How to Find YouTube Influencers

Finding the right YouTube influencers can supercharge your marketing – especially for e-commerce brands and Amazon sellers looking to boost product visibility. YouTube is now an influencer marketing powerhouse, with more than half of U.S. marketers planning to leverage YouTube creators in 2025 and spending projected to hit $2.35 billion on YouTube influencer campaigns (the highest of any platform). These YouTube content creators produce engaging, authentic videos that drive product discovery and user-generated content (UGC) your audience trusts. In fact, UGC thrives on YouTube, as viewers actively seek out long-form videos by real people – giving brands evergreen exposure through influencer reviews, unboxings, and tutorials.

Collaborating with YouTube influencers (from mega-stars to niche micro influencers) lets you tap into their loyal communities and build credibility for your products. Smaller micro-influencers often have highly engaged, trust-driven audiences in specific niches – making them ideal for targeting niche e-commerce markets without the hefty price tag of celebrity influencers. Whether you’re launching a new product on your Shopify store or trying to improve your Amazon listing with social proof, partnering with the right YouTube creators can yield impressive ROI in terms of traffic, reviews, and sales. The big question is: how do you find these YouTube influencers who align with your brand and goals? Below, we outline seven proven ways (with SEO-friendly tips) to discover and connect with YouTube influencers who can help grow your business.

7 Effective Ways to Find YouTube Influencers

To find the perfect YouTube partners for your influencer marketing campaign, use a mix of the strategies below. These methods range from leveraging high-tech platforms to old-fashioned research. Let’s dive in:

1. Use Influencer Marketing Platforms to Find Micro-Influencers

One of the fastest ways to discover relevant YouTube influencers is by using a specialized influencer marketing platform or database. These tools (often powered by AI-driven search and filters) allow you to pinpoint creators by niche, audience demographics, location, subscriber count, engagement rate, and more. For example, some platforms let you filter YouTubers by topics or keywords (beauty, tech, gaming, etc.) and audience criteria, then instantly list thousands of matching creators. This beats manual searching and ensures you don’t miss hidden gems. Many influencer platforms focus on micro-influencers, who tend to have between a few thousand and ~100k followers. While they have smaller reach, micro influencers often deliver higher engagement and authenticity for niche products. Crucially for brands on a budget, micro-influencers are far more cost-effective than top YouTube celebrities. A YouTube micro-influencer (10K–100K subscribers) might charge only a few hundred to a few thousand dollars per sponsored video, whereas a creator with millions of subscribers can command tens of thousands for a single integration. Using a platform helps you find these affordable creators who still have strong influence in your niche.


In addition to cost and filtering benefits, influencer platforms often provide contact info and analytics to vet creators. Some even handle outreach and campaign management for you. Stack Influence is one example of an end-to-end micro-influencer platform that makes finding and managing creators easier. Such platforms can be a game-changer for e-commerce and Amazon sellers – in fact, Stack Influence was among the first to cater services specifically to Amazon sellers, helping brands get product reviews, drive traffic, and boost Amazon rankings through micro-influencer campaigns. If efficiency is your priority, starting with an influencer marketplace or discovery tool can save you tons of time and quickly surface the right YouTube content creators for your brand.

2. Search Directly on YouTube (Keywords, Hashtags & Trending Content)

Another straightforward (and free) way to find YouTube influencers is by using YouTube’s own search and discovery features. Start by searching relevant keywords related to your product, industry, or audience interests. For instance, a skincare e-commerce brand might search for “skincare routine” or “best moisturizers 2025” on YouTube – the top video results and channels for those queries are likely influencers in that space. Be specific: include niche terms or product types to find creators who cover exactly what you sell. You can also use hashtags on YouTube; many creators add hashtags like #skincare or #techreviews in their video descriptions to increase discoverability. Clicking on a hashtag shows you a list of videos and channels using that tag, which can uncover thousands of potential influencers in your niche.

Don’t forget to explore YouTube’s Trending or “Explore” tab as well. YouTube often highlights “Creators on the Rise” and trending videos in various categories. If your niche is broader (e.g. fitness, gaming, beauty), browsing trending sections might reveal up-and-coming YouTubers gaining traction. Additionally, try searching for ad disclosure tags like #sponsored or #ad on YouTube. This is a pro-tip: creators who have “#ad” in their video titles or descriptions have done paid promotions before, meaning they’re open to brand partnerships. By searching those terms alongside your niche (e.g. “#ad tech review” or “#sponsored beauty haul”), you can find influencers who not only fit your market but also have experience collaborating with brands. Leverage YouTube’s filters as needed – you can filter by upload date (to find active creators), view count, or channel to refine your results. With some clever searching, YouTube itself can be a goldmine for identifying influencers who are already producing content in your product category.

