How to Find TikTok Influencers

How influencers earn money is one of the most searched terms online. Yet, few influencers start off their career journey with money in mind.

For most, their foray into the influencer world starts with true passion and a desire to build an audience around the content they create. Yet, there comes a point in every influencer’s life when money does enter the picture. What once was a hobby quickly becomes more – a career and a source of income.

So, how do they do it? How influencers earn money, turning engagements and impressions into cash, seems like a forbidden science, but we’ve broken it all down into easily digestible steps. 

Read on to find out the many ways influencers can earn money from their content and how you can join in on the fun. 

What is a TikTok influencer?

A TikTok influencer is a creator who has built trust and authority with their audience on the platform. They influence opinions, shape cultural conversations, and impact buying decisions through their content. Unlike traditional celebrities, TikTok influencers are often everyday people who have grown followings by being authentic, creative, and relatable.

From global stars like Alix Earle, who helped redefine GRWM videos, to micro creators specialising in niches like sustainable fashion or home cooking, TikTok influencers are diverse. The right partnership can give your brand relevance, visibility, and credibility in the eyes of your audience.

@alixearle

I haven’t had a second free since the show so sorry this is late hahahaha LOVE u guys

♬ original sound – Alix Earle

Why TikTok influencers matter in 2025

TikTok has become a discovery engine. Consumers do not just scroll for entertainment; they go there for advice, inspiration, and product recommendations. In fact, younger audiences often search TikTok before Google when looking for reviews.

TikTok influencers understand the nuances of the platform, including fast-paced editing, trending sounds, and lo-fi authenticity that make content resonate. They create videos that do not feel like adverts, but still drive real action. For brands, the opportunity is enormous: partner with the right creator and your product can go viral overnight.

Step 1: Define your goals and audience

Before you start searching, be clear about what you want to achieve. Are you aiming to build brand awareness, launch a new product, or drive sales through affiliate links? Your goals will determine the type of TikTok influencers you should look for.

Equally important is understanding your target audience. Do you want to reach Gen Z beauty enthusiasts, millennial parents, or niche communities like BookTok? The clearer your audience profile, the easier it is to find TikTok influencers who can reach them authentically.

Step 2: Use TikTok’s search and discovery tools

TikTok itself is one of the best starting points.

Hashtags: Search hashtags relevant to your industry, like #CleanBeauty, #OOTD, or #TechTok. This surfaces creators who are active in your niche.

Trending sounds: Check what sounds are going viral and see which influencers are using them effectively.

For You Page (FYP): Your FYP is tailored to your interests, but it is also a powerful discovery tool for spotting rising creators before they break out.

For example, fashion creator Wisdom Kaye gained traction by blending high fashion with everyday styling in FYP-friendly edits. Brands that spotted him early benefited from his meteoric rise.

Step 3: Explore the TikTok Creator Marketplace

The TikTok Creator Marketplace is the platform’s official hub for brand–creator collaborations. Here you will find verified data on influencers including:

• Audience demographics such as age, gender, and location

• Engagement metrics including views, likes, and shares

• Content categories such as beauty, gaming, and lifestyle

If you want to find TikTok influencers with transparency and built-in safety, the Creator Marketplace is an essential tool. It removes much of the guesswork and helps ensure your budget goes to creators who genuinely fit your campaign.

Step 4: Leverage influencer marketing platforms, including Aria

Beyond TikTok’s own tools, influencer marketing platforms give you even more flexibility. They allow you to search for creators across multiple criteria, filter by niche, and track campaign performance.

One standout platform is Aria, which has quickly become a go-to in 2025. Aria allows you to find TikTok influencers based on creative style, audience insights, and niche alignment. It does not just connect you with creators, it also helps manage campaigns, track performance, and streamline communication.

Other platforms such as Aspire, Upfluence, and CreatorIQ also provide advanced filters and analytics, but Aria is particularly strong for brands that want both discovery and relationship management in one place.

Step 5: Benchmark against competitors

A simple but effective way to find TikTok influencers is to look at who your competitors are working with. Check their branded hashtag campaigns, collaborations, or sponsored posts. Which influencers are driving high engagement? Which styles of content resonate most?

This does not mean copying your competitors, but benchmarking against them gives you valuable insight into what works in your space. You may discover rising creators before they become saturated with brand deals.

A recent example comes from the Nicolardia Lip Kit campaign by NYX Cosmetics. Instead of partnering with obvious Love Island winners, the brand tapped into the buzz around fan-favourite runners-up, a move that resonated deeply with audiences. By listening to what people were genuinely raving about, they sold out their lip kit in under 24 hours. This shows that going with trending influencers who fit your campaign rather than the most obvious choices can be a winning strategy.

@nyxcosmetics

👏 restock 👏 is 👏 coming 👏 STAY TUNED!!! #nicolandria @Nicolas Vansteenberghe @x_Olan #iynyk

♬ original sound – NYX Professional Makeup

Step 6: Focus on engagement, not just followers

One of the biggest mistakes brands make is equating follower count with influence. In reality, a smaller creator with a 10% engagement rate can deliver more impact than a mega influencer with millions of followers but low interaction.

Look closely at:

• Comment sections – Are followers genuinely engaging, or just leaving emojis?

• Consistency – Do their videos regularly get strong interaction, or is it one viral hit?

• Saves and shares – These are indicators of lasting influence, not just fleeting attention.

Step 7: Look for authenticity and creative fit

TikTok thrives on authenticity. The best partnerships happen when a creator’s voice, style, and values align naturally with your brand.

Ask yourself:

Does their content feel genuine or overly polished?
Have they promoted products in the past and how did their audience respond?
Does their storytelling style fit your brand’s tone?

A great example is fashion influencer @linda.sza , who is known for her cool fit check transitions 

@linda.szaa

Anzeige/ Back to school ready in the new @CanadaGoose bomber jackets, the perfect companion for fall weather #Partner

♬ Originalton – Linda

Step 8: Start small and scale up

Once you have identified potential TikTok influencers, start with small collaborations. Test how well their content performs with your audience before investing in bigger campaigns.

Micro and nano influencers are particularly effective for this. They often have tight-knit communities and deliver high ROI for brands. Once you see positive results, you can scale up with larger, long-term partnerships.

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE, and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful