How to find creators for your SaaS or AI tool

Start with the audience, not the follower count

The creator who helps you is the one whose viewers already have the problem your product solves. Write one sentence describing your ideal user, for example “indie founders who want to find their first customers”, and judge every creator against it.

A creator with a few thousand focused followers can send more relevant visitors than an account with a hundred times the audience and no connection to your topic.

Where to look

Search the places your audience goes to learn. Look for people who already review, demo or compare tools like yours.

• ✓YouTube searches for “[problem] tutorial” and “[tool type] review”
• ✓Instagram and TikTok hashtags around the problem, not your product name
• ✓X and LinkedIn voices your users already follow
• ✓Newsletters and communities in your niche
• ✓A fit preview such as UpPeek's, which suggests creators and shows why each fits

How to build a shortlist

Open each profile and read the last ten posts. You are checking whether the topic, format and audience fit, and whether they have worked with products before.

• ✓Topic: do they cover problems like the one you solve?
• ✓Audience: do the comments look like your customers?
• ✓Format: do they make the kind of content you could appear in?
• ✓Activity: have they posted recently?
• ✓Disclosure: do they label sponsored content clearly?

Make the first message easy to say yes to

Lead with why you picked them, make one small ask, and offer free access first. Keep it short enough to read in ten seconds. Our creator DM template and free generator can help you write it.