How to find local influencers: The complete guide

Influencer marketing has reshaped how brands connect with audiences. However, for companies aiming for global reach, the secret often lies closer to home. Leveraging local influencers, like YouTube and Instagram personalities, can bridge cultural nuances, creating authentic engagement that resonates across borders.

In this guide, we'll explore why local influencers are invaluable for your marketing strategy and how you can find and collaborate with them effectively. 

We'll also show you how to use Gelato's customizable products to elevate your influencer partnerships and ensure your brand resonates with local audiences.

• Local influencers enhance brand authenticity by aligning with regional cultural nuances and preferences, ensuring more effective and genuine engagement.

• To find local influencers, explore social media platforms, use influencer marketing platforms, monitor local hashtags, and attend local events and meetups.

• Effective collaborations require influencers whose values and expertise align with your brand, focusing on engagement rates, content quality, and authenticity.

• Gelato’s customizable and locally produced products can bolster influencer collaborations by providing tailored merchandise that resonates with local audiences.

• Utilizing Gelato ensures faster delivery, reduced carbon emissions, and consistent brand quality, thereby enhancing your international marketing efforts.

Local influencers have a significant online presence within a specific geographic region. They can influence their followers' opinions and purchasing decisions because they understand local culture, trends, and preferences. Their close connection to the locale makes their endorsements feel more genuine and relatable to regional audiences.

Imagine you're launching a product in Japan, and you collaborate with a widely recognized U.S. influencer. While they may have a substantial follower count, their influence might not translate effectively to the Japanese audience. However, local influencers tend to align with the market, trends, and, more importantly, the preferences and sensibilities of their fellow citizens. Their endorsement carries a weight of authenticity and trustworthiness that a foreign influencer might struggle to achieve.

Every local community has unique values, traditions, and idiomatic expressions. Local influencers, being entrenched in these cultures, can weave these nuances into their content seamlessly. They can articulate a brand's message in a way that feels native, genuine, and relatable. It's akin to the difference between using Google Translate and having a fluent speaker express an idea; the latter is bound to be more accurate, compelling, and emotionally resonant.

Finding influencers for your next influencer marketing campaign may seem daunting, but with the right tools and strategies, you can pinpoint voices that align perfectly with your brand. Let's dive into the most effective avenues to try.

1. Research relevant social media platforms

The starting point for many brand-influencer collaborations is within the bustling arenas of social media like Instagram, TikTok, and YouTube. These platforms are gold mines for discovering social media influencers. Whether it's through Reels on Instagram, viral dances on TikTok, or in-depth product reviews on YouTube, local social media influencers often rise to prominence due to their own social media followers, who come in droves. 

To determine which social media platforms your target audience frequents, analyze your current customer demographics. Platforms like Pew Research offer valuable insights into user demographics for each platform. Another approach is to survey your existing customers to find out where they spend most of their time online.

Explore each platform's analytics features to understand audience behavior better. For instance, YouTube Analytics and Instagram Insights can offer data on audience age, location, and engagement metrics.

2. Use influencer marketing platforms

There are dedicated platforms designed to streamline the influencer discovery process, like Upfluence, AspireIQ, and Traackr. These platforms act as centralized databases, housing vast networks of influencers from various niches and geographies. They offer metrics on engagement rates and audience demographics and assist in campaign management, tracking, and analytics.

Such platforms utilize algorithms and expert curation to match brands with suitable influencers. By entering specific criteria—be it geographical location, audience size, or niche—brands can receive tailored lists of macro and micro-influencers that align with their objectives.

To make the most of these platforms in the influencer marketplace, focus on your target audience's demographics and psychographics. Use filters to specify location, age range, interests, and engagement rates. This will narrow down your search to influencers who already have a connection with your potential customers. 

Next, explore the platform's advanced filtering options. Look for engagement metrics including likes, comments, and shares, indicating how actively an influencer's audience interacts with content. Examine audience demographics to ensure they align with your target market. 

3. Monitor local hashtags and geotags

One of the most organic ways to discover influencers in your area is by monitoring local hashtags and geotags on social media platforms. Hashtags such as #YourCityName or #YourRegion can be invaluable in locating influencers who are actively engaging with your local community.

