How To Find Local Influencers For Your Business

Joseph Perry
Sep 20
15 min read

Updated: Oct 21

Finding local influencers can help your business connect with the community and drive engagement. Here's how you can make it happen:

Define Clear Goals: Decide if you’re aiming for brand awareness, increased sales, community engagement, or product promotion. Set measurable targets like reaching a specific audience size or achieving a certain number of conversions.
Create an Influencer Profile: Look for influencers whose audience matches your target market in terms of location, interests, and demographics. Smaller influencers with engaged local followers often perform better than larger ones with scattered audiences.
Use Social Media Tools: Search platforms like Instagram, TikTok, and Facebook using local hashtags (e.g., #AustinFoodie), location tags, or keywords relevant to your industry. Tools like TikTok Creator Marketplace or Social Blade can refine your search.
Engage in the Community: Attend local events, monitor local podcasts, or participate in community forums to find influencers who are already active in your area.
Evaluate Influencers Carefully: Focus on engagement rates, audience relevance, and content quality. Avoid influencers with fake followers or low interaction levels.
Build Relationships: Personalize outreach messages and offer mutually beneficial collaborations, such as exclusive experiences or long-term partnerships.

Set Your Goals and Target Influencer Profile

Having clear objectives and a well-defined influencer profile can save you time and help you achieve better results.

Set Clear Marketing Goals

Your influencer marketing goals should align closely with your overall business objectives. For example, if you're aiming to boost brand awareness, focus on campaigns that introduce your business to more people in your local area. This approach works especially well for new businesses or established companies breaking into a new market.

If your focus is on sales and lead generation, encourage immediate action. Use discount codes, special offers, or clear calls-to-action, and measure success through metrics like conversion rates, website traffic, or promo code usage.

For community engagement, collaborate with influencers who can highlight your business's personality. This could involve showcasing your company culture, sharing customer stories, or promoting local events.

Product launches also benefit greatly from influencer partnerships. When introducing a new product or service, local influencers can provide reviews or demonstrations that feel more genuine and relatable than traditional ads.

To make your goals actionable, set measurable targets. Instead of a vague aim like "increase brand awareness", try something specific: "Reach 10,000 local residents aged 25-45 within three months" or "Add 500 new email subscribers from our target neighborhood." These clear objectives will guide you in choosing the right influencers to achieve them.

Identify Your Target Influencer Characteristics

The right influencer can make all the difference, so it’s important to find someone whose values and audience align with your target market. Consider factors like age, income, interests, and lifestyle preferences of your ideal customers. An influencer with a smaller, well-matched audience often delivers better results than one with a larger but less relevant following.

Geographic focus is essential for local businesses. Look for influencers who not only live in your area but also create content that resonates with the local community. Their content should reflect your city, neighborhood, or region in a meaningful way.

Content style and quality should fit your brand’s image. For instance, a high-end boutique might prefer influencers with polished, professional visuals, while a casual coffee shop might lean toward influencers with a more relaxed and authentic vibe. Review their recent posts to ensure their aesthetic and tone align with your brand.

Engagement patterns are another key factor. Look for influencers who actively connect with their audience through regular posts and meaningful interactions. An influencer with 5,000 highly engaged local followers can often deliver better results than one with 20,000 disengaged followers scattered across various locations.

Industry relevance doesn’t always mean sticking to your exact niche. For example, a restaurant might work with food bloggers but could also partner with fitness influencers who promote healthy eating, parents who share family dining tips, or event organizers focused on community gatherings.

Also, evaluate the influencer’s collaboration history. Influencers who have successfully worked with other local businesses likely understand your market and know how to drive engagement. However, avoid those who frequently promote direct competitors, as this could dilute your message or create conflicts.

Finally, consider follower size in relation to your goals and budget. Micro-influencers (1,000 to 10,000 followers) often have stronger local connections and higher engagement rates. For hyper-targeted campaigns or smaller budgets, nano-influencers (fewer than 1,000 followers) can be a great fit for reaching specific neighborhoods or communities.

Once you've nailed down the type of influencer you're looking for, it's time to dive into the search. Armed with your target profile, you can use social media platforms and digital tools to identify local creators who align with your brand and audience.

