

Start with the people you want to reach, then find creators whose content and audience evidence match that brief. A follower count is a filter—not proof of buying intent, audience location or campaign value.

## 1. Define the buyer before the creator

Write one sentence that describes the person who could realistically use your product. Include the problem, location, language and likely buying context. “US home cooks who want quicker weekday dinners” gives you more to work with than “food influencers.”

For this guide, micro-influencer means roughly 10,000–100,000 followers. This is a working discovery range, not a quality standard. A creator outside it may still be right for your brief; a creator inside it may be a poor fit.

- Choose one primary campaign goal: awareness, visits, qualified enquiries or sales.
- List the content situations where your product would naturally appear.
- Separate essential requirements from preferences before looking at profiles.

## 2. Build a shortlist around relevant content

Search for the problem your product solves, not only your category name. A reusable lunchbox brand could explore meal preparation, office lunches and family routines. Look at who consistently creates that content and whether the product can be demonstrated credibly.

Review a consistent sample—such as the latest ten relevant organic posts—and record the date. Separate ordinary posts from giveaways, paid collaborations and unusually viral content. This makes comparisons more useful and exposes gaps in the evidence.

- Save the exact social account URL to avoid confusing similar names.
- Note recurring themes, presentation style and the types of questions in comments.
- Record why each creator belongs on the shortlist in a sentence someone else can check.

## 3. Verify the audience, not just the address

A London-based creator may have a largely international audience. A creator writing in English may reach several countries. Keep creator location and audience location as separate fields.

Ask shortlisted creators for recent audience insights when geography matters. Record the reporting period and whether the data describes followers, viewers or reached accounts. If it is unavailable, mark audience fit as unconfirmed instead of treating creator country as a substitute.



## 4. Compare the same deliverable

A quote for one organic video cannot be fairly compared with a quote that includes paid advertising rights, raw files and exclusivity. Send a consistent brief and ask each creator to state exactly what is included.

Consider production quality, evidence of relevant attention, availability and terms together. Do not turn a relevance score into a promise of sales.



| Check | Evidence to request |
| --- | --- |
| Identity | Matching handle and account ownership confirmation |
| Fit | Examples relevant to your product and buyer |
| Performance | Recent comparable posts with dates and metric definitions |
| Price | Written scope, usage rights, revisions and quote |
| Availability | Confirmed dates and participation |

## 5. Run a focused first campaign

Use the first campaign to learn which creator style and message work for your audience. Avoid changing the product, offer, platform and measurement method all at once. Set a review date and keep a record of what actually shipped.

In Marke8, discovery includes researched profiles that may not yet be claimed. A listing is a starting point for evaluation. The team confirms participation and terms for the campaign; appearing in the directory does not mean the creator has agreed to work with your brand.



## Sources


Canonical article: https://marke8.com/blog/how-to-find-micro-influencers