Influencer for Instagram: Why Counterintuitive Niches Win Sourcing

Kendall Dickieson, Head of Social and Influencer at Graza and CPG consultant, walks through her sourcing framework for finding the right influencer for Instagram before you ever open the app. Her core argument: most brands skip the pre-work, and that is exactly where Graza's early seeding program succeeded.

Kendall recommends starting with a clear community goal, then letting that goal narrow where you source inside the platform rather than casting a wide net. For Graza, that meant targeting unexpected food niches like Mexican food and barbecue instead of the obvious olive oil and pasta accounts, a counterintuitive bet that paid off.

She also shares a practical shortcut: find one strong creator, use Instagram's suggested follows to surface lookalikes, and then check the followers of friendly competitor brands who have already done some vetting for you. No paid tools required.

Watch to see how she turns what feels like an overwhelming task into a repeatable, low-cost process you can start today.