3. Leverage Google to Discover Lists of YouTube Influencers

Google is your friend when hunting for influencers beyond what you find on YouTube. A simple Google search can surface curated lists, articles, and rankings of top YouTube creators in different niches. Marketers and bloggers often publish listicles like “Top 10 YouTube Influencers in [Industry]” or “Best YouTubers for [Topic]”. Use specific queries to find these; for example: “top finance YouTube influencers 2025” or “best YouTube review channels for gadgets”. By including keywords like “YouTube influencers” plus your niche and perhaps a location or year, you’ll likely find pre-curated lists that align closely with your needs. This approach is simple and free, though it may yield some overlapping names (big influencers tend to appear on many lists). It’s especially useful for discovering well-known creators in your industry or region. When using Google, be as specific as possible to avoid generic results. For instance, searching “UK fitness YouTube influencers” or “eco-friendly beauty YouTubers 2025” will get you more targeted results than a broad search like “YouTube influencers”. Also, check the Video tab in Google’s results – sometimes popular YouTube videos by influencers will show up there if your query matches their content. Once you find an article or list, make note of the creators mentioned, then visit their YouTube channels to evaluate their content and audience. Google essentially helps you tap into others’ research: if someone has already compiled a list of great influencers in your space, leverage it!

4. Use Social Media and Hashtags to Spot YouTubers

Many YouTube influencers have a presence on other social networks like Instagram, TikTok, Twitter (X), or LinkedIn. You can discover YouTubers by searching on these platforms for clues about creators in your niche. For example, on Instagram try searching relevant hashtags (just like on YouTube) or keywords plus “YouTuber”. A search for #YouTuber or niche tags like #BookTuber (for book-related YouTube creators) or #BeautyYouTuber can reveal profiles of people who identify as YouTube content creators. Often, influencers will promote their YouTube videos on other social media; their bios might even say “YouTuber” or link to their channel. Twitter can also be useful: try searching for phrases like “new video up on my YouTube” along with a topic or hashtag. You might stumble on tweets from smaller creators sharing their latest YouTube content. Hashtag searches on platforms like Instagram/TikTok (e.g. #TechReview, #TravelVlog) not only show popular posts but also often lead to profiles of cross-platform influencers. If you find a candidate on another platform, you can then check if they have a YouTube channel (most will link it in bio). This cross-platform sleuthing helps you find micro-influencers who may not yet appear in top Google results or YouTube’s own discovery, but still have solid YouTube followings. Additionally, consider joining conversations on social media – for instance, ask on Twitter or LinkedIn communities if anyone knows good YouTube creators in your field. Sometimes a simple outreach or post can get you recommendations from your network.

5. Join Influencer Communities and Forums

A more grassroots way to find up-and-coming YouTube influencers is by participating in online communities where creators themselves hang out. Influencer forums and groups (on platforms like Reddit, Facebook, Discord, etc.) are places where especially newer or micro YouTubers gather to share tips, collaborate, or seek opportunities. For example, on Reddit there are subreddits like r/YouTubers, r/SmallYoutubers, and r/InfluencerMarketing dedicated to discussions among content creators. Browsing or posting in these communities can help you identify passionate micro-influencers in specific niches. Many small creators use forums to ask for advice and promote their channels, so you might discover someone whose content aligns with your brand. You can even create a post asking for YouTube creators in a certain niche to share their channel, effectively letting influencers come to you. Similarly, Facebook and LinkedIn have groups for content creators and influencers – search for “[Your Niche] influencer community” or “YouTube creators group” on those platforms. Join the groups and observe or engage with posts. Often, you’ll find people sharing their latest videos or collaboration requests. Just be transparent about your intentions and avoid coming off as spammy; genuinely connecting with the community can lead to great referrals. By tapping into these influencer communities, you gain access to a pool of creators who might not be easily found through simple searches, especially micro-influencers who are still growing their channels. It’s a bit more time-intensive, but it can unearth hidden talent and even build relationships for long-term partnerships.