Social media is a goldmine for finding local influencers. Platforms like Instagram, Facebook, and TikTok are particularly effective because they let you search by location and connect with creators who are actively engaging with your community [1].

Start by using hashtags that combine your city name with your industry. For example, if you own a restaurant in Austin, Texas, try searching for hashtags like #AustinFoodie or #AustinEats on Instagram, Facebook, or TikTok [1]. These searches will lead you to creators already talking about local businesses similar to yours.

Location tags and geo-tagged posts are also incredibly useful, especially on Instagram and Facebook. Instagram’s location filter can help you pinpoint influencers who frequently post from your area [1][2]. Look for creators who tag local hotspots like salons, restaurants, malls, or event venues - this can be a great way to identify people who are already engaged with your community.

"Instagram, Facebook, TikTok, and YouTube are your hunting grounds. Use local hashtags (like #YourCityName + your industry) and location tags to uncover creators in your area. Instagram's location filter is your best friend here." - Prateek Keshari, Author, SFGate [1]

When searching, think strategically about your keywords. For instance, a body waxing studio in Nashville might search for terms like "Nashville beauty influencer", "Nashville waxing expert", or simply "Nashville influencer" on Instagram and Facebook [2]. Pair these with popular local hashtags like #Nashville and industry-specific ones like #Wax to uncover potential collaborators [2].

Focus on finding influencers with genuine local engagement rather than just a high follower count. Look for posts that spark meaningful conversations in the comments - mentions of local events or familiar spots are strong signs that the influencer has real ties to the community [1]. Authentic local connections are far more valuable than a large but disconnected audience.

TikTok adds another layer of opportunity with its Creator Marketplace. This tool allows you to filter creators by location, preferences, and brand fit, making it easier to find and connect with potential partners directly through the platform [3].

If social media isn’t enough, specialized tools can help refine your search further.

Use Influencer Marketing Tools

Influencer marketing platforms can save you time by offering advanced search options that go beyond what social media provides. These tools let you filter by location, follower count, engagement rates, and industry niche - all at once.

Many of these platforms have geographic targeting features, enabling you to narrow your search to specific cities, states, or even neighborhoods. This is especially helpful for businesses that cater to very targeted local markets.

Some platforms offer free trials or basic plans, which are perfect for small businesses. They also provide valuable data, like average engagement rates and common themes among local influencers, helping you set realistic expectations and budgets for your campaigns.

For a broader reach, don’t forget about Google and YouTube.

Search Google and YouTube

Google and YouTube can uncover local creators who might not be as active on traditional social media. Try using location-specific search phrases like "best [your city] food bloggers" on Google or YouTube to find content creators in your area.

YouTube’s search filters are especially handy. You can sort results by upload date, view count, or video length to identify active creators who frequently post about your industry. Look for those who highlight local events or businesses in their content.

Local YouTube creators often have highly engaged audiences and a knack for storytelling, making them great partners. They’re also typically open to collaborations, as smaller channels can find it challenging to monetize directly through YouTube.

One big advantage of using Google and YouTube is discovering influencers with smaller social media followings but strong local reputations. This aligns with recent trends: nano-influencer spending increased by 195.6% in 2022, and micro-influencers made up 21.9% of influencer marketing budgets [1]. Smaller, targeted partnerships are proving to be an effective strategy for businesses of all sizes.

Connect with Your Community to Find Influencers

While online tools can be helpful, engaging directly with your local community is one of the best ways to discover influencers who truly resonate with your audience. Building connections in person allows you to uncover individuals with genuine influence and credibility in your area.

Attend Local Events and Meetups

Networking face-to-face is a powerful way to identify local influencers. Events like farmers markets, business meetups, charity fundraisers, and industry conferences are excellent places to meet community leaders who might be a good fit for your brand. In fact, 45% of marketers rely on events to strengthen influencer engagement [4]. These personal interactions often lead to more authentic relationships than online outreach alone.

