Is Finding the Right Influencers Getting Harder in 2025?
- 6 mins
Influencer marketing has become a must for most of the brands – but even as budgets grow, one thing hasn’t gotten easier: finding the right creators.
We surveyed over 120 marketers, brand leads, and agency teams to understand how they’re navigating influencer discovery in 2025. Here’s what we found.
Discovery is still the hardest part
68% of marketers said that finding influencers is the most frustrating part of the entire workflow.
The biggest complaints? Recycled search results, overly generic platforms, and a sense that everyone’s pulling from the same stale list of names.
“Every search ends with the same 20 influencers. It’s like the algorithm doesn’t know how to find anyone new.”
— Emma Collins (Marketing Manager at Barten Inc.)
Many teams feel stuck using tools that don’t surface fresh talent or creators outside the usual bubbles. Discovery fatigue is real.
Fit matters more than follower count
57% of respondents said their biggest challenge isn’t just finding influencers—it’s finding the right ones. It’s not about who has the most followers; it’s about tone, audience alignment, values, and storytelling style.
“I’d rather work with someone who has 12K followers and a voice that fits than someone with 200K who’s off-brand.”
— Raj Patel (Founder & CEO, Salesset)
Marketers are more focused on fit, but their tools often aren’t.
Many teams are still working from spreadsheets
41% of teams told us they’re still managing their influencer pipeline manually—with spreadsheets, DMs, and endless copy-pasting.
It slows down the entire process, makes reporting messy, and causes missed opportunities.
“We’re still emailing back and forth, tracking everything in a Google Sheet. It works, but it’s messy.”
— Maia Chung (CFO at Topizzy)
Streamlining that workflow is becoming essential as teams scale campaigns and build longer-term relationships.
Most marketers still believe in the channel
Despite all the challenges, 87% of marketers said influencer marketing is still one of their most effective and high-ROI channels—when it’s done right.
“The moment we find the right creator, everything clicks. Our problem isn’t the channel—it’s the discovery.”
— Sophie Martinez
There’s no doubt about the potential. But the process still needs to catch up with the possibilities.
So what now?
Here’s what I’d lock in on:
✅ Reach – Are they actually getting real engagement?
✅ Relevance – Do they vibe with your audience?
✅ Resonance – Will what they say mean something to the people you’re trying to reach?
And what to chill about:
✖ Polished visuals (perfection ≠ connection)
✖ Studio-quality content (authenticity > production)
✖ Whether they “look” like your target demo
I’m not saying story-fit creators should replace product-fit ones. I’m saying if you’re stuck picking the same kinds of influencers over and over, story-fit can crack open new doors. You just need to be open to letting them walk through.
Give them a shot. You might end up with your strongest campaign yet.
Why influencer search has to level up
The way we find influencers hasn’t caught up to how the space is evolving.
Most teams still wait for the stars to align before trying someone new. The creator might be perfect for the brand voice, but if it’s not a brand awareness push, or the budget’s tight, or they don’t fit the usual mold—it’s a no.
That mindset kills creativity. And it keeps you stuck.
The solution? Start with your audience. Know who you’re talking to, and don’t obsess over perfection. If a creator hits most of your criteria and gets your story, run with it.
GoMarketish makes this easier. Our search helps you stay focused on what matters—actual fit—not just follower counts or aesthetic. Plug in your essentials, and we’ll surface creators that align in a smart, efficient way (yes, all of them).
Give it a go. You might be surprised who shows up.
But don’t take my word for it. Try GoMarketish free for 14 day (without even pulling out your credit card).
We Make The Difference.
GoMarketish Team
