With over 50 million influencers active on Facebook, the platform remains a powerhouse for brands seeking authentic connections with their audiences. But finding the right creators to partner with isn’t always straightforward—it takes strategy, creativity, and the right tools.
Whether you're searching for micro influencers in your niche, figuring out how to collaborate with Facebook creators, or looking for clever ways to spot authentic engagement, having a smart approach makes all the difference.
In this guide, we’ll walk you through creative and effective ways to find Facebook influencers—so you can discover quality partners, grow your reach, and drive real results.
Facebook's own search engine is one of the best ways to find influencers. Facebook's advanced search filters are similar to those you'd find on any other meta platform, ensuring precision if you use the exact keywords.
The first thing you'll do is go to your Facebook search bar and start searching for keywords related to the influencer niche you're looking for. For example:
This will help you find profiles that use these keywords in their Facebook bios, as well as related posts, groups, or fan pages.
This search also allows you to quickly view two key elements of a profile: the number of followers and the number of posts per week. You can also read the influencer's bio and begin filtering different accounts based on that information.
Finally, you can review their profile and take a look at the content they post. At this point, look at the partnerships they've made with other brands, the engagement they receive from their audience, and whether the type of content follows the style and aesthetic you want associated with your brand.
Unlike other social media platforms, Facebook has groups where communities of people with shared interests come together. This makes it a popular place for many influencers to share niche-related content, so it is a great space to discover them.
Groups not only target a particular niche, but in some cases also focus on a specific region. For example, there are groups like "Makeup Tips Miami," "Australian Made Products," "Tech Recommendations USA," which have thousands of members and target a specific city or country.
This allows you to focus on browsing only those groups where you can find influencers who fit your needs. Additionally, they use it as a space to disseminate content beyond their fixed audience (their own followers), so you can see if it generates engagement with the general public and how it is perceived (if it receives positive comments, likes, etc.).
First, you should join a group that fits your niche. For example, a group for pets in NYC if you sell pet supplies in that city. If the group is public, you can start scrolling. If it's private, send a request.
Then, you can go to the "featured" or "multimedia" section, where you'll see the published content firsthand. In "featured," you'll find the best-performing posts or those pinned by the group administrators, while in "multimedia," they're listed in chronological order, starting with the most recent. You can also choose to scroll through the group's main page to understand its dynamics.
When you find influencer content, check if you like what they post—the editing, aesthetics, the language they use, etc.—and visit their profiles. There you can do a more specific analysis and determine if they're the perfect fit for you.
You'll recognize influencer posts in Facebook groups because:
Influencer discovery platforms are generally associated with Instagram or TikTok, but there are some that also allow you to find the perfect content creator on Facebook. Not all influencer discovery platforms have filters for this social media platform, so it's always best to check.
Some features you should keep in mind so that this tool truly facilitates your work are:
Here are top 3 tools that can help you brand to find the perfect influencer:
Influencer Hero is an all-in-one influencer marketing platform, meaning it can help you through every step of the process. You can start using its free influencer finder or upgrade to a package so the platform also handles outreach, manages communications, and ensures content is published in a timely manner.
You can filter influencers based on their location and audience, other demographics like age and gender, or one of its newest additions, lookalikes: when you already know an influencer profile you like, copy their handle, and Influencer Hero will search for other profiles that are a good match.
With a subscription, Influencer Hero unlocks a robust suite of tools, including:
Whether you're managing a small collaboration or a large-scale campaign, Influencer Hero’s paid tools streamline the entire process, giving you more control, better insights, and measurable results.
Heepsy offers a user-friendly platform to find influencers on Facebook and other major social platforms. You can search by category, location, engagement rate, and audience demographics. What makes it helpful for Facebook discovery is that many profiles include direct links to associated Facebook Pages, making it easy to confirm multi-platform presence. It’s especially useful if you’re targeting local influencers or micro-influencers with specific audience segments.
Modash specializes in discovering creators across multiple platforms, including those active on Facebook and Instagram. You can filter based on audience traits like interests, location, or language—and dig into influencer profiles to check if they’re active on Facebook as well. Modash is a great option if you want data-backed insights into audience quality and engagement, and if you're working across several platforms and want consistency in influencer selection.
Content creators who collaborate with brands often comment regularly on their posts. In the case of nano- and micro-influencers, they sometimes use this as the primary way to connect with brands and then establish collaborations.