When attending these events, focus on forming connections rather than pitching your business right away. Look for individuals who are well-connected, actively participating in conversations, and knowledgeable in their niche. To stand out, consider attending less marketing-heavy gatherings like art gallery openings, volunteer events, or niche hobby meetups. For instance, a local yoga studio owner might discover a great brand ambassador at a wellness fair rather than a traditional networking event.

If someone shows genuine interest in what you do, they’re likely to ask for your contact details, paving the way for meaningful collaborations. You can also complement these in-person connections by exploring local digital spaces.

Check Local Podcasts and Forums

Local podcasts and forums are treasure troves for finding influential voices in your area. These platforms often feature individuals who are deeply invested in local topics and have built loyal audiences through their content.

To find these creators, search podcast directories like Apple Podcasts, Spotify, and Google Podcasts using your city name alongside relevant keywords. For example, searches like "Denver coffee", "Atlanta food blog", or "Portland street food" can help you uncover local shows and creators [6][7][8][9]. Don’t just focus on hosts - recurring guests often have strong expertise and followings as well.

Online forums are another great resource. Reddit’s r/podcasts community, for instance, boasts over 3.2 million members [5]. City-specific subreddits like r/BayArea or r/Atlanta can help you identify active and influential local voices. Additionally, Facebook groups and Slack channels dedicated to your local business scene can highlight members who regularly share valuable insights and have a strong presence.

Engaging actively in these forums and groups not only builds trust but also opens doors to connecting with the right influencers.

Your existing social media followers could already include potential influencers who align with your brand values. These individuals are often well-versed in your messaging and might be the perfect partners for collaboration.

"Sometimes, the best influencers are already in your existing community." - Octavia Drexler, SaaS content marketer, Mayple [11]

Start by identifying followers who frequently engage with your content - those who like, comment on, or share your posts regularly [11]. Take a closer look at their profiles to see if they have their own audience and whether their content reflects your brand’s values. Nano-influencers, who typically have 1,000 to 10,000 followers, often achieve engagement rates as high as 5%, far surpassing the 1-1.5% rates seen with macro-influencers [10].

Use built-in analytics tools to confirm their fit by analyzing your audience’s demographics and interests [11]. You can also run polls or surveys to ask your followers directly about local creators they admire.

Once you’ve identified potential influencers within your follower base, ensure their audience aligns with yours and that their content style complements your brand’s messaging. By combining in-person networking with online exploration, you’ll create a well-rounded network of local influencers ready to collaborate meaningfully.

Evaluate and Check Potential Influencers

After gathering research and establishing connections within your community, the next step is to carefully evaluate potential influencers. This involves assessing their engagement, the quality of their content, and their reputation to ensure a partnership that delivers meaningful results. A thorough evaluation builds on your initial research and helps you select influencers who can genuinely connect with your audience.

Check Engagement Rates and Real Followers

When assessing influencers, engagement rate matters more than follower count. For example, a local food blogger with 5,000 highly engaged followers is likely to perform better than an influencer with 50,000 followers who rarely interact with their content. To calculate the engagement rate, use this formula: (total engagement ÷ follower count) × 100.

For platforms like Instagram, aim for engagement rates above 2%, while on Facebook, rates above 1% are a good benchmark. Micro-influencers often excel in engagement because their followers tend to feel a stronger personal connection to their content. Pay attention to the quality of comments - comments like "I visited this place last week!" or "Thanks for the tip!" signal genuine interaction. On the other hand, generic responses like "Nice!" or strings of emojis could indicate fake or automated engagement.

Red flags to watch for include sudden spikes in followers, low engagement despite a large following, and irrelevant or mismatched comments. These could be signs of purchased followers or fake activity. To check for organic growth, review their posting history. Consistent, steady growth is a good indicator of genuine audience building.

Tools like Social Blade can help you track follower trends over time. Look for influencers whose growth patterns show gradual increases rather than abrupt jumps, which may suggest artificial growth.

Review Content Quality and Brand Match

The quality of an influencer’s content directly impacts how your brand is perceived. Take a close look at their recent posts to evaluate visual consistency, writing style, and overall professionalism. High-quality photos, thoughtful captions, and a polished presentation are essential.

