How to find social media influencers for your small business

If you're thinking the words "influencer marketing" sound more like something reserved for celebrity endorsements and massive global brands, you're not alone.

But the truth is, the world of social media influencers is no longer just for big corporations with deep pockets.

It's increasingly accessible for local and independent businesses – and when done right, it can offer a powerful way to raise brand awareness, reach new customers and grow your business.

So, how do you find social media influencers to promote your small business? More importantly, how do you find the best influencers for your brand – ones who genuinely connect with your target audience and are likely to produce real results?

Here's a step-by-step guide with practical, no-nonsense advice for small business owners looking to explore influencer marketing for the first time – with contributions from the Enterprise Nation community.

Why social media influencers matter for small businesses

Social media is crowded. With algorithms constantly changing and organic reach dwindling, it can be difficult to get your message out – especially if you're new to the scene.

Influencers, however, already have the attention of your target audience. That means they can help shortcut your path to visibility and trust.

Natalie Sherman, Enterprise Nation adviser and founder of Naturally Social, puts it clearly:

"An influencer could be a local business owner or an individual in the community. It's purely someone who could have influence over specific people, because they're respected, liked and admired."

Influencers come in a few different forms:

• Nano-influencers (under 10,000 followers)

• Micro-influencers (3,000 to 50,000 followers)

• Macro-influencers (50,000 to 500,000 followers)

• Power influencers (typically celebrities with 500,000 to several millions of followers)

Nano and micro-influencers, in particular, are ideal for small businesses. They tend to have better engagement, are more affordable, and often have stronger ties to their followers.

Finding an influencer to promote your small business

Step 1: Get clear on what you want

Before you find influencers for your brand, you need to define your goal. Are you looking to:

• drive more traffic to your website?

• get people into your shop or premises?

• increase awareness of a new product?

• boost sales in a specific region?

Knowing what you want makes it easier to evaluate whether an influencer is a good fit. It also helps you explain your expectations clearly when you make contact.

If you're thinking about building a long-term partnership, that's worth planning for. Stefanie Hopkins, founder of Faith PR and Enterprise Nation member, explains:

"Establishing longer-term relationships may require more time, energy and resources, but it does form greater bonds and stronger loyalty between the business and its audience."

Step 2: Start close to home

Many small business owners assume influencers are far removed from their world, but that's rarely true.

Here's how to find influencers for your business who may already be within arm's reach:

• Check your own followers: Has someone consistently liked, shared or commented on your posts? Are they active on their own profile? That's a good place to start.

• Ask your customers: What accounts do they follow in your industry? Word of mouth is still gold.

• Join local Facebook groups: Look to join online communities for influencers in your city or region. Many are free and open to small businesses.

• Use relevant hashtags: Search hashtags specific to your product or area (for example, #ManchesterFoodie, #UKMumBloggers) to discover local content creators.

• Explore "suggested follows": On platforms like Instagram, follow one relevant account and see who the app suggests next. You might stumble on ideal partners.

Step 3: Research and vet influencers properly

Once you've built a shortlist, you need to narrow it down. Here's how to find the best influencers for your brand:

Check where their audience is based

There's little point in working with someone whose followers are mostly in the US if you run a shop in Sheffield. Ask for insights or screenshots of their audience demographics.

Gauge engagement – not just followers

Don't be blinded by numbers. As Stefanie Hopkins puts it:

"Large numbers of followers, impressions or visitors don't necessarily translate into greater influence. So don't go for a 40,000-followed account if they're only getting a handful of comments or likes. That's a huge red flag."

Review past brand collaborations

Have they worked with similar brands? Did those campaigns look genuine, or did they feel like a conveyor belt of ads? Too many partnerships might mean a disengaged audience or ad fatigue.

Look for content that fits your brand

As social media consultant and Enterprise Nation adviser Alison Battisby notes: "It's got to be authentic. Otherwise, your ambassador's followers will switch off." Look for shared values, tone and visual style.

Step 4: Reach out (the right way)

You've done the groundwork – now it's time to start conversations.

• Engage before you pitch: Follow them, comment on posts, share their content. Get on their radar in a meaningful way.

• Send a personal message: Avoid generic DMs (direct messages). Mention why you like their work and how your brand aligns with their content.

• Offer value: Whether it's a product trial, exclusive access or a genuine partnership opportunity, make sure you're giving something back.

Enterprise Nation member and PR expert Greg Simpson offers a good reminder:

"They should conform to your ideal customer persona themselves or have the ability to reach them for you. What you're really trying to do here is 'shortcut' your way to a certain status within a certain market, so make sure your audiences fit."

Step 5: Use tools to make life easier

Here are some tools that help with finding social media influencers efficiently:

• Followerwonk: Great for searching X (Twitter) bios and finding relevant accounts.

• BuzzSumo: Lets you see who's writing and sharing content on topics related to your business.

• BuzzStream: Useful for finding blogs and sites with influence in your niche.

• Social Blade: Helps analyse follower growth and engagement rates on YouTube, Instagram and TikTok.

You don't need to pay for expensive influencer databases right away. Many of these tools offer free trials or limited free versions – perfect for testing the waters.

Step 6: Consider your options

Influencer collaboration doesn't have to mean a paid Instagram post. There are a number of ways to work with influencers:

• Gifting products for honest reviews (with the right disclaimers, of course)

• Offering discount codes they can share with followers

• Creating content together, such as interviews or reels

• Running competitions or giveaways

• Collaborating on live events or social takeovers

Whatever route you choose, let the influencer have a say. As Natalie Sherman explains:

"Try not to be directional in how you'd like your content to be shared. Influencers know what content works well for their audience so let them do what they do best – create!"

Final thoughts

Whether you're trying to find social media influencers in your town or want to know where to find influencers for your brand online, remember: this is about building real relationships, not chasing clout.

Focus on relevance, authenticity and trust. With the right approach, even the smallest business can tap into the power of influencer marketing.

So if you've ever wondered how to find influencers for your brand or doubted whether it was possible on a tight budget – now you know it is. Just start where you are, be strategic and, above all, stay genuine.

Relevant resources

• A guide to using social media influencers to promote your business

• Lunch and Learn: Influencer marketing for start-ups and SMEs

• Lunch and Learn: Mastering influencer and word-of-mouth marketing