Discovering influencers in fragmented markets involves leveraging a variety of tactics and tools, including various influencer marketing platforms. The process generally includes the following steps:

1. Define the Audience: In any fragmented market, not all consumers are relevant for a business. It’s essential to define your target audience’s preferences, behaviors, and demographics.

2. Keyword and Hashtag Search: Kicking off the discovery process with simple searches can reveal influencers who are popular in that community. By examining hashtags relevant to your industry or product, you can identify the influencers who are leading these conversations.

3. Utilize Influencer Discovery Platforms: Platforms like Flinque are specifically designed to make influencer discovery less daunting. These platforms provide a range of search filters like location, audience size, audience demographics, engagement rate, and industry to help brands find the most suitable influencers.

4. Analyze Social Media Metrics: Overwhelmingly, influencers with engagement rates and audience growth rates greater than their peers are likely to drive better campaign results. These metrics can be found on most influencer marketing platforms.

5. Content & Authenticity: Look at the potential influencer’s content for relevance, frequency, quality, and authenticity. Making sure the content aligns with your brand image is quite important.

6. Check the Audience Quality: Use platforms that offer in-depth audience analytics to measure an influencer’s audience quality. The platform, Flinque, for instance, provides deep audience insights to ensure the followers are real, active, and match your target audience profile.

Comparing different influencer marketing platforms is a part of the equation. Some platforms provide quick search functions, while others focus on a comprehensive database. Some offer detailed audience analytics, and others might emphasize content analysis capabilities. The choice largely depends on each team’s specific needs.

In a fragmented market, the most powerful approach is to use a mix of these strategies and tools to cover all bases. It ensures you discover influencers who don’t merely have a high follower count but have a genuine connection with your target audience.