Brand alignment goes beyond matching aesthetics. For example, if you own a family-friendly restaurant, partnering with an influencer who frequently posts about nightlife and alcohol might confuse your audience. Similarly, a sustainable clothing brand should collaborate with influencers who genuinely care about environmental issues, not just those who occasionally mention eco-friendly topics.

Review their last 20 posts for a complete picture of their style and approach. Notice how they interact with their audience - do they respond thoughtfully to comments? Do they share personal stories that build connections? Content that tells a story often resonates more with local audiences than posts that feel overly promotional.

Check if they’ve worked with businesses similar to yours. While you’ll want to avoid influencers who frequently promote direct competitors, prior experience in your industry can be valuable. For instance, a fitness influencer who has successfully partnered with gyms, nutrition brands, and athletic wear companies is likely skilled at engaging health-conscious audiences.

Check Credibility and Reputation

Once you’ve confirmed content quality and brand alignment, it’s time to verify the influencer’s credibility and local reputation. Community reputation is especially important for local influencers. Search their name online to uncover any news articles, community involvement, or potential negative publicity. Influencers with strong local ties often have reputations that extend beyond their social media presence.

Look for evidence of local connections. Do they tag local businesses, attend community events, or collaborate with other creators in the area? These activities demonstrate genuine relationships within the community. A strong local presence can make their recommendations more trustworthy to your target audience.

Ask for references from previous brand collaborations. Professional influencers should be comfortable providing contact information for businesses they’ve worked with before. Reach out to these references to learn about their campaign results, communication skills, and overall professionalism.

Also, check their posting frequency. Inconsistent activity could indicate unreliability. If they’re willing, ask to see audience demographics through tools like Instagram Insights or Facebook Analytics. The best partnerships happen when an influencer’s audience closely aligns with your target customers in terms of age, location, interests, and spending habits.

Finally, observe how often they engage with local topics. Influencers who naturally discuss community events, local businesses, or regional news show they have a meaningful connection to your area. This kind of organic local focus is a strong sign of genuine influence within your market.

Build and Maintain Strong Influencer Partnerships

After identifying the right local influencers, it's time to fine-tune your approach to build partnerships that genuinely benefit both parties. These collaborations should feel natural and create a lasting impact for your business.

Personalize Your Outreach Messages

Generic, cookie-cutter messages won't cut it. Instead, craft outreach that shows you've done your homework. Reference their specific work and community involvement. For example, instead of saying, "I love your content", you could write something like: "Your recent post about the farmers market on 5th Street caught my eye - I loved how you highlighted three local vendors I've been meaning to check out. I also noticed your Instagram stories from the downtown cleanup event last weekend - such great community work!"

Address them by name and acknowledge their local contributions. This shows you see them as individuals and active members of the community, not just as marketing tools. Keep your initial message short, but make it clear why you admire their work and why they’d be a great fit for your business.

Share a bit about your business in a way that establishes common ground. Mention how long you’ve been part of the community, your involvement in local events, or partnerships with other local businesses. A personal and thoughtful message lays the foundation for a meaningful collaboration.

Once your outreach is in place, focus on structuring partnerships that are rewarding for everyone involved.

Create Win-Win Partnerships

Successful collaborations work both ways. Offer influencers something valuable, like exclusive experiences or early access to products. For example, a local restaurant could host a private tasting event for an influencer and their followers, or a fitness studio might provide free classes for their friends and family.

Highlight the community benefit of the partnership. Many local influencers are deeply invested in their neighborhoods, so emphasize how your collaboration supports the area. For instance, a boutique could team up with a fashion influencer to showcase seasonal collections while tying in local events or causes.

Compensation is key - ensure it aligns with the influencer's audience engagement and the scope of the partnership. Instead of focusing on one-off posts, consider building campaigns that run over several months. This allows influencers to create deeper, more authentic connections with your brand. For example, a long-term partnership with a food blogger could include regular features on seasonal menus or local food festivals.

Build Long-Term Relationships

Strong influencer relationships go beyond a single campaign. By investing in long-term connections, you create a network of trusted brand advocates who can naturally promote your business over time.

