How to Find YouTube Influencers

When YouTube first launched in 2005, it wasn’t the polished platform we know today. The first video ever uploaded was an 18-second clip by co-founder Jawed Karim, titled “Me at the Zoo”, which shows him standing in front of elephants giving a casual commentary. Despite how simple it was, the video changed how people produce, distribute, and watch videos.

YouTube is now the second-biggest social media platform globally. The platform has more than 125 million users worldwide as of 2025, and more than 500 hours of video are uploaded every minute. What started as a place for simple videos has evolved into a powerful cultural force, with YouTube influencers playing a key role in this evolution.

FROM EARLY YOUTUBERS TO TODAY’S INFLUENCER ECONOMY

The concept of a YouTube influencer didn’t even exist back in the mid-2000s. Early creators like Smosh, Ryan Higa, Fred, and Jenna Marbles made homemade skits that were unquestionably genuine despite their unpolished editing. Their honesty and relatability quickly connected with viewers and paved the way for a new type of digital creator.

But as the platform grew, so did the creators and their business model. The launch of the YouTube Partnership Program (YPP) and the rise of Multi-Channel Networks (MCNs) in 2007 marked a new era of content creation where making videos turned into a profession rather than just a hobby. Creators could team up with brands they liked in their videos, promoting products and services and sharing their experiences with their beloved audiences. 

Today, influencer marketing on YouTube has become a multi-billion-dollar industry where creators specialise in every niche possible, from gaming and beauty to travel, fitness, and education. With this expansion, brands have realised that influencer partnerships can deliver more authentic content and engagement than traditional advertising ever could. 

HOW TO FIND YOUTUBE INFLUENCERS

Manual YouTube search 

One of the simplest ways of finding YouTube influencers is to look within the site itself. Begin by searching for relevant keywords of your niche, i.e., “skincare routine”, “tech review”, or “fitness vlog” in the search bar. To refine your results, you can filter by upload date or view count to discover both trending content and hidden gems.

Another good strategy is to explore the Trending section, where you will find popular videos and rising creators you might not have seen before. This section highlights creators whose content is gaining traction quickly, making it a great place to spot potential collaborators early on.

Finally, using hashtags such as #TechReview, #BeautyTutorial, or #FitnessJourney can direct you to more videos and creators in the same niche. This allows you to narrow down the influencers that fit your preferences. 

Niche communities and forums 

Another effective way to find YouTube influencers is by exploring niche communities and forums outside of YouTube. Think of platforms like Reddit, Discord, or Twitter where loyal fans frequently discuss trends, share recommendations, and review content. On Reddit, subreddits like r/YouTube or r/SmallYouTubers can help you find rising creators who may not have a huge following, but have a dedicated and engaged audience. Discord has similar servers that are dedicated to specific niches (from beauty, gaming, to fitness) that can help you find influencers with a dedicated community. These platforms can lead you to influencers who are already making waves in their specific industries.

Use search-engine tools (ARIA)

Search-engine tools like ARIA can be very useful for a more focused and data-driven approach. ARIA uses advanced AI algorithms to analyse influencers based on multiple factors, including audience demographics, content relevance, and engagement metrics. This means brands can go beyond surface-level statistics and identify creators whose followers truly align with their ideal customer profile.

By entering your content prompt or influencer requirements into the search bar, ARIA allows you to filter results by niche, region, follower count, or engagement rate. ARIA’s refined process ensures that you find creators who connect with your specific target market – whether that looks like micro-influencers with a small, dedicated following or large-scale creators with global reach. 

ARIA also includes a helpful feature that suggests similar creators once you’ve found one that fits your preferences, making it easier to expand your network and discover new talent within the same niche. Another standout capability is its ability to detect potential red flags such as fake engagement, sudden follower spikes, or inconsistent audience growth.

Ultimately, finding the right YouTube influencers is more than just the number of followers it has – it’s about creativity, authenticity, and alignment. Searching creators through YouTube is a method that feels most native to us because it is in the creators’ home – we can seamlessly find creators by using the search bar and typing in relevant hashtags.

Another way is by navigating through niche community forums like Reddit and Discord, where we can discover new talents that aren’t well-known. But it is with ARIA that you gain a data-backed lens on influencers and their content that helps you make informed, scalable, and impactful partnerships.

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@SociallyPowerful