6. Analyze Competitors and Leverage Existing Networks

Why start from scratch if you can learn from what others have done? If your competitors or similar brands have run influencer campaigns, take a close look at who they partnered with. Competitor analysis can reveal which YouTube influencers are already active in your industry. For example, if you sell organic snacks and notice a rival brand got a YouTuber to do a taste-test video, that creator could be a good candidate for you as well. Scan YouTube for reviews or unboxings of products similar to yours – the channels behind those videos are likely open to collaborations. Also, follow your competitors on social media; they might announce or share influencer partnerships there. This isn’t to copy everything your competitor does, but to gather intel and potentially work with proven influencers (perhaps positioning your product as a better alternative). As one guide puts it, there’s no need to reinvent the wheel – you can formulate a strong plan by seeing which influencers are effective for competing brands.

In addition, leverage your own network and existing influencer relationships. If you’ve worked with influencers on other platforms (Instagram, TikTok) or have brand ambassadors, ask them if they also have a YouTube channel or can refer fellow creators. Influencers often know and collaborate with each other. A friendly referral can introduce you to another trustworthy YouTuber with similar audience demographics. Even within YouTube, many creators appear in each other’s videos or mention friends’ channels. Pay attention to these collaborations – if you’ve already had success with one influencer, check who they team up with and consider those folks as prospects. Finally, don’t overlook your customer base or email list: sometimes your enthusiastic customers might also be content creators. A quick survey or social media ask (“Are any of our followers also YouTubers? Let’s collaborate!”) can surface loyal fans who would love to promote your brand. By combining competitor insights and personal networks, you can build a shortlist of reliable YouTube influencers who are likely to deliver results.

7. Consider Influencer Marketing Agencies or Talent Marketplaces

If you’re short on time or want expert help, partnering with an influencer marketing agency can be a viable route. Agencies have dedicated experience in scouting and managing influencer campaigns. They often maintain their own roster of vetted YouTube talent and can match your brand with the right creators based on your campaign goals. For example, an agency can help define your target audience, find influencers that hit those specs, handle outreach and negotiation, coordinate content creation, and track campaign performance. This done-for-you approach is convenient, though it comes at a higher cost (agencies charge fees or take a percentage of campaign spend). For larger brands or those new to influencer marketing, an agency provides guidance to avoid pitfalls and maximize ROI. There are also influencer talent marketplaces and networks (somewhat like agencies, but more platform-driven) where creators are listed for hire. These can overlap with the “platforms” mentioned in point #1, but not always – some marketplaces are geared towards letting influencers apply to brand campaigns. Examples of well-known agencies and platforms include Influencer.co, Viral Nation, AspireIQ, and of course Stack Influence’s own managed platform. The downside is less hands-on control and potentially higher costs, but the upside is professional execution and scale. If you have the budget or need to quickly ramp an influencer program, agencies can quickly find quality YouTube influencers for you and ensure the campaign runs smoothly. Just make sure to research any agency’s track record and ensure their style aligns with your brand’s values before committing.

Optimizing Your Influencer Search and Outreach

No matter which of the above methods you use (often the best approach is a combination of several), keep SEO and your campaign goals in mind. Define your target audience and campaign objectives first – know the niche, audience size, and engagement level you’re aiming for. This will help you filter out irrelevant creators. When evaluating potential influencers, look at their content relevancy (do they cover topics related to your product?), their credibility and engagement (do they have real followers and healthy interaction rates?), and their tone/style (does it match your brand voice?). Remember that bigger isn’t always better; a micro-influencer with 20k highly engaged subscribers can drive more e-commerce conversions than a mega influencer with a million disengaged followers. Also consider the type of UGC or content you want – some YouTubers excel at in-depth product reviews, while others might do viral challenges or creative storytelling. Aligning the influencer’s content format with your marketing goals (e.g. getting Amazon review videos vs. general brand awareness) will yield better results.

Conclusion to How to Find YouTube Influencers

In summary, finding the right YouTube influencers involves both art and science. Leverage technology (platforms, search tools) for efficiency, but also do the human homework by researching manually, engaging with communities, and building relationships. The seven strategies above will help you compile a strong list of YouTube content creators suited to your brand. From there, focus on outreach and building a genuine partnership that encourages the creator’s authenticity – that’s what resonates most with audiences. With YouTube’s massive reach and engaged viewership, a well-chosen influencer can amplify your e-commerce brand to new heights. Happy hunting for your next YouTube star ambassador!