How to Find Creators That Actually Move the Needle

How to Find Creators That Actually Move the Needle

If you’ve ever tried to “find creators” online for a marketing campaign, you’ve likely fallen into one of two traps: endless scrolling on Instagram or paying too much for someone who delivers too little.

The creator economy is exploding, but with more noise comes more friction. Whether you're a startup looking for early traction or an established brand wanting to connect with Gen Z, finding the right creators can make or break your campaign. Here’s how to cut through the fluff — and actually find creators that align with your brand, speak to your audience, and drive results.

Step 1: Know What You’re Looking For

Before you even open TikTok, ask yourself this: what’s the actual goal? Is it awareness? Signups? UGC for paid ads?

Too many marketers default to vanity metrics — followers and likes — when what they really need is content that converts. Instead, filter by creator intent:

• UGC Creators: Fast, affordable content.

• Niche Creators: Strong audience trust.

• Viral Creators: Reach and distribution.

Knowing the difference upfront will save you hours.

Step 2: Skip the Google Sheet — Use a Real Platform

Still managing influencer lists in Excel? That’s fine — if it’s 2018. Today, tools like SideShift help brands instantly find creators who are already open to collaborating. No cold DMs, no ghosting.

You can filter by platform (TikTok, Instagram, YouTube), location, follower count, engagement rate, niche, and even content style. Plus, all profiles are vetted and you get direct booking access.

Step 3: Vet Creators Like You’re Hiring a Teammate

Think of creators like part-time hires. You wouldn’t bring on someone without checking:

• Past content — Does it align with your tone?

• Audience — Are their followers the people you want?

• Consistency — Are they actually active?

Pro tip: ask them for screenshots of past paid post analytics — most good creators will have them ready.

Step 4: Make It a Win-Win

Creators aren’t just a channel — they’re a partner. If you want better results, treat them like collaborators, not contractors. Share your brand story. Give clear briefs. Let them put their spin on it.

When creators feel ownership, they deliver better content. Every time.

TL;DR: Finding creators is easier than ever, but finding the right creators requires clarity, process, and the right tools. Whether you’re launching a new brand or scaling a product, platforms like SideShift make it ridiculously easy to connect with creators who actually care.

Ready to find your next favorite creator? Start here →