Something we are passionate about here at AGM is that influencer marketing isn’t just about finding creators for a program, but it’s about finding the right creator niches that naturally connect with your brand.

The common question we hear from brands is: “Which creators should we actually be going after?”

Lifestyle creators? Fitness creators? Fashion creators?

What we’ve found is that the biggest unlock isn’t chasing obvious niches. It’s identifying the communities already predisposed to becoming superfans of the brand.

The Shift: From Broad Creators to Niche Superfans

Most influencer programs start by targeting large, predictable niches. But those spaces are oversaturated, and audiences can tell when a partnership feels transactional.

Instead, our team focuses on identifying niche communities that authentically resonate with the product even if they’re not the obvious fit on paper.

When you find creators who already feel like natural advocates of your brand, you gain:

• Stronger organic performance
• More authentic storytelling
• Content that actually resonates with audiences
• A deeper pipeline of creators that can scale into paid partnerships

But finding these creators isn’t as simple as running a search.

How We Find the Right Creators

Let’s be real: this takes a lot of time.

Our team spends significant time not just analyzing creator metrics, but actually talking to creators and observing their feedback.

We look for:

• How the creator personally resonates with the product
• How their friends, family, or audience react to it (who is commenting and engaging?)
• The types of content they naturally create when they’re excited about something
• Whether their lifestyle and community naturally align with the brand

Often, the creators who align the most strongly are niche and harder to find. It takes trial and error, and it often requires stepping outside of the typical “lifestyle creator” pools that brands default to.

But when you find them, the results can be massive.

Libman and The Niche Unlock

We put this strategy into action for Libman Cleaning, a brand rooted in a family-focused lifestyle with a natural affinity for pet-friendly households and creators.

Instead of targeting traditional lifestyle creators, our team leaned into a more specific niche: family-focused creators who showcase the messy reality of homes with multiple kids and pets, highlighting relatable chaos, everyday cleanups, and a touch of humor. This approach drives a stronger sense of authenticity and credibility for both the creators and Libman products.

Since the launch of our partnership with Libman, our program has delivered 222 pieces of content and 144 million total impressions.

With a number of creators significantly outperforming expectations, we’ve seen family-focused creators like Erisa Laska, Janiceya Little and Jax the Lab drive millions of impressions on Libman-focused content. With the obvious need for cleaning for these families and pet owners, the Libman products fit naturally on their pages, making the brand feel authentic to their audience.

By identifying and nurturing these creators through our influencer program, we were able to uncover creators who genuinely embodied the brand. One of those creators was Vince and Kinsey, whose content went on to generate 46 million views.

The takeaway: the right creator niche isn’t always the biggest or most obvious. The real unlock comes from identifying communities that already love what your brand represents and turning those superfans into creators who produce authentic, high-performing content.

Curious what niche creator communities might exist for your brand? Book a free demo and we can walk you through how we approach creator discovery.