Industry-specific hashtags combined with local tags (e.g., #FitnessNYC or #TechLA) can help you zero in on influencers who not only align with your niche but also have a local following.  Geotags, particularly on platforms like Instagram and TikTok, allow you to see posts from users who have tagged specific locations. 

For a more streamlined approach, consider using social media listening tools such as Brand24 or Hootsuite. These platforms can track mentions of specific hashtags and geotags in real-time, providing a continuous feed of potential influencers to consider. 

4. Leverage local events and meetups

There's still immense value in the tangible, face-to-face interactions of the real world. Leveraging industry events, workshops, and conferences can help brands directly engage with potential influencers, gauging their expertise and alignment in real-time.

Partnerships formed through genuine interactions have a unique organic quality. Networking at local events offers an opportunity to understand an influencer's passion, ethos, and authenticity firsthand.

To maximize your efforts at local events and meetups, come prepared with clear goals and a strategy. Start by identifying events that are relevant to your industry and frequented by potential influencers. Bring business cards and be ready to share concise, compelling information about your brand. During conversations, focus on building a genuine connection rather than making an immediate pitch. 

After the event, follow up promptly with a personalized message, mentioning specific points from your conversation to show genuine interest. Invite them to collaborate on a small project or attend an exclusive brand event to start building a relationship.

5. Analyze competitors' collaborations

Start by identifying your main competitors within your niche. Visit their websites and social media profiles to see which influencers they are partnering with. Pay close attention to sponsored posts, shoutouts, and any brand endorsements. 

Next, examine the type of content these influencers are creating for your competitors. Are they doing product reviews, giveaways, or creative storytelling? Understanding this can help you gauge their style and effectiveness.

Use tools like BuzzSumo or other social media analytics platforms to see how well these collaborations are performing in terms of engagement and reach. Engage with the content by liking, commenting, or sharing to build relationships with these influencers. 

6. Engage with local communities online

Engaging with local communities online is an effective way to find local influencers. Begin by identifying online platforms where local communities are active. This can include social media groups on Facebook, forums on Reddit, or local interest groups on platforms like Meetup. Joining these groups allows you to observe and participate in conversations, giving you insight into who the influential voices are.

Look for members who consistently contribute valuable content and engage frequently. These individuals often have a strong following and can influence opinions within the community. Join in on conversations, share what you know, and make connections with these important people.

By becoming an active member, you increase your visibility and credibility, making it easier to approach influencers for collaborations.

7. Leverage local influencer marketing agencies

Leveraging local influencer marketing agencies can streamline finding and collaborating with local influencers. These agencies have established networks and expertise in identifying suitable influencers for your brand. 

Start by researching agencies that specialize in your region or industry. Once you have identified a few agencies, contact them to discuss your goals and requirements. Be clear about your target audience, budget, and the type of influencers you are interested in. 

A good agency will provide you with a curated list of local influencers who match your criteria. They can also handle negotiations, contracts, and campaign management, saving you time and ensuring professional collaboration.

8. Listen to local podcasts

Listening to local podcasts is an innovative way to discover local influencers. Podcasts often feature experts, entrepreneurs, and influential personalities from the local community. Start by identifying popular local podcasts within your niche or industry. 

Platforms like Spotify, Apple Podcasts, and Google Podcasts can help you find relevant shows by searching for keywords related to your interests. Engage with the episodes by leaving reviews and comments and sharing them on your social media. This can help you connect with the podcast host and the guests.

You can also contact these influencers directly, mentioning that you heard them on the podcast and expressing interest in a potential collaboration. By leveraging the reach and credibility of local podcasts, you can find influencers who are already trusted voices in your community.

9. Utilize Google Search and Google Trends

Utilizing Google Search and Google Trends can help you identify local influencers effectively. Start by conducting a Google search with keywords related to your niche and location, such as "top food bloggers in [city]" or "local fashion influencers in [region]." This can lead you to lists, articles, and profiles of active influencers in your area. 

Google Trends is another powerful tool that can provide insights into popular search terms and topics within your region. By entering relevant keywords, you can see how interest in certain topics is evolving and identify influencers who are leading these trends. This data-driven approach ensures that you are targeting influencers who are currently relevant and influential in your community.

10. Implement an ambassador program

Implementing an ambassador program is a proactive way to engage with local influencers and build long-term partnerships.