For this reason, the comment section it's an ideal space to find Facebook influencers who are ready to collaborate.
Start by visiting viral or trending posts from brands in your niche. Look for names that appear frequently across multiple posts—especially those leaving more than just generic comments. If someone regularly contributes meaningful or enthusiastic comments, there's a good chance they’re trying to build visibility or attract brand attention.
Click through to their profile and see if they create original content, share product-related posts, or tag brands in their updates. Many emerging influencers use this kind of organic visibility to break into the space.
When reviewing comments, don’t just focus on follower count—look at how people respond to the influencer. Do their replies spark conversations? Do others like or reply to their comments? These are subtle but important signs of influence and engagement.
Once you identify a potential micro-influencer, check their Facebook profile or page for public posts, content style, and consistency. If they align with your brand's tone and values, they may be a great candidate for collaboration—even if they’re not actively promoting products yet.
Never underestimate what you can learn from your competitors: leverage their successes and failures to understand which paths can benefit your brand and which can't. If you find that you don't like the influencer's content they share, or if the partnership isn't getting any engagement, it means there are things that need to be changed.
If a partnership fails, the influencer isn’t always the person to blame: maybe it wasn’t the right match, or the collaboration didn't speak to their audience. So, once you find them in your competitors’ page, check their profile as they may be the perfect fit for your brand.
When analyzing competitor collaborations on Facebook, pay attention to the tone of the post, the visual quality, and how well the content fits with the influencer’s usual style.
Look at the comments—are followers engaging positively? Are they asking about the product, tagging friends, or showing genuine interest? Also, consider how often the influencer posts sponsored content. If every other post is an ad, their audience may be tuning out.
A good collaboration will feel natural, align with the influencer’s usual voice, and spark meaningful interaction from their community.
To manually track what your competitors are doing, visit their Facebook Pages and scroll through their timeline. Look for posts marked as “Paid Partnership” or tagged with influencers. You can also check the “Page Transparency” section to see if they’re running any active ads. Click “Go to Ad Library” to view their current campaigns and how long they’ve been running.
You can also use Influencer Hero’s free competitor report tool to get a clearer picture of their social media game. You just have to provide your competitor’s social media handle -up to 3 competitors in the free version- and you will receive a detailed competitor report completely for free.
For influencer marketing campaigns, it's crucial not to overuse the power of the platform's ad library. There, you can draw inspiration from what other brands are doing, but also find out which influencers are collaborating with.
First, you have to visit the ad library on Meta, which anyone with an account on the platform can do. Once inside, go to the filters listed at the top and select the one that best suits your target audience (country, ad type, and keyword).
Then, scroll through the ad library, seeing which ones feature influencer collaborations and which ones don't. You'll also find posts that influencers have chosen to advertise, so it's a good way to see their ad style firsthand. You can recognize partnerships published by brands if they tag the influencer, if the content is more similar to UGC, etc.
Both brands and influencers can run ads on Facebook, so here are some tips to identify them:
Local events and Facebook Lives are often hosted by creators who already have a strong relationship with their community—making them a valuable and often overlooked influencer tier. These types of influencers may not have millions of followers, but they usually have a loyal, engaged local audience that trusts their recommendations. If your brand operates in specific regions or wants to run location-based campaigns, this method can lead you to authentic partnerships.
Start by searching keywords related to your niche on Facebook, followed by your city or region (e.g., “beauty event New York” or “fitness workshop Chicago”). Filter results by the Events tab to see upcoming and past events. You can also explore relevant local groups—many community influencers promote their events there.
Keep an eye on recurring hosts and Facebook Lives, as these are often creators with consistent engagement and loyal local audiences.
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Once you identify someone hosting Facebook Lives or community events that align with your brand, take a few minutes to check their profile or page.
If they’re consistently engaging a local audience, that’s a strong signal they could be a great fit. Reach out by commenting on one of their posts to break the ice, or send a friendly direct message introducing your brand. Keep it casual but clear, for example:
"Hi [Name]! I’ve been following your live events and love how engaged your community is.
I’m reaching out from [Your Brand Name]—we’re currently looking for creators to join an upcoming campaign.
We’d love to explore a potential collaboration if you’re open to it!
Looking forward to hearing from you!
