How to Search for Creators on TikTok

Finding the right creators on TikTok can feel like searching for a needle in a haystack, but it doesn't have to be. Whether you're a brand looking for your next powerhouse collaborator or simply trying to find new influencers in your niche, the platform has powerful discovery tools built right in. This guide walks you through everything from simple in-app searches to advanced strategies for discovering the perfect TikTok creators who align with your goals.

Mastering the Basics: Finding Creators Within the TikTok App

You don't need fancy third-party software to start your search. The TikTok app itself is your most powerful entry point, offering multiple pathways to discover talented individuals. It's all about knowing where to look and how to tell the algorithm what you want to see.

Start with the Obvious: The "Search" Bar

The search bar is more than just a place to find a specific video you saw yesterday. It’s a dynamic tool for creator discovery if you use it correctly.

Here’s a step-by-step approach:

1. Tap the magnifying glass icon at the top right of the home screen.
2. Enter keywords related to your niche or what you're looking for. Be specific! Instead of "food," try "vegan pasta recipes," "LA foodie," or "easy weeknight meals."
3. Once you've searched, you’ll see tabs at the top for "Top," "Users," "Videos," "Sounds," etc. Immediately tap on the "Users" tab. This filters out all the video noise and shows you a list of creator profiles whose bios or content are highly relevant to your keyword.
4. Scroll through the list to find profiles that catch your eye. Pay attention to their profile picture, bio, and follower count to get an initial sense of their focus.

Example: If you’re a skincare brand, you could search for "skincare routine," "esthetician on TikTok," or "acne-positive creators." Switching to the "Users" tab will instantly give you a focused list of people who built their entire platform around that topic.

Unlock the Power of Hashtags

Hashtags are the lifeblood of TikTok's discovery engine. They are community-organizing tools that group content by topic, trend, or challenge. For you, they are a direct line to creators who are active participants in niche discussions.

• Broad Niche Hashtags: Start with big, popular hashtags like #BookTok, #CleanTok, #LearnOnTikTok, or #FashionHacks. Scrolling through the top videos under these tags will quickly reveal the 'big players' in that space - the creators who consistently get high engagement.
• Specific Sub-Niche Hashtags: Go deeper. Instead of just #Tech, try #PCBuilds, #VideoEditingTips, or #CodingForBeginners. These smaller, more dedicated communities are often where you’ll find micro-influencers with incredibly loyal and engaged audiences.

When you're browsing a hashtag, tap on the profiles of the creators whose videos stand out. Don't just watch one video - get a feel for their overall content style and personality.

Follow the Sound Waves: Using Trending Audio for Discovery

TikTok is an audio-forward platform. Sounds and songs become trends that thousands of creators participate in. You can use this to your advantage.

1. When you hear a trending sound in a video, tap on the spinning record icon at the bottom right.
2. This will take you to the audio's main page, where you can see how many videos have been made using it.
3. Scroll through the grid of videos. The ones at the very top are typically the most popular, often created by influential or up-and-coming creators who are great at jumping on trends early. This is a fantastic way to find people who understand TikTok culture and can create relevant, timely content.

Train Your "For You" Page Algorithm Like a Pro

Your "For You" Page (FYP) isn't random, it's a personalized discovery engine. If you're not seeing creators in your niche, it's time to train your algorithm. This is a more passive, long-term strategy, but it’s incredibly effective.

• Engage intentionally: Don't just mindlessly scroll. When you see a video that fits the niche you’re interested in, give it a like. Leave a genuine comment. Save it to your favorites. Follow the creator.
• Swipe away what you don't like: If you see content that is irrelevant to your search, long-press on the video and tap "Not Interested."

By sending these clear signals to TikTok, you’re teaching the algorithm what kind of content - and therefore, creators - you want to see more of. Within a few days, your FYP will start to feel like a curated list of potential partners or collaborators.