Stay in touch with influencers even when you're not running active campaigns. Share their content, comment on their posts, and support their other partnerships. This mutual engagement fosters goodwill and strengthens your relationship.

Invite them to company events, product launches, or community activities. When influencers feel like a real part of your business, their content becomes more genuine. Keep track of what works best with each influencer - whether it’s certain types of posts or specific events - and note how their followers engage with your brand.

Even during quieter periods, continue providing value. Share industry tips, connect them with other local businesses, or offer to be a reference for their future collaborations. You might even create an informal advisory group where influencers can give feedback on your products or ideas, adding a local perspective to your strategy.

Conclusion: Key Points and Next Steps

Finding the right local influencers starts with setting clear goals, planning strategically, and building authentic relationships. Begin by identifying influencers whose values align with your brand. From there, use social media, community networks, and online tools to locate potential partners.

When it comes to influencers, engagement matters more than the number of followers. For instance, 76% of nano-influencers on Instagram achieve engagement rates of around 2.19% [6]. This shows that smaller influencers often create deeper connections with their audiences.

Trust is another key factor. Sixty-nine percent of consumers trust recommendations from influencers more than direct brand messaging [12]. This trust lays the foundation for successful partnerships, making it crucial to focus on influencers who align with your brand and foster genuine engagement.

Long-term collaborations often yield better results than one-off campaigns. In fact, 42% of brands commit to ongoing partnerships [13], which helps build stronger relationships and deeper trust over time. Personalized outreach also plays a significant role in forming these lasting connections.

As you reach out to influencers, stick to the objectives and evaluation criteria you’ve established. Set clear goals and KPIs upfront, and treat influencers as true partners in the creative process. This approach ensures a collaborative and effective strategy.

The payoff? Influencer marketing ranks as one of the most effective strategies, with one in four marketers reporting it delivers the second-highest ROI among current trends [12]. And with an average spend of $214 per collaboration [6], local influencer partnerships provide measurable results that work for businesses of all sizes.

Your next step is straightforward: reach out. Local influencers in your community are ready to connect with businesses that value authentic, community-driven partnerships.

To take your strategy further and make a bigger impact, consider how Big Drift Marketing can help fine-tune your approach to local influencer marketing. This step completes the foundation for a successful, community-focused influencer strategy.

FAQs

What’s the best way to measure the success of a local influencer campaign for my business?

To gauge how well a local influencer campaign is performing, focus on tracking key metrics such as reach, impressions, and engagement rates (likes, comments, and shares). These numbers help you understand if your campaign is connecting with the audience and raising brand awareness.

On top of that, keep an eye on website traffic, click-through rates, and sales or conversions to see how the campaign is influencing your business objectives. Establishing clear KPIs - like aiming for a specific percentage increase in sales or a boost in website visits - gives you concrete goals to measure against. By regularly reviewing these metrics, you can make informed adjustments and refine your approach for future campaigns.

What’s the best way to connect and build relationships with local influencers?

To build relationships with local influencers, start by engaging with their content in a meaningful way - leave thoughtful comments, like their posts, and share their work to show genuine interest. When reaching out, craft a personalized message that highlights your knowledge of their content and appreciation for their efforts. Respect their time and aim to establish a partnership that benefits both parties in the long run.

You can also discover potential collaborators by using local hashtags, attending community events, or leveraging influencer discovery tools. The foundation of a successful partnership lies in trust and clear, open communication.

How can I make sure the influencers I choose are a good fit for my brand and audience?

To find influencers who truly align with your brand, start by diving into their audience demographics. Do their followers resemble your ideal customers? Next, take a close look at their content. Does it reflect your brand's values and messaging? Reviewing past collaborations can also give you insight into their professionalism and whether they’re a good match for your goals.

Don’t forget to check their engagement rates. High numbers of likes, comments, and shares often indicate an active and interested audience. But it’s not just about numbers - authenticity matters. Focus on influencers with real, engaged followers, as this boosts the chances of a partnership that delivers real results. By following these steps, you’ll set the stage for impactful and meaningful collaborations.

How To Find Local Influencers For Your Business