Struggling to find the right creators? This guide breaks down five realistic ways to source creators in 2026, from UGC platforms to manual discovery.
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Finding the right UGC creators shouldn’t feel like detective work - but for a lot of marketing teams, it still does.
Between sourcing creators, writing briefs, chasing replies, managing logistics, and keeping everything on-brand, creator marketing can quietly eat up your week. The good news? There are clear, proven ways to find creators (once you’re clear on what kind of content you actually need).
Below are five practical (and realistic) ways to find creators in 2026 - plus when each approach actually makes sense.
Before jumping into platforms, let’s clear up a very common mix‑up.
Some creators sit somewhere in the middle, but knowing which bucket you’re hiring for upfront will save you time, money, and a lot of back‑and‑forth.
The best way (I know, we’re biased) to discover and work with UGC creators is through Twirl. If your goal is to produce high-performing UGC for paid ads or organic use, using a UGC-focused platform is the most efficient option.
With Twirl, brands work with over 6,000 vetted UGC creators who understand how to create content designed for performance - not just aesthetics. Instead of spending hours sourcing creators, chasing replies, and managing everything in spreadsheets, Twirl gives teams a clear workflow. You can shortlist creators into a roster, invite them to campaigns, and allow creators to pitch themselves for briefs that fit their style.
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For teams that want extra strategic support, Twirl’s Creative Partner plans go a step further. The Twirl team helps with creator selection, creative direction, and planning - while brands still stay in control of who they work with and what gets produced.
This approach works best when:
Get your scrolling fingers ready and hit up creators on Instagram and TikTok. Social media is still a popular place for discover creators manually - especially if you’re early-stage or looking for a very specific niche.
Creators often use hashtags like:
You can also search hashtags related to your industry or product category to find creators already producing relevant content. For example, if you’re looking for creators in the food niche, such as vegan influencers, searching hashtags like #veganfoodie or #veganfoodcreator can quickly surface relevant profiles.
On platforms like YouTube or Google, keyword-based searches can also be effective. Simply searching phrases like “vegan influencers in Miami” can return listicles, creator roundups, or individual profiles, helping brands identify potential collaborators without using a dedicated tool.
Tip: Check the “Tagged” section of brands you admire or compete with. Creators who are already tagging similar brands are often more open to collaborations.
This method can work, but it’s time-heavy and harder to scale.
Creator communities still thrive on Twitter (X), especially around UGC and creator work.
Using Twitter’s advanced search, you can filter by keywords, hashtags, and even location to find creators active in your niche (a popular one is #ugccommunity). You can also search for people already mentioning your brand — often an easier starting point.
🔥 Hot tip: Jump into relevant Twitter chats. They’re a surprisingly good way to connect with creators who are actively looking for brand work.
One of the most effective ways to discover creators is by using an influencer marketing platform. These tools allow brands to search large creator databases using advanced filters, making it easier to identify influencers who match specific niches, audiences, and campaign goals, without relying on manual research.
Influencer Hero is considered one of the best influencer marketing software solutions as it offers an all-in-one approach. For creator discovery, it provides access to a database of 450+M creators, 20+ advanced filters and AI-powered search capabilities.
Through its Influencer Finder, teams can go beyond the basic demographics by using lookalike search, reviewing past performance and sponsored posts, and identifying creators who already follow the brand (making them up to 8x more likely to collaborate!).
Reddit is one of the most overlooked places to find genuinely passionate creators.
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By exploring subreddits related to your product or industry, you can spot users who consistently post reviews, tutorials, or thoughtful takes. These creators often have smaller audiences - but strong credibility.
This works especially well for:
It depends on what you’re trying to achieve.
The strongest creator strategies often combine more than one approach - with clear roles for UGC creators and influence. Once you’re clear on whether you’re hiring for content, reach, or both, the right tools and platforms make the process far more manageable.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 6000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.
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