For Brands and Marketers: Advanced Creator Search Strategies

If you're looking for creators for paid partnerships, you'll need to go beyond basic discovery. These methods help you find professional, vetted creators and validate their potential impact on your brand.

Go Directly to the Source: The TikTok Creator Marketplace (TCM)

The TikTok Creator Marketplace is the platform's official hub for connecting brands with creators. It’s a free-to-use tool filled with creators who have opted in for brand collaborations. It provides verified analytics and communication tools all in one place.

How to use the TCM effectively:

1. Access the Marketplace: You can access the TCM with a TikTok Business Account. Once you have one, navigate to creatormarketplace.tiktok.com and log in.
2. Set Your Filters: This is where the TCM's power lies. You can filter creators by an impressive number of criteria:
   • Country/Region: Target creators in specific markets.
   • Topic: Choose from dozens of niches like Beauty, Sports, Gaming, or Food.
   • Audience Demographics: Filter creators based on their audience's location, age, and gender. This is critical for making sure you’re reaching your target demographic.
   • Follower Count: Find nano-influencers or go for creators with massive reach.
   • Average Views: See what typical engagement looks like for their content.
3. Review Creator Profiles: Each creator profile in the TCM gives you real, non-public data. You can see their audience stats, engagement rates on recent videos, and examples of past brand partnerships. This takes the guesswork out of vetting and helps you make data-driven decisions.

Using the TCM signals that you're serious about creating a professional partnership and gives you access to metrics you can’t see publicly.

Analyze Your Competitors' Playbook

One of the smartest ways to find proven creators in your niche is to see who your competitors are working with. If a creator has already successfully promoted a similar product, they likely have an audience that’s primed for your brand, too.

Here’s how to do it:

• Go to your competitor's TikTok profile. Check the videos where they've been tagged. Brands are often tagged in the sponsored content they pay for.
• Search for your competitor’s brand name or specific campaign hashtags (e.g., #[BrandName]Partner). This will show you posts from creators they've collaborated with.
• Make a list of the creators they’ve worked with more than once. This is a strong indicator that the partnership was successful.

Found a Creator? Here’s Your Vetting Checklist

Discovering a creator is only the first step. Before you reach out, take a few minutes to vet them properly to ensure they're a good fit. Look beyond vanity metrics and analyze the qualitative signs of a great partner.

• Engagement >, Followers: A creator with 20,000 followers and hundreds of genuine comments per video can be far more valuable than a creator with 200,000 followers and a comment section full of spam or generic "nice post!" comments. Look for real conversations happening in the comments. Is the creator responding?
• Niche Alignment and Authenticity: Does their content genuinely align with your brand's values and voice? Or would a partnership feel forced? The best collaborations feel natural and authentic, not like a sudden, jarring advertisement. Your brand should feel like a natural extension of their existing content.
• Content Quality and Consistency: Scroll back through their last 20-30 videos. Is there consistency in their quality, style, and posting frequency? A creator who posts consistently shows they are professional and dedicated to their platform. Watch out for sudden drops in view counts, which could be a red flag.
• Professionalism &, Past Partnerships: How have they handled sponsored posts in the past? Did they creatively integrate the product, or did it feel like a generic, uninspired ad read? Look for the #ad or #sponsored disclosure - professional creators always disclose their partnerships clearly and follow FTC guidelines.

Final Thoughts

Finding the right creators on TikTok is a mix of knowing how to skillfully use the available tools and thinking strategically about your audience and goals. Whether you’re manually browsing a hashtag, training your For You page, or running a detailed search in the Creator Marketplace, these methods give you a clear path to discovering partners who can truly connect with your community.

Once you’ve found your creator partners and started planning campaigns, the next big challenge is managing all the moving pieces. At Postbase, we wanted to streamline this exact process. We built a clean, visual command center for your entire social strategy, allowing you to easily plan and schedule your own brand content right alongside where you're tracking your creator partnerships. It simplifies collaboration so you have a clear, unified view of everything happening without having to juggle scattered spreadsheets and calendars.