Start by defining the goals and benefits of your ambassador program. Consider what you can offer, such as exclusive products, discounts, or monetary compensation, in exchange for promotion and content creation. Identify individuals who are already enthusiastic about your brand and reach out to potential ambassadors. This can include loyal customers, active social media followers, or community members who have previously engaged with your content.

Once you have established a group of ambassadors, provide them with clear guidelines and support to ensure a successful collaboration. Encourage them to create authentic content reflecting their experiences with your products. 

11. Explore local media outlets

Exploring local media outlets is an effective way to find local influencers who have a strong presence in your community. Local newspapers, magazines, radio stations, and TV channels often feature stories about prominent individuals and events in the area.

Start by researching these media outlets and identifying the journalists and personalities who cover topics related to your industry. Next, reach out to these journalists to introduce your brand and express your interest in potential collaborations. Building relationships with local media can lead to opportunities for features, interviews, and guest articles that can enhance your visibility and credibility.

You can also pitch story ideas or press releases to local media outlets, highlighting newsworthy aspects of your brand. If featured, this can attract the attention of local influencers who follow these outlets for trends and updates.

Discovering local influencers is one thing, but pinpointing the right influencers for your brand is a task that demands precision and insight. Here's a comprehensive guide to ensure your chosen influencers align seamlessly with your brand's vision and goals.

Determine the right fit

The influencers you collaborate with must echo your brand's values. A value mismatch can lead to mixed messaging and potentially alienate your target audience. Also, it's beneficial if the influencer's audience demographics overlap with your brand's target group, ensuring that your message reaches those you aim to engage.

If you're a tech brand, a fashion influencer might not be the best fit, regardless of their popularity. It's vital to collaborate with influencers whose domain expertise aligns with your product or service. This not only guarantees a more informed promotion but also resonates better with followers genuinely interested in your offering.

Evaluate metrics

In the world of influencer marketing, bigger isn't always better. An influencer with a smaller, dedicated follower base might generate more engagement than one with millions of followers. Engagement—comments, likes, and shares—indicates a more responsive audience, often leading to better conversion rates.

The caliber of an influencer's content speaks volumes about their professionalism and dedication. High-quality visuals, well-researched information, and regular posting schedules reflect an influencer committed to their craft and audience. Brands should prioritize such influencers for meaningful and consistent collaborations.

Ensure authenticity

Authenticity breeds trust. Influencers who produce genuine content, sharing personal stories or unbiased opinions, tend to build more trust among their followers. Similarly, an organic follower base—grown over time through authentic engagement—ensures that your brand message reaches real, interested individuals.

The allure of rapid growth has led some influencers to buy followers or engagements. Collaborating with such influencers can be detrimental, leading to poor conversion rates and potential brand reputation damage. Brands should conduct thorough background checks, using tools like Social Blade or HypeAuditor, to ensure an influencer's credibility.

Brands must constantly seek innovative ways to expand their global footprint. While local influencer marketing efforts can do your business plenty of good, having a solution that streamlines the printing and delivery of your products will guarantee your success in international markets.

Gelato, a leading print on demand platform, is revolutionizing how sellers engage with international markets. Here's how:

• Localized printing: Gelato leverages its extensive network of local printing partners. Whether you're collaborating with an influencer in Paris or catering to customers in Tokyo, products are printed close to the delivery destination. This not only ensures faster delivery but also reduces the potential for customs issues or international shipping delays.

• Brand consistency: A brand's image is its promise to customers. Gelato ensures that this promise remains unbroken, regardless of where your merchandise is being created. How? By maintaining stringent quality controls and standardized printing processes across its global network.

• Eco-friendly distribution: By printing locally, the platform drastically reduces the need for long-haul shipping. This not only results in reduced carbon emissions but also aligns your brand with eco-friendly practices, a quality endearing to modern consumers across cultures.

Partnering with Gelato offers a holistic solution for brands looking to amplify their global visibility. Whether you're sending custom merchandise, such as t-shirts, mugs, phone cases, and wall art to relevant influencers for a collaborative campaign or fulfilling international customer orders, Gelato ensures efficient and consistent printing. By aligning with such a strategic partner, your brand is poised for international acclaim. 

Are you ready to claim your success in local and international markets? Sign up for Gelato now!