Best,
[Your Name]
[Brand or Role, e.g., Partnerships Manager @ Your Brand]"
Starting with a compliment and showing you’ve done your research makes the message feel more personal and increases your chances of a response.
Asking your audience which influencer they'd like you to work with is a more effective technique than people imagine. Keep in mind that if your followers consume a certain influencer's content, there's a greater chance that their target audience is the one your brand is looking for.
This is a very simple technique to implement, and it involves giving your existing audience a greater say in the decisions they make. You can ask them in a post which influencer they'd like to see trying your products, and let them share their options in the comments. Other more sophisticated methods can include polls, but you should provide options there.
This method can also help you find influencers from different tiers in your own audience. If you see them commenting, like their profile, and think it's a good fit for the brand, then send them a message to collaborate.
We have multiple free outreach templates for you, but you could also send a DM like this one:
Hi {{first name}},
I came across your content and really loved your posts about [insert relevant topic, e.g., skincare tips / fitness routines / book reviews]. You're doing such a great job connecting with your audience!
I’m reaching out from [Your Brand Name]—we’re currently looking for creators to join an upcoming campaign. We’d love to collaborate and send you some of our products to try out and share if you enjoy them.
Would you be interested? If so, just let me know and I’ll send you the details 🙌
Looking forward to hearing from you!
Best,
[Your Name]
[Brand or Role, e.g., Partnerships Manager @ Your Brand]
Content creators often have a presence on multiple platforms. Perhaps the influencers you find on YouTube or TikTok focus solely on those social media platforms, but creators say that maintaining a simultaneous presence on Facebook and Instagram is easy, which is why many do it.
Since the two platforms are closely linked (especially through Meta), creators often manage them side by side—making it easier for you to find and verify influencers across both.
Once you find a promising influencer on Instagram, look at their bio. Many creators link to their Facebook page directly, or you can search their name or handle on Facebook to see if they have a matching profile or page.
Pay attention to profile photos, usernames, and content style—they're often similar across platforms. If the content themes and posting frequency line up, you can be more confident that you're dealing with a genuine, multi-platform creator worth reaching out to.
Some content creators take advantage of meta features and allow the content they upload on Instagram to be replicated unchanged on Facebook. This isn't bad, and it can help you as a brand establish a presence on Instagram as well. However, if you're targeting Facebook, opt for influencers who create content tailored for that social media platform.
An example is @kayla_itsines, the famous entrepreneur and fitness influencer who has millions of followers on both social media platforms, but her content is tailored to each. This influencer adapts the size of her reels so that they appear on Facebook with the quality required by the platform, but she also creates specific content for each platform, which makes her audience want to follow her on both platforms.
Facebook may not be the trendiest platform, but it remains one of the most powerful when it comes to reach, targeting, and community engagement—especially for brands looking to connect with a broader or older audience.
Working with Facebook influencers gives you access to creators who already have trusted, engaged communities. These influencers can help you:
If your target audience includes families, professionals, or interest-based communities, Facebook influencer marketing can be a strategic—and often underrated—channel to grow your brand.
Finding Facebook influencers doesn’t have to be complicated. By combining built-in Facebook tools, niche groups, discovery platforms, and a little creative thinking, you can uncover valuable creators perfectly aligned with your brand.
Whether you explore local events, tap into your audience’s recommendations, or check competitor strategies, each method helps you connect with influencers who drive real engagement. With these nine techniques, you’re equipped to build stronger, more authentic partnerships—and get the most out of your Facebook influencer marketing efforts.
To verify authenticity, check their engagement rate (likes, comments, shares relative to followers), review the quality and originality of their content, and look for consistent interactions with their audience. Beware of influencers with unusually high follower counts but low engagement, as this may indicate fake followers.
Very important. Knowing if an influencer’s audience aligns with your target customers (age, gender, location, interests) ensures your marketing messages reach the right people and increases campaign effectiveness.
Yes. Paid ads featuring influencer content can amplify reach and engagement, especially when targeted to specific demographics. Using the Facebook Ad Library can also help you research what types of influencer ads are working well in your industry.
Keep it personalized, brief, and clear. Mention why you like their content, explain your campaign goals, and outline what you’re offering. Be friendly and professional, encouraging open communication.
Yes. Many of the search tools and platforms mentioned allow you to filter by location, making it possible to find influencers in specific countries or regions, ideal for global or localized marketing efforts.
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